First of all, thank you for letting us have this opportunity to interview you. Can you tell us more about yourself? What were your influences, growing up?

I’m Pablo Alfieri, I’m 29 years y.o. and I’m a Graphic Designer turned into an Art Director.

I’m from Argentina, I live in Buenos Aires, a lovely city.

I studied Graphic Design at the UBA (University of Buenos Aires). It took me 8 years because I was working at the same time so I had to travel long distances to go from my house to work, from work to University and then came back again to my house. So these were hard times!, very long days without sleep and so much effort! But it was worth it.

Regarding the influences when I was growing up, I have to tell you that I was never a kid who was interested in creative fields. When I enrolled in the University, I started in the architecture course but in the middle of the first year I realized that there was a lot of mathematics, physics and difficult subjects, and I’ve always been a lazy boy. That’s how I decided to change my orientation and became a Graphic Designer instead. I think that it’s been the best decision ever.

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What made you pursue graphic design?

I started my studies in 2000, but I found out more about Graphic Design two years later when I was taking “Graphic Design 1″. In this subject I got to know the work of talented graphic designers like Paul Rand, Saul Bass, Brody, David Carson and Rodchenko and from this moment onwards I’ve been in love with every single detail related to Graphic Design and Typography (my real passion)

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Does your environment influence your designs? Where do you usually find inspiration?

I find inspiration in every single place I am in, in every song I listen to, in every moment I enjoy. I’m always thinking about my work and the projects that I’m involved in, so for instance when I’m enjoying a dinner with my friends, listening to music, having lunch with my mates or being alone in my house, these moments inspire me creative thoughts that I put down in paper afterwards.

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What is it about typography that you love?

What I love about working with typography is that you can emphasize the message of a communicational piece. You can work with typography as a visual element per se, not as much as just a letter in isolation. So the creative thoughts and the quantity of resources that you can use to convey a message are limitless.

Also I love the perfection of a good typography. I love working with the elements that make up a good typography, geometries and . So I think that I’ll never get tired of creating new works with typography as the main feature.

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What is your work process like?

Depending on the kind of project. But I always THINK before I start TO WORK. Then the process could be a draft as a starting point, or just an image, or maybe some thoughts. Then I try to define the kind of treatment to work on, if the final piece will be digital I always work with tools like Illustrator, photoshop and cinema 4d. If the final piece will be an installation, I start to work on a 3d draft in Cinema 4d to assure the lens of the camera, measurement, distances, materials, etc etc and then I work with different materials but everything in handmade.

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Do you experiment on using new mediums or techniques?

I’m always trying new techniques, materials, tools, resources and mediums. Its a way to moving forward and keeping active. I don’t like to stay calm and to do things that I usually do.

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What inspired you to create “The Kitchen of Typography”?

It was a good way to gather together different projects that I was working in the last year. I enjoyed to work on these proposals. Some of them were final finished projects, other ones are experimental projects and finally other ones that for some reason the clients didn’t like them or they thought that the proposals didn’t work for his cause. So I put all together and show them to the world! Its a way to show my passion for what I do in spite that I didn’t get the approval.

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Any new projects that you’re working on right now?

In 2010, with my partner Mariano Farias, we created Plenty: An Art & Animation Direction Studio where currently there ten people working on projects on TV Branding and Advertising Campaigns for brands as Schweppes, Doritos, Vodafone, Sony Entertainment, Discovery Channels and Mtv Channels.

So right now we are trying to increase our portfolio, to show to the world what we are capable to do. Maybe I am not working too much in typographic projects, but I’m really happy! I usually work alone and now that we’re a huge team of talented guys we really enjoy to working together and being inspired for each other.

We’re working in two big TV Branding projects for Axn Latin American and Utv Channel (India). We recently did the cover for Computer Arts UK and participate in festivals like Pause Fest (Australia) and ArtFutura Bs As.

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What advice can you give to our readers?

Don’t bother to become a talent. People are divided in two big groups – the ones with talent and the ones without it. I belong to the second group. I was not born with this luck, so I work hard, really really hard, tons of hours in front my mac, tons of hours thinking on how to improve myself, how to become a project in a challenge. We, at the second group of people, are 90% effort and 10% work. Don’t follow the rules, or better…. follow the rules, and then break them! Be Playful and have fun!

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More about Pablo Alfieri

http://www.behance.net/playful

http://www.pabloalfieri.com/