This talk will be an overview Alex’s creative process and methodologies, focusing on letters, and covering different styles and techniques from vector to photography. The lecture will include behind-the-scenes references and inspirations that fuel many of the results in Trochut’s portfolio.
Alex Trochut was born in 1981 in Barcelona, Spain. After completing his studies at Elisava Escola Superior de Disseny, Barcelona and working in the Spanish design studios Toormix and Vasava, Alex established his own design studio in Barcelona before relocating to New York City.
Through his design, illustration and typographic practice he has developed an intuitive way of working that has resulted in his expressive visual style. For Alex Trochut, typography functions on two hierarchical levels. First, there is the image of the word we see; reading comes secondary. As a designer, Alex focuses on the potential of language as a visual medium, pushing language to its limits so that seeing and reading become the same action and text and image become one unified expression.
Drawing equally from pop culture, street culture, fashion and music, Alex has worked for a diverse range of clients: Nike, The Rolling Stones, Katy Perry, Adidas, BBC, Nixon, British Airways, Coca-Cola, The Guardian, Wieden + Kennedy, Saatchi & Saatchi, BBH, Fallon, New York Times, and many others. In 2008, he was named an ADC Young Gun for his lettering and design work. His monograph, More Is More, explores his working methodologies and influences and was published in 2011.
Alex has exhibited and given talks internationally at institutions, galleries and professional organizations. His work has appeared in publications worldwide and he has been honored by the Art Directors Club, the Type Directors Club, and Creative Review, among others. Alex lives and works in Brooklyn.