Nikola Vucicevic

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Nikola Vucicevic ("NV") 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?

NV : In 2004 I completed a Masters degree in Graphic Design from the Faculty of Applied Arts at the leading educational center in Serbia: The University of Belgrade. In 2007 I completed Auto Desk Courses for Computer Graphics Software Maya in Chiron. That was my formal education. But I continued my education in attending various classes, seminars and programs. I have almost 2 decades of experience in the marketing industry, which has given me the opportunity to work with many prestigious agencies including New Moment Agency, McCann Erickson and Leo Burnett. In 2005 I opened my own studio and have collaborated with a variety of clients from over 27 countries, including the Serbian Government. When I moved to the US in 2013, the new chapter in my career began. I earned my green card based on extraordinary abilities in the field of graphic design and I started promoting my work as a Designer and Gentleman.

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

NV : I've always been passionate about people and communication. Also, my interest was in helping people solve problems using creative solutions and delivering better experiences. This brand-product-consumer-action relationship enables me to explore and be part of the whole process.

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

NV : When I was a kid I considered myself a young artist. It turned out that I found my path in communication design rather than fine arts. But I would have never been able to be as successful as I have been if this passion didn’t come from within.

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

NV : I am interested in any field of design; branding, digital branding, graphic communications, web, advertising, product and package design. I tried to prove myself in every one of these design disciplines so I can turn a vision into a practical product or campaign. I would like to do more of personal branding for competitive athletes all around the world and make Heart Plate project even more successful.

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

NV : Don’t be like me, be yourself. Be unique! Get inspired and find your own way to improve the market that interests you. Also, be available to listen to your clients and their consumers. Define short-term goals and long-term goals, have a strategy and try to go as far as you can in your career.

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

NV : Ability to trully understand people needs. And find the best possible soultion to resolve their problems. Also, creativeness, conceptual thinking and skills counts. Furthermore, having the ability to stand by an idea and capture the trust and respect of clients to allow the designer to follow through with that idea is what also makes a great designer.

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

NV : By the level of success. Design does not always have to be beautiful and elegant. But what is key is that it provokes a proper call to action. If you can do that and get financially rewarded for it, then you have achieved success and than you know: are good designer.

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

NV : A good design should bring new value to the brand and therefore the ROI is always obtained, whether through raising brand awareness or financially through a campaign.

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

NV : For the right client I always find the time! Maybe you are the next one! I am available for whatever you need as long as you are not in Tabaco industry.

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

NV : My dream project is my next project.

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

NV : Deep, conceptual thinking. Listening to my client and learning about the market. I try to incorporate different cultures and predict the future. I put my heart into all I do. Without passion, hard work and the great team, there is no success.

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

NV : The other is not relevant. Sasa Vidakovic, Vladan Srdic, Slavimir Stojanovic, Mirko Ilic, Balsa Garcevic, Goran Milanovic, Michael Bierut, Milos Zlatanovic, Miroslav Vujovic, James Joyce, Marc Johns, David Carson, Milton Glaser, Davor Bruketa, Nikola Zinic, Paula Scher, Stella McCartney, David Turner, Bruce Duckworth.

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

NV : VAIO Logo, Stella McCartney for Adidas, I LOVE NY; Slavimir Stojanovic: You Are an Idiot. Please Act Acordinaly. Vladan Srdic: Larry Thompson: A Tragedy Of A Youth; Mirko Ilic Poster: Shakti; Balsa Gracevic: Knjaz Milos Project; Goran Milanovic: Coca-Cola projects, Milos Zlatanovic: Font Kanibal etc

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

NV : Heart Plate™. I believe it’s going to be a game changer in the food industry. According to the statistic from 2017. every third person in the USA is considered obese. It’s use and financial potential is huge. You can learn more on www.heartplateproject.com

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

NV : Work hard and have a lot of discipline. Wake up as a designer and go to sleep as one and never stop dreaming.

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

NV : I would have been a competitive athlete.

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

NV : Design brings new value to quality of living. It can be seen and felt, and it eventually becomes an experience. Design has the power to change peoples habits, perception and therefore, the world itself. Design has the ability to make the relationship better between understanding how things work and people’s needs.

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

NV : My wife and family.

DL: What helped you to become a great designer?

NV : My focus, determination and self-improvement.

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

NV : Thank you for “master” label. First, there was the financial challenge. I am always improving the quality of idea/concept, which itself is not an obstacle but finding the time while working on projects as well as juggling a family is sometimes challenging.

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

NV : Depending on the circumstances and audience, there are different ways that one work can be presented. Sometimes a rough sketch is enough, other times, something more detailed such as a catalog or movie is better. Different platform reacts differently to the different media formats... Some platforms respond to text, others to images or videos... So, learn about the presentation environment, follow the rules and try to maximize your impact. Whatever works to engage the clients and close the deal. It's important to be able to communicate in a way that people outside of the design industry will be able to understand.

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

NV : Developing personal branding for competitive athletes, work on a Heart Plate, grow my business.

