Axel Peemöller, Brooklyn-based designer.

— Hello Axel how are you?

I am good; summer arrived in NYC, am in the final steps of a few fun and exciting projects, one is a rebrand for The Explorers Club, another for Ghetto Gastro and an competition identity for the Van Alen Institute, and there are some new ones on the horizon…

— Can you introduce yourself?

I am a designer (I prefer saying that over graphic designer), yes, I mainly do graphic design, but the boundaries to other design fields blur quite often and hopefully more in the future. I work / live in Brooklyn since 2,5 years, freelancing / collaborating on projects and building out a client base. Before New York I was living / traveling / working from my sailboat, at the time in the Mediterranean for about 5 years.

— Where does your interest in graphic design come from?

It’s a beautiful art form of transporting information and can be a very powerful tool to influence and support believe. So it’s really 2 things, the one is the pure beauty and aesthetic and done by the right person it’s “just” art, the other aspect is its form and function, the meaning that it delivers or the mood it sets you in. The juxtaposing of chaos and order, the structure and systematic thinking, finding clever solutions and all this to create attention to something.

— Would you like to explain to us one of your projects?

Sure. I am always excited about projects that incorporate many aspects, from the whole strategy, the identity to its different channels, video, physical objects, architecture or space… The URLO project was fun, it was a collaboration with a studio called Established NYC, the fun part was to reimagine the positioning of a wine. The project included so many aspect from video with sound design, to photography, 3D and 2D animation, programming, typography, in-store concepts and all around a simple concept “urlo” (Italian for scream).

— Do you have a favorite typeface to work with?

I certainly don’t have a favorite typeface. There are so many amazing typefaces and typeface designers, who are pushing so hard in bringing out beautiful new typefaces, biggest respect and appreciation at this point for all you great type designers. To me, every project should have a soul and that soul needs to be represented by the typeface and typesetting. Though I have to admit that strangely enough I tend to almost exclusively use Grotesque typefaces (I think I have to learn more).

— Is there any designer you appreciate a lot?

If I have to choose one then it would 100% be Max Bill, everything he did and how he did it with absolute dedication and multifaceted across all design disciplines and on top with such a strong vision and philosophy behind it. Genius.

— Is there a book which opened your eyes about design?

My parents house was filled with art books, they were my comic books when I grew up. One that I vividly remember looking at was Bridget Riley.

— The last word…

Let’s be good.

Pictures and projects by Axel Peemöller.

Interview: Dennis Moya, 07.16


Graphic Design