My name is Lucas Caesar Vetsch.
I’m a Graphic Designer and Art Director. Before going out on my own in 2008,
I worked for 9 years in advertising for Publicis, Zurich. You can find out more
about me in the interview below.
Writer, Creative Director and Collaborator – Peter J Grant – asks me some serious questions
How did you become a graphic designer?
After a short stint in a photography studio in ’94, I stumbled into a four year apprenticeship as a graphic designer, in Basel, working for a tiny graphic design/advertising agency. Stumbled, because i took the job originally to help them trim the shop windows for one of their clients. After two weeks, the owner asked me if I’d like to stay on as his apprentice.
Why do clients like working with you?
Because they know I’ve got skills. I learnt graphic design from the basics of the craft – three years before even touching a computer. This was rare, even 15 years ago. After that i worked for almost 10 years in a large advertising agency (Publicis, Zurich), first as a graphic designer and assistant art director, then as senior designer and finally, I returned as a freelance senior art director for a large international client – Zurich Financial Services. So i know how to handle all kinds of clients, big or small, and I never stop learning. I guess this is a good package…
What makes you different from the sea of graphic designers out there?
1. A brilliant idea has to be executed even better.
2. Often the idea is much better than the execution.
I always go for the first one! I won’t stop working on a project ’til I’m totally happy with the result. I hate it when things turns out less than perfect.
Where, what or how do you get inspired ?
Mostly by trying to sleep at night. The next day is full of trying things out, finding fonts, pictures, shaping curves and corners. The colors follow later.
If you weren’t in this business you’d be a…
Lost soul, like so many others.
What’s the best thing about your job?
Me behind “the Rocket” – my 2 x 2.66 Quad-Core Mac Pro. It can just barely keep up.
Really, I love creating something new. I get so sucked into projects that i almost forget everything around me and when it’s done it’s 3 A.M., i’m hungry and happy. I also love going to the printers to see the freshly printed work hot off the press. It smells great too.
Who was the best client you ever had and why?
It was a band called “We The Peoples”. They asked me to do the cover artwork for their debut album. Together we nailed a concept down and then they gave me total freedom. The work was intense, uplifting and the result is outstanding!
What happens to all the ideas that never get executed?
I store them in my head so they can keep me awake at night. Some get made right away, in one form or another, and others find their way into projects over time.
Why should I hire you?
Because you’re looking for a solid brand identity, design or campaign that stands out from all the horrible stock vector graphics, imagery, bad typography and ugly colors that somehow get produced.
Describe a situation where your graphic design made a difference in peoples lives?
Hmmm… it is always great when a client is happy with his new visual identity and it helps his business grow – the difference starts there i think.
Who is your favourite designer, living or dead?
Ouch. Too many… from 123klan – living, to Armin Hofmann – dead.
Who would you like to design something for?
Some global, sustainable, human-friendly, big-ass company, or the bike shop around the corner.
What project has given you the most satisfaction?
Creating or relaunching a brand! Doing something from scratch is wonderful – if the client is ready. I always go for the big picture, that’s what advertising taught me.
Describe an evolution in your work, from your first projects to the present day.
Boooooom…New technologies. New ways to do the same thing different, faster and better.
But my illustrations are still vector drawings, not strange filter accidents.
Describe your style, like a good friend of yours would describe it.
Ok: “He is kind of an all-rounder. but classic graphic design is his strongest suit. He loves his job and his work reflects this. Strong. Simple. Solid.”
Where do you work on your designs and projects?
In Illustrator, InDesign, Photoshop, Modo, Textedit, Safari and Mail – all inside OSX, inside “the Rocket”. Sketching happens on paper and I love making mockups with a cutter, cardboard and Spraymount.
When you were a child, did you want to become a designer?
No, of course not. Astronaut or deep-sea diver were my choices when i was a kid. But design was always around me. My parents were Goldsmiths. My father illustrated the vinyl record covers for his jazz band. He was always sketching and drawing stuff on the kitchen table and he painted custom lanterns every year for the “Basler Fasnacht” (annual winter festival).
Do you read design magazines?
No. I just look at the pictures
What kind of music do you listen to at the moment?
There is always hip-hop playing in between rock, electro and other good stuff.
What is the best moment of the day?
3 A.M., sunrise, render time, sound of the coffee machine running or beer can opening, software releases, opening a packed fridge, seeing my girlfriend, dinner time, chopping – damn days are too short!
Thank YOU! ; )