When asked what makes Voskhod different from other agencies, any Voskhodovite will answer - people. It is not rules and templates that make advertising great, but ideas that are born in talented heads. That is why every employee who has worked in the agency for a year leaves a clay imprint of his forehead on a special wall in the office. One of the first casts that appeared on it is signed with the name Maxim Geychenko.
In 2015, Max joined Voskhod as a designer. For ten years, together with the Voskhod Branding team, he has created hundreds of projects that have changed products, brands, city landscapes and the industry itself. Today is his last day on the agency's staff, and this interview is a thank you for the years of joint creativity and strong friendship.
Is design an art or a craft?
Design is a fairly utilitarian discipline designed to solve business problems. It's good when design looks fresh and unusual. It's even better when it anticipates or sets trends. But it becomes art when it starts to lose its utilitarianism and rushes towards experimentation. And it seems that the ideal is that fine line where design still solves business problems, but at the same time is a unique, experimental statement.
Is design supposed to beautify the world or reflect reality by reading the mood of society?
I think design is more about setting the mood rather than reading it. At the same time, it can show the viewer a piece of time in a recycled form, making them think and look at the world around them more consciously. In other words, design does not just reflect reality - it shapes culture.
When is it wise to go along with the client, and when is it wise to defend the creative idea of the project?
The client is not an enemy, not a rival or an opponent. For me, any edits are acceptable, because his brand is his challenges and pains. I don't see the point in proving anything to anyone. I just try to approach my work responsibly. And often the client knows more about his business than the designer, so he can see more clearly what will work in his case and what will not. We just have to try to listen and hear.
Perhaps the most unpleasant situations with the client arise when he is not sure what the result should be and is afraid to trust professionals. Instead, endless edits on edits begin, although the wrong path was chosen even before the start of work on the design.
How has the development of motion design influenced branding?
Motion design in branding always looks winning. With the rise of social media and high-speed internet, video has become the main channel of communication between a brand and its audience. This has led to the skillet becoming almost a base for modern brand designers. Amidst the general desire to stand out, to be unique, the average level of quality has grown significantly. For example, for several years now, the trend has been to showcase the identity with the help of animated bento grids (a structured grid with brand elements brought to life through animation - ed.). There have become a lot of them. But every time the level of elaboration of animations in bento grows, which never ceases to amaze and delight.
Can digital aesthetics exist in complete isolation from reality? Or will we always be guided by the references of real life?
Everything a human being does is a kind of reinterpretation of reality. We perceive the world, let it pass through us and create something new based on our experience and knowledge.
How do you see the future of design and visual culture in general?
I think we are already in the future.
Can people who are not immersed in the profession tell the difference between good design and mediocre design?
Good visuals stimulate dopamine production or evoke emotions. So I think most people can tell a good visual from a bad one. But it's worth considering the experience of the individual. What evokes a certain emotion in one person won't necessarily have the same effect on another.
What are your personal criteria for good design work?
Idea, freshness, originality, purity of execution, in terms of unambiguity and clarity of visual metaphors. One of the most important criteria is also the ability to present your work well.
How do you see artificial intelligence evolving in design?
Everything is cyclical, and we always come back to the same ideas, but we look at them in a new way. This is probably what will happen with AI: when its development slows down, the creative use of AI as a tool will come to the fore. It is already important to be able to combine neural networks designed for different purposes.
How important is community for a designer? How are things with this in Russia?
The design community is certainly important. Sharing experience with professionals helps you stay afloat, get support, find answers, develop yourself, each other and visual culture as a whole. It seems to me that the design community in Russia is quite progressive and friendly.
How can you keep track of changes in visual culture and not become hostage to one aesthetic?
Communication, analysis, decomposition, change of activities, good sleep, sports, travel and awareness. Awareness is the most important quality of a human being.
Should a designer have a personal style?
It is difficult to answer. On the one hand, a designer with a style is either a highly specialized designer or an artist. On the other hand, style is important to me. But it needs to be able to be rearranged and applied to any project, task, brand.
What did your experience in the agency give you?
What can 10 years of schooling give you? What 10 years of working in an agency can give you, but on a completely new level. A huge baggage of experience and knowledge, new friends, bright moments. It was unforgettable, but it's time to look at the world from a new angle, to share your skills with others.