Andrew McLuhan
User Researcher
Writer
Strategist
Chago Garcia
Chago García is a Brooklyn based Dominican graphic designer and art director with experience in visual identity, editorial, experiential and marketing campaigns for both print and digital outputs. With a robust portfolio that showcases his versatility, his design process integrates critical thinking, strategic content organization, and insightful market research.
Q
What got you interested in Art Directing particularly?
Working with intangibles is fascinating to me. To art direct is to bring a concept or idea to life that was not there before.
Q
How do you make sure that the system that you create is a flexible system that adapts to a growing and changing brand? How do you define flexibility and how do you make sure you make it flexible?
Great question. I am currently studying Flexible Visual Systems by Martin Lorenz. To be completely honest flexibility is challenge when working with the traditional logo brand. You have to create and design the system with flexibility in mind. What I'm learning is flexibility means adaption to any scenario. For that to work you have deconstruct a brand and reconstruct with flexibility in mind.
Q
When creating a brand identity, how important is target audience research?
Its a pillar of the project for sure. It defines who we are talking to, and because of that it will influence the Identity heavily.
Q
How do you work with clients to ensure their vision is accurately represented in your work?
Have to establish a relationship, not necessarily friends but that of trust, guidance and open mind to accept feedback.
Q
What has the course of your journey as a Creative been like so far?
Learning something every day! In this career you become an expert of random topics per project.
Q
As creative professionals, a large chunk of our process is finding inspiration for our work. How do you come up with new ideas for your projects?
Research and learning about the topics is king. Inspiration is 99% perspiration.
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What do you think sets your work apart from other Graphic Designers?
I can speak for myself and asure you I try to leave no person behind in the process.
Q
How did your journey into the creative world begin?
I was always amazed on how certain systems worked. Wayfinding in particular. Having immigrant parents who knew little to no english and see them navigate a city like NYC. I late found out that Graphic Design actually had to do with that.
Q
What was your most challenging project to work on?
My wedding invitation. Ha!
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