THE AWARD
CATEGORIES
REGISTRATION
SUBMIT YOUR WORK
ENTRY INSTRUCTIONS
TERMS & CONDITIONS
PUBLICATIONS
DATES & FEES
METHODOLOGY
CONTACT
WINNERS
PRESS ROOM
GET INVOLVED
DESIGN PRIZE
DESIGN STORE
 
THE AWARD | JURY | CATEGORIES | REGISTRATION | PRESS | WINNERS | PUBLICATIONS | ENTRY INSTRUCTIONS

Interview with Ximena Ureta

Home > Designer Interviews > Ximena Ureta

Editor Frank Scott (FS) from DesignPRWire has interviewed designer Ximena Ureta (XU) for A’ Design Award and Competition. You can access the full profile of Ximena Ureta by clicking here.

Interview with Ximena Ureta at Wednesday 30th of May 2018

FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
XU: I have been working as a graphic designer actively and uninterruptedly for more than 20 years in Chile. I worked independently for several companies on corporate issues, especially Annual Reports and Sustainability Reports right at the beginning. My experience in packaging designing for Chilean wineries is extensive and I have managed to specialise in Chilean wine and champagne labels distributed all around the world. Currently, this is my main activity. I focus on highlighting and enhancing the virtues of Chilean wines and sparkling wines. I have studied etching, aquarelle and oil techniques at different times and I have applied these skills to complement my work as a designer. And yes, I have always wanted to be a designer but I am also interested in other art disciplines.

FS: Can you tell us more about your company / design studio?
XU: My studio permanently works on the development of packaging for Chilean wineries. I have been Concha y Toro’s consultant for the last 10 years, working on many of their brands such as Marques de Casa Concha, Trio, Diablo, Casillero del Diablo, creating products such as Leyenda, Reserva Privada, Reserva Especial and Devil´s Collections. It is really interesting to promote, from the design point of view, these globalised brands and many of them world-renowned.

FS: What is "design" for you?
XU: Design, as such, is a creative activity and a result of an investigative process, whose aim is to make objects to be both useful and aesthetic as well as solve a specific problem. And, although usefulness of the object is fundamental, my work must also be beautiful so that the relationship with the user will be both durable and harmonious.

FS: What kinds of works do you like designing most?
XU: I like working with designs that must be beautiful, designs that pose some kind of a technical and creative challenge, I love creating designs that identify the companies that need them and I like presenting original ideas that can be resolved by the production team.

FS: What is your most favorite design, could you please tell more about it?
XU: There are several pieces of work that have been important for me. I think "Paper Flight” is very special. It says a lot with very little. It is a visual poem without words, it has a sensitive and essential spirit. A fragment of liberty. A pause. A tribute to simplicity, to the fragile, to the minimum. The small interior space of a visual haiku. I am working on more pieces along the lines of "Silent design" or "Design without words" and I believe that I can make a contribution here. My work is universal and multicultural. An invitation to unconventional creativity and sensory exploration without frontiers. "A rain of wings and star, where flowers and leaves journey as one flock."

FS: What was the first thing you designed for a company?
XU: I first worked on a cover of a mass-distribution magazine in Chile. I designed an illustration that got excellent reception. It was my first experience as a designer when one of my designs was distributed to such a great number of people. For the first time I experienced the feeling of being the visible face of a company and, furthermore, with an editorial content. It was wonderful!

FS: What is your favorite material / platform / technology?
XU: Some good paper, a brush and black ink.

FS: When do you feel the most creative?
XU: When the requirements are interesting and I have enough time to develop them.

FS: Which aspects of a design do you focus more during designing?
XU: I carry out a conceptual synthesis, I choose an expression technique, I review materiality and architecture, functionality, I propose typography if required, I almost always check proposals for colour at the end. Each stage is special and everything can contribute to original design.

FS: What kind of emotions do you feel when you design?
XU: It is an energy that rotates internally. It commences soft and light. I think that it feeds from my breathing because they both march to the same beat. Eventually, one learns how to surrender peacefully. An inner strength that seeks light.

FS: What kind of emotions do you feel when your designs are realized?
XU: I feel a deep satisfaction.

FS: What makes a design successful?
XU: First of all, for a design to be successful, the designer must start with an assertive diagnosis of a specific need. Such design must have a clear conceptual definition and a specific target audience. Only then will a design acquire an interesting and aesthetic personality.

