KMS TEAM

“Design is a journey, not a series of fixed principles. Design is the visual expression of a mindset.” This is Patrick Märki’s belief in a nutshell. The Swiss-born took a detour before ending up in design: before he got his diploma as communications designer from the School of Design in Basel, he studied piano and French horn. He has the skill to create harmonies at every level and the courage to create something completely new by improvising. At the same time, he stays focused on the shared goal. Among others, he has created sustainable design systems for Audi, Bentley Motors, Canyon Bicycles, JINS, Porsche Motorsport, University of Heidelberg, VW and Zürcher Kantonalbank.

KMS TEAM interviewed by Red Dot

Red Dot: Why did you become a designer?
KMS TEAM: I originally come from a musical background. In music, everything unfolds through time, regardless of whether we’re talking about powerful chords or delicate melodies, harmonic or dissonant. It’s always the momentum that counts – and then it’s over. Evidently, I was longing for something more solid. The change from the acoustic to the visual is also a shift from the temporal to the spatial, from the fleeting to the lasting – and from the aesthetic end in itself to the practical use.

What does design mean to you?
Design “makes”. That’s why it also has the power to change: it’s not just about creating temporary moods, but about establishing lasting emotions. Design is the visualisation of stance. It has a very solid side that fascinates me: design creates solutions. It makes things more functional and understandable. It provides structure and helps us get to the point. And this is not merely aesthetics, but a contribution to improving everyday life.

How would you define good communication design?
Good communication design always involves a clear idea that is immediately understood and reflected in everything. But it’s not a matter of dictatorially imposing a particular design over all things, rather the exact opposite: it’s that the formal idea is so powerful that it can be flexibly adapted to a wide variety of media and situations without getting lost, so that it responds almost intuitively. Good communication design always appears completely logical and natural.

What intention do you pursue with your award-winning work?
For ROOF, it was very clear: to give visibility to player agents who clearly distinguish themselves from the bad image associated with their “guild”: through ethical principles instead of three Rolex watches on their wrist. We developed a bold digital design for real “game changers” – attitude and maximum differentiation in one. For Atruvia, an IT service provider for banks but on a cooperative basis, we wanted to make the idea of connection, which is rooted in the brand’s foundation, visible and tangible. We were able to do it right down to the typography. As for our own website relaunch, the focus was on presenting ourselves with authenticity – towards clients, potential clients, and potential employees. And towards ourselves, which is particularly difficult.

Please describe the concept of creativity against the background of your award-winning work.
The word “creativity” suggests that something is created virtually out of nothing. But that is not the case. Rather, creativity involves seeing things differently, breaking away from habits. Sometimes it’s a significant law that you break, sometimes it’s just a small detail that you reinterpret or something that you simply leave out. What matters is the effect. Ultimately, creativity is about recognising potential, developing it creatively and making it usable.