Three questions: Marta Cerdà Alimbau
Why do you do what you do?
Design is my way of life, I would not know how to do it in any other way. I do not mean the way to earn a living, as it is also, but the way to be in this world, both passively (as a personal experience) and active (to influence how society perceives itself).
What makes you happiest about your work?
Where I enjoy more is undoubtedly during the creation process. Let’s say it’s like a novel, there’s an introduction part, when the page is still blank. A part that would be the knot, where you look for the solution without success. And the outcome, where you find the solution. Each process is a different story and leads you to different places. It is one of the most personal, intense and capable parts of taking you to heaven or hell in a matter of minutes. Another interesting part is when the design becomes public property. If it works, it’s a happy moment. The same happens with the design of other colleagues, when you contemplate a good poster, a good cover, it’s priceless.
What is your goal when you do a project?
It depends on the project and, therefore, on its objectives. But in a rough way, I try to communicate, translate what the client needs in images that can seduce and stimulate.