FS: When judging a design as good or bad, which aspects do you consider first?
XU: I see if I am able to feel what the design is trying to communicate.

FS: From your point of view, what are the responsibilities of a designer for society and environment?
XU: Paper Flight takes into account this responsibility with the environment. All the paper used in the project is FSC-certified which means that the raw materials of the paper come from responsible and environment-friendly forest management. That is to say, the fibre that is used in the manufacture of the paper comes from forests that are managed in an environment-friendly and sustainable manner. To be able to use FSC-certified paper one must comply with a custody chain meaning that all the agents involved in the preparation of the paper must be certified, in other words, the forests, the mills, the distributor and even the printers. Being ecologically responsible is an interesting idea although it does not always depend on us.

FS: How do you think the "design field" is evolving? What is the future of design?
XU: It is an interesting question these days as forecasts show that millions of current jobs will be automatized in the future and it is creative jobs that shall survive in a world populated by robots. Up until now, creativity seems to be a survivor. In music, artificial intelligence can successfully take and repeat certain elements of some themes and then reuse them but it is not capable of creating new ones.

FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
XU: My last exhibition was a few years back, in the area of wine and champagne packaging for different Chilean wineries. It would be great to be able to appreciate all the award-winning works at the A´Design Award & Competitions exhibition. It is undoubtedly the most interesting exhibition at a global level that I have participated in. In the future, I would love to show my works again and lead this personal project.

FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
XU: I study books, looks at publications that contain well-finished aesthetic graphic solutions. This is what inspires me.

FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
XU: I explore ways to synthesize the message that I want to communicate and use art whenever I feel it is appropriate.I am working on more pieces along the lines of "Soundless design" or "Silent Design" and I believe that I can make a contribution here. It is universal and multicultural type of work. An invitation to unconventional creativity and sensory exploration without frontiers. Pieces of work that say a lot with very little. Visual poems without words, they have a sensitive and essential spirit. The small interior space of a visual haiku.

FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
XU: I am Chilean, my country is located in the extreme south-west of South America. I live in Santiago, the capital, which is in Chile’s central zone and it is blessed with a Mediterranean climate, with well-defined seasons and rainfalls concentrating only in winter. My country is renowned around the world for its wine production. Its climate permits us to grow healthy vineyards and produce high quality wines. I feel privileged to be able to contribute as a designer to the creation of wine packaging that is well-known globally, drawing on our immaterial heritage, our culture, our art and legends as well as our “crazy” geography that identifies us as the world’s longest and narrowest country in the world. Chile’s archaeology, ethnicity and folklore are also part of my country’s image represented and recognised in the wonderful quality of our wines.

FS: How do you work with companies?
XU: I have worked with companies as an independent designer throughout all my professional life. What I basically need is a brief with the specific conceptual requirements before I start any project for a client. Subsequently, we set up meetings and program email dispatches each week, depending on the level of progress. In the case of packaging, when we finally believe that we have achieved the result we are seeking, we carry out tests to look at terminations, as well as the performance and adherence of the paper. I supervise each and every piece of work I do, including the final printing.

FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
XU: They should know their work and some important aspects of their personality.

FS: Can you talk a little about your design process?
XU: First I think of a general concept, then I try several approaches and I progressively narrow it down looking for unique and original ideas.

FS: What are 5 of your favorite design items at home?
XU: My dinner table inspired in a fish, a book lamp, a metal tree that displays the bottles of wine with the label I have designed and paper flight by myself.

FS: Can you describe a day in your life?
XU: I prepare lists so as not to forget all the things that I must solve during the day. I set myself daily targets. I'm very rigorous when it comes to meeting objectives. I organize important aspects during the morning. In the mornings, I feel more energetic and I have more clarity to efficiently answer design questions. On the other hand, I try to bring together all the meetings in one day, to have enough time to design without interruptions.

FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
XU: I believe in randomness when I design that is why I often work with my eyes closed and find things in places where my consciousness would never let me go. The same happens with gestural typography or colour spots. It's funny what happens when I do it. The laws of harmony do not always act in a predictable way. This tidy harmony not always acts in a predictable manner. Perhaps these laws already exist and the only thing we must do is to decipher them. But they don’t always have a rational or logical order but one that is unconscious and unknown. Perhaps a designer is an encoder or a decoder of something superior and prior.

