Economic Times: Anthony Lopez bets big on design

AN ALUMNUS of National Institute of Design, with specialization in Visual communication, Anthony Lopez is a man with a mission – that of getting design its due recognition and respect as an integrated marketing tool.

When Lopez dealt with clients a decade ago, he was at pains to explain that he wasn’t an “artist” but a communications visualiser, who could offer brand identity – building services critiCal to shaping the core values of a company. “Design was just co-related to fashion back then. It was very hard to explain clients that good designs can churn revenues and it makes sense to invest in it,” recalls Lopez, CEO and head designer of Lopez Design.

Zoom to 2005 – Lopez Design is looking at a 100% growth and the team of 16 handles 30-35 clients at any given time. Lopez believes that design and designers have a special responsibility – not just to the needs of their clients, but also to those of society as a whole. “Companies have failed to accurately map their own unique DNA and communicate it effectively in our diverse linguistic divide,” argues Lopez. He is one of the few designers from India who attended the ICOGRADA Congress 2003, the prestigious world graphic design conference at Nagoya, Japan.

Lopez Design has been instrumental in turning the fortunes or more aptly the designs of prestigious names like UNICEF, USAID, Whirlpool, Samsung, PriceWaterhouseCoopers, IRG to name just a few from it’s extensive repertoire. Lopez converts and articulates design directions into various point of experience from ‘identity design’ to collaterals like packaging, website, multimedia, signage systems, corporate brochures and user interface design. “This exercise provides a strong foundation for other points of experience to follow,” feels Lopez. And his mantra: “Brand building starts with communication and ends with communication, and design is the key element in this communication!”

The Economic Times - 4 December 2005
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