Interview with designer Andrew Carter (AC), regarding views on design, and for the award-winning design 40 Kreattiv Covers Editorial.

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Interview with Andrew Carter at Monday 18th of April 2016: DI: What is the main principle, idea and inspiration behind your design?
AC : I was inspired after reading a study about a technique known as ‘chronophotography’ which captures movement in several frames. This study resonated with me and inspired me to create the identity of 40 dynamic creative community who express their unique culture to an international audience through exclusive contemporary art.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
AC : The main focus was to enable advertisements and book covers to be more original and visually appealing. I wanted to create a logo concept which communicates well with the audience.

DI: What are your future plans for this award winning design?
AC : My future plans are to continue learning the art and craft of design, and to create unique and memorable pieces of art.

DI: How long did it take you to design this particular concept?
AC : 3 Months

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
AC : It was a school assignment in collaboration with Valletta 2018 European Capital of Culture 2018.

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?
AC : No, I do not intend to sell the production rights of this project.

DI: What made you design this particular type of work?
AC : Design is a universal thing that can be shared and interpreted by any race or age, so creating something different and inconsistent was one of my goals.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
AC : Yes, I was mainly inspired by the 19th-century photographer Etienne-Jules Marey.

DI: What sets this design apart from other similar or resembling concepts?
AC : The different arrangements of the logo creates a sense of motion by blurred forms, and textures that cause the eye to move over the work.

DI: How did you come up with the name for this design? What does it mean?
AC : The number '40' was used since the community is made up of forty people. Also, the maltese words 'Erbgħin Kreattiv' (English - Forty Creative) in the title, and the subtle nods to design aspects in Malta, also show that the community is proud of the heritage and culture.

DI: Which design tools did you use when you were working on this project?
AC : With the help of different experiments conducted in a photography studio, a photography technique known as 'chornophotography' was used to create this concept.

DI: What is the most unique aspect of your design?
AC : The motion within the logo which makes the static covers alive.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
AC : No, this was a self designed project.

DI: What are some of the challenges you faced during the design/realization of your concept?
AC : The biggest challenge was to express a strong perception of the creative community simply through the logo and the covers layout. It is evident that typography is evolving and changing rapidly as time goes by, so it was challenging to come up with an editorial cover concept that stands out from other work. Also, I took inconsideration that the rate of new typefaces being produced nowadays is simply staggering, so a detailed research had to be done.