FS: From your perspective, what would you say are some positives and negatives of being a designer?
XU: I love the way a designer mixes creative art with a functional purpose. I sometimes feel that a good design is underappreciated, I cannot find negative aspects of being a designer.

FS: What is your "golden rule" in design?
XU: Discipline. Perseverance. The mother of all talents.

FS: What skills are most important for a designer?
XU: Tha capacity to synthesize and communicate, and perseverance.

FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
XU: I use many great design books and standard software. My main toolbox, however, is my art box of paint brushes.

FS: Designing can sometimes be a really time consuming task, how do you manage your time?
XU: I am very organized and do all my creative work in the morning.

FS: How long does it take to design an object from beginning to end?
XU: Depends on the object. A wine label for an export wine may take between 6 months and one year. Other packaging solutions may take much less time.

FS: What is the most frequently asked question to you, as a designer?
XU: How did I get to be a designer of wine labels.

FS: What was your most important job experience?
XU: The packaging and labeling lines of Casillero del Diablo. The most famous Chilean wine.

FS: Who are some of your clients?
XU: My clients are Chilean wineries that want to permanently create or improve their packaging but I have shown that I am a designer and I can work on other projects, as has been the experience with Paper Flights.

FS: What type of design work do you enjoy the most and why?
XU: I love my work, particularly when allows me to be creative.

FS: What are your future plans? What is next for you?
XU: I want to keep doing what I like and always try to do it as well as I can.

FS: Do you work as a team, or do you develop your designs yourself?
XU: I always do the art direction by myself, but I have a team of designers and producers.

FS: Do you have any works-in-progress being designed that you would like to talk about?
XU: I am working on a sequel of paper flight.

FS: How can people contact you?
XU: Through my website.

FS: Any other things you would like to cover that have not been covered in these questions?
XU: I would like to thank this incredible competition for giving us, designers from all around the world, the opportunity to showcase our work and to dignify it. I have been pleasantly surprised by the great technological platform that has been put at the disposal of all the design disciplines. Thank you for this wonderful experience.


FS: Thank you for providing us with this opportunity to interview you.

A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.


Press Members: Register and login to request a custom interview with Ximena Ureta.
SOCIAL
+ Add to Likes / Favorites | Send to My Email | Comment | Testimonials
 
design award logo

BENEFITS
THE DESIGN PRIZE
WINNERS SERVICES
PR CAMPAIGN
PRESS RELEASE
MEDIA CAMPAIGNS
AWARD TROPHY
AWARD CERTIFICATE
AWARD WINNER LOGO
PRIME DESIGN MARK
BUY & SELL DESIGN
DESIGN BUSINESS NETWORK
AWARD SUPPLEMENT

METHODOLOGY
DESIGN AWARD JURY
PRELIMINARY SCORE
VOTING SYSTEM
EVALUATION CRITERIA
METHODOLOGY
BENEFITS FOR WINNERS
PRIVACY POLICY
ELIGIBILITY
FEEDBACK
WINNERS' MANUAL
PROOF OF CREATION
WINNER KIT CONTENTS
FAIR JUDGING
AWARD YEARBOOK
AWARD GALA NIGHT
AWARD EXHIBITION

MAKING AN ENTRY
ENTRY INSTRUCTIONS
REGISTRATION
ALL CATEGORIES

FEES & DATES
FURTHER FEES POLICY
MAKING A PAYMENT
PAYMENT METHODS
DATES & FEES

TRENDS & REPORTS
DESIGN TRENDS
DESIGNER REPORTS
DESIGNER PROFILES
DESIGN INTERVIEWS

ABOUT
THE AWARD
AWARD IN NUMBERS
HOMEPAGE
AWARD WINNING DESIGNS
DESIGNER OF THE YEAR
MUSEUM OF DESIGN
PRIME CLUBS
SITEMAP
RESOURCE

RANKINGS
DESIGNER RANKINGS
WORLD DESIGN RANKINGS
DESIGN CLASSIFICATIONS
POPULAR DESIGNERS

CORPORATE
GET INVOLVED
SPONSOR AN AWARD
BENEFITS FOR SPONSORS

PRESS
DOWNLOADS
PRESS-KITS
PRESS PORTAL
LIST OF WINNERS
PUBLICATIONS
RANKINGS
CALL FOR ENTRIES
RESULTS ANNOUNCEMENT

CONTACT US
CONTACT US
GET SUPPORT

Follow us : Twitter Twitter | Twitter Facebook | Twitter Google+.
Share |