Creative Report Response 2

Kara Zichittella - Zeitype

1. 

I don’t think the digital age is getting rid of the poster, but instead they are operating in parallel. There is something significant about viewing a poster hanging in its original, local context as opposed to viewing a digital version on Pinterest for example, where it is in a completely different context and maybe placed next to a series of other posters. In many cases, there is a print version and an online version, but the way we experience them is not the same. I have also seen some interesting approaches to poster design involving augmented reality, responsive type, animation, etc. so it is exciting to see how new technology and traditional formats will inform each other. 

2. 

Part of my initial process is to make sure the concept clearly communicates in black and white. If it doesn’t work in black and white, how is it going to work in color? Color is an element that has a very specific meaning, and will always have a different connotation with each viewer. With that in mind, I only apply color when the concept calls for it. 

When it comes to my own explorations in type design, it makes sense to showcase type in black and white in order to focus on the characteristics of the typeface. 

3. 

After graduation, it was my intention to work mainly on the type of projects I felt were inline with my beliefs and interests as a designer. I wanted to focus on working within the cultural field, and living in Berlin naturally led to collaborations with musicians, record labels and music events. These type of projects are exciting because they are often a platform for print design. For example, I enjoy designing record sleeves, not only for the challenge of visualizing the music, but also because the result is a physical object, a future artifact that links image and sound.

4.

Of course, the way you work is going to be influenced by the context you work in. One thing that changed the way I work was the decision to find a studio space. As a freelancer, it’s very important for me to separate work from home. 

In terms of location, I think I will always live in a city where I can be immersed in culture and have access to museums, exhibitions, bookstores etc. I’ve met a lot of talented creatives in Berlin, it’s very inspiring and the competition pushes me to continue producing work. 

5.

The aim shouldn’t be to develop a style, but rather a point of view. I think it’s important to have a specific approach or underlying ideology that dives deeper than just a visual layer.