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With this in mind I design visual identities, books, catalogues, stationaries, posters, invitations, packaging and imagery for a wide and international range of clients and projects. If you are involved in a project that you think would benefit from my participation, I would be very happy to meet with you. — Daniel Carlsten
Tendencias Magazine Beaux Arts Magazine Classy Restaurants and Cafés in Stockholm Well-Seasoned: Best of Restaurant Graphics AnOther Kitsune Noir But does it float SeptemnerIndustry It's Nice That Mini Graphics Bird & Banner |
"A magician of visuals: Daniel Carlsten." "Dream projects? Something I've learned is that it has very little to do with a specific brand, but rather with finding interesting and enthusiastic people to work with. " says Daniel Carlsten, a Stockholm-based art director. "(An example of such is) Oscar Properties, that I have made the visual identity for, work within real estate. Before meeting them I would never have put a real estate company on my list of dream projects. But after having worked with them for a few years now, I must say they are the one of my absolute favorites. They regard design as a crucial part of their business and as something of high value, and they make it clear that they really appreciate all the effort I put in." The stationery that he designed using letterpress suggests a beautiful sense of texture — stylish but warm at the same time, perfectly works with a property agent who specialises in Swedish Modernism-New York loft-style properties. For 5 years until recently setting up his own studio, he was an art director for Acne Art Department, who's family includes the fashion brand Acne. Whilst working there, he was involved in designing packaging and visuals for Acne, as well as for external clients like department store and TV stations. "When I worked with the Acne fashion brand, I was more or less allowed to do whatever I wanted. I was given an enormous trust, and in return they were given some of my best ideas." However, "One of the major reasons for me leaving Acne to set up my own studio is... I want people to view my work in relation to what I do, and not in relation to their idea of what Acnes as a brand is about. I want to see what happens when I loose that filter between the client and myself", says Daniel. But anyone who sees his portfolio would be able to notice his beautiful, magician-like talent. For online gambling business Gnuf, he made a sophisticated visual, which has never been associated with other existing services of such, and for Sandra Bucklund's catalogue, where she wanted something easily sent by post, the cover functions as an envelope, beautifully designed in a chic style. "I actually for the first time feel independent, and I would like to work more and more internationally", he says humbly, but the world will certainly keep him busy!
"Graphic Design Never Lies" How close is the designer or illustrator to contemporary artists? —If contemporary artists are people who define the aesthetics and values of our time by expressing themselves artistically, I would say that this is very close to what an illustrator or a graphic designer do too. How can a visual identity help to sell products nowadays? —Look at the fashion industry. Visual identities are what make it possible to even launch yet another fashion brand. Furthermore sell any of it. It is a part of the product. Without visual identities there wouldn't be any fashion industry. The same goes with cars, or perfume, or milk, or whatever. It is what makes generic products differ from each other. It is what makes functional products entertaining. Does it mean putting art influence under the service of capital profit? —I think, in terms of what is art and not, it is of little interest whether someone is making a profit of it. As long has you do something that you are proud of and that springs from within yourself and that feels true to you, I guess it could be defined as art. Now you have launched your own business, what is essential at any project for taking the decision of doing it? —I find people more interesting than brands. Even the seemingly dullest products or services can prove to be a pleasure to work with if the right people stand behind them. A person with a genuine interest in their profession is something that inspires me a lot. Like a chef who can speak for hours about sharpening a knife, or a photographer spending several years trying to capture the essence of one building. If I find such a dedicated person in a project, I am on it. I also like to work with people who see my work as a crucial part of their product or service, because it makes you think together as a team, which is good for design, business and everyone involved. Are there too much lies in visual culture? —Graphic design never lies. It is a product in itself. It is what it is. Always. |
Östermalmsgatan 71 SE —114 50 Stockholm +46 737 84 77 60 daniel[at]danielcarlsten.com |
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