Interview with Graphic Designer Daniel Ekelund

We love branding and graphic design here at The Coolector and Swedish graphic designer, Daniel Ekelund AKA VISLA, has long been on our radar as one of the best in the business so we thought we’d give him a shout and see what graphic designing is all about. Check out our interview with Daniel below:

Q: Have you always had a talent for design or was your flair for art something which you learned later in life?

It was something that I was always drawn to, but not something I was good at by default. I really only discovered that I could work with design entering my late twenties. Practising and just having a go has always been the key for me in evolving from that point on.

Q: What advice would you give someone looking to make their way in the world of graphic design?

Just start hammering at it! Digitally or analogue. In whatever way you can in your particular situation. Eventually, you will carve out your own style and place within the infinite world of design. There are no wrongdoings or correct answers to design.

Q: What software do you use to create your awesome designs? Are all your pieces hand-drawn using digital software?

It differs a lot between projects. I started off with an idea that everything should be drawn by hand and distressed organically. As things progressed my style did too. Now I use all kinds of different tools. Procreate, Adobe, Online apps and the traditional pen and paper. I’ve kind of learned to enjoy working a bit dynamically when it comes to software.

Q: Which other artists do you admire? Are there any other graphic designers out there who you’d love to collaborate with?

I enjoy basically anyone who’s ever had an idea and then just went for it. Whether it has to do with music, design, art, architecture or whatever the drive is what inspires me. People who have the itch to create something instantly effects me and I get inspired by their dedication. I use to have lists of companies and people I wanted to work with. Some of them became reality as well (NBA teams, Red Wing Shoes etc). Nowadays I only want to keep pushing my own boundaries, seeing what route it might take me.

Q: Does your job allow you to work from anywhere? If so, where is your favourite place to work?

Yes. I like do work in diverse spaces. My two favourites are at the moment;

1. In solitude at night when everyone is asleep and I feel I can work super efficiently.

2. In the late afternoon at a busy cafe or bar with a nice ambience (like when I am answering this email).

Q: You’ve got a really distinctive aesthetic with your designs – have they always had this look or is it something you eventually arrived at after honing your design skills?

I would say nowadays my style has become a bit more diverse since working with a lot of different brands and industries. When I go and create for myself though things kind of stay pretty coherent. This is just a style that was developed over time after hours of practising. I guess it’s just a style that appears when I have no limitations or restrictions. Just having fun creating something for the pure joy of it.

Q: Who would be your dream client to work with?

Different clients! I imagine my different projects all going into a scrapbook collection…. And I do not want each and every page to be the same. On the contrary, I want it to be all over the place, putting myself in new situations and gaining new experiences.

Q: Which brands have logos that you really admire?

The ones that stand the test of time and really never change. The ones that are like institutions and instantly make you feel something.

Q: And, at the other end of the spectrum, who has logos that really look like they’ve been phoned in?

Loads of them… I see them every day. Everywhere. It’s a serious condition of working with design for a long time. Constantly reacting and analysing everything seen in my environment in terms of logos, icons and marks. It kind of makes you go crazy sometimes, and something I’ve learned to shut up about realizing the average person just does not pay attention to or care about that kind of stuff.

Q: You operate out of Gothenburg, what’s your favourite thing about the city? (I’ve actually been to Gothenburg – it’s lovely haha)!

As a matter of fact, I just moved to a neighbouring city to get a house with the family. This was a result of the pandemic, longing for more time with the family and just wanting to have more and quiet space to raise my kids. But I still spend my share time of time in Gothenburg (today actually). I like the contrast (just like when I am working). A mixture of business and peace and quiet.

Q: Where does the name VISLA come from?

Its a f*ck up with my early design career. I tried to make the word VISUAL into an ambigram (a word you can rotate 180 degrees and still read the same). It looked more like it said VISLA. So I just took it when starting my business, not really knowing what to call it. I also spoke Spanish and liked the idea of it almost translating to “Visualize It” in slang in Spanish. That might be entirely wrong though.

Q: How has the world of branding / graphic design changed since you first started out?

I haven’t really been in the game for that long (about ten years). But one thing that is for sure is that you (or at least I) have to design with digital assets in mind from the get go. Digital kind of conquers the physical in many cases for me.

Q: Did you always want to get into this line of work or did you have other aspirations when you were growing up?

I´ve had all kinds of dreams and aspirations. Archaeologist, Writer, Musician, and Accountant (because of my father). I studied and worked in architecture for a couple of years before realising it wasn’t really my thing. I guess I’m just still trying. We might catch up in five years and I’m doing something completely different. I do not know. I just want to capitalise on the fact that I am living in a place at a time when I actually can do something for a living that brings me joy!

Q: You’ve had some awesome clients in your time, which would you say has been your most enjoyable client to work with in terms of the finished design?

The most surreal and special project that springs to mind is when the son of Leonard Cohen contacted me after his death, putting together a posthumous album (the last one) for his father. he asked me to propose a design concept for his (over DMs in Instagram!) and eventually I gained his trust to work on the project. It involved the Cohen family and Sony Entertainment, as well as modifying and working on the original sketches from Leonard (he was kind of an artist). This experience is something I cherish and will never forget.

Q: Are any exciting brands/clients coming up for you?

At the moment I am freelancing as well as working full-time for Swedish Sportsbrand Craft Sportswear. My daily work involves designing for several Swedish and international federations and clubs within different sports (football, skiing, basketball, hockey etc). So I am keeping busy, just seeing where the road will take me.

see more at visla