Interview with Michael Wiehart
Michael Wiehart is a Swiss transplant living and working in New York City. He moved to New York to open up a branch for the Swiss production company Frame Eleven.
Designer Interview
22 October 2018
I studied and graduated from the HSLU, Lucerne University of Applied Sciences and Arts in Graphic Design and Visual Communication, where I learned the in and outs of Swiss Type and Graphic Design from such greats as Adrian Frutiger and Hans-Rudolf Lutz.After graduation, I joined the digital revolution that just then started to happen in video production, and became a designer and animator. I worked for various companies in Switzerland were I designed and animated commercials for major brands, such as UBS, BMW, Lufthansa, ABB, Coca-Cola and many more. I was the lead designer on show opens and major network re-designs such as SF DRS, RTL, DSF, SAT 1, PRO 7 and others.I came to the US as a partner of one of the leading Swiss production companies to open up a branch in New York. I since then moved on to work for some of the top production houses in New York. I help launch the New York office of Superfad, were I was executive creative director and leading over 30 creatives and animators, overseeing productions for clients such as, The New Museum in New York, IBM, Lenovo AT&T, Verizon, Time Warner, New York Times, Sony, American Express, Best Buy, MTV, Discovery and many more. I since then moved on to serve clients directly through my own production company Visual Comforts.I do bring a wholesome and collaborative approach to every job, where I am focusing on everything from developing the concept, exploring the design direction to execution and production.I love to get "my hands dirty' and sit on the box myself whenever possible because to me the creative process does not stop at the drawing board.
Visual Comforts is an integrated creative and strategic resource bringing a wholesome and collaborative approach to every job.We are a brand-driven design and live action production company. Our mission is to collaborate with our clients to help them develop their own unique voice and tell their brand’s stories in the most clever and engaging way.Michael Wiehart works with clients, agencies and other production houses to provide the most effective solution to any given project. He believes that small flexible teams of highly specialized people are key to any successful production.
To me, design is a visual language to communicate a story or convey a message.
Anything that gets me into unchartered waters and out of my comfort zone.
My favorite design is always the one I am currently working on. Some designs age better than others, but I try to put as much effort and "heart blood" into it each project as possible, so I can learn and grow with it.
As an intern, I did labor hard to determine the stroke weight under the Lindt & Sprüngli logo.
I use many different kinds of tools anything that feels right for the job and I try not to fall into the trap of just doing what I know.
Under pressure, that is when my neurons fire the most.
I got a classical design education, to me the who, what and why are still the most important questions a design has to answer.
I go through all kind of emotions, struggles, desperation, elation, and ecstasy but mostly I feel privileged to spend my time paying around and getting paid for it.
Separation anxiety.
Peoples positive reactions make it successful, but if there is a blueprint on how to achieve it, please share it with me.
I appreciate design the most if it speaks to me on a gut level, but still challenges my intellect.
That is a question everyone has to answer her/ himself, I definitely have drawn some strong lines into the sand that I will not cross.
In my industry advertising and broadcast, everything is constantly in flux, delivery platforms are evolving, but what stays consistent is that clients will always need beautiful work that catches the viewers eyes.
Swiping through the internet, a concert a gallery visit or a run in the park hard to say, but it is always accidental.
My design style is eclectic to me, to others it is distinct. I always explore in many different directions but mostly stick with my first explore.
I am a Swiss expat living in New York for that past 20 years. My heritage is definitely still a part of me but so is the culture I am part of now.
I do bring a wholesome and collaborative approach to every job, where I am focusing on everything from developing the concept, exploring the design direction to execution and production.I love to get "my hands dirty' and sit on the box myself whenever possible because to me the creative process does not stop at the drawing board.
Remember why you hired the designer in the process, have a good brief to start with, stay flexible throughout the project and trust the process.
To start I usually come up with very broad ideas, hitting way past the target, then starting to strip away and home in on the essentials. It is also important to me to have enough time at the back end to test and polish.
REX Sparschäler (REX peeler). It is a 70-year-old design, that uses very little resources to produce and still works better than its contemporary peers. Did I mention I love cooking?
I get up early to run, eat a big breakfast, work and drink a lot of espressos. I then cook for my wife or hang out with my friends - repeat.
Experiment, explore a lot and don't be afraid of failing. I know that its cliche but applying a lot of elbow grease still gets you far.
Having the liberty and time to develop your own skills is great, but sometimes the clients take that self-centered approach as unfocused and treat designers like a commodity.
That there are no golden rules.
Being able to listen and read between the lines, Often what is said is not what is meant. Asking the right questions is the biggest skill to have.
Adobe Creative Suite, Cinema 4D, Arnold, cameras, lights and whatever else is needed to get a specific job done.
I block out time for every aspect of the design and production process. Then stick to it and as mentioned drink a lot of espressos.
My projects can take anywhere from a few days to a couple of months.
It used to be "can you make the logo bigger?" now it mostly how much time will it take to add "X" to the deliverables in the last minute.
Fucking up my first bigger job out of school badly by not asking enough questions.
They are mostly advertising agencies, but occasionally I work directly with brands.
anything that moves.
Exploring more VR application and as always expanding my client base.
Depending on the project it might be a one-man-show, but if needed I will bring in skilled talents to develop a project.
I hopefully will be able to share a music video soon, that I filmed and animated awhile ago.
Through my website visualcomforts.com