Interview with designer Jone Aleksiunaite (JA), regarding views on design, and for the award-winning design Identity Created by Consumer (icc) Corporate Identity System.

For High-Resolution Images & More Info Visit:

Interview with Jone Aleksiunaite at Monday 11th of March 2013: DI: What is the main principle, idea and inspiration behind your design?
JA : The main principle is the use of technologies for creating a constantly changing dynamic identity. The idea is that consumers make the constant change and dynamics by walking and having the movement recorded and by writting a symbol while buying a ticket. All individual data is used for producing individual souvenirs, for dynamics of logotype in a website and movement graphics in screen. My inspiration source was Martin Lindstrom book "Brand Sense" which made me think of innovative way for setting a friendship between company and consumer.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
JA : I was interested in finding a way of using consumer as a source for constantly changing dynamics of comapny's visual identity. I was looking for a strategy that would allow both sides to get its benefits. Company gives technology in a strategy of experience and gets unique identity. Consumer gives his data and gets unique individual souvenirs.

DI: What are your future plans for this award winning design?
JA : Definately I want to find a company that would be interested in owning and producing this identity system. Now, Modern Art Museum is chosen only as an equivalent of a company to share the essential idea. With few adjustments this strategy can fit to wide range of companies. However, behind this project there is a theoretical work that is a key source for the idea of designing constantly changing dynamic identities, so I am also looking forward for producing more this kind of identities.

DI: How long did it take you to design this particular concept?
JA : It took approximately four months. Well, maybe five months, including everything from a very start of finding and reading Martin Lindstrom book and then presenting my work to the audience.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
JA : I had to pick a theme for my final work of a bachelor degree. In the start of last semester I already knew that I want to write thesis about corporate identity and everything that comes with it, so I was studying required field, reading lots of books, doing researches, analysing, brainstorming, learning technologies, planning strategies. For four months I was no-lifer because I was obsessed with the idea of making identity that would be constantly changing and influenced by people. The only problem was to find technology and think of identity system, structure and strategy that would allow to get visually solid result.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
JA : It is not being produced or used by any company yet. This is a thing that I expect to achieve by participating in contests and sharing the idea in public. I would like to experience this system as a consumer, so I am interested in selling or leasing the production rights.

DI: What made you design this particular type of work?
JA : My curiosity in identity field and seek for innovation. Inspiration gained while reading Martin Lindstrom "Brand Sense" and a bachelor degree circumstances in Vilnius Academy of Arts. Love.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
JA : Yes, a bachelor degree advisor lect. Marius Bartkus.

DI: What sets this design apart from other similar or resembling concepts?
JA : Constant visual change made by consumers. System and structure of dynamic identity that allows consumer to influence the identity. The endless number of visual results.

DI: How did you come up with the name for this design? What does it mean?
JA : It was pretty easy to decide the name - it clearly describes the essence of the project. ICC is the short name for the "Identity Created by Consumer".

DI: Which design tools did you use when you were working on this project?
JA : Adobe After Effects, Photoshop and Illustrator.

DI: What is the most unique aspect of your design?
JA : Constant consumer influence for the visual identity of a company. The endless number of visual possibilities. Ability to have unique individual identity in company's identity structure.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
JA : I collaborated with lect. Marius Bartkus for getting advices and critics toward concept and design. Also with friends, when I had to shoot people movement in order to get appropriate image. Everything else I made on my own, because I like to experience the process of creation myself, even the areas that are completely new for me. Non-commercial projects are the best opportunity to get such experience, because you can risk the time and quality.

DI: What is the role of technology in this particular design?
JA : Technologies plays a very important role in "ICC". It is a key-point that allows to collect, process and use the creative consumer data in order to get the changing dynamics of company's visual identity.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
JA : Yes, the concept of the project is based on analytical researches in theory of identity as a philosophy and psichology, corporate identity, dynamic corporate identity, branding, company's strategies, consumer behavior, innovative technologies, ways of collecting processing and using the visual data.

DI: What are some of the challenges you faced during the design/realization of your concept?
JA : There were lots of challenges during all the process of this project. From managing lots of new different information while brainstorming the concept, to technical challenges: working with a green-screen, shooting and processing a video, effecting and getting the right images.

DI: How did you decide to submit your design to an international design competition?
JA : I was looking for a way to make "ICC" seen public. Then remembered that a well-known lithuanian designer Edvardas Kavarskas won a gold award in "A Design Award 2012" for designing Lithuanian Vodka package. I decided to apply there too, because it seemed to be a perfect opportunity to share the idea with a broad audience.

DI: What did you learn or how did you improve yourself during the designing of this work?
JA : Well, after all researches, analyses and brainstorming processes, I feel like I became a queen of identity. I got a strong basic understanding of how corporate identity works, so now I know how it can be improved and innovated, what must be done in order to get a unique corporate identity that sets a strong friendship between company and consumer. "ICC" gave me lots of good new experience in both, theoretical and technical areas.