Behind the scenes with Serj Levinta

 

Senior Creative Designer Serj Levinta has been working his magic at The Techno Creatives since 2014.  

Responsible for the visual expression of Elektron Overbridge and Yacht Defined, both projects awarded with Red Dot Communication Design Awards 2016, he reveals the essentials of creating world class design.

 

So Serj, please share your thoughts on what you believe makes a good designer.

I do believe that the formula for a good designer is 10% talent and 90% hard work. Hard work is not just long production hours in front of the screen, but also deep thinking, researching, learning and applying, self criticism and reasoning, as well as taking in other peoples opinions and feedback. You have to be addicted, in love, passionated about the entire process of creation and about solving a problem. Mad about details and a perfectionist to the bone.
 

Overbridge, Red Dot Best of the Best Communication Design Award 2016

Overbridge, Red Dot Best of the Best Communication Design Award 2016

Working on numerous projects, having created multiple visual expressions for various products and clients, it must be challenging finding inspiration for yet another project. How do you go about to do that?

The world around us provides endless sources of inspiration. We just have to choose the right one. A deep water jellyfish was my inspiration working on an automotive UI project. Sounds crazy, I know, but it worked! Some jellyfish do communicate with light impulses in the darkness of deep waters and what is an interface, if not a way of communication? Mother nature is the greatest designer of them all to draw inspiration from.

 
You have to be addicted, in love, passionated about the entire process of creation and about solving a problem.
— Serj Levinta
 

Can you tell us a bit about what you found most fun and insightful during the work on Overbridge and Yacht Defined?

Being part of creating the Overbridge universe consisting of its very own rules, logics, maps and futuristic landscapes, inviting people into this amazing world of electronic sound, was a very special journey for me. I got the chance to explore and develop with a team of great and brave people.

In Yacht Defined outstanding team work made it possible to reduce a super complex control- and navigation system of a boat, and make it just as light and pleasant as a sea breeze.
Non-Capitans, welcome to ship helm!
 

Yacht Defined, Red Dot Communication Design Award 2016

Yacht Defined, Red Dot Communication Design Award 2016

What in the visual design of Yacht Defined and Overbridge make it stand out and receive this kind of international acknowledgement?

I see visual design as music. You cannot lie with a song. If there is passion, a message, melody and harmony, emotional touch - people will appreciate it and listen to it. All good songs written are not results of a hunger for public appreciation, but origins from impatient and artistic souls in need to express. Of course design lives by somewhat other rules, and is in general a slightly different story, but the way to rock is kind of the same.

 
 

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