Iceland review - 2016, Page 73

ICELAND REVIEW 71
dramatic. He’s such a talent in getting the
subject on film and telling the story. This
book is masterly printed and does justice
to Ragnar’s work in every way.”
COLLABORATION IS KEY
Working on different projects, Einar’s
inspiration comes from many different
places. “You get ideas from sometimes
the smallest thing, and it’s difficult to
describe,” he reports. “I travel a lot and
it’s important to get fresh perspectives,
but it’s not simple to say what inspires
me, whether it’s travel, or art, or music. I
tend to be drawn to something and then
the process begins. A lot of the design
and the work depends on the client. I’m
never doing anything alone, it’s always
a collaboration with me and my team
working with clients and always thinking
of the end user, whether it’s for a book
or commercial, or small branding for a
new restaurant. You’re trying to make a
feeling that the customer will like and
respond to. The challenge is to make it
compelling. But to make something that
people are interested in means that you
need to be interested in it yourself.”
The design process is lengthy and not
just about putting pen to paper. “There’s
a great amount of time that goes into
getting the feeling of what is right for
each project,” he says. “You need to have
your own ideas in order and then there’s
your interpretation of what the client
wants. I gather all the information I can
when starting a project. Sometimes the
client is trying to phrase what he wants
and his way to explain it is to point to
something that he knows. It’s a process
getting to where the work needs to be,
but I love it and wouldn’t want to be
doing anything else.” u
D E S I G N
Award-winning advertisements for Geysir clothing company.