Interview with Giuditta Gentile

Frush is an Italian visual and communication design studio. Frush has a double meaning: in Italian it's an invented onomatopoeic word for paper sound, in English it's to break into several pieces.
These two meanings represent also, in this order, the evolution of our studio: from the paper, as the element where all got started, to the breaking of design rules of the sustainable design.
We design global communication strategies: brand advisoring, print, packaging, advertising, illustration, photography, web and multimedia design. Our objectives are good design and sustainability.

We set up a new complex and comprehensive design approach, life-cycle design, open to the interaction
of other professionists (eg. philosophers, musicians, scientists, teachers).we set up a new complex and comprehensive design
approach, life-cycle design, open to the interaction
of other professionists (eg. philosophers, musicians,
scientists, teachers).

I like to design for museums, print design and brand design most.

Do you mean between my projects? Fondazione Alinari's project is the one I like most because of the theme.

Usually the logo.

I like to design both for print and for digital.

In a team of designer.

All aspects are important. Attention to details make the differences.

It's my world so I feel good and comfy.

It's a real satisfaction, especially big graphics.

If it's well designed it is useful and it works.

The overall impact, then details, proportions, colours, etc.

As I told above Frush is well-aware of this responsibility and avoids considering it as a marketing opportunity connected to a fad. We believe in this challenge for the future, in our private life as in our work.

Design is always evolving. I don't know, but we for sure have to think of our planet first.

I design for exhibition, for other. In December 2 art exhibition are in program.

Curiosity is the key. Every thing can be inspiring: books, nature, art, music, etc.

I don't have a style, because it is connected to the client, or the brand. Our approach is a life-cycle design.

I leave in Florence, Italy. Of course the cultural heritage is heavy. We have a lot of art and history and we could not ignore it. I think that there is a lack of design culture in our country, especially communication design.

I don't undestand the question.

Philosophy compatibility is very important.

Brief, starting thinking about the concept, first release, check with client, corrections, finalising the proposal, final release is the typical iter.

my moka, Folio lamp by Castiglioni, a Valentine vintage typewriter, Sacco armchair, i Componibili Kartell.

wake up, yoga, breakfast, bike to work, 4 hours design, pause for lunch, 4 hours design, back home, cooking and eating dinner, film, bed.

“Design is thinking made visual.” –Saul Bass

Positive is that we love our work, negative sometimes are clients and sometimes salary.

“Simplicity is the ultimate sophistication.” –Leonardo da Vinci

flexibility, curiosity, precision, open-mind, general culture

I use Adobe creative suite and my sketch book.

Programming the various task and sharing with collaborators.

It depends, from 3-4 days to months.

I don't know. I don't have one.

Designing the signage for a Museum.

Municipality and institutional clients, Museums, Art galleries.

Brand design and signage sistems.

I'm starting a big project for Italian language museum in Florence.

As a Team

I've just started this project about Italian language museum in Florence. We are designing the logo.

by mail: giuditta@frush.it and visit the website frush.it

no thanks