• What’s the skinny on you? Tell us your story.
My Story? That’s an open question that I’ll try to address from a few different vantage points.My mission is to bring a little more order and more humanity to the world of business. I’ve been convinced for a long time now that good design is good business, for almost all involved. The client, if working with a smart (and not merely a talented) designer will have his/her business’s unique story told to the world in a compelling and dramatic fashion. Not as a work of art per se, but as a finely crafted tool that dovetails with the business’s mission and brand. The smartly designed item will anticipate questions, overcome prejudices, stimulate the senses, illuminate problems and their solutions and ultimately prompt a positive appraisal and enthusiastic physical response. Tall order, right? This is purpose and intent in the service of enterprise, be it corporate, small business, not-for-profit or a friend’s kid’s lemonade stand.
From a personality point of view, I like to think I’m bringing my fine art training to the table. Not in its technique, but in an attempt to involve and promote universal human values. I like to think my better work immerses the reader an experience, one not disrupted by technique, gratuitous decoration or distracting incongruities.
Another point of view I have is that design should often be invisible. Let the message be the focus; let the design be the humble servant.
Note that these thoughts on design aren’t necessarily medium-dependant; they cold apply to several media, but in my case print design – ink on paper – is my core media. While I also design visual identities for businesses and programs, and deviate into exhibit graphics, advertising and some electronic media, my heart is among the cotton- and wood-fibers that carry the varnishes and pigments into mailboxes or onto the desks and then into the hands of curious perusers or undecided buyers.
• What is it that drew you to a life of graphic design?
While I always seems to be having fun drawing, it was graphic design that generously involved the right side of my brain, giving my artistic tendencies some real purpose. Don’t get me wrong – so many artists and non-artists, of all stripes, flourish when they find purpose. My purpose was to help people read and absorb information in an easier, more pleasant manner. See, I thought everyone was like me: I’d look at a page of “gray” text and soon feel lost, unguided, and ultimately unfocused to the point of doziness.
Surely there had to be a better way for the creator or publisher to present this material, to provide me with some sort of hierarchy, places to rest my eyes and brain, and visual descriptions of concepts that complemented the content, versus fighting it.
• Where did you collect your design education?
In terms of serious graphic design, my education began with enjoying my dad’s leftover magazines from work. He was a sales manager for a paper converter, a company that manufactured notebooks, notepads, binders, etc. Print magazine was a big influence but more so was BusinessWeek magazine. I’d never seen such layouts – stories of various lengths punctuated by bold headlines, all sitting on an intelligent grid structure, with just enough photos or charts to heighten and retain my interest. This was a revelation! I felt they were designing their magazine just for me, even though as a teenager I wasn’t putting their business stories and advice to much use.
But I didn’t rush into magazine design. Instead, I ended up in unrelated jobs but also labored in a local paper mill or two in summers. Eventually my dad got me a position with his friend’s printing business. But instead of my fantasy of hands dirty with ink, or stripping-up rubylith flats (this was the late 70’s after all) I found myself in an uncomfortable suit (and shoes) driving a giant Mercury Monterey with no back window, visiting busineses and giving them an excuse to say "Nope...don’t need any printing."
Like the ghost of Christmas future, I warned myself away from a future set in a podunk town, and ran to Community College (on the other end of town) for a couple of years, immersed in drawing, painting, print making, etc. – a whole new world, complete with mentoring teachers, eager to hone my aesthetic mind and craftsman’s hands.
After that, a year or so in far-off Colorado working rather non-creatively in a screen printing shop, but having a great time. And did I say I was old? I was working there when Elvis died.
More determined than ever to resume school, 3 of the best years of my life were committed to a state college with an excellent design program. I worked my ass off and made myself proud. (Still no computers at this point in the 20th century). Excellent teachers, but the real formula is that you get out of it what you put into it, and I put an awful lot in. Blood, sweat, tears... would love to do it all again. Would have liked to get a Master’s degree, but BFA would have to do. It was time to move to Boston and make some money...
• Are you a team player, or are you a solo creative?