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

NV : To improve myself as much as I can, to work with he-end clients and enjoy it along the way.

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

NV : Expectations are big and my clients always anticipate that I have new and innovative ideas.

DL: How does design help create a better society?

NV : By improving the quality of living. That’s why I strongly believe that my Heart Plate will make a powerful impact on eating habits, diet, and health, primarily in US.

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

NV : My next project.

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

NV : I enjoy what I do and every client is a unique experience for me. Maybe because I put my heart into these projects they become my personal statement which communicates or touches people all around the world. That is the power of design.

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

NV : In the next 5 years, every relevant product will have "smart" components and everything will be connected in a way.

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

NV : In the future, design will include more smart components and an eco friendly character. Environment friendly biodegradable materials will take over other non-eco friendly materials.

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

NV : Depends of the project. For a Platinum Award, the Rent A Car concept took me 2 working days, around 16 working hours. Other projects that I work on are sometimes very complex and can last several months.

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

NV : Our process starts with research. Not with the design. So we learn about the client, current circumstances on the market. Learn about the opportunities, and then we create a strategy.

DL: What is your life motto as a designer?

NV : Could I do a better job on next project?

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

NV : “Styles come and go. Good design is a language, not a style.” –Massimo Vignelli

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

NV : Although technology is important, sometimes it’s not relevant for a winning campaign. In many cases it’s the idea, not the technology. For example, the award winning project Worth rent a Car did not have any production or technology costs, but the idea still made huge impact. Learn more here: https://vimeo.com/167434596

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

NV : Paper and Pen, Adobe, Canon Camera.

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

NV : Designers build experiences, a new vision or environment. If my research shows that we need a key visual without many colors, we apply that. Whatever boosts the emotional impact of the idea and makes the communication easier to understand, I follow.

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

NV : Whatever they want to ask, I want them to feel free to do so. I will gladly answer any question.

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

NV : This is amazing; Who design this? I would like to have it!

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

NV : Yes, one of the things that were very challenging in my career was to find right partners. Now, I have a team of experts and we work as one. We evaluate each other’s ideas and constantly improve projects along the way.

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

NV : My team members during the process and in the phase of beta testing.

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

NV : New$ Age by Zorica Tomic is a great book that had big influence in my work. I also read about modern philosophers and entrepreneurs.

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

NV : I got rid of my ego, long time ago. Also I stay informed on the latest technology trends in the industry. I am a regular at design conferences and I read a lot about other designer experiences. I do whatever it takes to get better.

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

NV : Nikola Tesla, Milutin Milankovic, Wolfgang Amadeus Mozzart, Antonio Stradivari, Edgar Degas, Michelangelo Buonarroti, Salvador Dali, Pablo Picasso, Leonardo Da Vinci, Milos Forman, Freddy Mercury, Walt Disney, Jack Nicholson, Arnold Schwarzenegger

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

NV : I wouldn’t say that I’m famous; designers are not superstars like athletes. I appreciate any interview and I am glad that I can inspire younger designers. That is great honor and privilege. Awards that I have received and my rankings help me to engage with more distinguished clients. For example, recently I started working with Prada because they had seen my previous work and my accolades.

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

NV : One color is meaningful only if there is other color next to it. Black wouldn’t be black without white; we couldn’t understand the characteristics of red without of green etc… That being said, I don’t have a favorite color. Place: I like where are I am currently. I enjoy summer the most. Thing- I pad. Brand: Apple.

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

NV : Recently a client accepted my proposal and then told me what to do, even though he wasn’t in my industry. This was confusing to me, as it doesn’t make sense. So I told him this is not the way we operate and I presented our process. Our tagline "Everybody Should Do What They Do Best. That is Why We Are In Marketing Industry, pretty much explain our approach and philosophy. We do listen to our clients, we do talk with them and its perfectly fine if they tell us what they want to achieve. But not to teach us how to do it. Try to find my story on Medium, It's called Coffe with The Mustard. It perfectly depicts the situation when clients without any knowledge in creative industry interfere in the creative process.

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

NV : As a designer I have my ups and downs like anyone in any industry. Sometimes I am trying so hard to “get it right” that I don’t sleep well. Not so long ago I was struggling with one package design project and I had a very tight deadline. My partner said to me, “If it doesn’t work- let it go, just let it go.” But I was stubborn and I didn’t want to give up. I kept working on it, and eventually I did find a way to improve that concept. I ended up receiving several awards for that design.

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

NV : I’ve wanted to be a designer since I was a kid. Of course at my early age I didn’t know what the proper word for it was, but today it’s clear: I am a designer. My design is about communication and strong concept that work and looks good.

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

NV : Social awareness of environment and pollution will rise and design will help resolve that. Replacing fuel by other energy forms, making cleaner air, and drinkable water will be some of the main focus. I see that we will get back to nature in some way.

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

NV : I am so happy that I have fans out there. I hope they will get inspired with this interview. A Design Awards, thank you this wonderful interview, it’s been a pleasure, and thank you for your support.