News
29.07.2024
Designprocesses and Creative Thinking: An Interview with Inka Kardys
by Eyes & Ears of Europe
Since 1997, the creative agency Umbruch has stood for successful brand and product communication that conveys attitude and reaches people emotionally. With precise design, structural clarity and high quality standards, Umbruch creates unmistakable concepts. This year, Umbruch created the design package for EYES & EARS 2024 and the 26th International EYES & EARS Awards. We are delighted about the long-standing relationship between Umbruch and Eyes and Ears of Europe, which enriches us with creative esprit and drive. In this interview, Inka Kardys, CEO and Creative Director of Umbruch KOMMUNIKATION DESIGN, reveals what she created for our design package.
Luise Flügge (Eyes and Ears of Europe): Inka, do you still remember how you started Umbruch? Where and with what idea did you start back then?
Inka Kardys: Umbruch started in '97, and I remember our first projects well. Ralf Strohmeier, CEO and Brand Director Umbruch KOMMUNIKATION DESIGN, did the redesign for ProSieben and I did the winter signage idents for VH1. I let stylized snow crystals trickle onto popstars like Madonna and presented everything in a kaleidoscope effect. That was completely against the trend at the time. I would certainly do a few things differently today, but these early spots still show what Umbruch is all about today: the search for unusual forms of expression while maintaining high quality standards.
LF: The connection between Umbruch and Eyes and Ears of Europe has grown over the years. This year you have given us a radiant image with the design for EYES & EARS 2024 and the 26th International EYES & EARS Awards. What inspired you and how would you describe the creative process?
IK: When you work for Eyes and Ears, you are addressing a specialist audience. And you can expect a lot from them. So, one sentence we hear from clients time and again is "You have to be able to read the type." Sure, that goes without saying. But with the E&E teasers, I took the liberty of pushing the boundaries of legibility with the typography. Simply to arouse curiosity. But that was just one of many inspirations. I don't want to reveal the others at this point.
LF: What trends do you see in the future of corporate and motion design, and how does Umbruch plan to incorporate these trends into its own projects?
IK: Trends? Frankly, I'm not a fan of the term. Trends come and go. Good design should stand above them. But of course, the big topic of the future for me is AI - with all its pros and cons. In the end, I like natural intelligence more than artificial intelligence. And as for Ralf: he's currently drawn to virtual worlds. Every now and then I see him without a headset.
LF: Umbruch has always been more than just on-air and print design. What cross-media projects are you currently working on?
IK: We are currently working for the author and artist collective bookbridge.xyz, which brings printed books to the web3. For example, we created the entire package for a book with the wonderful title "Picasso's Hairdresser": NFTs, trailer, website, brochures, sound design. And we transformed exhibition spaces into hairdressing salons. In the Pinakothek der Moderne and other museums. To stage "Picasso's hairdresser". And to make people want to read in general. After all, it can't hurt to switch off all your screens and pick up a good book.
LF: Thank you very much for the interview Inka! We are delighted that you are part of our network!
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