Frankly, both. Jobs have swung back and forth overt the years from staff artist to freelancer, to studio partner to corporate designer and back to current solo designer. But I do get my kicks being on my clients’ team, so to speak. I relish the chance to learn all about their business and to serve them with great ideas, focus, execution and loyalty.
All that said, I long to be in some working situation among other creatives, Often, I’m the most creative guy in the room, but it’s hard to grow that way. Perhaps sometime I’ll find either another partner or some cooperative to work with.
• Are there any qualities you wish for in a project, or, describe your dream job?
A similar question was asked a few Thursdays ago on Twitter during Design Community Twitter Hours (#dcth). My answer? “I want to design something for someone who has a brilliant solution for the third world, needs to get the word out.” So I suppose that’d be the ideal project for me – with a good dose of creative freedom, No, scratch that – featuring a client with a thought-out mission in an atmosphere of openness about what’s the best way to accomplish the stated goals, immersed in a team of brilliant and passionate thinkers. Yeah... that sounds better. I could do that for a while!
• What primes your creative pump? Where do you find your best inspiration?
A good question which I’ve been very conscious of lately, because of the tide of Twitter links to “Awesome” collections of visual stimulus on an growing number of blogs. While I do agree that there is some truly outstanding talent out there, I find it more titillating(!) than inspiring. Maybe because the work rarely seems relevant to my corner of the market. My clients are looking for “quiet” creativity, he kind that’s efficient and speaks to their audience and doesn’t overly draw attention to itself.
Inspiration is an slow, accumulative process for me. I find my inspiration in the sum of purposeful things I experience – and it’s all rather arbitrary. Could be the shape of the rear quarterpanel on a Honda Accord coupe; the colors used in a nice restaurant. Or it could be accidental and fleeting, like a flattened water pistol in the street, or a sparkling brook reflecting patterns on the bottom boughs of a tree.
I have almost 30 years of Communication Arts magazines in my office, but I don’t look at them much, yet somehow it’s good to know they’re there. I still subscribe, but still haven’t opened the last one or two issues yet. I was subscribed to another good design magazine lately, but hardly ever looked at them.
That said, when it comes to learning from the work of others, I’m most inspired by the stories that [hopefully] accompany the beautiful examples. I want proof that what the client got was relevance as well as happiness. Careful to avoid copying a particular style, I look for the answers more within the details and needs of the project itself.
• We have all had projects that didn’t go well or were quite the challenge. What have you learned from these scenarios?
Over the years I’ve learned so many new things (and still learning of course), but also have had certain core values reinforced which is just as important. Some of the big ones are: always bring something extra to the table; ask dumb questions; admit mistakes or misperceptions quickly; insist on respect and fair treatment but in a relaxed friendly way; trust your gut about people; don’t take every job you’re offered; underpromise and overdeliver, etc., etc.
• If you happened upon enough cash flow to retire today, what would you do?
I’d invest more time in finding design projects I loved, for non-profits and charities. I’d also learn to be cabinet maker and a chef. And I’d sure as hell read and travel more, and do some kind of teaching.
• Any advice you care to divulge to students who are currently in training?
Yes, become “smart,” conceptually strong. Take other classes or immerse yourself in constructive, creative activities that don’t seem related to design at all. Resist the temptation to be all about technique and technology, yet keep abreast of developments in all creative media. Occasionally make art instead of design. Interview old designers (really!) Get tours of studios, agencies, departments. Learn the fundamentals of business and economics, so you don’t necessarily have to depend on an employer, and so to keep you flexible, ready to freelance or run your own business. Work your ass off while you’re young and and have energy to burn. Overextend yourself. Take stupid chances and learn from the outcome, whichever way it goes. And eat your vegetables!
• Last chance, is there anything we missed you’d like to impart?
Yeah, mindset I everything. Self-confidence and happiness are the by-products. Conversations with yourself need to be positive. When you’re down, acknowledge it, then move on by slowly changing your perception of the issue(s). Don’t let people manipulate you with fear tactics or unsubstantiated promises. Get it in writing. Learn to be a decent writer and public speaker. Give credit and praise to those who deserve it. Make people laugh, especially people who are determined not to. Get a dog from a shelter, not from a store. Don’t overstay your welcome, play hard to get, and above all, be brief!
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