Alex Valentina is a graphic designer from Italy graduated at ISIA Urbino (Italy) and at KHIB Bergen (Norway). He believes in the importance of combining multiple disciplines in visual communication. Besides the obsession for typefaces, Alex is also a musician, music producer and video director.
“I’ve studied graphic design at KHIB in Norway and at ISIA in Italy. During my school years I was always very busy with my musical project and spent most of my time in studio producing. During those years I was freelancing as graphic designer for music labels or other music projects.
I still continue to alternate these two worlds, because each gives me a different type of energy and allows me to oxygenate the mind when I spend too much time on the same projects. Nice thing when I do graphics is the possibility to actually listen to other people’s music something I can’t do when I spend entire days just mixing frequencies and abstract sounds.
Lately I’ve been dedicating a little more time to personal graphic projects, searching for my own dimension and trying to understand if I actually have something to say and if I can say it in an innovative way. In any case, throughout my life typography has always been a constant obsession, to which, however, I had never actually committed. but collecting and cataloging special fonts on my computer has always been one of my main late late night pastimes 🤓
When the graphics becomes too formal, rigid, and “geometric” is when i generally tend to get bored. I’ve spent years loving that style but at this moment I feel this approach belongs to another historical period, or at least that is not stimulating enough compared to what is required of graphics at this moment in time.
I feel that in addition to all the rules, we should be able to add more soul to the things, to be able to infuse more meaning. Authenticity is the hardest thing to achieve these days. for me, visual communication does not only mean regularising but just as much creating quality products that can generate true communication, allowing life, ideas and a vision to shine through as much as possible. opening a dialogue is the first step to being 100% honest with ourselves, with our creative process and with the end user, whether it’s a customer or anyone else that has contacts with what we do.
An authentic design has to be sincere, human and alive. Being honest with yourself and with your own process shows results in the outcome, people feel it and this helps to establish a direct form of communication with fewer filters.
Graphic design is less about selling and more about saying: “this is me, this is what I stand for, what are your thoughts on this? what’s your reaction?