João Loureiro

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer João Loureiro ("JL") 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?

JL : Coming from a family of artists and designers, pursuing a career in design felt like a natural choice for me. Both of my parents are painters, and my sisters have design degrees, so creativity was always a central part of my upbringing. In 2005, I began my formal education in Graphic Design, earning a professional degree. That same year, I won my first design award, which was a pivotal moment that helped launch my career and solidified my passion for the field.

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

JL : Art and design have always been integral parts of my life. Growing up, I was immersed in creativity, constantly surrounded by artistic influences, attending exhibitions, and observing my sisters' work. This environment naturally led me to embrace design as a profession. What motivates me most about design is the opportunity it gives me to blend creativity with problem-solving. It’s a field where I can not only express my ideas but also create meaningful solutions that resonate with people.

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

JL : Becoming a designer was a natural choice for me. Design has always been a part of my life, from the environment I grew up in to the people and experiences that shaped my perspective. I was constantly surrounded by creativity, which made pursuing design an inevitable and exciting path. It wasn’t something I was forced into—it simply felt like the most authentic way to express myself and contribute to the world.

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

JL : My expertise lies in Branding and Editorial design, which are areas I deeply enjoy and where I can fully express my creativity. While I currently work extensively in digital design, my true passion remains in graphic design, especially in the tangible, impactful nature of print and identity systems. I wish to design more projects that allow me to blend creativity with strategic thinking, particularly in print and branding, where I can create memorable visual experiences that last.

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

JL : To become a design legend, young designers should focus on building a strong, diverse portfolio that showcases their creativity and versatility. In my role as Head of Design at Seegno, I’ve seen countless applications, and what truly stands out is a well-curated portfolio—often more than an impressive academic record. Take the initiative to create projects, even if they’re fictional, to demonstrate your range. Don’t be afraid to take risks, experiment, and, most importantly, gain hands-on experience. Consistently pushing yourself, learning from every project, and embracing both challenges and opportunities is key to growing as a designer.

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

JL : Consistency is key. A good designer may produce exceptional work occasionally, but a great designer consistently delivers high-quality results across all projects, regardless of the brief. Beyond technical skill, great designers demonstrate adaptability, a deep understanding of their audience, and the ability to balance creativity with strategy. They not only solve problems effectively but also inspire and elevate the vision of the brands they work with.

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

JL : Good design is defined by how effectively it meets its intended purpose within a specific context, solving problems and delivering clear communication. A truly great design, however, goes beyond functionality—it is timeless, transcending trends to remain relevant and impactful over time. It evokes emotion, creates connections, and leaves a lasting impression, making it not just functional but memorable.

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

JL : Good design is invaluable because it does much more than make things look appealing—it enhances brand recognition, solves complex problems, and clearly communicates purpose. It helps brands stand out in crowded markets, builds emotional connections with audiences, and fosters loyalty. Ultimately, investing in good design drives long-term success by creating meaningful, memorable, and effective experiences.

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

JL : It might sound a bit "cliché," but I would truly love to work with Apple. Their dedication to innovation, minimalism, and design excellence aligns perfectly with my own design philosophy. Collaborating on a project with such an iconic brand would be both a creative challenge and an opportunity to contribute to a legacy of groundbreaking design.

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

JL : Beyond collaborating with a brand like Apple, one of my dream projects is designing wine labels and packaging. This would be an incredible opportunity to explore premium materials, intricate details, and tactile elements, creating a multisensory experience that elevates the product’s story. Combining creativity, craftsmanship, and the challenge of connecting with consumers on an emotional level makes this a dream project for any graphic designer.

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

JL : Consistency is my secret ingredient. I believe in maintaining a unique signature across my work, ensuring that every project reflects a cohesive yet distinctive approach. Clients value this consistency, as it not only reinforces trust but also helps their brands stand out. Coupled with a deep commitment to understanding each client’s vision, this dedication to detail and authenticity has been key to my success.

