Today, we are joined by Kamil Bugno .he is an Art Director You can view his portfolio here.
Who are some of your biggest influences in web design?
It’s hard for me to pick any particular names. I try to be influenced by the experiences and skills of the people I work with—they are my greatest inspiration. I currently manage the digital creative team in Havas Worldwide Warsaw and work with very talented, ambitious and engaged designers, art directors, and copywriters. They’re constantly striving for perfection and improvement of their skills, and that influences me a lot. When I’m watching their workflow I often discover new and different ways of thinking about design. Their ways are sometimes great to follow. Part of my daily routine involves visiting websites such as Behance. Everytime I see a project which is amazingly engaged with a brand but is also fresh and shows independent style of a designer – I get inspired to do my own stuff, but better.
What are some of your favorite projects you’ve worked on?
I remember very well the projects for Somersby – cider drink of Calsberg. The client was very open minded and agreed for a creation with a touch of twist, distance, and abstract. This was attributed mostly because the Calsberg brand relied and trusted Saatchi&Saatchi digital very much, so I was lucky to be there at that moment. It opened a brand new door for the creative ideas. Our cooperation brought forth a few key visuals, websites, and campaigns which built up the Somersby brand on the Polish market. I knew I was an important part of the creation of the brand, and that was very satisfying, but nonetheless a hard task. Any project can provide way better effects when a client lets suitable people to solve their creative problems. This freedom was provided when I worked for Somersby, nc+, and European Union Commission, so it was a pure pleasure. The situation is completely different and much less efficient when we are treated just as regular contractor, and instead the solution gets invented by a brand.
What advice would you give to other web designers?
People often like to follow particular trends rather than try to show their own style and skills. I do believe that if you are really good with photo manipulations, vector or traditional illustration, it would work better to try and find a client who would agree on that style. You have to choose wisely and negotiate a little bit of course, offering to mix your individual style with the commercial project. This option would create a unique product which also would be marked by you. It doesn’t mean of course that you have to specialize in just one thing and label yourself. It’s worthwhile to follow all the stuff you can use later in your work because it will improve your skills and expertise. Web design is usually a mix of totally different skills, from retouching, photo manipulations, typography, photography to knowledge of code and programming. You have to know what is possible. You don’t have to be an expert in everything, but the awareness of several different issues combined with your personality would create your style. This will also help you choose the best solutions, fitting the business goals of your client. We all have to remember that a website, key visual or any other creative product is also a marketing tool. We make them for a purpose and they have a big role to play- like showing the attribute of a product, for example. And the most important thing – details! If you work on a project – remember about the grid, spaces, and everything else which would make your project even a little bit better.
Can you give us a summary of your process?
In the agency everything starts from a good brief. It describes the target of the campaign, competition in the market, unique aspects of the brand, and the insights that let us to work on the creative idea. Brainstorming, creative thinking and comparing of the ideas follow. When the creative idea is finished and sufficient, I can start my favorite part – the execution. First it’s always a draft, created on a grid, and then I work on the details. I always try to make it look as good and close to perfection as possible. I present the projects with the mockups and on individual presentations. It helps the client to understand the idea and also is an obligation in a professional work I also try to explain my way of thinking and the technical aspects of the project. It lets us all be on the same page. Of course the project has to sell itself in the way it looks and what it tells, but every designer has to sell out his work also. Nowadays, the web design part is not only an addition to the campaign, as it was previously. The media has changed. Our work is as important as ATL and BTL, and sometimes even most crucial in some target groups.
What are some of your thoughts on the importance of web standards?
When I work on design I always try to remember about the users. They need to find the important content easily, not getting lost on a web page. Keeping the balance between user-friendly design and the creative aspects of the web page is very important. The internet has changed a lot, mostly because of the growing popularity of tablets and smartphones. Right now the responsive design and mobile versions are becoming a standard.
Web design changes so quickly, how do you keep up?
I’m not trying to follow every small innovation. I do like to know what’s going on in the business, to be able to provide the most efficient solutions, but without breaking a sweat. I love the dynamism and fluctuation of web design. It motivates me to always improve and also stops me from resting on my laurels.
What are some of the biggest challenges that you see facing the web design industry today?
Digital design is becoming a more influential part of building every brand or product—from social media to web pages and online campaigns. Every user has a huge variety of choices. It’s getting harder to keep them interested. And I do like challenges.
What can we expect to see from you in the future?
I’m managing a team of several people and I’m focusing more on group success rather than individual. But I can promise you that I will try to provide my own good and detailed projects in the nearest future as well.