Martin Woodtli


Martin Woodtli is perhaps the most accomplished representative of the new design scene in Switzerland, where the joy of the design process (as opposed to monetary reward) seems to determine the direction of the studios. Swiss designers would rather work for small cultural projects to which they are often connected personally than to fall into the trap of large advertising conglomerates. Woodtli does not subscribe to the silly adage circulated by many of his colleagues about the computer being just a tool; he sees it simply as a process. He is also the only person I know who can actually think with the keyboard. His proficiency in various programs is such that he sketches with the keyboard as quickly and uninhibitedly as with pencil and paper. Having worked with many artists within the art market, he has no interest in following them but happily remains in the design world. He considers graphic design a "wonderful medium in which you can create friction within the existing world." To work within that world, to intervene and throw it just slightly out of balance, is his biggest challenge. He also became the youngest member of Alliance Graphique Internationale (AGI), that most venerable group of the international design establishment.
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