Interview with Diego Rodriguez

by Wednesday, April 3, 2013

Hello Diego, first of all, tell us something about your upcoming work. What are you into at the moment?

I’m designing an album booklet for a Canadian musician, handling a couple of branding projects and a very exciting illustration project for a snowboard brand with my partners Anthony Harmon and Luis M. Torres.


Would you give a brief walk through your workflow?

With client projects, I usually put together a folder with the information and images that the client sends to me to have everything organized from the beginning. I think is important don’t waste your time by looking further into the mail for any question or document. Then, depending on what the client wants I start working with Photoshop or Illustrator. Occasionally I spend some minutes sketching in paper just to have a quick look into the composition or just take notes, it’s a tool that I use for warming up if you like. In personal projects, it’s all experimentation using different techniques for achieving something; that “something” eventually turns into another thing and the final outcome is unexpected even for me. These projects can take hours, days, weeks…and some coffee.


How has your work evolved over the years from when you where beginning?

Well, I’d say it evolved in all ways. I’m self-taught like many other people, but once you enter in a field with a lot of motivation as I did, you start looking for more: you read a lot, you explore every aspect, and you spend uncountless hours redefining your techniques and knowing deeper the software. On the other hand, the different experiences with partners, clients and your mistakes/hits teach you more than any theory, at least in my case.


Tell us something about your clients, do you feel thereʼs something different out there, I mean, a different way to approach the creative process?

Yes! Absolutely.
Depending on the client needs and profile, they go with a very detailed brief or they go with barely nothing. You need to be ready for all kind of situations. However, there are occasionally very particular clients that give you creative freedom. Others want something in the same line of a graphic I’ve created before (this is actually very usual).

How have you handled the business side through these “horrible years”?

To be honest I’ve never met horrible or good years. I’ve been working on my own the last 3 years with motivation and energy, that’s all I know. To me, taking experiences in different countries was crucial and it helped me a lot, personally and professionally.
It’s amazing when people trust in your skills for a project, thats the most important thing to me.


How do you choose the next project to be involved in?

It’s very easy to choose when I receive a client proposal and I feel comfortable with the work to do and the people behind the project. If they respect your work and they want the best of you; if there is something challenging and different…those kind of things are very important to me. Now when it’s something personal…that’s the most exciting thing (and time consuming). I use to be very restless: I like to explore different fields, sciences, theories, cultures, stories…When I feel a really strong attachment with something in particular, I just go for it.


Who’s the first designer that comes to your mind in a second?

Kazumasa Nagai, a japanese designer from the 60’s – 70’s.


What’s the place or what do you do when you feel you’re thinking in a bright way?

I feel fantastic walking with chill music, drinking black coffee and breathing pure air on a park. Also writting what I dreamt and trying to get ideas from it.


Something you’ve always wanted to do, but have yet to.

To explore, live and work in Japan.


Something you want the world to know about you.

I told my teacher, with 8 years old, that I knew about the moon because I went with my neighbor’s space-rocket. I still believe that travel was real.


Something that annoys or frustrates you about people.

Violence and lack of respect.


Your idea about social networks.

A very deep and complicated matrix.


What’s overrated/underrated today?

Sucess / Knowledge.

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