Interview with designer Ashby Martin (AM), regarding views on design, and for the award-winning design Awam Engineering & Design Business Cards Business Card.

For High-Resolution Images & More Info Visit:

Interview with Ashby Martin at Wednesday 10th of February 2016: DI: What is the main principle, idea and inspiration behind your design?
AM : When interacting with people at a networking event, you need to stand out.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
AM : First impressions are everything, it was important that the initial impact would be one of curiosity but leave a lasting impression of innovation.

DI: What are your future plans for this award winning design?
AM : I'd like to build on the style and have it reflected in future self promotional products.

DI: How long did it take you to design this particular concept?
AM : It went through several iterations, the first designs had square holes. It was probably several hours worth of work over a few days.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
AM : It was designed out of necessity, the existing self promotional items were forgettable.

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?
AM : The cards are self produced and they're for self promotion so I'd like to stay unique.

DI: What made you design this particular type of work?
AM : The hole cut idea reflects some of the previous product design work and utilises the equipment in our workshop.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
AM : I like designers with a strong black and white geometric aesthetic. There is a graphic novel "Black Hole" by Charles Burns that I loved, it's intriguing and striking to read and I feel that the use of black and white is reflected in my design.

DI: Who is the target customer for his design?
AM : It's a self promotional item but it was made to attract customers at a networking event.

DI: What sets this design apart from other similar or resembling concepts?
AM : I haven't seen any business cards with a similar concept but I'm sure they exist. I think that the business card is far more interesting than anything I have seen.

DI: Which design tools did you use when you were working on this project?
AM : Illustrator to create the print, autocad to arrange the cuts.

DI: What is the most unique aspect of your design?
AM : The grid of letters before masked by the holes look like an encrypted cipher. I love seeing recipients try and find the information without folding the card.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
AM : I have some talented colleagues that are all highly skilled in the workshop and I quizzed them on the best methods for production.

DI: What is the role of technology in this particular design?
AM : Without a laser cutter, it would be an arduous process to hole punch or die cut the design. Technology enabled me to develop it in a short amount of time.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
AM : I have lots of business cards in my desk drawer, I looked at them all before I started the design process.

DI: What are some of the challenges you faced during the design/realization of your concept?
AM : The burn marks from lasercutting were a challenge to eliminate. I used the contrasting black to not only make the cards more interesting but also to mask the smoke.

DI: How did you decide to submit your design to an international design competition?
AM : Everyone I give the cards to responds very positively.

DI: What did you learn or how did you improve yourself during the designing of this work?
AM : I learn new techniques with every project I undertake and like to push myself when I and working on a project for myself.