by After interviewing 10 specialists from different domains, we created a beautiful Slideshare presentation, which you really need to check out right now, and we realized that we want to continue with this project on our blog.
So, in the next few weeks you will read more interviews with great people who are working in the design domain, who are entrepreneurs and who have a big impact in their area. The next guest is a strategy director in a branding agency named Storience. Stefan Liute has worked for different brands, large and small, corporate, product/service and employer, from the Americas to Europe. The projects he has contributed to, have earned numerous international accolades (Rebrand 100, Pentawards, Identity Best of the Best, Transform Awards, etc.). Stefan has been judge at design and communications award festivals, at home (Internetics and Effie Romania) and abroad (Transform Awards).
Official Website: Storience
Twitter account: @stefanliute
1. Could you tell us briefly about your background?
“I have been a brand strategist and communicator for the last 15+ years, (re)building brands big and small from a variety of countries and industries.”
2. Who or what has been the biggest single influence on your work?
“The hundreds of clients, partners and colleagues I have worked with over the years have each influenced me and made me who I am now. I owe them all quite a lot, but no single one owns a disproportionately big share in me :)”
3. Could you make some predictions about design in advertising for 2015?
“I would make predictions related to branding, since this is my specialty. In 2015 and in the next few years, design will slowly but steadily grow in importance, but it will do so in non-traditional ways. Packaging and logos and brochures will continue to matter, but design’s greatest contribution will come in more subtle ways that have to do with a complete customer brand experience. Think of product and service design, think of new social and cultural paradigms.”
4. How would you describe the relationship between design and advertising in a digital marketing strategy?
“Design matters a lot, so advertising needs to make the best of it. In a digital marketing strategy, design strongly influences both usability and emotion. It can be both pragmatic and emotional at the same time – that is why I think it matters so much. It is like a multi-purpose tool. But it is not something people can effectively use without solid education and careful consideration.”
5. What do you do to keep your ideas fresh?
“To keep my ideas fresh I go out in the world to observe and/or meet new people. And I read a lot, both fiction and non-fiction, following topics that are not necessarily close to my profession. After all, cross-polination is a strong catalyst for creativity.”
Thank you Stefan!
