La-Tercera: It's in the Details

La-Tercera was founded in 2007 by Ale De Carvalho, after his relocation to London from his native Sao Paulo, Brazil. Having worked in the past with dynamic clients such as Alexandre Herchcovitch, Motorola and Ellus as both a freelancer and as part of a small studio, his move to London has seen that trend continue, adding the likes of AKQA, Mook, The Streets and Sunsilk to his already impressive resume.

De Carvalho found his way into web design organically, almost as a means to and end. “[My focus is] webdesign, before that in fashion, art, color and compositions. I came to work in websites because of the digital compositions I was doing at the time and, as a result, I am self-taught. I had to learn loads of technical stuff to put things together for a website. Back in my early professional days was very necessary to me to develop these technical skills in the software I should use, so that was the main focus in the early years of work. ”As far as his design aesthetic is concerned, he is more focused on self-presentation than following design fads. “I try to bring ideas from the life around myself, I try to be as autobiographical as possible in the sense of trust my senses and interpretation of what is going on now; I want to show the relation between the environment and myself. I can see the trends’ waves and I keep in touch, but no longer is this significant for me, now that I think the importance is what will be my interpretations of this trend…[and] how can I show my attitude, personality and values using my artistic skills through the use of certain trend.”

I think my main skill is and always has been perception and discharge. I can click with an idea of a product or a client then quickly throw out some visuals which match its personality or ambitions.

The designer also prides himself on his ability to attach and visualize a project quickly and effectively. “I think my main skill is and always has been perception and discharge. I can click with an idea of a product or a client then quickly throw out some visuals which match its personality or ambitions. I’m strongly devoted to experimentation and visceral colors/form explosions. I love this enormous condensed energy, and I think this makes the design strong and vivid instead of overcooked, super-polished design where the final product became depreciated. ”

Even though the end result may not present itself immediately, choosing a focus point is critical for his design process. “For me, more important than the focus or accuracy where the idea will hit in the real world is the start, where you pick a point of reference, sometimes a small detail that will guide you all the way through to its realization. Most of the time I don’t have a precise picture in mind from where I am going, but I have this very strong felling that guides me all the way and I really know the direction I must to go depending of the point I picked in very early stages of the project. It’s important to experiment and even without a picture of the final product in mind I know exactly when I hit the vein.”

More insights on: Focus, Self-Marketing

Heather Ann Snodgrass

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Heather is the founder of Darling, where she makes amazing nail products for beautiful girls.
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