Interview with Ralf Kauffmann

Brainartist is an agency that focuses on trade marketing.
Brainartist is headquartered in Eltville am Rhein with 12 employees. We have a branch office in Zurich for our Swiss clients and an office in Berlin for collaboration with specialists in the field of AR, VR, 3D design and online marketing.
This orientation is based on experience on the one hand and on the other hand on the fun of this topic and its tasks.
Another element is of course that our work is easily measurable by the client.

For me, design is the creative realisation of a goal.
Therefore, the strategic approach is extremely important. Design should follow the task. Anyone can make colourful pictures. But it has to reach the goal.

Development of activities at the point of sale that not only sell, but also convey an experience. Presentations at the point of sale are our main business. Brand management and creation of campaigns, as well as sales support activities in all facets. This ranges from sales force support marketing materials to influencer kits.

I like designs with a "less is more" approach.
Good design doesn't need a lot of colours, a lot of little gimmicks.
It has to work and should be independent.

The first thing I created in my life as a designer was a comic for a car dealership. These comics were then used as advertising motifs and later became a small comic for all customers. Like so many things, you just start.

I love everything handcrafted. However, I can get just as excited about a laser, CNC machine or 3D printer.
What counts for me is that the material and the approach fit together perfectly to achieve a perfect result.

At night or when I have pressure from the client and have to close my office door for an hour.

I define the goal and then quickly get to the basic design.
After that everything flows and in the end I optimise my design for quality.

When designing, it's a mixture of euphoria and time pressure.
I am very impatient and want to get a result here very quickly.

Joy and pride. And I feel honoured to be able to realise these designs.

When it not only appeals aesthetically but also works.
It must neither hinder the function nor place it too far in the background. Design sells. Design inspires. Design informs. design positioning.

First, whether the design appeals to me and has been executed professionally.

Designers, like everyone else, have a responsibility to society and the environment. The designer can ensure that his designs are implemented in a sustainable manner. That the client also understands that design can influence society in a sustainable way. Great design can accompany a generation and stand for an era.

Design, like many things, is speeding up. The half-life of design is getting shorter. So it is important not to follow trends here but to develop independence. Design is not a trend but art.
Strategic in its highest form.

I do not do exhibitions

My inspiration is the sum of all experiences. the open view of everything and above all the linking of these. This can be from all areas.

i have a simple style. Less is more. However, this style is not suitable for everything. Therefore I adapt the style to the task and follow it more in private when painting pictures.

I live in germany. The cultural heritage does not influence my work. Germany is very diverse. the only thing is the precision with which i work. that is supposed to be a german characteristic :)

Amicably, honestly, transparently and in partnership. We have great companies as clients and for me the goal is to achieve the client's goal.
my clients don't always get what they want. But always what they need. and that connects.

You should choose him well. Like a friend. You should give him freedom if he sees the relationship as a friendship. This requires trust and respect on both sides.

I start by taking the task out of each other. When I have answered all the questions and have the goal in mind, I start with key points about the theme and goal.
Then with the sketchpad and compare the goals with the designs.
I always sketch three directions and in the end I am left with one or at most two. I verify these again a few days later and finalise them.
The three rough drafts are discussed with various clients and then one or two versions are created from them.

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An old Glashütte watch with a timeless perfect design.
My old Colani biros. A painting by an artist friend. My kitchen and my couch.

In principle, getting up early. One hour in the car to work. Here first a coffee and mail work. Then I start my day's work, which alternates between meetings and conceptual work. Designs come at the end when I have some peace and quiet. Or Or on weekend.

Buy books about design. After reading them, sell them directly. Never keep and look up. Develop your style and stay true to it.

As with any artist. It's a lot of fun and it takes forever to make a decent living. you should never forget that. However, every day that fills you up is a good day.

Design must work

Creativity and enthusiasm. Craft is also important.

The most important thing here is my simple cheap pencil, a sketchbook and a sharpener and eraser. Later, software becomes important. I don't use sources of inspiration.

I use the bullet journal method and the tools of technology with reminders like our Angency Software and Tools like Asana.

From 20 minutes to months. Anything is possible here. Depending on the complexity of the project.

Where do your ideas come from?

The call from Nike asking if I had time. I will never forget it. It changed and accelerated everything after that.

Nike for almost 18 years. Schöffel. Weber Grill. Estée Lauder. Google Germany. Kering Eyewear with the brands Cartier, Gucci, Balenciaga and more.

Difficult tasks and with great freedom in development. When I have the feeling that the client is not slowing me down, but challenging me.

First of all, to get back to where I was in 2019 after Pandamy. I hope to get new clients and projects with demand. Learn new things.

Both. For some tasks I bring in my TEam. Some tasks I do on my own, because I often have the idea in mind when I create the task.

Unfortunately, we are not allowed to talk about many projects before, during or after their realisation. :)

The easiest way is on the website brainartist.de. All my primary contact details are there.