Alberto March

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Alberto March ("AM") 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?

AM : My father was a Spanish painter who inspired my interest in all aspects of art. I obtained my Bachelor of Arts degree in Graphic Design in 1985, followed by another Bachelor of Arts degree in Advertising and Marketing in 2000. At the age of 14, my immersion in art and music became the foundation of my artistic journey. In 1985, I collaborated with renowned artists such as Victor Valera, Alirio Palacios, and Luisa Richter. This experience greatly contributed to my development as a photographer, artist, and graphic designer. From 1980 to 1990, I participated in collective exhibitions throughout Venezuela, Argentina, Peru, Brazil, Colombia, and Central America. My artistic achievements were recognized with the Tito Salas Special Recognition Awards in 1982 and 1984 for my paintings. In 1985, the Museum of Contemporary Art of La Rinconada and the Galería de Arte Nacional in Caracas, Venezuela, hosted an exhibition featuring my black-and-white photographs titled "Portraits of My Inner Self." This exhibition toured contemporary art museums across South America for two years. Additionally, I presented 14 pieces under the title "Giants of Chicago" at ArtPrize in Grand Rapids, Michigan, as well as at the Consulate of Venezuela, UNAM University of Mexico in Chicago, CuCut, Paspartu Gallery in Barcelona, Spain, and The Thompson Center in Chicago, IL. Notably, my most recent exhibition, "Victoria," was showcased at UNAM University of Mexico in Chicago from September 26 to October 26, 2013. It was also presented in Barcelona at Casinet D'Hostafrancs during the International Month of Dance. Furthermore, "Giants of BCN" was exhibited at Cucut, Osbar, and BY, Paspartú galleries in Barcelona from 2014 to 2015.

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

AM : The ultimate motivator for graphic designers is passion. Passion makes you love what you do, and for graphic designers, passion serves as the primary motivator. Designers who are passionate about their work develop a genuine love for what they do, which fosters excitement and curiosity in their projects. This enthusiasm not only leads to a greater sense of pride and fulfilment in their results but also enhances their creativity, productivity, and overall quality of work. Cultivating this passion can lead to continuous growth and innovation in their craft. They are excited and curious about your projects and proud and happy about your results. Passion fuels your creativity, productivity, and quality.

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

AM : I decided to pursue a career as a graphic designer.

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

AM : I specialize in creating accessible PDF/UA documents, as well as delivering professional editorial design and layout services for corporate communications. My expertise extends to developing brand identity, marketing materials, and comprehensive social media campaigns in both print and digital formats.

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

AM : Young designers can take several steps to achieve success in their careers: Build a Strong Portfolio: Create a diverse portfolio that showcases your best work. Include projects that highlight your skills, creativity, and versatility. Seek Feedback and Mentorship: Connect with experienced designers for mentorship. Constructive feedback can help you grow and refine your skills. Stay Updated: Stay informed about industry trends, tools, and technologies. Follow design blogs, attend webinars, and participate in workshops to enhance your knowledge. Network: Attend design events, conferences, and local meetups to connect with other professionals. Networking can lead to job opportunities and collaborations. Develop Soft Skills: Communication, teamwork, and problem-solving skills are as important as technical skills. Work on these abilities to improve collaboration with clients and colleagues. Experiment and Innovate: Don’t be afraid to take risks and try new styles or techniques. Innovation can set you apart in a competitive field. Freelance or Intern: Gain practical experience through internships or freelance projects. Real-world experience helps build your portfolio and understand client needs. Use Social Media: Share your work on platforms like Instagram, Behance, or Dribbble to reach a wider audience and attract potential clients or employers. Be Persistent and Resilient: The design industry can be challenging. Stay motivated, keep improving your skills, and be open to learning from failures. Understand the business side to navigate your career effectively, and familiarize yourself with the business aspects of design, such as contracts, pricing, and client relations.

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

AM : To be a competent designer, one must understand design fundamentals and apply them intuitively while considering the end user's needs. A good designer creates visually appealing designs, ensuring proper font sizes and colour contrast. Nevertheless, becoming a great designer involves more than meeting a client's expectations; it requires delivering work that surpasses their initial vision. A great designer elevates the client's desires by incorporating unexpected elements, prioritizing user needs, and balancing form and function. A great designer achieves these objectives by producing a visually striking final product that satisfies both the client's and the user's requirements.

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

AM : I have the opportunity to be a judge, and my criteria to determine if a design conveys its purpose are as follows: - Is the message or action clearly articulated? - What is the intended message or action for the viewer? - Will this design effectively engage the target audience? - Are the messaging and visual components appropriate for the intended audience? - Have colours and fonts been selected purposefully and with design tools? - Does the design maintain a high standard of quality? - Are the images clear, the text legible, and are the colours and elements suitably aligned?

