Designer Interview

---

Interview with Jens Lattke at Friday 8th of March 2013

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?
JL: My grandfather has been an artist – he worked as a painter and illustrator. My father had a communications and PR agency. So it was turned out somewhat naturally for me to become a designer.

FS: Can you tell us more about your company / design studio?
JL: We are a full service agency for B2B communications, specialised in coporate publishing. The staff of Lattke und Lattke consists of marketing experts, graphic designers, copywriters, project managers and picture editors.

FS: What is "design" for you?
JL: Design is making content and emotion visible and tangible. It makes boring things interesting and complicated things easy to understand.

FS: What kinds of works do you like designing most?
JL: I like to design all things that help people to connect. Whether it is corporate magazines, business stationary or even wedding invitations.

FS: What was the first thing you designed for a company?
JL: The first thing I designed was business stationary.

FS: What is your favorite material / platform / technology?
JL: All kinds of paper. I love to translate emotion and content into easy-to-understand two dimensions.

FS: When do you feel the most creative?
JL: When brainstorming together with my team – ideally with a glass of good wine in my hand – having a „gentle“ time pressure.

FS: Which aspects of a design do you focus more during designing?
JL: It needs to be technically neat, affectionate in detail and it must reflect the client’s needs and situation.

FS: What kind of emotions do you feel when you design?
JL: I feel inner excitement when I know „this is the perfect solution, I found the core.“

FS: What kind of emotions do you feel when your designs are realized?
JL: Proudness and insecurity.

FS: What makes a design successful?
JL: A design is successful if it touches people, if it is intuitive to understand.

FS: When judging a design as good or bad, which aspects do you consider first?
JL: A good design has wit and esprit; it is technically neat and there is an idea behind it. It is not just decoration – every detail has a function.

FS: How do you think the "design field" is evolving? What is the future of design?
JL: Design will help people to understand a world that is getting more and more complex and diverse (e.g. iPad). It contributes more and more to a company’s success by setting it apart from its competition.

FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
JL: I find inspiration merely everywhere. In every printed piece of paper, in furniture, nature, people. Everything that awakes emotions is inspiration for 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?
JL: My design is straight, but detailed.

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?
JL: I live in an forester’s house in the country side of southern Germany. It is quiet but not far from the city – so a perfect place to work at. I am convinced that the cultural heritage of my country affects my designs.

FS: How do you work with companies?
JL: I always try to think entrepreneurial. Design should never be an end in itself but should serve my client’s needs and aims.

FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
JL: Do not let the designer define the way you want to go. But as soon as you defined the way, trust and respect him. Do not take too many decision in your team – keep it small. You will find a good designer if there is an atmosphere of trust, respect, comprehension and sympathy. If this is given, it will work well.

FS: What are 5 of your favorite design items at home?
JL: Our kitchen, our Artisan Kitchen Aid, our flexform-sofa „Groundpiece“, our son’s Panton children’s chair and the lamp „Anta“ by Cut on my desk.

FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
JL: Remain true to yourself but put yourself in the client’s position. Stay curious and open minded and never become arrogant.

FS: From your perspective, what would you say are some positives and negatives of being a designer?
JL: Positive: I made my hobby my profession.
Negative: Being creative at the push of a button is extremely exhaustive.


FS: What skills are most important for a designer?
JL: Empathy

FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
JL: Apple computer, Quark XPress, Photoshop, FreeHand, all sorts of magazines, books, paperwork.

FS: Designing can sometimes be a really time consuming task, how do you manage your time?
JL: To be honest: This is the biggest challenge and I have not really found a solution yet.

FS: How long does it take to design an object from beginning to end?
JL: N.A.

FS: What is the most frequently asked question to you, as a designer?
JL: 1. Where do you get those ideas from?
2. Can we make the font size bigger?
3. Can we make the logo bigger?

FS: Who are some of your clients?
JL: Audi, Bosch, Linde, Rexroth, Siemens, Thyssen-Krupp, Volkswagen.

FS: Do you work as a team, or do you develop your designs yourself?
JL: I do work both as a time and on my own – depending on the task.

FS: How can people contact you?
JL: Via phone +49 (0) 931 6606650 or website www.lattkeundlattke.de

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

A' Design Award & Competition 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 & Competition cannot be held responsible for the answers given by participating designers.