I agree. But a lot of the ideas are probably challenging for your clients, right? And not all clients are comfortable with making decisions about design. How do you help them gain the confidence they need? I assure the clients that we are creating something together. It is not necessarily about creating something new, but getting the best out of an idea. I don't emphasize the “new, unseen“ aspect because this would only cause a defensive position. Who are the most interesting people for you to work with? I really like my clients. That makes it easier, because work takes so much time out of our lives. And what qualities do you search for in your team members? I look for people who know how to do different things than I can do, to get diversity and a wide range of talents. Do you pay your interns? Of course. They play an impotent role in our bureau and work has to be paid for. What was the biggest mistake you made in recent years? What did you draw from that experience? There is no certain mistake that I can name. I would call it challenges rather than problems, and these never stop. There are new challenges in every project and we learn from it every time.
You are known for exceptional editorial design projects but you started in advertising. Why did you move away from it? I learned a lot about brands and how you make them work in advertising, but I wanted to do more design work and illustrations. That was the main reason. Your work always has a very contemporary edge to it. How important is that to you and the studio? We are all quite interested in what's happening in the art, music, fashion scene, so a contemporary aspect comes naturally. You seem to be rooted in designing for print. What role does digital media play in your projects? Digital has a big relevance in what we do, even in printed works. They change a lot in these days. As designers we search for inspiration on websites, blogs, newsfeeds, etc. every day. Our own website is also very important to us. It is a great way to show our creative output and give visitors inspiration. How you do you use media as a consumer? Do you still pay for a print newspaper subscription? We still have subscriptions and the amount rises, but actually I try to read as much as I can.
Editorial Design
MIRKO BORSCHE
22
Is there any subject you are particularly interested in? Yes, architecture and industrial design. How sensitive and critical are you about the design around you? I wish that clients would be more critical about design and seek out good designers. That would change a lot in a better way. Would you say there is enough public discourse about design in Germany? No. Design in Germany did become very strong again over the last five years, but there are only a few people being interested in that. You also teach, lecture and give workshops. What do participants learn from you? To not be afraid of having an idea. I do not know too many older, successful designers. What is your idea of growing your career for the years to come? It is not about growing, it’s about maintaining a certain level – and that is the hardest I think; whatever level that is. Thank You!