menu

PSFK Talks to Italian Design Firm Leftloft

PSFK Talks to Italian Design Firm Leftloft
Advertising
Colin Nagy
  • 18 february 2009

How do you bring a print sensibility to the Web?

Actually, we grew up as web designers. Back in 1997 when we started the company, the design scene in Milan was the property of old masters of graphic design such as Iliprandi, Noorda, and Vignelli. The new technologies were the only fields where they couldn’t compete with the new generations, so we started from there.

We never liked to be labeled as web designers; we don’t believe in single-skill design. Rather, we believe in design as a service, as a tool to solve problems, catch attention and spread knowledge through all sorts of different media.

Highlight some of your recent work with Moleskine.

Moleskine is a book to be written in, a cult object that everybody knows and recognizes but which not many people know by brand name.

When they asked us to work on this re-branding project we created a design value out of the brand’s “invisibility”, not forcing its appearance and by putting more effort into the problems related to the sales point.

We spent months in libraries, watching how people reacted to colors and shapes. In the end we came out with a few ideas. For example we decided to remove the plastic wrap, we enlarged the color strip, we chose a brighter color scheme and we designed a new icon system to coordinate the product line and to help customers understand what’s inside the book without opening it and possibly breaking the strip.

We also designed other communication material for Moleskine such as catalogs, stands, exhibition environments and a website. The icon system and the colors have became the Moleskine signature in over 50 countries, which we are very pleased about.

What trends from a design standpoint will we see in 2009?

The world is asking for change. Barack Obama knows something about that.

In communication design we have seen how the whole web 2.0 movement has influenced our perception of web design.

We believe that this movement and the recent economic disaster will make the public ask for more transparency and clarity not only on the product/service side but also in the way their communication is presented.

This will lead us in a less “designed” era, where everything will need to appear for exactly what it is meant to represent, whether on paper or on screen.

No more fancy shadows, reflection or time wasting animations: just the content.

Also with less money around for the designers, we will be working on solutions to make their clients save… and out of these financial constraints may come interesting new ideas and techniques that flourish in 2009.

Thanks, Francesco!

Leftloft

Advertising
Trending

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Op-Ed
Automotive Today

Toyota Is Using Sewage To Power Its New Electric Car

A new hydrogen-fueled vehicle is driven by what we flush away

Culture Today

Catch A Concert On This Small Floating Island

A man-made archipelago in Italy is hosting music and art performances

Trending

Get PSFK's Related Report: Future of Automotive

See All
Design & Architecture Today

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Woodenwidget says its detailed guides are suitable for beginners and experienced woodworkers alike

Related Expert

Bjorn Jeffery

New Worlds Creator

Design Today

Crash-Friendly Drone Made From LEGOs Is Completely Rebuildable

The clever device offers games, education and the uniquely rewarding experience of destroying your high-flying airship

Fitness / Sport Today

Free Sneakers Given Out To Motivated Marathon Runners

Strava will give the shoes to athletes who run the second half of their race faster than the first

Culture Today

Someone Invented A Robot Just To Serve Trays Of Beef Jerky

Boston Red Sox star David Ortiz, in partnership with Chef's Cut Real Jerky, creates an automated snack delivery system

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 26, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Today

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Millennials Today

Why A Social Networking Site Decided To Rebrand

Meetup, a platform that connects like-minded individuals, has taken steps to stay relevant amongst millennials

Work Today

Editorial Roundtable: The People-First Workplace Should Borrow From Tradition

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX underline the old-fashioned ideas that deserve a place in the Future of Work

Fashion Today

Handbags Crafted From An Old NFL Stadium

People for Urban Progress is an up-cycling program that tackles the waste problem of big demolitions

Work Today

Tech Job Site Created Just For Those Who Are Older Than 30

A new occupational job board presents a creative solution to age discrimination in the tech world

Europe Today

Architect Turns A Giant Smile Into A Public Exhibition

The structure offers visitors a new perspective of London and creates an immersive environment that integrates structure, surface, space and light

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Children Today

Norwegian Kids Are Using Their Phones To Log Unsafe Street Conditions

Travel Agent is an app that gamifies the reporting of hazardous conditions to improve the safety of children's commute to school

Travel Today

Google Wants To Help You Plan Your Next Trip

A new app curates vacation itineraries and organizes reservation emails to take the work out of planning a getaway

Technology Today

Small Handheld Analyzer Checks Oral Hygiene On The Go

The breath-detecting gadget gives people a quick and easy peek into their dental health

No search results found.