Use “2-dimensions as spatial,” see that “light is volume,” and be at once “terrified and exhilarated,” are just some of the eccentric polarities that make perfect sense to transmedia graphic designer April Greiman. In 1980, Greiman took computer technology from being used solely for information processing and broke the mold by integrating it in graphic design, paving the way for computers to be the most basic tool for graphic design today.
She advocates pursuing and tackling something new with technology, while exposing a personal agenda in graphic format. This personal agenda is central for achieving good design work, especially is today’s communication-flooded world. To find this agenda, Greiman goes back to the words of German philosopher Ludwig Wittgenstein, who said, “If you give it a sense, it makes sense.”
At Dan Alexander & Co., we find this inner sense by peeling away layers to reveal a unique agenda sitting at the very heart of each of our projects. We do this by intercepting design with technology and philosophy, so that this agenda gains a metaphysical body. One of our most inspired sources for creativity is Wittgenstein, who said, “Like everything metaphysical, the harmony between thought and reality is to be found in the grammar of the language.” We used this in our work for Epistema, a knowledge analytics frontrunner, for which we solidified a strategy anchored by the worlds AI/HI, language, kinetics, knowledge, and collaboration.
We find the agenda, and then accurately crystalize it using the language of design, so that it makes perfect sense to anyone, intuitively and associatively. It makes you feel something immediately, because, just as Greiman says, we also believe that “design must seduce, shape, and perhaps more importantly, evoke an emotional response.”