ckomashko
Photographer
Creative Director
Art Director
Video
Fine Artist
3D
Director
Illustrator
Industrial designer
Graphic Designer
Audio
Typeface Designer
CECY HEGUY
I love how my professional career has turned very dynamic. I'm attracted to new challenges and the novelty trends. As a graphic designer I am passionate about clear and effective communication, with some irreverence (why not). As a painter and illustrator, my eye is always exploring new media and projects to continue developing and learning.
Q
How do you balance creativity with the business side of things?
I think that in the mind of a creative that balance is natural, it does not require effort.
Q
What does your creative process look like?
I think and draw ideas, look for references, separate them into parts, take them out of context and then put everything back together again.
Q
Did you always know your creative calling? How did you find your way toward it?
Always. In my home, the resource of humor was used all the time to face different situations, which is why the gymnastics of creativity were present since I was born. And I also believe that that comes in the DNA. My grandfather, my father and his brothers were like that. Living in Argentina it is almost mandatory to be creative
Q
Who or what has been your inspiration in your Creative Director journey?
Masters of design, of the history of communication, artists, film directors. The entire Bauhaus School, to name a few
Q
As someone who has witnessed the industry’s evolution firsthand, how has your creative process evolved?
Using new technologies, being updated but always starting from the already known base.
Q
How do you stay up-to-date with the latest trends & technologies in your field and how do you incorporate them into your work?
Studying, reading, searching for information, talking with colleagues. To be able to incorporate them into my work in the best way.
Q
How do you work with clients to ensure their vision is accurately represented in your work?
I try to get to know them, I talk, I ask, I pose situations to find out their opinions. I speak without technicalities, I open myself with examples and options.
Q
How do you make sure that the system that you create is a flexible system that adapts to a growing and changing brand? How do you define flexibility and how do you make sure you make it flexible?
From the beginning of the creation of the communication system, it is key to define a solid base and then with this starting point to be able to make it more flexible whenever necessary. It is essential to be able to open a system. The brand must continue to be recognized, of course.
Q
As creative professionals, a large chunk of our process is finding inspiration for our work. How do you come up with new ideas for your projects?
Concentrated breathing with paper and pencil
Q
When creating a brand identity, how important is target audience research?
Essential. I need to know who I'm going to talk to.
