VETMA x TRAVISUALS
PREFACE :
I discovered Travisuals on Twitter a little over two years ago, and I was immediately drawn to his universe. When it came time to redesign Vetma, I knew I wanted a new logo something strong and meaningful. And I also knew exactly who to reach out to.
So if the media platform looks as good as it does today (ok, maybe I’m biased…), it’s largely thanks to him.
Léo is incredibly talented, and I hope this interview helps you see what I saw when I first discovered his work.
INTERVIEW :
To start off, can you introduce yourself and tell us who Travisuals is ?
My name is Léo, I’m 22 years old and I’m from Nancy, France. I didn’t study anything related to this field, but despite that, I’ve been officially working as a freelance graphic designer for a few years now. “Travisuals” is my creative alias my alter ego in the creative world.
How did you discover your passion for graphic design, and more specifically, typography?
My passion for design started when I watched my dad who’s a professional graphic designer at work.
As for typography, it came from a deep curiosity. When I was 13, I was messing around with C4D, then started making banners on Photoshop. One thing led to another, and I eventually discovered the art of working with letters. The precision and visual appeal immediately resonated with me.
Your work revolves a lot around typography. What draws you so much to that world?
I feel like I find beauty in things that might seem mundane. That’s what I love about typography. Letters are part of our everyday life, and we often forget the craftsmanship behind them.
We all use letters, they seem immutable. But as creatives, we have the chance to contribute to that universe in our own way.
Can you explain your creative process when you design a new typeface or visual ?
I need to be stimulated by an external source : a piece of art, a film, a song sometimes even nature.
Often before I start working on a typeface, I have a clear vision of what the final result will look like. That vision guides me. One idea leads to another, and I often end up creating something slightly different from what I originally envisioned but it’s the result of a chain of conscious and unconscious decisions.
Is there a piece you’re particularly proud of ? And why ?
I’m really proud of the project I did for AVAMind. It was the first time someone trusted my skills in such a concrete and ambitious setting.
Dafuq, who acted as art director, and AVA themselves chose me for my abilities. Having someone value your work enough to make it a part of their online identity is just incredible.
In your opinion, what’s the most underrated element in graphic design ?
Composition.
You could have the best custom typeface and the most stunning 3D render, but if the elements aren’t well composed, the final result won’t land. Sometimes, it all comes down to the smallest adjustment.
What’s been the most challenging project you’ve worked on, and why ?
Anytime a client comes to me with a brief that’s outside my usual style, I tend to hesitate. I ask myself: will I be able to meet their expectations ? Can I adapt ?
But every time I’ve accepted a project like that, I’ve come out stronger. The AVA project, for example, really pushed me out of my comfort zone. At first, a few of my drafts were rejected for being too conventional. But that whole process helped me push boundaries and create something more unique.
What are the biggest mistakes to avoid when building a strong brand identity ?
Neglecting the details.
You need to create a universe that emotionally resonates with your audience. It should feel organic almost as if you forget there are real people behind the project. Flub and his team do this incredibly well with tern, a clothing brand with a strong message, a unique context, and bold visuals. Even the URL in.tern.et reflects this obsession with details.
Outside of graphic design, what are your main sources of inspiration ?
Music.
I draw so much creative energy from the world around me, and lyrics often hit me deeply. I love connecting typography and music it feels like an endless creative source. Sometimes I’ll create a visual for an artist while listening to their music. Each source of inspiration feeds the other.
Is there a dream project or collaboration you’d love to do one day ?
I’m fascinated by how Louis Vuitton uses typography. It’s always the perfect balance between artistic expression and wearable design.
My dream would be to see my typographic creations featured on that kind of high-end piece, and to work in a creative world that often feels so inaccessible.
With the rise of AI in graphic design, how do you see the profession evolving in the coming years ?
What bothers me most is how some people claim AI will replace us. But honestly, those people never really valued our craft to begin with.
The more brands rely on generative AI, the more the work of real artists flawed, human, creative will stand out.
What advice would you give to someone starting out in graphic design or typography ?
Be patient.
This is the work of a lifetime, it never really ends. We often feel like we’re not moving fast enough, or that we should be better. But everyone is on their own path. The ability to create is a gift. It’s not a competition, it’s an exploration of yourself. Keep going, project after project, and hold on to your spark. One day you’ll look back and realize how much you’ve created and in a way, made yourself eternal.
