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Goran Krgovic is the co-owner of id..studio, a talented Serbian graphic designer worked as a freelance at the beginning of his career and founded his own studio with his best childhood friend. I had the chance to chat with Goran to talk about how it all started, his philosophy and plans for the future.

Ahmed Elmasry: Hello Goran, thanks for giving Querier.net the chance to interview you, Please tell our readers a bit about yourself.

Goran: First of all, many thanks to the Querier.net. I grew up and still live in Novi Sad, Serbia by the river Danube, which is a beautiful city to live and work in. The beginning of my career is related to classic freelance work. But since 2003, together with one of my best childhood friend represent advertising agency ‘ID. Studio’. Since 2005 I have been working in marketing department of Metals-Bank as the web administrator where I gained new experiences and specialized knowledge. In my spare time I simply can’t resist to choke my hard drive with various matte paintings and 3D animations, because, among other things, VFX is the main reason why I do this job. Finally, my personal ambition is directed towards the film industry.

Tell me more about your love of design. How did it all start?

My deceased father was an artist himself and he painted in his free time, but his career went to the opposite direction where art represent just a picture on the wall. Days spent in his small art studio, playing with colors on canvas and sometimes on walls, are crucial reasons why I started to love design. And after all I must say that people, who love what they do for living, are very lucky people.

Where do you usually seek inspiration?

The most important thing is inspiration. I always try to seek inspiration everywhere in my surroundings. Everyday life is much more complex than it appears. If you plan to remain creative, you must find inspiration in the simplest things around you. But, of course, the biggest inspiration is in the person that you love.

What is your design philosophy?

Design philosophy is just like other philosophies - the school of thought, and my philosophy is based on my own trial and error learning experience and of course on the advices received from many designers. In general, I can say just “keep it simple stupid”, but this depends on the project goal. I always try to combine message with the impression. When you reach the personality of a viewer and when he accepts the message you are sending, you have succeeded. Web site design posses one more very important thing to consider – usability. You may use fancy CSS stylesheets, fancy colors and typography, but if your site has no usability, your impression and message wouldn’t be perceptible by the viewer.

What are the tools you simply couldn’t live without?

Large Cup, full of coffee (laugh). The 99% in designers career is practice, only 1% is talent. If you don’t practice enough, your talent will be wasted, although if you hadn’t this tiny 1% of talent, your practice would become completely meaningless. My tools for practice and work are ‘one and only’ Adobe CS package, Autodesk 3DS Max, Boujou, Maya etc.. With the help of these tools thus merging talent with practice, I create new worlds where my inspiration comes to reality. As Henry Van Dyke once said – “Use all the talents you possess. The woods would be very silent if no birds sang there except those that sang the best.“

Tell us more about your studio (id-studio)? How do you see it in the next 10 years?

My studio achieved its primary goal – to stay and grow in hard economic circumstances in Serbia. We have the knowledge and experience which enable us to rapidly respond to our customer’s demands, thus making our client list even wider. Services that we offer are web design and development, graphic design, 3D visualization, multimedia, VFX etc... On the other hand design studio is not just some straight forward production line, with robots doing all kinds of different stuff. I like to name my studio as my favorite kindergarten for grownups. Friendship and good atmosphere among us makes ‘ID.. Studio’ our special place to work at. And I hope, that in 10 years we will develop the full service advertising agency, and that this kindergarten would be as today, but just with more “kids” in it.

What is the design or project you're most proud of?

I asked myself this question many times before. And although I have many projects in my career, my first “serious” project will always remain the one I’m most proud of. This was the music video made as 3D animation for my friends. Although it was extremely awful experience, memories of working on old Pentium I processor, with integrated VGA card, always bring smile on my face. Never-ending hours sitting in the front of the screen, waiting for one frame to render. After all, that was my “Star Wars”, and I am still really proud of myself.

Mac or PC? why?

Both! PC is better for personal and Mac for professional use. Mac possess better interface and has far better hardware-software integration, easier to support, Unix-based, so more secure by design and not by patches alone.

What is the truth you know now that you wish you'd known years ago?

I would wish to known that series of my actions can’t prove me right, just single action can prove me wrong.

Thanks Goran for taking time to do this interview, really appreciate it !