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© Lukl Investigation, an in-depth study on the topic, its strong and weak aspects, a revisionof theproduct’s previous promotion or advertisingwork (or the competition’s, if needbe), aswell as the creationof a schedule are some of the tasks prior to creativity. This earlywork is oftendoneby aperson trained inmarketing, although it is alwayswise for thedesigner to dive into this learningprocess to help them elaborate the underlying artisticproject. A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away. Antoine de Saint Exupéry Ideas – thosemysterious things that simultaneously differentiate and identify us as humanbeings – are the beginningof the creativework. Developing them and fixing them as images is the creativeprocess inherent to the trade. Choosing the text fonts, thephrase or phrases tobe used as a slogangoes hand in handwith creating theproject’s logos, titles or subtitles. Next, drawing,modeling and choosing the accompanyingmusic, searching for and choosing themeaning, the essence of the objective all compose a chainof tasks tobe completed toget thebest out of the product or service’s promotional or advertisingoptions. A simplebusiness card should follow the same steps as an advert tobebroadcast onTV. Theperformance of a goodgraphicdesign, albeit intangible, is better the more effort thedesigners put in. Theperfect commission is one that starts from the beginningof abusiness project, from the very outset when the company developing theproject doesn’t even have a name yet. Being able towork on the communicationdesign fromday onewith the other professionals is both a challenge and anopportunity to create a communicative universebased around the object/subject tobepublicized. This process ranges from choosing the name of the company to the end consumer, viaproduct design, webdesign, packaging, corporate image, publicity andmerchandising. Let us imagine the joy of being thedesigner of a new state – anobvious utopia. Or not, as in the case of Thomas More in On theBest State of aRepublic andon theNew Islandof Utopia, Plato’s Republic or Huxley’s BraveNew World . Everything shouldbe redesignedwith the aimof avoiding themistakes of previous designers. A challenge for any professional with a trade and skill.We would take all the toolswe havewith us, wouldn’t we? Powerful computers, large-format 2D and3Dprinters, video andphoto cameras, all the editing, animation, photography andwebdesignprograms. Not tomention thepencils, paintbrushes and chisels, the fabrics andpaper, lots of paper.Measuring items like rulers, compasses, set-squares andprotractors. And loads and loads of wisdom and imagination to start designing everything. Pure creation, creativity, art, design,magic, skill, artisanry...what would we call it?The field is sowide that it overflows the edges of information. The creationof an iconography for an ideal new world: something that not evenDisney or Nickelodeon could dowithout referencing thepast, without thepast itself. Or maybe it can! If an ideologue removed all theparadigmswe currently use, it wouldbepossible: with newpillarswe can make a newbuilding. If we carry on imaginingwe should say so, perhaps usingunheard-of languages andoriginal imagery and adopting unique forms and compositionwhere even the abstract wouldbe reinvented!Madness! Being part of such as project wouldbe adesigner’s dream.What? How?When?Where? andWho? to tell what is happening, what is beingdesigned, andmoreover, what for? AntonioSerés 73