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

JL : Sagmeister, Paul Rand, Jessica Walsh, Paula Scher, Peter Saville, and many others are among the masters who inspire me deeply. Each has their unique approach—whether it's Rand's timeless simplicity, Scher's bold typography, or Saville's iconic cultural resonance. Additionally, we’re witnessing a new generation of designers who are pushing boundaries and redefining the field. I truly believe we are living in an exceptional era for design, where creativity and innovation are more accessible and celebrated than ever before.

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

JL : I deeply admire Sagmeister's work for Casa da Música in Porto, Portugal. His ability to create a dynamic and flexible design system inspired by the venue’s unique 3D architecture was groundbreaking. This approach not only showcased his innovative thinking but also demonstrated how a visual identity can seamlessly integrate with and amplify the essence of a physical space. It remains a powerful example of design's ability to bridge form, function, and emotion.

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

JL : My work for the International Photography Festival – Encontros da Imagem (2009–2013) stands out as a milestone in my career. This project was remarkable for its breadth and creative depth, allowing me to develop a cohesive visual identity, editorial catalogs, signage, communication materials, and all the festival’s graphic needs. Moreover, the direct collaboration with the artists added a unique dimension to the work, making it not only memorable but also one of the most significant pieces in my portfolio.

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

JL : To become a better designer, it’s important to stay inspired by your surroundings—whether through art, nature, or everyday experiences. Keep an open mind, remain humble, and always listen to your clients, as their feedback and needs are crucial. Even when you disagree, use your work to offer alternative perspectives and solutions. Personally, I’ve always strived to stay curious, continually learning and experimenting with new techniques. It's this balance of creativity, humility, and adaptability that has helped me grow as a designer.

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

JL : If I hadn’t become a designer, I might have pursued something related to music and events. I’ve always had a deep appreciation for music, and the idea of combining creativity with live experiences—whether through event planning or production—has always intrigued me. The energy of live events and the connection they create between people would have been a natural extension of my creative passions.

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

JL : For me, design is the intentional creation of solutions that are functional, aesthetically pleasing, and user-centered, with the goal of solving problems and enhancing experiences. However, design goes beyond just meeting these practical needs—it should be meaningful, remarkable, and unique. As designers, we have the responsibility to infuse our work with purpose and authenticity. Without this, design risks becoming just another soulless, trendy, and overly simplistic creation, lost in the noise of fleeting trends.

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

JL : My friends and family have been my biggest supporters, always encouraging me along the way. However, the real pillars in my journey were my teachers. I was fortunate to have had incredible mentors during my education who pushed me to go beyond my limits. They not only helped me believe in my potential as a designer but also instilled in me the discipline and drive to keep improving. Their guidance and belief in my abilities were instrumental in my success, and I’m incredibly grateful for their influence.

DL: What helped you to become a great designer?

JL : What has helped me become a great designer is a genuine love for what I do and an unwavering curiosity to constantly learn and improve. I also believe that being a good listener is crucial, especially in the briefing process. A great design must address the client’s and market's needs, and to achieve that, it’s essential to fully understand and explore every detail before diving into the creative process. Taking the time to “squeeze all the juice” from the brief ensures the design is truly aligned with the vision and goals.

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

JL : One of the biggest obstacles I faced was finding a design degree that truly aligned with my vision. It’s not easy to find a program that not only represents you as an individual and as a designer but also provides the solid foundation needed for the future you envision. The process of selecting the right education, one that would equip me with the skills and knowledge to pursue my passion, was a crucial and sometimes challenging step in my journey.

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

JL : How designers present their work depends on the context, but it’s always important to do so in a visually compelling and engaging way. Whether it’s a portfolio, a pitch, or a presentation, the work should speak for itself through strong visuals and clear storytelling. A great, well-curated portfolio is essential, as it’s often the first impression clients or employers will have of your abilities. It should not only showcase your best work but also reflect your unique design process and approach.

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

JL : I’m currently working on several exciting projects that will soon be featured in my portfolio. While I can’t reveal too much yet, you can expect my continued commitment to quality and consistency, as well as a deeper exploration into new areas of design. I’m always looking for opportunities to innovate and push boundaries, so future projects will showcase my evolving approach to design and my dedication to creating impactful, meaningful work.

