Minsk is a graphic design studio which started life eight years ago. The studio has evolved over time, its members have recycled their knowledge, and little by little Minsk has become specialised in audio-visual projects using video, animated graphics and digital design. With the creation of the domain minsk.barcelona the studio has been able to link its website with its values and those of its clients. We spoke to Pere Gómez Gavaldà, a member of Minsk, about design and the .barcelona domain.

What sets you aside from other graphic design and audio-visual studios?

Even though we’re a small studio (there are five of us), the thing that specifically sets us aside is that we are multi-disciplinary and flexible, meaning we can take on all types of projects with the advantages of working with a small studio, offering personalised service and dealing with clients directly.

How important is it for a company in the graphic design sector to have a website?

In our case it’s essential, as precisely one of the services we offer is the design and layout of websites, so we need a website which meets the expectations of what we offer our clients.

Of course, it also acts as a showcase where we can publish our outstanding projects and create our own discourse (you can get the idea if you read the texts on the website). That said, and as people know, when you get on with things your own website sometimes ends up at the back of the queue, and admittedly we often don’t have the site as up-to-date as we’d like to.

How do clients relate to you when they discover you through your website? What differences are there when dealing with them personally?

In our case the website tends to be a tool we direct clients towards when they want to see examples of what we do, as the site features some of our most notable projects. We’ve also got clients who contact us for the first time because they’ve found our website (the truth is that without being experts in SEO, we’ve got it well positioned), and with these clients the advantage is that they’ve actually seen what we do and they’ve actively contacted us, meaning part of the work is already done.

Even so, personal treatment for a small studio like ours gives added value, and once we get a mail from a client who contacts us via the website we try to get together or call them to be able to speak to them directly, as that’s what enables us to work in a more agile and personalised way.

Why did you choose a .barcelona domain?

One of the main reasons for changing the domain is that although the .es domain is shorter, we felt that as a brand we preferred the idea of linking our company to Barcelona, which ultimately is our city and has an international reputation we wanted to link to our company.

What differences did you notice in the everyday activity of the company after launching the website minsk.barcelona?

Most of all, the fact of linking the brand to new values which are much closer to us, our values and those of our clients. It mainly helped us to avoid misunderstandings. We opted for a change in strategy and communications, leaving behind Minsk Disseny (our commercial name up until that point) and becoming Minsk.barcelona. On the one hand, because design is now just a small part of our work, and on the other, because we wanted to link our main name (Minsk, the capital of Belorussia and the imaginary world we associated our brand with) to Barcelona (our real city, with values which we sincerely identify with much more at present).

As a graphic design company, what do you get out of linking yourselves with the city of Barcelona?

A lot. Barcelona has long been associated with design in general (not just graphic). It was important for us to be able to link these ideas. In addition, the contraposition between Minsk and Barcelona also helped us create a friendly word combination which has been useful for playing with the dissociation we usually use as a communication value in our branding.

How much clout does the name of Barcelona have in the world of graphic design and audio-visuals?

A lot. I think on an international level people continue to see Barcelona as the national leader when it comes to design. The same applies with audio-visuals, although here it’s more spread out.