A big congrats to Bentzion Goldmann (@bentziong), one of our 30 TDK Awards winners' for 2019. A Parsons School of Design (@parsonsschoolofdesign) Graduate from New York, their work was chosen by Daniela Garza from Anagrama (@anagramastudio) in Mexico City: "Bentzion work shows a deep understanding of layouts and hierarchy through a young and refreshing behaviour approach. I appreciate how Goldmann plays around a classic basis but always adding a twist that merges into a perfect brand system. Also, I love the care and detailed presentation of the work." We asked Bentzion to answer a few questions for next years TDK Awards hopefuls.
What do you wish you’d known now when you started your design course?
As I progress in my design experience I’ve started to learn to trust the design process and not worry so much about achieving a predetermined solution. There can be a lot of self-imposed pressure when you first start your design course. If I had to give myself a piece of advice back then it would be: don’t worry so much at the onset about the final product and instead dive deep into the design process.
What originally lead you in to design, and how has that changed - what do you want to do/are doing now?
I grew up in a suburb of Cleveland, Ohio with no formal design training at all. Given that, all my design experience came from making flyers or logos for school organizations, sports teams, or youth groups. As I started to apply to universities, I began to realize that design could actually translate into a profession. I sent an application to almost every design university in New York and hoped for the best.
Thinking about my relationship to design now, I’m very interested in design discourse and design criticism. I think it’s important to think about design in historical as well as societal terms and I think framing it in that way actually makes you into a better designer. Specifically, I’m interested in developing a conversation around Jewish design, a field that is relatively new to design criticism. Speculation and exploration surrounding Jewish design is something that runs as a theme throughout a lot of my work.
Any hot tips for getting ahead at uni?
The biggest asset I’ve gained in my time at university has been the relationships I’ve built with my professors. I’ve been fortunate to have many exceptional teachers and most of them are truly there to watch you grow and find success. Seek them for advice, portfolio reviews, help to navigate the field, or even just for coffee. Quality advice is hard to find but I’ve found the best of it from my professors.
What do you love about the design scene in your city and what companies are on your dream list to work or collaborate with?
New York City is such an incredible place to be as a designer. It can be intimidating but it has so much to offer. The museum access is one of my favorite parts of living in the city; dozens of world-renowned museums at your fingertips. New York also has tons of bookstores and archives that house tons of top-quality design books.
OK-RM and Fraser Muggeridge Studio are two London-based studios whose work I really admire. OK-RM’s ability to combine classical typesetting with a contemporary outlook is really inspiring. Fraser Muggeridge Studio produces work that always feels different and new which I find to be quite refreshing amidst the sea of design work out there. Bureau Borsche is another studio that is always pushing the boundaries and that I’d love to work with.
don’t worry so much at the onset about the final product and instead dive deep into the design process.
Where do you see your career in 5 years?
I’d love to be working with artists and cultural institutions on design projects. And no matter the assignment, I’m interested in learning new skill sets wherever I can. There are also a few personal publishing projects I’d love to see come into fruition.
2019 for you in a sentence
Can I please have a small coffee with milk and no sugar?
Where to find Bentzion Goldman online.
Instagram: @bentziong