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

JL : My ultimate goal as a designer is to improve every day, both in skill and in the impact of my work. I strive to gain recognition not only from potential clients but also from the design community, while continually pushing the boundaries of my creativity. Ultimately, I want my work to inspire, solve problems, and leave a lasting impression, helping to shape the future of design in meaningful ways.

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

JL : People expect creative, clean, and effective solutions to their challenges, but also a deep understanding of their needs and goals. As an esteemed designer, they look for someone who not only delivers visually compelling work but also strategically addresses their business objectives. Clients expect a partner who can bring fresh ideas, a strong sense of craftsmanship, and the ability to create designs that truly resonate with their audience.

DL: How does design help create a better society?

JL : Design helps create a better society by solving problems in innovative ways and engaging communities in meaningful, impactful conversations. It has the power to shape behaviors, influence opinions, and create positive change by making complex ideas accessible and solutions user-friendly. Through thoughtful design, we can address social, environmental, and cultural issues, improving the quality of life and fostering a more inclusive and sustainable future.

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

JL : I’m currently working on some new branding projects that I’m really excited about. These projects allow me to explore fresh concepts and push the boundaries of creativity, and I can’t wait to share them in my portfolio soon. Each project offers unique challenges, and I’m thrilled to see how these new directions will shape the identities and experiences I’m crafting.

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

JL : Branding projects are particularly fulfilling for me because they allow me to craft a cohesive narrative that resonates with both the brand’s values and its target audience. The challenge of balancing a brand's message, visual identity, and market positioning is both complex and rewarding. It’s deeply satisfying to see how a well-executed brand identity can shape perceptions, foster connections, and make a lasting impact on its audience.

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

JL : In the coming years, I would like to see the design industry take a more active role in addressing global issues, with a stronger focus on social consciousness and sustainability. Designers have a unique ability to influence and inspire change, and I believe we should prioritize smarter, greener communication strategies that not only serve businesses but also contribute positively to society and the environment. By embracing these values, the design industry can help create a more responsible, ethical, and impactful future.

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

JL : The design field is evolving rapidly, with AI and technology playing an increasingly central role in shaping creative processes. In addition, there is a growing emphasis on sustainability and inclusivity, as designers recognize their responsibility to create solutions that benefit both people and the planet. Another major trend is the focus on user-centered, immersive experiences that go beyond traditional design to engage audiences in more meaningful and interactive ways. As the industry adapts to these changes, I believe the future of design will be defined by innovation, responsibility, and deeper connections with users.

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

JL : The time it takes to finalize a design project varies greatly depending on the complexity of the work. It’s not a simple "yes or no" answer. For example, I might be asked to create something straightforward like a flyer, or, on the other hand, tackle a more complex branding project that involves naming, concept development, signage, and digital presence. As you can imagine, the latter type of project can span several months due to the depth of thought, strategy, and iteration required.

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

JL : When I start a new design project, I begin with a thorough debrief and research phase. It's essential to deeply understand the project’s goals, target audience, and specific needs. Without this foundation, the outcome might look visually appealing, but it could fall short in serving its intended purpose. I take the time to analyze all aspects—whether it's the brand’s values, market trends, or user behavior—so I can create a solution that is both functional and effective, not just aesthetically pleasing.

DL: What is your life motto as a designer?

JL : My life motto as a designer is "Less is more." I believe that simplicity and clarity are key to effective design. Stripping away unnecessary elements allows the core message to shine through, creating designs that are both elegant and functional. This philosophy helps me focus on what truly matters, ensuring that every element in a design serves a purpose and contributes to the overall experience.

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

JL : I believe it’s a bit of both. Some designers set trends, while others follow them. However, what’s most important is that the design should always respond to the brief and, above all, have soul. Soul is the essential element that binds the project together and makes it truly engaging for its audience. It’s what transforms a design from a mere visual solution into a meaningful, impactful experience that resonates with people.

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

JL : Technology should be used consciously as a tool rather than relied upon as the sole creative solution. While AI can be helpful, it lacks the human touch required to solve real-world problems effectively. As I mentioned previously, AI is a soulless solution; without the essence of humanity, the results often lack meaning and depth.

