Tina Feiertag
Do you follow a strict daily routine with regard to workflow, or is every day (or week) different?
Tina: It’s slightly different day to day, although I am much better in the morning. I guess that’s what it’s all really about. There is a lot of pressure on you to be ‘efficient’ and ‘productive’. Depending on the project phase. In conception phase self-imposed strictness is not what I’m about really. But if I need to do production work by a certain time, then I just do it.
What are some things you do to help yourself into the state of mind necessary for creative work?
Tina: Sometimes I just need to go for a walk. I’ve read somewhere it alters the way you think - I’ve certainly had some of my better ideas whilst trying to avoid thinking. Also lots of laughing is very important to me. In the studio I use it as a barometer of how comfortably we are expressing ourselves.
Do you prefer to work in a closed, private environment free from other people and distractions, or in a more open, collaborative environment?
Tina: Both by myself and in collaboration. But this has taken a good few years to realise this. I’m always much happier tucked away in a little corner when I need to be creative but than I pin-up my layouts - like mood boards - and get feedback and input from the team. They might find something that you can’t see on your own.
What task management technique do you use?
Tina: I use a great technique: I write lists and then tick things off. Simple as that. I’ve read books about design process and workflow. Personally, they didn’t work for me.
What inspires you?
Tina: Travel, travel, travel. But eventhough I have seen quite a bit in my life I somehow stick to my modernist principles.
What other disciplines influence the way you work?
Tina: That is a good question. Because collaborating with other design disciplines is what I like the best about brand design. One needs to bring a brand to life in print, architecture, uniforms, signage, you name it.