BEYOND AESTHETICS: DESIGNING WITH INTENTION
© Aliocha Boi
Senior Base designer Aurélia de Azambuja brings bold and striking design works to life. But what truly sets them apart is how she shapes the meaning behind them. Her approach goes far beyond the visual. She sees design as a powerful tool for change and is driven by the idea of constantly challenging herself and those around her to rethink their creative processes.
In this interview, Aurélia lets us take a look behind her colorful, conceptual designs and gives a personal insight into her work and mindset. We talk about creative responsibility, inspiration, and why, despite everything, she always finds joy in the creative process.
Aurélia de Azambuja will speak at Forward Festival Vienna in October.
© Base Design
What was the first medium through which you expressed yourself artistically?
I was a weirdly avid collector when I was a kid. I was introduced to Arman’s work, and I wanted to do the same thing when I was older. I guess it wasn’t really about the medium but about the idea!
What are you passionate about besides your work, or what lets you ease down from a busy work life?
I would say that I love to learn about things and people: how they live, why they behave the way they do, what they’re passionate about. This means psychology, sociology, literature and everything in between. As you can imagine, it does not let me ease down that much!
What is usually the process of creating new works for you? Is there a concrete strategy behind each of your works, a specific source of inspiration, or do you just see where it goes along the way?
It changes depending on the project. I always try to anchor my creative process into conceptual thinking and words, and to look for an idea that makes the story and the visuals click. Inspiration can come from literally everywhere, but mainly contemporary art, fashion, movies, magazines, and online.
© Essentiel Antwerp
Your work has a colorful simplicity that draws viewers in and makes them linger. How do you balance the need to catch clients’ attention in an already overstimulated world, while staying true to your unique style?
Working in an agency means I evolve in a specific framework, one that is client-oriented. That means sometimes it’s not really about having a specific housestyle, but trying to adapt to each project and clients’ needs. I’d say that simplicity and a good idea is often a good recipe to stand out in an oversaturated visual world.
Base, which you are part of, is now B Corporation certified. Recently, you spoke at the “Let´s Talk Design #30” in Antwerp about exploring the role of creative work in an increasingly heavy political and economic context. How do you combine your work with the question of sustainability and responsibility, and how do you deal with this battle artists have to face nowadays?
In the end, it’s a very pragmatic question of how to manage feeling less guilty about doing something that feeds capitalism. And that is definitely an everyday challenge! It’s very personal, but to me it’s about finding the balance between individual actions and professional ethics, as well as trying to find joy and satisfaction in the craft itself.
In times where AI is increasingly used in the artistic sector, what is your stance on authenticity in design and integrating AI into art and design?
Is there a way to resist AI? Whether we want it or not, it will become increasingly present in our work. It is a powerful and fascinating tool, but it all depends on how we use it. Of course we need to be mindful of the fact that AI is very (very) energy consuming. We’re probably going to be overwhelmed by an abundance of content, and at some point, the real luxury will lie in authentic human work.
© Base Design
What do you think the future of design holds, and what trends will arise?
By no means do I see myself as a design fortune teller. I do hope that designers will push back, and that we’ll witness (and participate in) a more punk design movement.
For young artists out there, what advice would you give them?
Work with others, don’t lose track of who you are, seek knowledge and feedback, be curious, be stubborn.
Do you think design can save the world?
I doubt it! Design exists inside our system of power, economics, and culture. In itself, it cannot save anything. But it can shift perceptions. Up to us designers to see where.
If you could have a drink with any artist, dead or alive, who would it be?
I’d love to have a chat with Olivia Laing. She has written essays I find fascinating, in which she weaves personal memoir, social and cultural commentary, psychology, and art.
Interview by Tina Enöckl
