Tisora Studio: Graphic design as a balance between arts and making it functional

Tisora studio is a graphic design studio born in Barcelona and based in Tallinn. They develop contemporary visual strategies for worldwide enterprises, ventures, and people committed towards culture, innovation, and a fairer and more sustainable world. We sat down with our incubant and the company’s creator Jordi Serrano and asked him, how he decided to start his graphic design studio and why he decided to set up the business in Estonia.

What is your background?

I first started studying sociology at the university in Barcelona. But then I realized that I needed to find some balance between the things, I’m very good at – which has always been related to arts and also how to make some money from it. So I decided to quit the sociology and started studying graphic design.

Just before finishing the degree, I launched a record label Domestica Records (Barcelona, 2010-2020), which was just a hobby at the beginning. But things went very well. I realized that if I increase the releases, maybe I could make a living from that record label. The record label had very good reviews and nice feedback from customers and I decided to stay focused on that project. Two years later, I was able to make a living from that record label. I was very young then – maybe 27. For me, it was like a dream come true – to be working on things that you’re passionate about.

Photo: Tisora Studio work

I was releasing music on vinyl. It was like a kind of archaeological work because I was focused on recovering art from the 80s – electronic music, which was originally released on a demo tape, or self-released by the bands. I learned a lot of things from that project.

It was also an excuse to design the record covers for the bands, as it allowed me to develop my own identity as a designer – experimenting a lot with different kinds of printing methods, and papers. And because I was completely free, I was my own client. But I learned a lot of things because I handled this record label all by myself. Had to develop a lot of new skills, like promotion, contracts with the bands, graphic design – all of the things, which are related to releasing physical music in contemporary times. I spent 10 years doing this and focused on the record label. I learned the basics about how a company can be a success. I learned that first of all, it’s important to be passionate about the project, be obsessed about it. But most important is to offer something new or different and believe in it.

Photo: Tisora Studio work

And at some point, I realized that I had become more like a bureaucrat releasing this kind of music. The pleasure that I had on this project was over because everything I had to say with the label, was already done.

That’s why the label grew up and had some interest in the media and also customers because I was doing something unique. Not only in terms of releasing music, but it was also in terms of esthetics. Every copy was a unique piece handprinted you know, and a very limited edition.

When did you decide to focus more on graphic design?

My background has always been related to graphic design. For a long time, I had in mind that at some point of my life to really stop the label or just continue the record label as a hobby. I started Tisora Studio because I wanted to be only focused on the graphic design field.

So 10 years later, I decided to do that, because it was taking up my time and energy. I stopped all the activities to be only focused on Tisora Studio. The experience I had with the record label gave me valuable knowledge – not only in graphic design but also in managing, promoting. And also when I stopped with a record label, it allowed me to move from Barcelona because as I was working with physical stuff, I was attached to my warehouse or store. Even if I had a lot of chances to travel, especially in Europe, because people invited me also to play some music. In Vilnius, for example, was the first time I stepped into the Baltic region. But after finishing up with the record label, I was completely free to move.

Photo: Tisora Studio work

How did you decide to set up your business in Estonia?

When I stopped the record label, I decided to move away from Barcelona. I was free to decide where I want to go. And my intuition brought me to Estonia. I didn’t know anyone, and I had never been here before. I wanted to go to a country where I didn’t know anyone – to feel that I’m starting from scratch. I must stay completely focused on my life now.

So Estonia was super interesting. The environment in Estonia is very good in terms of developing projects and own enterprises. If you have a good attitude, you will find your way here, but it’s not easy. Of course, there are a lot of things which may be as difficult as any other place.

Also before coming here, I knew about Tallinna Loomeinkubaator and I had in mind to apply here. It was nice to discover that there are places, who want to help new enterprises. Especially projects, that are related to art or design. For example in Spain, it is especially difficult, because these kinds of projects have no support from the government. All the structure related to enterprises are focused on the big ones, not the small ones. And bureaucracy here is super fast and easy. I could register the studio in 20 minutes through the internet. I think Estonia is probably one of the best countries in Europe in that sense.

Photo: Tisora Studio work

What is your goal with Tisora Studio?

It’s a graphic design agency specializing in branding, identity, editorial design. I have a very specialized profile. My goal is to help other agencies to develop this side of the job, which I am specialized at. Tisora Studio is devoted to producing exclusive design aesthetics through a genuine and contemporary approach with an emphasis on traditional and hand-cract printing techniques, bringing about not only exclusivity but also sustainability through the printing system.

I’m also trying to create a network of other studios, freelancers who are specialized in their field and that way also offer services to the agencies.

Who is your client?

Tisora is a company that cares for their clients and the environmental impact of their actions, producing distinctive and exclusive products; more fit into the small and middle-size business with a customer oriented work. Some examples are ateliers and artisan shops (jewelry, clothing, ceramic, painting) event-planning companies, high-quality food products (or suppliers), architecture firms, creative agencies, theatre or performance companies, music industry, restaurants, fashion shops.

Where does the name Tisora come from?

Tisora means ‘scissors’ in Catalan, a word that conveys images of manual activity on physical media. It’s like a connection with the physical product – when you are working with scissors, means that you are working with your hands. And when working on a project, I try as much as I can, to work with my hands, because it’s something I enjoy.

Where do you get your inspiration?

When I started the record label, the graphics created by Neville Brody were the main source of inspiration. I looked at his iconography and translated it into a personal language. Then there are a lot of very interesting studios, which may inspire me a lot from time to time. Bruno Munari is another artist I like. I think these two are probably one of my two points of like or references.

