what do designers do?

  • Designers solve problems.

  • Art Direction
    Art Direction is the formulation of guidelines for the development of a specific creative product. The Art Director, as leader of a team comprised of various creative experts, makes decisions to achieve a product’s greatest possible potential.
    At the beginning of a design-author’s, there is no brief, rather, she/he initiates and independently implements his ideas. This initiative asserts his autonomy.
    Branding and Identity
    Branding and corporate Identity include the sum of all visual representations of a business. The image (corporate design), the verbal expressions, behavior, and manner among both the internal and external public orientate around the business’s values.
    Corporate Design
    Corporate design describes the compilation and definition of visual elements of a brand identity such as logo, typography, color and image concept, business layout and architecture.
    Editorial Design
    Editorial design is the conception and design of journals, newspapers, magazines, brochures, and books and is directly connected with the redactional work.
    Exhibition Design
    Exhibition design (museography, scenography) includes the conception and design of exhibitions. It subordinates the exhibited objects, operates the background and makes their significance and goals for the viewer perceivable.
    Illustration could be identified as “writing with the help of images”. Illustrations develop through brainstorming, creative problem solving and a precise and evident visual implementation, which is diversely applicable and can be portrayed through various mediums.
    Information Design
    Information design includes the intelligent visualization of scientific information through graphic or interactive elements. Complex data would be intermediated to the user through an accessible and useable method.
    Print spans the design of all printed objects.
    Web Design
    Web design is the conception, design, and structure of websites, the navigation, and the user guide. It addresses interface design from information offers and applications in the World Wide Web.
  • motivation for designing

    Earn money to live and be happy.

  • learned to design

    1996–1999: apprenticeship to become a typographer, 2001–2003: basic studies “Information/Medien” at HfG Schwäbisch Gmünd, 2003-2006: advanced studies “Visuelle Kommunikation” at HfG Basel.

  • year since working as
    professional designer


  • age of first design career thought


  • working at night per month


how do designers develop ideas?

  • Before I start, I want to know the “essence” of the project. That’s usually a lot of thinking about the briefing, talking to the client, research, etc. After that the design is usually done quite easily.

  • main influences

    Talking to the client, distilling the essence of the job, setting the right “parameters” for the design.

what is a dream client like?

  • Willing to take risks, get surprised, be flexible, compromise, spend money.

  • relationship with client

    It’s a usually a very friendly relationship based on trust and willingness to have a good end product. Always focused on the job, not so much on personal taste.

  • getting along with salary

    I cope very well.

  • Marcus Kraft

  • Studio Marcus Kraft

  • Zurich

  • Switzerland