We recently had the very talented Spanish designer (now Brooklynite) Alex Trochut visit our London studio to give us an insight into his work and thinking. With a passion for illustration, typography and lettering Alex’s work spans a diverse range of clients including Nike, Adidas, Footlocker, Mac, The Rolling Stones, Katy Perry, Coca-Cola, Pepsi and The New York Times.
In an extract from his website, Alex talks about “the potential of language as a visual medium, pushing language to its limits so that seeing and reading become the same action and text and image become one unified expression.” When you see his work, you understand why he thinks this way and the potency of that thinking.
Curious to unearth more about this inspirational designer, we quizzed Alex about his thinking and the evolution of his creative style. Here are his responses:
Bulletproof: Where do you get your inspiration from?
Alex Trochut: “The list so overwhelming! Nowadays, I think 75% would be internet, IG, blogs… and the rest is my city – New York right now. I honestly feel equally lost and free with so many options! I’m trying to keep my mental library tidy, but is just imposible with the amount of content around us. I normally search by each project, based on the style I need to access, and normally I tend to look for references that are outside of the design field, from nature/art/history. It’s then always easier to do something different from your references, rather than look at design stuff that is already too close to your potential results.”
Bulletproof: How has your style evolved over the years?
Alex Trochut: “I think briefs are lately allowing me to work more on my core style. Back in the days I would try to do all kinds of illustration briefs. Today – although I feel I’m still finding myself and I enjoy having an open frame of options in front of me – I feel my style is more focused on translating visuals or ideas into letterforms, mostly using an abstract image as a vehicle for meaning (text).”
Bulletproof: Who has been your biggest influence?
Alex Trochut: “So many! Off the top of my head Ken Barber, Non Format, Jonathan Zawada, Santu Munstonen, Carlos Cruz Diez, Roids Msk, Felipe Pantone, Gisela Colon, Damien Hirst, Jeff Koons…the list goes on.”
Bulletproof: How many projects do you work on at any one time and are they a mix of personal, professional and exploratory?
Alex Trochut: “It could be anything from 2 to 10 at once, depending on how demanding the clients are and how fast they need them to be delivered. Ideally I like to focus on two projects a day, working on one before and one after lunch.”
Bulletproof: What would be your dream project/client?
Alex Trochut: “I don’t have prefixed ideas or expectations about projects. I like every project to be an experience and normally don’t know if the project is going to be great until I’m lost in it. I’m very open to anything creative.”
If you’d like to read more about Alex and his work, visit his website here or get in touch with his agent Laura Lee from Debut Art who very kindly arranged his visit to our London studio. A big thank you Laura from all at Bulletproof!
Blog written by Debbie & Lu.