Mar Week 3 → Coaching
Feedback with Hugo 17.03.2026
Today’s coaching session started with a discussion with Hugo about my internship (the D&AD competition I had been working on). Hugo shared a clear opinion that graphic designers should not do work for free, especially for large corporations. He pointed out that it is problematic when big companies ask students to complete briefs without payment (even the competition offers a prize to winners, but what about those who do not win?). Even though he did not mean to criticise our (me and my mentor from the internship) decision of doing a competion, he said this system puts designers in a weak position.
However, we both agreed that this situation is actually very relevant to my project. The competition is quite opposite to my current research—in an “inspirational” way. It represents a commercial and capitalised part of graphic design, while my project focuses more on the struggle, effort, and pressure behind design work. This contrast helps to reveal an important tension in the field: designers often work to please clients or to “pitch” ideas for free, even when they ARE AWARE of these problems. This phenomenon remains very common and is rarely challenged. Last but not least, at the final stage of the competition, I really did keep revising the same design repetitively until the very last minute, right before I submitted.
We then connected this discussion back to my project direction. I mentioned a thesis where the author found ot that graphic designers often lower their own position unconsciously by trying to satisfy clients or expectations. This links closely to my research on decision-making and “finishedness,” especially in relation to external pressure.
We also talked about my use of screen printing. Hugo encouraged me to continue with this method because it clearly shows the physical labour behind the work. Compared to digital printing, screen printing requires much more time, effort, and manual process. This makes the work stronger, as it embodies the labour that is often invisible in graphic design.
For the final jury, he suggested that I use this as part of my argument. I can defend my work by showing how much effort and repetition are involved, and by explaining that graphic design is not only about quick digital results. The physical process becomes evidence of the time, energy, and commitment behind each decision.
Overall, Hugo does not fully support the system behind commercial design competitions like D&AD, but he recognises that this experience can act as important fuel for my project. He also supported my decision to focus on developing just ONE poster continuously, as a way to deepen the exploration rather than producing many separate outcomes.