Davide Pagliardini is the letter A of Italian typography, and this is how he rocks.
Well, second episode of “Design Stories”, the column about designers that make our country rocking. We’ve met Davide Pagliardini for a quick chat about lettering, inspiration, and education. What do we love most about his work? The defined roots of his lifestyle. Skateboarding, underground music and street-art are clear references of his artworks. A button-up twist in visual design at disposal of the big brands Davide has worked with. So, the advice is: take your time to read this, a big surprise is coming at the end. Big up, Davide!
Ciao Davide, in a few words, who you are and what you are up to?
Ciao! You’ve already told some. My name is Davide, I was born in 1989 and I am a visual designer. It’s not long since I went back to my hometown, San Marino, after spending several years in Milano.
What does Davide Pagliardini’s average day look like?
I have to say it’s not bad at all. I wake up and usually find my coffee done, arranged with some cookies, which my wife put in place. There are always some cats staring at my breakfast. Otherwise, I walk with Federica, my wife, to the nearest bar. If she doesn’t leave home early. I relax for a while before entering the studio area, around 9:30 am. Morning passes by pretty fast, working. Sometimes it’s drawing, sometimes it’s computer and some other times it’s just customers’ visits. Then it’s lunch time, which is around noon, since me and my partner Davide are pretty much old-school minded. After the break we start again working. If we were good boys, we leave earlier for a squash match or, if we weren’t, keep working until dinner. Days seem to be pretty much the same, but if you think backward they are totally not. Work is always different and projects never the same.
Amazing, and what does your studio look like?
Since when I am back in San Marino my studio is the one Davide Farabegoli founded, Uovo Lab. It’s a huge industrial place divided into two areas. In the first, you find desks, drafting machines, bookshelves, a small kitchen and a very big table. On the other side, you find the space for photo shooting and a small laboratory. It is an amazing place, and the credit goes all to Davide, an inspiring and really good person.
Where you draw your main inspirations from?
Not easy to answer this. Let’s say that inspiration is more like a lifestyle to me. It comes to the many interests that I have and I had in my life. From graphic design to skateboarding. The fact that I was listening to a certain kind of music pushed me into street art, which turned me into design, and so on. I think all these matters are linked to each other, and they belong to my lifestyle. I love everything about lettering and typography, I am an animation enthusiast and that’s why I work a lot with motion graphic. I’ll stop here, or I could keep talking for ages.
That’s a though one, but…how did you develop your own style?
To be honest, I don’t know if my style is that recognizable. This is THE topic for every creative mind. I invest everything into having my own style, and I hope this is something people notice. Then, you know, it’s not me the one who can judge. Anyway there are something that always recurs. I use letters for most of the works I do, I am a chromatic enthusiast and I always use the same design process.
We all grew up within the digital era. But looking at your works we can spot walls, blackboards, even stop-motion. How would you describe your approach towards newest and oldest media?
I was lucky enough to attend ISA institute in Urbino. A place where traditional animation, as well as bindery and engraving, still matters. My education was actually more focused on traditional than new media. I didn’t really understand the benefit of it until I got out from university and started working. I was working in a big studio and doing 9 to 5 with eyes on a monitor, and I kind of got tired of it. I realized creativity in digital era can be much more than softwares, so I started looking for a more artisanal way to do what I love. I think this was not only about a personal ambition, but also the values we are surrounded by. It’s pretty common to hear people looking for a more “in real life” jobs. Think about the trends for chefs, or craftsmanship. Even you Wood’d guys! It’s interesting how, when people start to follow their passions, it means less and less time in front of a screen. In my opinion, balance is in the middle, I love drawing by hand, but the chances given by technology are endless.
Talking about education: you’ve been teacher at NABA in Milano, and you constantly plan lettering workshops. What is the meaning of all that for you?
I was professor at Nuova Accademia Belle Arti in Milano. Not happy I had to stop the collaboration since I am back to San Marino. Luckily I started working as visiting professor for some institutes around here, such as San Marino University. Moreover, we plan several workshops a year at Uovo Lab, involving some of the big players of the creative industries. I’ve always been a big supporter of sharing knowledge, I find it stimulating and, on the other hand, you always have something to learn yourself. Teaching is something that brings you to know your limits, and it pushes you to stay updated and informed. That’s the thing I like most.
Any advice for the creative souls out there?
It could seem obvious, but I’d say to have fun. I don’t have that much experience to give life advices. But the people I admire, they always seem to have fun! Even after 20 years of experience, they still do! So, I follow the example and say: do what your love, put everything in it and keep smiling!
Last but not least, what have you prepared for Wood’d?
I’ve digitalized an artwork I made for my first solo show in Livorno. This piece was first a mural i draw a few years back in Rimini. This is story to me, and it sums up my relationship with the media I work with. But what I love most is the message: steal a smile to who’s reading!
Have a look to the cover Davide has designed for Wood’d!
