CONVERSATION WITH INGRID CAROZZI (From AAS Graphic Design’s “Process and Skills” blog)
Ingrid Carozzi has been gaining momentum since she graduated from Parsons and shows no signs of slowing down. Her successful flower design studio based in Brooklyn, with a second location coming on line in her native Stockholm, has orders through next year. She is currently booked through 2016 with TV appearances, an executive women’s conference, and an event for the largest auction house in Sweden. Some of the country’s highest profile companies are among her clients.
Ingrid Carozzi in front of her studio in Red Hook in Brooklyn
Ingrid credits Parsons for a great deal of her success. “Without Parsons, I would be nowhere,” she says. “I learned how to communicate well and how to critique work without offending others. This helps me with business because talented freelancers are very happy to work for me.” Her Parsons training also fortified her color strength, an essential talent in working with flowers. “I understand the properties of color — hue, value and intensity — after taking a great color theory course with Kelli Glancey.”
Color Theory Applied
She also was able to improve her sales and marketing efforts as a result of becoming a solid photographer at Parsons in my Process and Skills class. “You can create the most beautiful floral arrangement in the world, but if you cannot capture it, it won’t matter how good you are.”
“You need to know how to brand yourself,” explains Ingrid. “My experience in graphic design was essential for my success. I am able to design, build and update my website as my business blossoms. As a former PR person I know how to market myself, too. These are all things that Parsons helped me to understand. It really is one of the best design schools in the world”.
Ingrid Carozzi’s new book “Brooklyn Flowers” was released on May 5th and was produced by one of largest publishers in Sweden, Massolit Förlag.
(Read the full “Process and Skills” post here.)
Interview and edit: Katarzyna Gruda
Guest Editor: Certainly Studio
Photography: Paul Brissman, Ingrid Carozzi & Katarzyna Gruda
