Shadi Al Hroub

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Shadi Al Hroub ("SAH") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

SAH : I have over 17 years of experience in creative direction, packaging design, and branding, with 9 years of dedicated research in branding. My journey includes collaborations with top-tier brands and extensive involvement in multimedia design.

DL: What motivates you to design in general, why did you become a designer?

SAH : My motivation comes from a passion for creativity and the desire to communicate powerful messages through design. The ability to influence perceptions and create impactful visual experiences inspired me to pursue a career in design.

DL: Did you choose to become a designer, or you were forced to become one?

SAH : I chose to become a designer out of a deep-seated passion for creativity and visual storytelling. It was a natural path for me, driven by my love for art and design.

DL: What do you design, what type of designs do you wish to design more of?

SAH : I specialize in branding, packaging design, and multimedia. I wish to explore more sustainable and socially impactful designs, contributing to environmental and societal betterment.

DL: What should young designers do to become a design legend like you?

SAH : Young designers should continuously hone their skills, stay curious, and seek inspiration from various sources. Networking, learning from mentors, and participating in competitions can also pave the way to success.

DL: What distinguishes between a good designer and a great designer?

SAH : A good designer creates aesthetically pleasing work, while a great designer combines aesthetics with functionality, innovation, and the ability to solve complex problems creatively.

DL: What makes a good design a really good design, how do you evaluate good design?

SAH : A really good design is one that effectively communicates the intended message, resonates with the target audience, and stands out for its innovation and usability. I evaluate design based on clarity, creativity, and impact.

DL: What is the value of good design? Why should everyone invest in good design?

SAH : Good design enhances user experience, drives brand recognition, and can significantly impact a company’s success. Investing in good design leads to long-term benefits, including customer loyalty and increased market value.

DL: What would you design and who would you design for if you had the time?

SAH : I would love to design for humanitarian causes and sustainable initiatives, creating solutions that address global challenges and improve lives.

DL: What is the dream project you haven’t yet had time to realize?

SAH : My dream project is to develop a global branding initiative that promotes environmental sustainability and responsible consumption, aligning with the UN Sustainable Development Goals.

DL: What is your secret recipe of success in design, what is your secret ingredient?

SAH : My secret recipe is a blend of passion, persistence, and continuous learning. The secret ingredient is empathy—understanding the needs and desires of the audience to create designs that truly resonate.

DL: Who are some other design masters and legends you get inspired from?

SAH : I draw inspiration from design legends like Saul Bass, Paul Rand, and contemporary masters like Stefan Sagmeister and Paula Scher, who have revolutionized the field with their innovative work.

DL: What are your favorite designs by other designers, why do you like them?

SAH : I admire the branding work of Paul Rand, especially his logos for IBM and ABC. These designs are timeless, embodying simplicity and clarity, which are hallmarks of great design.

DL: What is your greatest design, which aspects of that design makes you think it is great?

SAH : One of my greatest designs is the Menamonsters Characters, which won the Iron A' Design Award. The design stands out for its creativity, uniqueness, and ability to engage the audience effectively.

DL: How could people improve themselves to be better designers, what did you do?

SAH : To become better designers, people should practice consistently, seek feedback, and stay updated with industry trends. I continuously challenge myself with new projects and learn from every experience.

DL: If you hadn’t become a designer, what would you have done?

SAH : If not a designer, I might have pursued a career in art history or psychology, fields that also explore human perception and creativity.

DL: How do you define design, what is design for you?

SAH : Design is the process of creating solutions that are both functional and aesthetically pleasing. It’s a means of communication that can influence perceptions and behaviors.

DL: Who helped you to reach these heights, who was your biggest supporter?

SAH : My family, mentors, and colleagues have been my biggest supporters, providing encouragement and guidance throughout my career.

DL: What helped you to become a great designer?

SAH : Continuous learning, a passion for creativity, and the willingness to take risks and experiment with new ideas have been crucial in my journey to becoming a great designer.

DL: What were the obstacles you faced before becoming a design master?

SAH : I faced challenges like balancing creativity with client expectations, staying motivated during difficult projects, and constantly evolving to keep up with industry trends.

DL: How do you think designers should present their work?

SAH : Designers should present their work with clear narratives, showcasing the problem-solving process, the rationale behind design choices, and the impact of the final product.

DL: What’s your next design project, what should we expect from you in future?

SAH : My next project involves exploring sustainable packaging solutions. Expect innovative designs that address environmental concerns while maintaining functionality and aesthetics.

DL: What’s your ultimate goal as a designer?

SAH : My ultimate goal is to create designs that make a positive impact on society, inspire future generations, and push the boundaries of creativity and innovation.

DL: What people expect from an esteemed designer such as yourself?

SAH : People expect creativity, innovation, and a deep understanding of their needs. They also look for a commitment to excellence and the ability to deliver impactful solutions.

DL: How does design help create a better society?

