Catching up with Ionut Radulescu

Illustration for The New York Times Opinion, Sunday Review section, art direction by Arsh Raziuddin, published in both print and digital and selected as an AI41 American Illustration Chosen Winner.

We are taking a look back at Ionut Radulescu, a two-time Applied Arts Illustration Awards winner — 2013 & 2017. What has come of this Romanian designer, illustrator and art director after being recognized in the Applied Arts Illustration Awards?

Since graduating in 2012 with a Master in Illustration and a Minor in Graphic Design from Savannah College of Art and Design, Savannah, Georgia, Ionut has been honing his craft as an independent designer and illustrator in Brooklyn, New York. He combines illustration with design in both his commercial and personal projects – he focuses on branding, digital, editorial, print, lettering, and illustration for lifestyle, culture, media, and tech brands in his commercial work and in queer themes, identity and self-expression, feminism, motivation, and empowerment in his personal projects. His aim is to inspire through illustration collage, type and lettering. 

What is your creative process (from idea to finished product?)

I think it depends on the project, whether it’s an editorial where illustration, collage, or lettering can live on an app, in a campaign, or a graphic design project. I work in between these fields, and even if they interconnect, there are a few differences in approaching it creatively.

But I always start with some sort of a mood board after I receive the brief and try to come up with concepts. I like to try a few different things, get inspired and get into the flow.

For example, for a recent lettering project I did for Palette Design Studio, I was asked to come up with my own creative spin on the studio’s name. I wanted something fun, bold, and hand-made. So I came up with this idea of drawing the word Palette in various ways with ink on big sheets of paper. And then having the final artwork digitalized into a simple animated GIF.

It was a fun process, and I enjoyed having my studio floor covered in sheets of paper, ink and just working with my hands. It’s somehow therapeutic.

Palette Lettering artwork commissioned by Elsa Jenna’s Palette Design Studio.

What inspires you?

I love keeping my eyes open and observing everything around me. I am inspired by things I see on the street, store displays, books stores, cafes, galleries. But actually, the most random things are often the most inspiring. I stop very often to take photos of signs, colour combinations, and any forms of visual matter than can resonate with me. I am also inspired by music, conversations with people, and just moments of life in general.

How would you describe your artistic style?

My artistic style changed over the years, especially my lettering and illustration. I used to focus more on line work, and details, but I would say now my artistic style is bold, colourful, somehow simple and impactful with a dash of play and mixing hand-made elements with digital media. I really love that human touch!

Words Are Images, ongoing typography & illustration series: Try.

What is the hardest part when you are creating?

I think the hardest part is coming up with ideas in the early stages of the project brief. Sometimes, there are moments when the concept comes naturally, and other times it takes longer to solidify a creative concept. It also depends on the complexity of task and what is needed from a creative standpoint.

What do you think is an issue in the world of design?

We live in times when we are online more than ever and sometimes we tend to compare our work with other creatives and we think we are not good enough. I think the creative world can be very competitive, it can impact us in various ways. Yet we just need to follow our instinct and our own pace so we don’t get dragged into this loop of thinking we are not good enough.

Words Are Images, ongoing typography & illustration series: People Care.

What advice would you give to someone who is just starting out in your field?

Patience is important when it comes to creative growth and also it's good to trust your gut, it best represents your voice and the work that you will want to be doing. I also believe it’s important to attend events, be part of communities and organizations, to feel connected and inspired. And, of course, later on, apply to competitions and have the courage to share your work as much as you can.

What do you wish people knew about your industry?

Good work, craft, skills take time and it’s important to keep on practicing, just like with almost any other job. Most people think design and illustration is a form of art, and I agree to a certain extent. But I tell them we are problem solvers, and we use commercial art to influence perceptions, in buying a service, a product, but also to educate, take action, and understand the social and cultural values of design.

Series of illustrations, created as in-app cover stories for Dipsea brand.

What are you working on professionally? Anything outside of the usual?

I might have answered this partially, under the first question in this interview. I just did a fun lettering project where I got to have fun and play! I try as much as I can to experiment and also not always make things with the use of the computer, or at least not fully. I definitely understand the value of AI and where times are heading and how we can incorporate that into our creative practice. 
But, traditional mediums have a certain value, and it’s also something I keep practicing since I was in art high-school and even before. Most of my work in graphic design focuses on digital branding, email design, website design, social media, I like to take a step back and work on different creative projects. I think one informs the other creatively.

Who is your creative hero?

When I was in my first years of college in Romania, I really loved the work of Paula Scher, American Graphic Designer and also artist, if we think of her handmade maps where she draws intricate typography. I really love how smart she is, how she presents her ideas and her interest in cultural design. I was so inspired by her graphic design work for the Public Theater, and the Shakespeare In The Park series. I think she is the best example of a creative person with a wide range set of skills who can work between digital design and painting huge typography murals. Perhaps I connected with her work, especially since my visual style blends digital media with more traditional, or better said, handmade artwork.

Shapes and Flesh, ongoing collage & type illustration series: Circuits.

If you could buy any work from any artist, who would it be?

It’s so hard to pick one, I would think fast and say the first thing that comes to mind are the cut-outs of Henri Matisse. There is a certain energy in the expressiveness of the simple abstract forms, bold colours and how much visual impact he can achieve with lesser graphic elements.

What is your dream work environment?

I think I am mostly happy when I have my moments working from my home studio. The pandemic for me, even if it was scary at first, actually helped me move at a different pace, observe more, and just be surrounded by all my books and magazines, and that really inspired me. I do love spending time with people and brainstorming, so perhaps a hybrid work setting blends the two worlds perfectly. I like hearing ideas from different types of people, not necessarily from the creative team.

 How do you stay creative/inspired?

I think as we age, it’s important to exercise, drink a lot of water, yoga, meditate and spend time with friends and family. I find this balance important to feel healthy, energized and, of course, inspired. I follow a bunch of platforms from the creative industry and outside of it, this helps me to understand and reflect on the constant changes in our visual culture and beyond. I am always searching for inspiration on Are.na, Cosmos, Savee, or Pinterest.

Shapes and Flesh, ongoing collage & type illustration series: Ready.

Tell us your biggest art world pet peeve?

I think the belief that contemporary abstract art can be easy to make, that it has no deep meaning behind it or that it can feel a bit random is my pet peeve. This is a complex topic, especially since there are politics in the art world, just like in any other field. I will say on a positive note, that if the artwork resonates with us, then that it’s all that matters. But this idea of “I could have done that”, its still very common and heard often.

How did winning an Applied Arts award impact your business?

Getting into Applied Arts magazine and winning two awards has been a dream of mine ever since I was in college. Everyone was talking about the institution, its reputation and how hard it is to win an award. I am happy and proud to have won twice, more details about this on my about website page. 

It has a special place in there under my awards section. I think for both my creative practice and artistic experience, it was important for me to have these accolades because people can look at my body of work and also at my achievements. It just shows a constant interest in growing as a creative and ultimately providing great work for my clients or for the places I work for. 

W: ionutradulescu   | IG: @ionutradulescu

Curiosity and creativity is most definitely at the centre of Ionut's practice, we look forward to following his career!