Creative Collaboration with Adnan Huseinovic
Adnan Huseinovic
Graphic Designer / DDB Canada
The DesignThinkers conference is a collaborative effort between creatives from all walks of life. We are thrilled to introduce you to one of those creatives - Adnan Huseinovic from DDB Canada. As an Associate Designer, Adnan had the opportunity to design the t-shirts and notebooks that Rightsleeve produced for the 2022 DesignThinkers conference. Here, we learn more about how this partnership came to be and his design process.
How did RGD and DDB start working together?
Our very own DDBer Howard Poon (VP, Design) volunteers his time with RGD through portfolio reviews, panel discussions and a seat on the RGD Design Committee. He is a big believer in giving back to our industry in whatever way he can. Howard thought that collaborating with RGD on their annual DesignThinkers conference identity would be a great brand design opportunity and submitted DDB Canada’s name for consideration.
What was your inspiration for these designs?
The inspiration for RGD DesignThinkers conference materials was inspired by one word – Defy. We knew designers are perfectionists who fuss over every detail – because we are designers. But that can be a habit that keeps them from exploring something different. That inspired us to create an identity that dared designers to challenge their thinking. We used the theme to tell them to Defy the grid, Defy trends or Defy everything. This platform gave us infinite possibilities. We then developed a graphic system of 50 unique symbols to pair with the words. We restricted ourselves to using two colours — RGD’s brand colours — to show how beautiful design was possible even within a restricted sandbox.
When did you love of design begin?
My love for design started when I was in college. Before that, I drew from comic books hoping to be a big-shot artist like Todd McFarlane. But once I was in college — and introduced to designers like Milton Glaser and Paul Rand — I was hooked on design.
Do you remember the first design project you worked on and what was it for?
Now we are going way back! My first project was designing and applying adhesive vinyl to an electric guitar. Local artists were given a guitar to customize with their design, and then they were auctioned off for charity. My design was an ode to cassette tapes, which are resurgent with Gen Z.
Who are some of your favourite designers, and why?
Some of my favourite designers would be Lance Wyman and Stefan Sagmeister. Lance's work appeals to me because he’s created fame around logo design, and his process is something every logo designer should look at. It’s not creating a logo with a sketch on a napkin as every designer romanticizes, but thorough experimentation and exploration. Stefan Sagmeister, on the other hand, created a whole new approach to design with his nude stunts and shocking graphics at a time when designers were confined to Swiss grid systems.
I will add that designers do not always inspire me, but I love art. One of my favourites is Geoff McFetridge, whose paintings are a masterclass on simplifying complex ideas into visuals.
What does being involved with RGD mean to you?
RGD is a special organization whose volunteers work around the clock to ensure designers and the design profession are seen at the highest level. I saw this firsthand when we worked on the DesignThinkers materials — so being involved means I can have a small part in helping designers stand out.