All in all, I think everything comes together – your mindset, the way you see life, and your job – especially if you’re working in some kind of arts and creative stuff. Because you are trying to express in some way, but I am not an artist. Someone can say – oh, you’re an artist, but no because I have a goal there. I am a graphic designer, I’m trying to achieve a goal here. The result is always according to a final goal that you have to achieve because you’re working for a client and this client has needs, and you have to understand the needs and make it work. It’s this balance between arts and making it functional.

What do you think has been the biggest challenge or lesson that you’ve had to learn or overcome during your time being an entrepreneur?

I think maybe the most how important is to follow a routine. And be completely focused on your short-term goals and long-term goals. And you have to believe in what you are doing. If you do not believe, then just step aside and try to do another things you know. And do not be scared to follow your instincts. I always make mistakes when I have a mind full of things. And there was always something good brought to me when I followed my instincts. It’s not easy to follow them – because there’s a lot of input out there trying to tell you just the opposite. You have to get rid of this. And stay focused on yourself.

Photo: Tisora Studio work

Discover Tisora Studio at their homepage HERE.

Follow Tisora Studio on Instagram: @tisorastudio

Liebre Style: Export Success Story

In May, Tallinn Creative Incubator organized international Export Speed Mentoring, that brought together designers and mentors form Estonia, Sweden, Poland and Germany. In addition to 84 mentoring sessions, successful brands shared their success stories with exporting. One of them was Liebre Style brand from Poland. 

Elena Gasulla from Liebre Style (Poland) introduced their journey with export. Elena Gasulla launched Liebre Style in 2017 and the brand offers leather bags and shoes, that are inspired by elegant textiles around the world.

How did Liebre Style start?

Libre Style founder Elena Gasulla says that they are textile hunters and travel to different countries to gather textiles in their traditional markets. They take a lot of time to discover these materials, which are later used in their collections. They are designers, but everything they make is handcrafted by artisans in Portugal. They have found different families, who have been working in leather crafting for many years.

This is important differentiation for the Liebre Style brand. When they created Liebre Style, they wanted to do something that would be very meaningful – they wanted to create a brand, that would be always cherished by someone, who wears that.

The products need to have a soul, it needs to have a meaning for the person who buys them. 

Each design in Liebre Style features a unique textile handpicked by Elena and Israel in traditional markets and artisan around the world. The classic but creative brand aesthetic, the attention to details, and the craftsmanship used to create high quality leather shoes and accessories, is the foundation behind Liebre Style.

Timeline of the success

Liebre Style launched in 2017. They first launched the website, but in the beginning, there were no sales.

In 2018, Liebre Style expanded through retail stores. First, they researched different stores in different countries, that would be suitable for their brand. Then they travelled to the stores, trying to see if anybody is interested – trying to convince stores, to sell their shoes. 99% of them said no – because the brand is too new, they don’t know them, or are too expensive. This can be discouraging, especially for a new brand. But if one person agrees to sell your products in their store, this is still valuable – the ratio is bad, but it still matters. The stores, that Liebre Style tried to sell their products in, were in Hamburg, Berlin, Warsaw, etc.

The only way the stores would accept the products, was by consignment. This means that the stores would borrow the stock and pay only when they manage to sell it. If they don’t sell them, the stock would be sent back.

In 2018 it was getting challenging for Liebre Style to do that because their online business was starting to move forward. They were faced with a situation, where a client would order the product from the United States, but the shoes were in a store in Berlin. Since their products were one of a kind, they would need to get the shoe first back from the store and then send to the client. So they decided to stop consignments and continue with their online store, unless someone was willing to buy their stock for a wholesale store.

In 2019, Liebre Style changed its approach to selling. They started to travel to different pop-up events – e.g., Stuttgart, Vienna, Copenhagen, Vienna, Luxembourg, Warsaw. They traveled yearly to about 50 events. This meant that for a whole year, they would leave on Fridays, exhibit on Saturdays and Sundays and come back on Mondays.

This gave Liebre Style huge exposure, especially through direct customers. They visited design events, where visitors had to pay the entrance fee, which meant that they were already prepared to spend money at the event. Many customers bought their shoes at the pop-up events and later transformed to Liebre Style social channel followers.

For brands, who are just starting with pop-ups, Elena Gasulla would advise to start with design events, rather than make your own. Because, then the event organizers are in charge of making people come to the event.

Pop-up events were gamechanger for Liebre Style. They started to attract more customers who followed their website and social channels. And without looking, they found wholesale accounts, who were willing to buy their stock. One was in Kuala Lumpur, who found the brand through Instagram and the other was in Hamburg, who they met at the pop-up event.

In 2019, they started visiting exhibitions, to give wholesalers another chance. Exhibitions, even at the time before Covid-19, were starting to go down. The problem is that multibrand stores are already stacked with so many brands, that they are not that interested to include another brand in their stores. So at many exhibitions, that Liebre Style visited, the visitors were visiting brands, that they are already selling to place orders for new collections. If you were new player, you were ignored. This channel brought Liebre Style zero results.

Due to Covid-19 situation, all the pop-up events were cancelled. Although all the customers, that they had met through different channels, were successfully transformed to Liebre Style online channels.

So Liebre Style decided to open a store in their hometown, Szczecin (Poland). Even though people did advise not to open the store there, since it is a small town, half of their sales are currently coming through this channel. As Elena Gasulla noted in her presentation: “If you do what everyone else is doing, you might miss opportunities, that could be valuable. It is hard for small companies with small budgets, but sometimes it is worth to risk and try, what everybody says you shouldn’t try.”

Right now Liebre Style is selling mostly in Germany, Austria, Poland and in the United States.

Check out Liebre Style webpage HERE.

Read more about the Eport Speed Mentoring event HERE.