Martin Lorenz TwoPoints.Net Barcelona Spain – I Used to Be a Design Student

BARCELONA, SPAIN

Martin Lorenz (TwoPoints.Net)

PROFESSIONAL YEARS

13

A VALUABLE QUALITY FOR A DESIGN STUDENT + A DESIGN PROFESSIONAL

For both: Be autodidactic

FAVOURITE FOOD NOW

All kinds

YOUR MOST VALUED POSSESSION NOW

Book collection

YEAR OF PROJECT

2010

PROFESSIONAL PROJECT BRIEF

Develop a visual identity for the Helsinki Design Lab, which defines itself as follows: ‘We believe that the scale and complexity of today’s challenges are more effectively addressed when design is a leading voice co-ordinating many, rather than a service applied to pre-defined problems. With a specialized ability to bring synthesis to complex problems, to work from conception to implementation, and to visualize complex relationships, the strategic designer plays a lead role in addressing the issues faced by contemporary society. Helsinki Design Lab (HDL), a project initiated by Sitra – the Finnish Innovation Fund – fosters state-of-the-art knowledge, capability and achievement in the area of strategic design in order to improve global supply of this essential 21st-century problem-solving skill.’

CLIENT

Sitra, the Finnish Innovation Fund

COLLABORATOR(S)

Lupi Asensio

TECHNOLOGY

Acrylic paint and computer

TIME SPENT

2 months

TYPEFACE

Univers & Minion

WHY DO YOU LIKE THIS PROJECT?

The driving idea of the visual identity is drawn from the ‘space’ occupied by the strategic framework of the HDL, which draws together a diverse group of actors and entities from various fields. These actors, each one a specialist in his field, contributes a unique point of view within a group that can offer a more holistic definition of the problem, thereby creating the opportunity for a more effective range of solutions. The Strategic Designer acts as an enzyme, co-ordinating the process. The visual identity is coherent with the idea of the institution. It is highly flexible without losing recognizability.

OUTCOMES

It made me grow.

FEEDBACK

‘The work from Two Points for our Helsinki Design Lab visual identity captures the spirit of our endeavour: it’s systematic, nimble, and founded in really sharp thinking about the various mediums that the identity needs to suit. In this way, the visual identity of our Helsinki Design Lab is similar to how Sitra sees a role for strategic design operating as part of the solution to today’s large-scale challenges: a reflexive capability responding intelligently to real-world needs. We at Sitra are very pleased with the work from Two Points and are constantly receiving compliments on the uniqueness and attention to detail that our visual identity embodies.’ (Bryan Boyer, Design Lead at Sitra, the Finnish Innovation Fund.)

DO YOU TEACH?

I am co-director of the Postgraduate Degree of Applied Typography at the private design school ELISAVA in Barcelona (Spain). I teach mostly flexible visual systems.

IS IT POSSIBLE TO TEACH DESIGN?

No, design cannot be taught, but a teacher can help the student to develop rational and emotional design methodology and train his eye for visual communication, which involves studying design history as well.