Francisco Andriani “A good brand experience is when the cover is as good as the book”

We talk to Francisco Andriani, the Argentinian designer who’s hit the ground running

While many designers can only dream of getting a project featured on the Behance network, Francisco Andriani has already had numerous projects featured on the creative network, and he only finished University last year. We caught up with the young up and comer to find out a little more about his work.

Hi Francisco Andriani, firstly could you tell us a little bit about yourself and what you do?

I’m a graphic designer from Argentina. Last year I finished my studies at the University of Buenos Aires, and I’ve been working as a designer for the last four years in different agencies specialised in branding. Recently I’ve started working independently with my girlfriend, with the idea of founding our own studio in the (really) near future. I hope you’ll be hearing news from us soon!

Why is branding important to you?

I think branding is important because it states the value and quality of your product or service. The look, feel, and tone of your brand have to reflect what the brand is in the best way possible, or at least what it wants to be in a coherent way. You are taught “not to judge a book by its cover”, although we all should when it comes to branding. A good brand experience is when the “cover” is as good as the “book”.

Tell us about a project of which you’re particularly proud?

I guess you are always proud of your last creation, in this case, I could say it’s an ongoing project. At the moment I’m on the first steps of designing the wayfinding and signage system for a public hospital here in Buenos Aires. I think it will be a great opportunity to do a great job because this time, I won’t be trying to sell a product or service, it will actually help people find their way in mostly stressful situations while they are inside the hospital. Everything has to be clear and functional, just how I like it.

Who inspires you?

Design wise I would say modernist design in general, from Bauhaus to Vignelli going trough Tschichold, Renner, Brockmann and Aicher. I really enjoy French posters from the 30‘s. I love Lubalin’s approach to typography, Dieter Ram’s principles of good design and Paul Rand’s logos and idea of design. But the real thing is I get most of my inspiration from contemporary colleagues. Every day I surf Behance satisfying my visual needs, here you can see some of my collections.

Who would be your dream client?

Definitely, the dream client is the one that trusts you, gives you the freedom to do your job and at the same time encourages you and helps you with their knowledge of their own business or project.

And finally, if you died and were reincarnated as a song, what would that song be?

Probably it would be Michael Jackson’s “Man in the Mirror”, I don’t know why, but every time I hear it, it possesses me, and I sing it wildly. Just ask my friends at karaoke parties.