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

JL : I work primarily on a Mac, as I find it to be the most efficient and reliable tool for design. For branding and communication projects, I rely heavily on the Adobe Creative Suite, particularly Illustrator, Photoshop, and InDesign. For developing digital products and UI/UX design, I use Figma, which allows for smooth collaboration and seamless design workflows. Each tool plays a specific role in my process, helping me bring ideas to life with precision and efficiency.

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

JL : Color plays a crucial role in design, as it is often the first element the audience notices. It can evoke emotions, convey meaning, and set the tone of the entire project. In an inclusive world, it’s essential to consider the diversity of color perception. For example, it is estimated that over 350 million people worldwide are colorblind, which drastically affects how they perceive colors and can influence their interaction with a brand. This makes it vital for designers to research and design with accessibility in mind. Projects like ColorADD, a Portuguese initiative aimed at helping colorblind individuals, are great examples of how we can address this challenge and make design more inclusive.

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

JL : I wish people would ask, 'What story does this design tell?' Design is more than just aesthetics; it’s a bridge between ideas and emotions, a way to create connections and spark conversations. I want people to be curious about the thought process, the meaning behind every choice, and how the design aligns with the brand's purpose. Ultimately, I hope they ask how the design makes them feel and why it resonates with them. That’s when I know the design truly speaks to its audience.

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

JL : When I see a brilliant design, product or ad, my first reaction is to shout, 'Damn, I wish I had created that!' It’s a mix of admiration, inspiration, and a little envy—proof of how powerful great design can be in sparking emotions and creative energy.

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

JL : I don’t have a specific ideal design partner, but I strongly believe in co-design when the people involved are well-matched. Collaboration works best when there’s mutual respect, complementary skills, and a shared vision. That’s when co-design becomes a powerful tool for creating something truly remarkable.

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

JL : The designers and creatives I’ve had the privilege to interact with have had the greatest influence on my work. Their perspectives, feedback, and unique approaches to problem-solving constantly inspire me and push me to grow as a designer.

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

JL : “How to be a Graphic Designer Without Losing Your Soul” by Adrian Shaughnessy.

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

JL : I developed my skills as a master designer by staying endlessly curious, constantly learning, and challenging myself to grow with every project. Each new challenge has been an opportunity to refine my craft, explore new perspectives, and push creative boundaries.

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

JL : I would love to bring together my favorite designers, sitting around a table filled with great food and Portuguese wine, exchanging stories, experiences, and valuable insights. It would be a perfect blend of inspiration, learning, and celebration of design.

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

JL : In a crowded field, achieving organic recognition can be challenging, but I believe that good design always finds its way to the spotlight. Recognition, whether through awards or praise, is the result of consistent effort and passion. It’s not about seeking fame—it’s about creating work that speaks for itself, and in time, that recognition will follow.

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

JL : Blue. Portugal. Pasta. Summer. iPhone. Apple.

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

JL : One of the funniest moments I had as a designer was when I was working on merchandise for a jazz-themed coffee shop. Out of nowhere, the client requested an odd addition: a monkey with a knife, accompanied by a tagline about women being more dangerous than monkeys with knives. As a feminist, I couldn’t possibly proceed with the work. It was an uncomfortable situation, and I had to gracefully exit. Later, I found out that the client had just gone through a breakup—so, I guess it was more about venting than design inspiration!

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

JL : A great day as a designer is one where I’m both productive and creatively inspired. I stay motivated by constantly exploring new ideas, doing daily research, and seeking inspiration from various sources. This ongoing curiosity helps me stay energized and excited about each new project.

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

JL : I’ve always had a passion for creativity, but it wasn’t clear at such a young age that I would become a designer. However, I always aimed for it, driven by the desire to express myself and create things that sparked joy and curiosity in others.

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

JL : I hope that, in a thousand years, humanity will have made significant strides toward creating a better, more sustainable world. My hope is that we’ll learn from our mistakes and work together to build a future where creativity, compassion, and innovation lead the way.

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

JL : I feel incredibly fortunate to be able to do what I love every day. For those interested in my work and creative process, I invite you to connect with me on my social networks and explore my portfolio at www.joaoloureiro.com. Your support and curiosity inspire me to keep pushing the boundaries of design.