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

AM : Investing in professional design demonstrates a dedication to professionalism and conveys a persuasive message to potential clients or customers. The importance of creating a positive first impression is immense; therefore, enlisting a professional designer is crucial for enhancing this initial interaction.

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

AM : If given the chance, I would redesign the brand image of my hometown to create a more modern and striking identity that showcases the benefits of living near the capital of Catalunya while enjoying the beauty of the Mediterranean Sea and its natural parks. My town, Calella, is a municipality in the Maresme region of Spain, situated 50 km from Barcelona, 50 km from Girona, and just 6 km from the Montnegre-Corredor Natural Park.

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

AM : When I lived in Chicago in 2008, I had the opportunity to develop the Giants of Chicago series, which offers a hyper-realistic view of the city’s iconic architecture while studying digital photography. These rising icons are transformed in the theatrical space of the photograph with blurs and splashes of colour. The multiplicity of viewpoints that March depicts in these works adds an extra dimension to the buildings. The imagery evokes a sense of awe for these monumental structures and invites a longer look at the urban landscape. In reimagining his surroundings, March creates an entry point to appreciate where he lives. I felt completely at home in the city's vibrancy, which includes its festivals, eclectic neighbourhoods, and fervour for sports teams. The photographs resonate with the rhythm of a bustling and dynamic place. This series underscores the cultural and historical significance of these giants. I would like to dedicate my time as a graphic designer to exploring the possibility of creating Giants for any city with skyscrapers around the world.

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

AM : In my opinion, it is not quite an issue in our field. The ingredients are not just one; they include listening to clients' needs, evaluating and understanding the message to be conveyed, knowing the target audience, and conducting research to grasp the value of the content that the design must deliver.

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

AM : Saul Bass, Stefan Sagmeister, Chip Kidd, Michael Bierut, and Jessica Walsh.

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

AM : Saul Bass earned recognition for using kinetic typography—animated text—in film title sequences and end credits. His outstanding work is showcased in classics like Psycho, Vertigo, West Side Story, The Man with the Golden Arm, and The Shining. In addition to film posters and credits, Bass designed logos for brands like Quaker Oats and Kleenex. While these logos have since changed, they still reflect their beginnings as designs by Saul Bass. I have always admired his design work because he followed unconventional trends instead of imposing a singular style, effectively conveying messages tailored to the intended audience.

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

AM : The most notable design I created was a poster in 2013, during my time in Barcelona, representing the major festivity of my neighborhood. The poster for the Festa Major de Sants participated in a contest organized by the city of Barcelona to select the winning design. The jury consisted of ordinary people, including a housewife, a secondary school teacher, and an electrician—none with a background in design or related fields. Moreover, winning the contest held sentimental value in honouring my roots as a Catalan citizen.

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

AM : The first and most important aspect of our career as graphic designers is to keep our technological skills up to date. Additionally, we should observe how the world evolves in conveying messages from other cultures and remain open-minded.

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

AM : I would have engaged in digital art photography.

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

AM : Design is a field focused on exploring how individuals — known as ‘audiences’ — interact with the constructed environment while taking into account aesthetic, functional, contextual, cultural, and societal factors.

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

AM : The individuals who helped me become a graphic designer are Victor Valera, Luisa Richter, Alrio Palacios, Picasso, Saul Bass, Ciro Marchetti, and Cruz Diez. My greatest supporters are my clients, who trust my abilities and services to deliver designs that convey their work and address society's needs.

DL: What helped you to become a great designer?

AM : It has taught me to "be present." By this, I mean that I pay attention to what, who, where, and why the message is meant to be conveyed.

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

AM : Creative Barriers and Exhaustion. Effective Time Management and Strict Deadlines. Client Interaction. Harmonizing Creativity with Practicality. Staying Updated on Technology. Handling Criticism and Rejection. Attracting Quality Clients.

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

AM : Utilize distinctive presentations to optimize time and enhance consistency. Begin by delineating the client's initial brief. Elucidate any research that significantly influenced your decisions. Methodically document the process, highlighting the correlations between design choices, research, and the ultimate objective.

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

AM : I have several projects that spark my passion. One of them is a campaign to raise awareness about sodium consumption and its effects on human health. The other is an accessible and interactive publication aimed at spreading the message of obesity prevention and its repercussions.

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

AM : Make the design approachable, understandable, and friendly for the audience using it.

DL: How does design help create a better society?

AM : Creating for social good involves designing products, services, or experiences that meet social needs or challenges.

DL: What is your life motto as a designer?

AM : Trends and styles evolve with time. Effective design conveys a message rather than just a trend or aesthetic.

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

AM : Technology is simply a tool; it does not define your identity as a designer. Lacking design knowledge or experience means you cannot depend solely on technology to address challenges or produce quality designs.

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

AM : Adobe products for MAC.