SGANZAA

The Studio combines Berlin's avantgarde and German planning, honesty, and effectiveness with the unpredictable beauty and experimental tropicalism of São Paulo and Brazil. The artist and designer Bruno Munari once said that every designer is a planner with an aesthetic sense. Sganzaa studio has these two characteristics inspired by two geolocations that complement each other. The studio follows the aspects of the versatility of Rodrigo Sganzerla’s work, the cross-combination of Creativity, Art Direction, and Graphic Design. After almost 15 years working in advertising agencies as an Art Director in Brazil and Germany, Rodrigo opens the Sganzaa Studio of Creative Art Design. Inspired by Massimo Vingnelli's design work process, the Sganzaa's process devides into 4 steps: Research, Graphic Elements, Experimentation, and Function. 1. Research The departure of any design starts with research. Searching about the history of the subject to better understand the nature of the project and find the most appropriate direction for the development of the design. 2. Graphic Elements The syntax of design composes itself of many components. They are the overall structure, the grid, the typefaces, the texts, headlines, images, illustrations, etc. All these components were thought of in a way to elevate the idea of the project. 3. Experimentation Here we put organization aside, exposing the elements to experimentalism, mixing the graphic elements, and playing with the absence of structure. Exposing the project in this way gives us the possibility to find unexpected results we would not have if we had jumped directly from steps 2 to 4. 4. Function In the end, whatever it's done, if not understood, fails to communicate. Any element should stand by itself in all its clarity. All the graphic elements must have a function and purpose to be where and like they are. Each of them cares a little about the meaning of the project and what the project wants to communicate.