In the world of graphic communication, from the mid-eighties to our days, the trends have been mainly two, on one hand we have an escalation in the use of software applications in corporate communication and in the graphic design, advertising and publishing industry; on the other hand, we have the paradoxical escalation of a new generation of graphic designers who concentrate more on the mastery of applications rather than on their original creative profession. Whoever today has a Mac considers himself a graphic designer, whilst the real professionals cannot stay behind the applications that should make their life easier.
Rufus’ career stands out against both these trends. Starting off with a high level of professionalism and competence as a graphic designer, Rufus first made his all the necessary computer knowledge to perform his job better and then took the opposite path: while he perceived the necessity for a broader professional understanding of software applications, he realized that sooner or later someone would have to fill the gap, which broadens as time goes by, between technology and the profession (and vice-versa). Sooner or later someone would have had to know the applications used by creative professionals so well to, on one hand, be able to help the professionals to use them better, and on the other to help software developers to better understand the necessities of creative professionals.
Therefore today, Rufus positions himself in an almost non existent field. On one side he brings his own professional experience towards the world of software developers and on the other he is one of the few able to bring the world of software towards the professionals with a non-traumatic approach. Consultants who are able to perform both these tasks are rather rare: understand critical issues as felt by art directors, publishers, graphic designers or service bureaus, and act as spokesman or hands-on expert with software developers.
Should one have to label Rufus, this would result from his having maintained an overview. He did not let himself get carried away by the topical problems of the profession of the graphic designer or the engineer and has thus been able to keep it all in perspective, the perspective that distinguishes a manager from a professional: the ability to understand on the job how to better organize it whilst maintaining a strategic vision.
It is so that Rufus positions himself today: a manager whose task is to understand which professional, or personal, competencies and which tools, software applications, media will be suitable to reach specific goals.
Also, it is important to understand that the boundaries of his operational range are not limited by the classical graphic creativity and corporate communication, but also extend into the field of general communication, both internal and external: from the old paper-flow to the new frontiers of creative management.
Michael March Fantacci
Creative Director, Model T
Florence, Italy
