Atelier Andrea Gassner

Atelier Andrea Gassner works at the interface between communication, space and design. The aspects of content and communication are a principle focus of attention. Mediation between sender and receiver is conducted by different means and media of visual communication – both analogue and digital. Atelier Andrea Gassner is known far beyond national borders for its work on commissions from large and small, local and international clients and has been awarded numerous national and international prizes.

After training in graphics in Switzerland followed by studies in the Netherlands, which she completed with a master’s degree, in July 2018 Andrea Gassner took over the studio that had been founded in 1976 by Reinhard Gassner and moved the location to the centre of the town of Feldkirch. Andrea Gasser is a certified practitioner in the area of »Advertising and Market Communication« (WKO), a member of »Design Austria« and of the selective  »Alliance Graphique Internationale« (AGI) and the »Deutscher Designer Club« (DDC). She works in a core team with Marcel Bachmann and Christopher Walser, both of whom trained in this area and have wide-ranging experience, as well as with other freelance specialists

Field of Work

Identity

Everything needs a name; every business requires a “look”. Logotypes (word and word & image brands) or purely visual symbols (signets) are the main protagonists of corporate design. But other design elements are also included, such as typography, colour concept, image concept, design modular and design manuals for their digital and analogue application – shop fitting-out, homepages, signage etc.

Brands are a sign or symbolic depiction of an idea for a business or a product, reduced to essentials. They bear images and create identity. To maintain and exploit the values of a recognisability that have been built up over years, outdated brands can be revitalised and embedded in a newly organised corporate design program.   

Atelier Andrea Gassner designs and revitalises names, brands, logos, icons and, logically, complete corporate design programs for large and small businesses and non-profit organisations.

The aspects that determine the effectiveness of an appearance or “look” are the quality of its basic elements, a well moderated development and introduction process, and the consistent application of the style guidelines that have been agreed on. Alongside applied design work Atelier Andrea Gassner also advises and curates processes for the efficient introduction of brands, and for arriving at a name and brand design.

Interactive

Contemporary communication is linked with digital, dialogue-oriented media. Websites are the main area in which corporate design is applied. The continuous frequency creates identity and helps to form an image. In the new media the primary design means are interaction, scalability, and dramaturgy. Instead of static communication, when employing such media the sequence, playing time and dynamics are of primary importance.

The basis for the design of digital communication is a clear information architecture and a narrative approach. Atelier Andrea Gassner here uses “storytelling” and presents design solutions with storyboards and created prototypes. The formulation of every basic concept begins with an examination of the respective contents and communication goals. The results are individual solutions that can be well embedded in the communication strategy of a business and are image-shaping, responsive, playful, and user-oriented.

Today the moving image in particular – the animation of blogs, posters, graphics, diagrams, and short stories – shapes the computer-aided expansion of visual communication. For Atelier Andrea Gasser digital design and communication also includes other areas such as digital guidance systems and signs or monitor presentations that are made in a contemporary way. The Atelier supports its clients in virtual communication (digital signage) and with analogue-digital translation and application.

Publishing

Books, magazines, posters and in general everything that is printed were initially challenged by the new means of digital communication and have by now been repositioned. The haptic energy of good printed material, its presence and physicality has retained its importance and significance. And through good posting concepts with a mix of analogue and digital media the poster is currently experiencing a revival.

A book is manifest, has a presence and sensuality. It often displays an unsuspected longevity and a high level of impact. It is not by chance that in quality-oriented marketing corporate publishing enjoys such an excellent reputation. In contrast, E-publishing has other qualities such as ease of retrieval and linking, comfortable searching and finding, dialogue and flexibility.

Atelier Andre Gassner successfully develops and uses the various themes of this media world in a differentiated way. The Atelier plans, designs and monitors book projects, specialist journals, posters, brochures, and folders, and also produces E-publishing projects such as the successful digital building element catalogue »dataholz«. In the area of book design – the supreme discipline in graphic design – the Atelier is internationally known for its bibliophile and typographical design work and has received innumerable awards. Hardly any other Austrian office can show such an impressive list of projects and cooperative ventures with eminent publishers and authors. To mention just a few: the specialist journal »zuschnitt« of the Austrian wood and forestry industry, the Edition Bauband for the

die Deutsche Bundesstiftung Umwelt, the black block book for the architecture practice Marte.Marte, the specialist book for the new building of SWG Produktion (WÜRTH)…

Last, but by no means least, the book »Visuelle Geschichten«, in which Atelier Andrea Gassner presents the exciting results of its work over the past 20 years.

Spaces

When spatial and graphic design for visual communication work together messages can develop an enormous impact. Directional and orientation systems, graphics and lettering on buildings inform and direct us, while at the same time contributing to the identity and formation of an image. Through the direct encounter between people, exhibits and the offers made, media such as exhibitions or presence at trade fairs offer ideal opportunities for making contacts. Spatial installations for visual communication, (systems with form, space, symbolism and message) allow sensual and multi-dimensional perception.

Atelier Andrea Gassner has established a reputation for making excellent use of such contact opportunities and for the interplay of architectural elements and graphic design; a visible result of these works are “spatial messages” – communicative interventions in public space, sculptures – some of them mobile – building signage, facade graphics and guide systems. Examples here include thematic exhibitions such as the Werkraum show about the theme of light or the permanent exhibition (in both German and Italian) about the phenomenon of wood in the Rubner Center in South Tyrol, the legendary ceiling installation in the columnar hall of the Parliament in Vienna, an exhibition on the travels made by monks from St. Gallen and Venice or, most recently the  exhibition »woodpassage«, which could be experienced with the senses and consisted of four wooden doorways as a marketing instrument with the character of an event. Atelier Andrea Gassner has frequently used complex glass graphics to make large areas of glazing in buildings clearly visible and identifiable as is required by the building regulations. For instance: visitors encounter coded texts, chatty anagrams or patterns and textures that are animated cinematographically.

Wording

The term “wording” describes those marketing and communication measures that are employed to position a certain offer in a defined market and at a specific time. The concern is to actively advertise products and contents, to present messages impressively. The language of advertising and visual communication is presently undergoing massive changes. The target groups today are addressed as equals, the loudness of graphic elements has been noticeably reduced, battle cries are being replaced by more elegantly formulated claims.

Atelier Andrea Gassner considers, asks the right questions, and often arrives at surprising solutions. What are the media and the rhythms that can best help achieve communication goals? With which visual language? Ultimately, who speaks with whom about what? The message is always most effective when advertising media and real appearances work together synergistically, and the communicator can communicate with depth and quality and with a sensitive linguistic and visual wit.

For instance: for the international market launching of a revolutionary material a smartly designed sample box that was advertised in print and the Web brought the success aimed at and achieved a high level of familiarity among the target groups. A further example of a campaign that was anything but run-of-the-mill is the »woodpassage« – an accessible and mobile wood sculpture designed by Atelier Andrea Gassner for the Holzverbände (timber associations) of Austria, Germany and Switzerland. It is erected for short periods in various urban centres throughout Europe and as an eyecatcher for selfies, press releases and videos it led to a flood of new contacts. The communication concept for Vorarlberg Regional Planning, which was the winner of an invited competition, draws its strength from reduction to just a few media vessels, the skilful way in which they are linked, and the media routing.

Publications