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Wiggle chairs and differentiation…

Updated: Sep 9, 2022

María Hoyos is a Communications Designer with over seven years of experience at DMA Partners delivering countless projects across multiple industries - from visual identities for leading travel tech providers to integrated communication campaigns for global blue-chip B2C clients.

We asked María a few questions about design and her approach to communications.

1) Why did you decide to be a communication designer?

I have always loved art, beauty, books, magazines and fashion. I realised I wanted to do something related to those things and to help create a simple and beautiful world. So design was the choice for me!

2) You’re well-known in the team for having a fascination with chairs! Tell us, what´s the most memorable chair you´ve ever seen?

The Wiggle Chair (1972) by Frank Gehry!

It was one of the first pieces of cardboard furniture and was made by gluing layers of card in alternating directions. It looks so simple but it’s durable, comfortable and strong.

I actually made a small version of this chair at University! The steps to create it are simple but it's very difficult to get it right! I had to cut 50 different layers of the same outline shape, then I glued between each layer and pressed them together one by one until I made the width of the chair. This step was very important because the layers had to be very well glued so that the chair was sturdy. Once it was finished, I painted it yellow, which happened to be the same yellow as DMA Partners!

María's wiggle chair

3) What is the one thing every brand should keep in mind when trying to differentiate from the crowd?

For me the most important thing is to have a strong brand personality with a clear and transparent message.

A great example is the 1960s Volkswagen print campaign, Think Small. By combining witty copy and simple, intelligent design, the series revolutionised advertising.

4) If you could only use one font for the rest of your life, what would it be?

As a lover of old and vintage design, I choose the “queen” of typographies, Helvetica! It’s versatile, modern, timeless, elegant and cool.

5) And what is one book on design that everyone should read?

Choosing one is so difficult, so here are some of my favourites:

  • Psychology of Colour by Eva Heller

  • Design of the Times by Lakshmi Bhaskaran

  • Colour, Space and Perception by Chris Grimley & Mimi Love

  • Psychology for Creatives by Frank Berzbach

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