By Andrea Gargallo-Manota, Graphic Designer, Kanda Create
Very early in its five-year history Kanda invested in an in-house creative team of designers and web developers. Kanda Create came into its own during the pandemic, re-setting the ways in which we communicate forever.
One of our graphic designers, Andrea Gargallo-Manota discusses the growing importance of good visual communications.
“I trained and worked as an architect in Spain but I have always been drawn to the communications side of architecture and the graphic design element of the job. Good design is so important in engaging an audience, in the case of the built environment our audience is usually communities and their representatives. When I moved to the UK I specialised in graphic design for the built environment as I understand both sides of the work.
At Kanda Create we understand that graphic design is not just about aesthetics, it’s about conveying a message to the audience. Visual impact is so key nowadays, people have less and less time to read long messages and we need to convey so much through design.
We have four stages to our work:
- The briefing – either direct from the client or one of our client teams – we need to understand the message and key elements or existing brand if appropriate, the audience, and the purpose of the communications
- Research – we research the area or project and the audience, we also keep aware of the trends in design, to see what the current standards are and how we can differentiate as we need to ensure that something is immediately relevant and engaging visually
- The design itself, referring to the project, the briefing, and our research to create the brand principles and guidelines, including logo, fonts, and styling, colour palette, and illustrations.
- The last stage is sharing the branding proposal with the client, communicating our ideas and the rationale behind the design, and getting their feedback before finalising the design for client sign-off. We show examples of the designs for a range of media at this stage so that the client can visualise how all of the communications are going to look.
It’s very important to use design to project the values or messages of the client in a way that is engaging for the audience. Sometimes the clients’ own brands are too corporate to engage with say a younger audience, we need to be aware of the audience in each case. We also work within restrictions set by accessibility needs – it’s no use creating something beautiful in a font or colourway that cannot be easily read by the broadest range of people.
For me I think the future is exciting, videos and animations are a rising trend that I’m very keen to explore and we already use infographics to show facts, data or key points in a visually impactful way. Sustainability is also a key consideration, and we are about to start work thinking about how we can improve that.”