Delhaas C19 Style Imaging by Ingmar Swalue

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DI: What is the main principle, idea and inspiration behind your design?

IS : Creating seemingly black&white imagery inspired by 30's abstract photography. Playing with the black or white subjects. Achieve timeless visuals

DI: What has been your main focus in designing this work? Especially what did you want to achieve?

IS : Getting hard lines by using harsh lighting. Making shadows part of the composition in an almost tangible way

DI: What are your future plans for this award winning design?

IS : Does not apply. Visuals only meant for one year use

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

IS : one month, from first ideas until the final result

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?

IS : Commissioned

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?

IS : The visuals are uesd by another company

DI: What made you design this particular type of work?

IS : Always there was a soft spot for abstract photography in the early years of the medium.

DI: Where there any other designs and/or designers that helped the influence the design of your work?

IS : Just the ones mentioned in the brief: Man Ray and Alexander Rodchenko

DI: Who is the target customer for his design?

IS : Contemporary, modern, conscious, professional man and women

DI: What sets this design apart from other similar or resembling concepts?

IS : Not the basic soft and bright visuals of paper goods or the flat approach of graphic design alone

DI: How did you come up with the name for this design? What does it mean?

IS : No title, just the collection name of the subject

DI: Which design tools did you use when you were working on this project?

IS : A digital camera, studio strobes, photoshop and a brain

DI: What is the most unique aspect of your design?

IS : If you look close it is not just black & white

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?

IS : Close collaboration with the client

DI: What is the role of technology in this particular design?

IS : Does not aply here

DI: What are some of the challenges you faced during the design/realization of your concept?

IS : as always in photography to create shape and form with more than just subjects but also light, and more important shadow

DI: How did you decide to submit your design to an international design competition?

IS : It desrved a greater audience in my opinion

DI: What did you learn or how did you improve yourself during the designing of this work?

IS : Never enough ways and tools to shape light in the studio