SAH : Design can solve real-world problems, improve user experiences, and promote sustainability. It has the power to influence behaviors and create a more inclusive and equitable society.

DL: What are you currently working on that you are especially excited about?

SAH : I’m currently excited about a project that focuses on sustainable packaging, aligning with global efforts to reduce waste and promote responsible consumption.

DL: Which design projects gave you the most satisfaction, why?

SAH : Projects that have had a significant social impact, such as those for NGOs and humanitarian organizations, give me the most satisfaction because they contribute to meaningful change.

DL: What would you like to see changed in design industry in the coming years?

SAH : I’d like to see more emphasis on sustainability, inclusivity, and ethical practices in the design industry, along with greater support for emerging designers.

DL: Where do you think the design field is headed next?

SAH : The design field is headed towards greater integration of technology, such as AI and AR, and a stronger focus on sustainability and user-centered design.

DL: How long does it take you to finalize a design project?

SAH : The time to finalize a project varies depending on its complexity, but typically it ranges from a few weeks to several months, ensuring thorough research and refinement.

DL: When you have a new design project, where do you start?

SAH : I start with research and understanding the client’s needs, followed by brainstorming and conceptualizing ideas before moving on to the design and iteration phases.

DL: What is your life motto as a designer?

SAH : "Design with purpose, create with passion." This motto encapsulates my approach to design, emphasizing meaningful impact and creative enthusiasm.

DL: Do you think design sets the trends or trends set the designs?

SAH : Design has the power to set trends by introducing innovative concepts, but it also adapts to existing trends to stay relevant and resonate with audiences.

DL: What is the role of technology when you design?

SAH : Technology plays a crucial role in enhancing creativity, improving efficiency, and enabling new possibilities in design. It allows for more precise and innovative outcomes.

DL: What kind of design software and equipment do you use in your work?

SAH : I use a variety of design software, including Adobe Creative Suite (Photoshop, Illustrator, InDesign), and rely on high-quality hardware like Wacom tablets and powerful computers for my work.

DL: What is the role of the color, materials and ambient in design?

SAH : Color, materials, and ambiance are essential in creating the desired emotional response and functionality in design. They enhance the overall aesthetic and user experience.

DL: What do you wish people to ask about your design?

SAH : I wish people would ask about the thought process and inspiration behind my designs, as well as the challenges faced and how they were overcome.

DL: When you see a new great design or product what comes into your mind?

SAH : I think about the creativity and effort behind it, the problem it solves, and how it can inspire or influence my own work.

DL: Who is your ideal design partner? Do you believe in co-design?

SAH : My ideal design partner is someone who shares my passion for creativity and innovation, and I strongly believe in co-design as it brings diverse perspectives and ideas.

DL: Which people you interacted had the most influence on your design?

SAH : Mentors, industry peers, and clients who challenge me to think differently and push my creative boundaries have had the most influence on my design.

DL: Which books you read had the most effect on your design?

SAH : Books like "Thinking with Type" by Ellen Lupton and "The Design of Everyday Things" by Don Norman have profoundly impacted my understanding of design principles and user experience.

DL: How did you develop your skills as a master designer?

SAH : I developed my skills through continuous practice, learning from feedback, staying updated with industry trends, and experimenting with new techniques and technologies.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

SAH : I would love to meet and discuss with Leonardo da VinciContinuing from where we left off:

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

SAH : I feel incredibly honored and grateful for the recognition and awards I have received. While fame comes with its own set of challenges, it also brings opportunities to inspire others and make a positive impact in the design community.

DL: What is your favorite color, place, food, season, thing and brand?

SAH : Color: Blue, for its calming and versatile qualities. Place: Florence, Italy, for its rich artistic heritage. Food: Sushi, for its balance of flavor and presentation. Season: Spring, for its sense of renewal and creativity. Thing: My sketchbook, where ideas come to life. Brand: Apple, for its innovative design and user experience.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

SAH : Once, during a client meeting, I accidentally projected a personal doodle instead of the presentation slides. It broke the ice and led to a more relaxed and productive discussion, proving that even mistakes can have a positive outcome.

DL: What makes your day great as a designer, how do you motivate yourself?

SAH : Seeing a design come to life and receiving positive feedback from clients makes my day great. I motivate myself by setting small, achievable goals and finding inspiration in everyday experiences and interactions.

DL: When you were a little child, was it obvious that you would become a great designer?

SAH : Yes, from a young age, I was always drawing, creating, and exploring new ways to express my ideas visually. My passion for art and design was evident early on, and it naturally evolved into my career.

DL: What do you think about future; what do you see will happen in thousand years from now?

SAH : In a thousand years, I envision a world where design and technology are seamlessly integrated, enhancing human experience and sustainability. Designers will play a crucial role in solving global challenges and improving quality of life.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

SAH : I want my fans to know that my journey in design is driven by a passion for creativity and a commitment to making a positive impact. Every project I undertake is an opportunity to learn, grow, and contribute to a better world through thoughtful and innovative design.