Interview with Alexander Cherkasov, Art Director & Designer, RU

I received my first education as a professional artist, but it seemed to me that I will be able to realize myself better in design. Nevertheless, artistic skills help me in graphic design.

For the last five years I practice corporate branding - I create corporate identity and packaging for consumer goods, as well as doing creative projects, such as Love&wash, which won the competition.

For me, design is a constant experiment and a way to influence the surrounding visual environment. I also believe that design is an indicator of the culture of author, country, time.

I like traditional graphic design, such studios as Pentagram, Sagmeister & Walsh, Lundgren+Lindqvist, Anagrama Studio, because generations of designers around the world are learning and will continue to learn on their work. They instill taste and understanding of the profession.

A good design for me is one that finds the maximum response from others. And of course it is a design that is timeless, which mean, that in 10 years it will not lose its relevance.

In my projects I use the accumulated experience, but I always try to do something new, that means that I am constantly learning. The basis of my work is based on the principle: idea-composition-plastic-color scheme.

Firstly, I think about the idea. It is important that it completely mastered the consciousness: when you eat, sleep, or go somewhere, then you can start working on the project. Then I do a huge number of options at all stages of design to weed out all needless options and to stay at one.

I think that this is inextricably linked. And Russia rapidly develop in all directions.

A recognition that my work is interesting to others is an incentive to move in the same direction with double the energy.

First of all, my work is primarily about feelings. This is the concept of clothes washing products. I put the idea of love into the design. This is reflected in the name and images of hugging clothes on the packages. I was interested to know the opinion of a professional jury about my work on another continent.

There were no troubles, on the contrary I had a great pleasure to work on this project. In addition, thanks to it, I met with excellent professionals and began to cooperate with them.

First of all, the best way is a prestige. But I hope the result of this victory is still ahead.

A large number of talented people and tendency to learning and experimentation in creativity make Russia unique.

In the digital space, the video design and lettering.

Follow the creativity of the industry's flagships, work hard and fear nothing.

One of the main resources is an indicator of enthusiasm. You need to find your own sources of inspiration: lectures, books, works of other designers, and not walk the beaten paths.

I once attended a performance by Stefan Zagmeister in Moscow. It turned my mind and opened my eyes on my profession.

There is no single recipe. But if you work hard for a long time, get feedback from colleagues and learn from mistakes, then a positive result is sure to happen.

I want to thank everyone who supported me.