How to endow your creative projects with greatness of soul? 🌟 Between method and intuition, between research and experimentation, between conscious and unconscious, what are the ingredients of a design that touches both hearts and minds? Ultimately, should we accept getting lost in order to create better?
👀 Ready to discover the creative paths of a true sensory explorer ? From visual identity to space design, Akiko Sekimoto is a graphic design expert and Art Director graduated from Tokyo University of the Arts. 🤓 A lesson in creation taken from the reference work of Mohammed Ben Totoch : "From brief to design".
Does your approach remain the same from one project to another, or is it customized to the unique needs of each specification?
Carry out in-depth research to find solutions to projects is what I do for all the projects I design. Even if The method varies considerably from project to project. For example, in addition to acquiring the knowledge needed for the project, I also need to determine whether I need to assign a creative collaborator, such as a photographer, a illustrator or a calligrapher, to work together on the project or if I can proceed alone. Online research is of course essential, but real-life experience is just as important.
In reality, I learn and I experiment using my whole body and senses. I meet people, listen to their stories and enter their world. If the project is food related, I visit the farms and manufacturing sites, taste the food, listen to the sounds of the environment, smell the perfumes and I touch the materials. All my senses are alert to find ideas to solve the problems of the projects. I have many conversations with my clients and their teams who have real knowledge of the products and issues.
At the same time, I write down by hand the words, visual expressions and images that come to mind. I feel that by repeating this process, my readability becomes more enlightened, which leads to my works being of higher quality and my expression being more effective. These methods change depending on the project.
I meet people, I listen to their stories and I enter their world.
In your experiments and research, do you ever find yourself completely disconnected from the initial subject or specifications to see unexpected ideas appear?
There are two approaches to my creative research and development process. When I have an initial idea, I consciously make sure that it addresses the problem at hand. Sometimes, without even needing validation, an idea can arise and serve directly as a response to the brief.
However, It also happens that ideas evolve significantly. I often step away from work to refocus, whether it’s by going for a walk or taking time to relax. It’s in these unexpected moments, away from the constraints of work, that new ideas can emerge or thoughts become clearer.
I believe that we should not stay stuck in work all the time, but rather take a step back to adopt a more objective perspective and let the unconscious take over. In addition, it is essential to stay healthy, both physically and mentally. Giving yourself space to breathe outside of work demands is important for well-being and contributes positively to the creative process..
I believe that we should not remain permanently stuck in work, but rather take a step back to adopt a more objective perspective and let the unconscious take over.
It is often said that design is the art of transforming indifference into attraction, in your case, with a touch of authentic and vernacular identity. Does this formula suit you?
In my work, There are often projects that express the typically Japanese character of the place where I live., as well as projects related to traditional Japanese culture (…). Not only in Japan, but also around the world, the appeal of traditions is often overlooked. However, just as Japonism became popular in the West at a certain time, I think that traditional Japanese expressions possess a uniqueness that fascinates people.
This fascination with Japanese culture is rooted in a unique richness that comes from the multiple facets of this culture (…). These ideals, which value simplicity, timelessness and a connection with the material and nature, resonate with a global audience in a time of mass consumption and rapid change.
In my case, I continue to learn about Japanese culture, ancient and modern. It is a never-ending process, as the richness and diversity of this culture is vast. Learning is not limited to academic knowledge, but is also enriched by personal experience, such as attending festivals, visiting temples and shrines, and immersing oneself in traditional arts.
This ongoing journey of exploration and learning enriches my work by allowing you to draw on a wide range of references and inspirations. Integrating Japanese cultural elements into my work is not simply about reproducing traditional forms and patterns, but also about understanding and embodying the principles and spirit behind these expressions. So, not only do I help preserve and promote Japanese culture, but I also create works that have universal resonance, touching the hearts and minds of multiple audiences.
This ongoing journey of exploration and learning enriches my work by allowing you to draw on a wide range of references and inspirations.
