| 03 |---E-DESIGN-->-->> January 2002.
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From Taiwan. Feature story on Segura Inc. by Jimmy Chen.



Outstanding Design company / The SEGURA INC.

The SEGURA INC. is a special design company. They are comprised of five small companies.
Just let us read this interview to understand how special this design company is!

Special thanks to Mr. Carlos Segura, interview editor : Jimmy Chen

> Please introduce SEGURA INC.
We are comprised of 5 small companies, starting with SEGURA INC, which is
focused on print design, advertising, branding, corporate identity and print
collateral. SEGURA INTERACTIVE deals with the web, TV spots and new media.
[T-26] is the digital type foundry focused on the creation, distribution and
sale of original typefaces. THICKFACE is our independent record label. And
most recently, 5inch.com, a new way to buy predesigned blank CDR's on line.


> How many designers in SEGURA INC.?
We were 11 until just recently, we are now 9 due to the economy. Having said
that however, we purposely stay small so we can control our destiny. We
believe that staying small (or I should say "manageable") allows us to be
selective of the work we do, and helps us not take projects we feel do not
fit our beliefs or tone.


> their age?
I am the oldest at 44. (but that is not important as long as you "think
young":-) and the rest are in the mid 20's.


> their background?
They all are schooled in "design", three are from Thailand (we had four but one moved to NY last month).
My wife is from Korea, I am from Cuba and the rest are from the USA.


> hobby?
Mine is "motorcycles". Tnop's is "music", Dave's is "biking", Silas' is "cooking",
Akrit's is "reading", Sun's is her "piano", Tam's is "movies", Stacie's is "painting"


> Their skillful software?
Everyone here is proficient in...Illustrator, Photoshop, Quark, Dreamweaver,
a few use...Fontographer, Flash, FinalCut Pro, Premiere, SoundEdit16, InDesign,
Dimensions, Streamline and a few others.


> personal character?
Everyone here is very "open minded". It is essential. They all like what they do and you can tell.


> What are so special about your studio?
Actually, we believe that there are quite a few things. Attitude being one. We go out of our way to make
this a comfortable place to work. In mood, tone, fulfillment, satisfaction and growth for all who work here.
We don't even like to think of it as "work". We also are very conscious of the client. We always deliver
executions based on a "relevant concept" and not an "out of context style". There are too many firms out
there today that have one "style" and then apply it to every client they have. We don't think this serves a
purpose to the client or their product. We put the "strategical" needs of a client ahead of our "stylistic"
needs or desires, and always target the "intended market", even at the expense of the client's personal wishes,
which don't always meet.

> Your computer platform: How many computers? PC/Mac? CPU? Hard Disk? RAM? software?
We are MAC. Of course, we have PC's, but our primary functions are performed
on MAC's. They range from G4 Laptops, to G4 stations, down to G3's.


> Which software do you like best? Why?
I like "illustrator" because it is so flexible. I've been using it since version 1.


> What are the most common problems involved during design process?
Clients (;-). Really. We've always been pretty lucky in that we attract
clients to us who know what we are about, however, this is getting more
difficult each day due to the current business climate. It has never been
difficult for us to "create", what is a bit harder is getting client to "take a risk".
I don't mean "risk" with a "possible loss", I mean "risk" with a "definite gain".
Something that is "unfamiliar" can generate the feeling of "risk". We try to
turn that feeling into excitement for the promise of what it can deliver.


> During design process, if meet some problems. How do you solve these problems?
The most common "problem" we encounter (and I am confident that we are not alone)
is the client making a decision to change the direction of an assignment that is based
on personal preference or external opinions that are not connected to the pre approved
strategy. I can't stress this enough. Our client is the "target", not the "client".
The definition of a good client is the client who understands this. These
are the clients we want. We stay small so we can be selective. When this
goes wrong, we part company whenever possible, hopefully as friends.


> What is the most interesting thing when you create a design artwork?
Everyone who works here gets an opportunity to be involved in every "exploration" phase of every project.
The selected execution is then produced by the designer who did it. This gives opportunity to everyone here
and expands the talent each designer has, which helps them grow. I love to see how many ways one
assignment can be interpreted. It is truly one of the highlights of human capability.


> How did you create a long-term impression for a new product? via naming, brand design or packaging design?
We don't create this. The brand creates this. In fact, this is a mistake clients often make, thinking that "advertising"
creates a reputation, and it might for a short period of time, but at the end of the day, the company must stand for something.


> What do you like to do when you are not at work?
Ride my motorcycles.


> Before you started as a designer, did you learn traditional arts?
I have no formal training in this field.


> How important are sketches, drawings to your design artworks?
Everyone works differently. I have never been a "sketcher". I tend to conceptualize the methods and directions in my head and form a fairly tight
vision. This can go on for weeks sometimes. In fact, it sometimes appears that I am not doing anything. But I then go into a "physical exploratory"
phase where I use the computer to mold my thoughts.


> Do you think there are any differences working with 2D design in your
> country than to the rest of the world?
No.


> How to be a good designer? tell us some suggestions?
This is the second most often question I get. (the first is "what is your favorite font").
My answer is "stay true to yourself". We see alot of portfolios here. And
most of them look alike. It's quite sad. They all have the same "case", the
same "school assignments", the same "rips", the same "methods" and the same
"creative", if you can call it that. Put in your book what you want the viewer to see,
not what you think they want to see. You will always get the kind of work you have in your
portfolio, you if you want something special, make something special. No one
is going to "give" you that. You have to earn it, and that is why this is "hard". There are
few who actually make an effort to try to truly reinvent the medium. Very few.
It very easy to do something, the hard part is doing it before someone else has done it.


> What work tasks are involved in being Creative Director/Senior Designer?
Be open minded and permit the people who work with you to expand. In most
cases, and certainly at the agencies I worked at in the past, the internal
people where their own worst enemies. I believe the client should have the option to see your creative when
appropriate, and it is not the job of an agency to second guess what the
client might think. Show it and discuss it. Great thing can come of that,
and one of the best examples of that is Apples' "1884" spot.


> What are your sources of inspiration?
Absolutely everything. Really.


> Who is your favorite designer? why?
I have quite a few. I don't want to name them because there are too many and I don't want to miss someone.
I will say however that I am quite fond of Tnop, who works here with me.


> What's your opinion about Asia designer?
The work coming out of that region of the world has always been an
inspiration to me.


> Do you (SEGURA INC.) have any plan for the future?
We just want to be happy.


> Any message you want to show in our magazine?
"communication that doesn't take a chance, doesn't stand a chance"
:-)



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SEGURA INC. 1110 North Milwaukee Avenue. Chicago, Illinois 60622-4017. (t) 773.862.5667 (f) 773.862.1214 (e) info@segura-inc.com