I was a different kind of child. I did not like football, at all. Nor other sports. I was attracted by road signs, graphics applied on windows, letters, labels, everything that was visual. I could not name that thing which would have become my great passion later on in the years.
I’ve always been curious and wanted to study in a different city from the one I was born. When the time came, I grabbed the opportunity to move to Verona, where I attended my Bachelor degree at IUSVE. I then moved to New York, for an internship at Studio Maiarelli, and that’s where my story begins; in America, I met Giona, Art Director of the studio. He and his beautiful wife have become mentors and, most importantly, friends.
My working routine starts at around 9 a.m. and never without the first, quick espresso of the day. I then plan the daily activities and projects I need to work on, together with my team. Finally, lunchtime. It’s a very inspirational moment for me, an opportunity to talk about design trends and to let myself be inspired by different visions. The second part of the day is usually dedicated to internal meetings and creative reviews.
The Vignelli Canon by Massimo Vignelli comes first in my list. Without any doubt. This masterpiece has had a significant impact on the way I approach this work. Page after page, I learned how important discipline is in life. I had the great opportunity to listen to a recorded version of conference A.G. Fronzoni, one of the most famous Italian designers, held in Naples in 1999. And it was life-changing. The third author I would like to mention is Bruno Munari, who taught me the difference between designers and artists as well as the importance of creativity and methodology.
Don’t try to be original. Just try to be good, as Paul Rand once wrote. Taking inspiration from the past, from the great masters, has been a fundamental step in the development of my persona and as a designer. I would also suggest not to spend time trying to define a personal style, but to work every day harder to develop strong concepts. The software will not help at all if you don’t have valuable ideas.
Think more, design less - Ellen Lupton