Interview with Ahmed Alejandro López Martínez

I work independently as a freelance, I have fixed clients to whom I design magazines and corporate yearbooks fundamentally and punctual editing and corporate identity work.

It is everything for me, the way of life and a great passion.

I love editorial design above all else.

Of the works that I have done my favorite design is a collection of Kamasutras designed for an independent publisher of Spanish illustrators.

An art catalog for an exhibition on Latin American photography held at the Círculo de Bellas Artes in Madrid, Spain.

Working on Macintosh using Adobe Creative Cloud.

At night in silence, without receiving phone calls and total peace of mind.

In the proportion and harmony between image and typography.

When I start anxiety to face a new project, but when I spend a few days I have a lot of fun designing and I am passionate about it.

Happiness and passion

Hard work, information about the project and much, much imagination

I always think that behind a bad design there is also a bad client, not just a designer with little talent.

Select certified materials and processes with the care of nature, recycle in your workplace, offer digital alternatives to paper.

We evolved towards personalization, the use of recycled and novel materials as well as the union of physical and virtual design.

The last one in the National Library of Spain and the next one I hope it is in the A Design Award and Competition

I have references of the artistic avant-garde of the 20th century and electronic art, I am very interested in the design made in the UK and Holland.

I make clean designs, with great care in typography and with evocative images that allow readers to have an approximate idea of what they want to communicate.

I live in Madrid, Spain, its cultural heritage does not affect my designs because in Spain design has not had a great boom until the mid-twentieth century as it was not an industrialized society. Pros: customers are open to innovation and against lack of budget since the design is still not understood by many companies as an added value.

With many companies, I have been working regularly for more than 10 years and others for smaller, mostly digital projects.

The fundamental is to look for a designer who has experience in similar projects, responsiveness and above all creativity.

My design process is very standard, I receive a briefing from the clients, then I schedule a meeting and I have graphic proposals that we discuss and then I start designing.

iMac, a Bauhaus-style table lamp, the iPhone, Alessi juicer, Fornasetti plate.

I get up at 11 am, walk with my dog a good time, lunch and I start working until 2 in the morning, between half I attend meetings and design, I work about 12 hours a day.

Have a passion for work, have fun in a fun way and not accept design commissions that you do not feel comfortable with.

Positive: it is a very enriching job, you are learning all the time, I react with very different people, Negative: projects with little time and budget.

I never accept projects with unpleasant clients.

Great visual culture, restlessness for the new, social skills

Complete Adobe Suite, iMac, internet, pen and notebook.

I work a lot, sometimes I find it impossible to manage my time, I do it depending on the projects I'm designing.

A magazine of 100 pages in 15 days.

The price that I will charge for the design.

I have had many but every project is important.

National College of Opticians of Spain, GN Hearing A / S, Círculo de Bellas Artes of Madrid, Ministry of Health of Spain, World Press Photo (Spain).

Editorial design, because I love typography and books.

I would like to develop design a collection of books and a large exhibition.

I work individually and for more complex projects I collaborate with other friendly designers.

Yes, I am designing a new issue of a journal about audiology in Spain this month.

Through this website: https://alejandrolopez.eu/contacto/

I am very happy to have won an award in A Design Award & Competition this year.