Back Backbone Branding - Agency of the year
您对于获得2019年Pentawards最佳设计公司的荣耀的感想是什么？
毋庸置疑的能够获得此项殊荣乃为本公司的荣耀，尤其当Pentawards是在行业内最受重视的专业奖项之一，这更是无比的荣誉。在过去几年间得到同样奖项的许多设计公司，都是我们在过去学习以及取得灵感的好榜样。话虽如此，获得此称号从来不是我们公司关注的重点，我们的终极目标是希望能够将设计当成一种工具，为人们的生活产生积极正面的影响 ─ 更美好、更有趣。得到最佳设计公司的头衔对我们来说是种荣耀，更是个责任。
Backbone Branding的故事是什么？您的动力又是什么？
事实上今年是我们成立的十周年！
「利用想象而改变」(Imagine to transform)这是我们公司一直以来运作的模式，也是这一路以来的主要动力。我们坚信，我们所做的事情有能力真正改善人们的生活，甚至影响社会并发展思想观念。从无聊到有趣，从平淡到有意义，从无吸引力到乐于参予。我们要做的是重新思考每个小细节，以带给人们新鲜的看法，让社会可以前进并改善。我们自豪地说，十年之后，我们仍将以同样的愿景和决心走这条路上。
您的灵感来源？
观察人可以教导你很多的事情，也可以成为你工作工的灵感来我。我相信设计的主要目的是要改善人们每天所遇到的问题跟生活琐事。关城能够帮助你找到更能对整个人类与社会产生变革性影响的解决方案，因此，我们应该要从我们周围的人事物开始截取灵感，以及我们所生在的时代当中受到启发。
您与客户们的合作方式？
Whether our client is international or local, when we work together it is essential to build an efficient system of communication in order to make the work process as smooth as possible. We see our collaboration as a symbiotic partnership. Each project is a journey and we are all on it together. To deliver the best result, we need to get to know the client in order to better understand the core value of his brand: this means, the history that leads him to this present moment as well his aspirations for his brand in the future years to come. Our task is to understand what he wants, push the boundaries and take those ideas to the next level.
The way we see it, every brand has a story to tell and it is our mission to convey it in the most visually captivating way in order to optimize its reach and impact on the market. Also, it is important to mention that we select the brand/product that we will be working on very carefully. We need to be passionate about the work in order to represent it in the best way. That’s why we never undertake any project that involves, meaningless products that we don’t believe in, or chemical elements, cigarettes, harmful substances… These don’t match the philosophy of our agency.
What is your proudest achievement so far?
It is hard to pick just one, this past few years we have witnessed some major turning points that helped us grow as a team and an agency. Of course, getting named this year’s best Agency is one of them. Also, getting 10 awards this year, 6 of which are Pentawards, is definitely a nice way to celebrate our 10 years in the field.
Another big moment for us was to have our Fish Club Wine project making it on the cover of the fifth Pentawards Package Design Book. Especially taking into consideration all the great projects that are featured inside, in my opinion, some projects were even more deserving to be on the cover, so it is a true honour for us to be selected. However, I speak for my team as well when I say that our main achievement is when we see the concept that we had imagined and created in our minds, becoming a tangible reality, which people are interacting with and that it’s having a positive impact on their day. Because after all, that’s the main purpose of our job.
Tell us about your background and your future aspirations?
We come from Armenia, this small land is one of the oldest civilizations and has a rich artistic culture. These past few years we have been witnessing groundbreaking changes that have been shaping the faith of our country. The design scene is flourishing and thriving more than ever and these are indeed very inspiring and dense times for us. Our Backbone team is glad to be contributing to this transformation by not only using our creativity as a tool to make a difference in Armenia but also to spread this positive transformation outside the borders of our own country. We are honoured to be leaving our stamp on the world through our works.
Another aspiration is for Backbone to act as a motivational source for young talented designers wherever they come from. To make them realize that when you are truly passionate about your craft and are willing to put all the effort and hard work, you will see the results. Our field is not an easy one, and sometimes the journey can get really tough, however, the transformative impact it can have is truly worth it. They just have to believe in what they do and imagine to transform.
ABOUT
Stepan Azaryan is the founder and Creative Director of Backbone Branding, an independent branding studio located in Yerevan, Armenia. He holds a master degree in Design from the Yerevan State Academy of Fine Arts. He is a jury member in several design competitions and has participated in numerous international conferences as a keynote speaker.
