GDUSA recognized Ariel Freaner in their 2024 People to Watch
For 61 years, GDUSA (Graphic Design USA) has recognized ‘People To Watch’ who embody the spirit of the creative community. Individuals we know and respect for a combination of talent, success, leadership, newsworthiness, influence, thought-leadership and service. In a community so big and deep in talent, this is clearly subjective.
PRINCIPAL/FOUNDER | FREANER CREATIVE AND DESIGN, SAN DIEGO CA
Ariel Freaner has over 35 years of experience in creative development, illustration, and design. Born in Hermosillo, Sonora, Mexico, Freaner founded Freaner Creative and Design in 1985. His award-winning full-service creative firm offers traditional and digital innovative services including creative development, graphic design, editorial and print, brand development, advertising campaigns, web and app design, online marketing, illustration, animation, game design, social media and 3-D development, and other related services.
Freaner Creative and Design’s multilingual, cross-border, and international commercial campaigns have distinguished it from many Southern California firms, earning numerous international and industry awards from organizations including Graphis, International Design Awards, American Institute of Graphic Arts, the Society of News Design, and PRINT magazine. Recently, Freaner received five Emmy Awards for Art Direction, Visual Effects, and Sound Design.
Among U.S. clients, Freaner has produced creative and design projects for the County of San Diego, the Red Cross, Motorola, the U.S. Navy, The San Diego Union-Tribune, and Todd Gloria’s successful San Diego mayoral campaign. Freaner’s international clients range from Fujitsu Latin America, Clarion Latin America, Uniradio, Smart & Final Mexico, Lintel, Las Colinas Industrial Park, Zeta Weekly, and TBWA Mexico, among many others.
1. As we pivot into a post-pandemic era marked by societal challenge and change, are you optimistic about the future of Graphic Design in supporting and shaping commerce, culture and causes? Why do you feel the way you do? Are you optimistic about the future of your own design career or business?
The pandemic forced graphic designers to leap forward to an entirely new level in our digital era. One that would enable us to communicate more directly, boldly, and even more intimately with our audiences. Those of us who embraced new technologies and new media have felt part of a revolution. I always see change as an opportunity to improve and grow, whether in media or the technology we use. It sparks creativity in novel and exciting ways. Our adoption of the new and latest technologies allows us to take design to impressive new heights. It helps us envision and produce even more effective designs that support our clients’ messages by captivating and influencing their audiences. I find that exciting, so yes, I am very optimistic about my firm’s future.
We see an increased emphasis on Package Design to advance the brand, tell the story, amplify the experience, and forge an emotional connection with consumers. Do you agree with this observation and, if so, why is there an intensified focus on package design?
Whether a physical object, something two dimensional, or purely digital like an app or a website, package design is critical to engaging consumers and forging a connection so they relate to and desire what’s being sold. Package design is like creating an aura of magic around a product. Companies, like us, that effectively focus on package design are securing brand recognition.
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