Futro in Nikšić Spoke About the Power of Simplicity in Visual Communications
As part of the program marking the first decade of operation of IEC Tehnopolis, a meetup was held in Nikšić featuring one of the region’s most recognizable contemporary creatives, Slavimir Stojanović Futro. The event, titled “The Power of Simplicity in Visual Communications,” took place on May 28 in the multimedia hall of the House of Digital Revolution and gathered an audience interested in design, marketing, communications, creative industries, and contemporary forms of visual expression.
Through an open and authentic conversation, Futro spoke about how ideas are created, why simplicity is one of the most important principles of visual communication, and how essential it is for design not to serve merely as an aesthetic expression, but as a way of bringing a message closer to people.
During the discussion, Futro emphasized that simplicity does not mean impoverishing an idea, but rather returning it to its essence. Reflecting on his decades-long experience in design, he pointed out that creativity has the greatest value when it goes beyond the author’s need for self-validation and becomes a tool for understanding, connection, and the well-being of the community.
“I am here to try to bring people back to an organic path, to help them identify with my story and with what I have truly lived and experienced. Through forty years of working in design, I realized that I am not here to boast about being a good designer, but to put design in the service of the common good. I hope that this is exactly what the audience will take away from this lecture,” said Futro.
A special part of the meetup was dedicated to humanity in communications, the relationship between creators and audiences, and the importance of an authentic tone in a time of content hyperproduction. Futro spoke about the need to bring spirit, humor, self-irony, and sincerity back into contemporary visual communications because, as he emphasized, audiences always recognize when a message is genuine.
“After all, we are human beings. I believe in the human spirit, in a playful attitude toward life, in satire and self-irony. A person must have a good mirror. When all of that is integrated into communication, people recognize it and say: This is the real thing,” Futro said.
The audience also had the opportunity to hear stories from his rich career, from his first experiences in design and collaborations with renowned brands to his authorial projects and works featured in the collections of important European institutions. Rather than a conventional lecture, the meetup unfolded as an open conversation about creativity, experience, mistakes, intuition, relationships with clients, and the ways in which design can transcend form and become a powerful storytelling tool.
Slavimir Stojanović Futro is a designer, illustrator, writer, and creative director whose distinctive visual language has shaped the regional creative scene for decades. He is the recipient of more than 300 international awards, and his works are part of the collections of institutions such as the Centre Pompidou in Paris and museums in Hamburg, Warsaw, and Zurich. Throughout his career, he has worked with numerous international brands, while through his authorial projects, books, and his own lifestyle brand Futro, he continuously explores the space between design, art, and personal storytelling.
The event was organized as part of the program through which IEC Tehnopolis is marking ten years of work and contribution to the development of Montenegro’s innovation, entrepreneurial, and creative ecosystem. Through gatherings like this, Tehnopolis continues to create space for the exchange of knowledge, experiences, and ideas that inspire professionals, young creators, and everyone who wishes to actively participate in the development of contemporary creative and innovation practices.
