The Numbers

 

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Pick Two

More than a few years back, Lowell Williams became a partner at Pentagram and came back to his old stomping grounds in Houston to give a presentation about his experiences to the local AIGA chapter.

He opened his presentation with an idea that has since stuck in my mind. How do you decide if you should take on a new project? He had a very simple method.

To take on a new project, it must meet at least two of the following criteria:

Outrageous fees.
Compelling work.
Fun people.

That simple. Now let’s look at the logic.

You cannot have just one. No one is going to give you a bucket full of money and not expect something in return, like maybe doing a little work for them. Nor are there projects lying around on the ground just waiting for someone to bring them to life. And “fun people” are, well, generally called “friends”. So, at a minimum you have to have two.

The fees are straight-forward. If you’re not going to get paid, why bother. Wait a second … if the work is really interesting, there’s a chance to learn or grow, or the finished piece will look great in your book, maybe you’ll want to take the project on. And it the client is a fun and lively group that you’ll want to hang out with after the project wraps … alright, let’s do this! See, his method works.

Another angle: The project is super interesting, a real challenge that will stretch you, but the client is going to be equally challenging. Charge them out the wah-zoo. It’s amazing how a hefty check in your bank account can ease the pain of the 75th round of revisions at 3 o’clock in the morning.

On the flip side, the work isn’t all that interesting but you really like the client, use this as an opportunity to make a little money. There’s nothing wrong with that.

Of course, the Holy Grail is a project meeting all three criteria. In my career, I’ve been fortunate to have had a few such projects. They’re golden: the opportunity to do some amazing work that I am especially proud of, while making some new friends and money along the way.

Mr. Williams is right; a project must meet two points, but in my mind, strive for meeting all three.


Words from the Wise

“The life of a designer is a life of fight: fight against the ugliness. Just like a doctor fights against disease. For us, the visual disease is what we have around, and what we try to do is to cure it somehow, with design.”

Massimo Vignelli

The I’s Have It

As this site has been assembled over the years, it has lacked focus.

Although it is a personal website, being that I am one of those people who is strongly defined by their work, it has needed that glue to hold it all together. I’ve been stewing on this for a while and I am finally ready to move forward with a philosophy, a cohesive thought about what I do and what I had to offer the world as a Designer.

I used to think I made logos, ads, movies, websites and other sundry things. That is true. Along with that simplistic view on my work, I have also proclaimed that it’s the act making these things that gets me out of bed every morning — the challenges that keep me interested in the things I do. This has been truly a simplistic way of looking at things and entirely wrong.

So I dove into the deep end. Pulling a Simon Sinek, I asked myself “Why?” over and over again. Much like a scene out of Ant Man and the Wasp, I’ve gone deeper and deeper down inside and found an answer to all those why’s. I was looking for answers that were not about me, why design, and how I can help make the world a little better than before.

Over the past few weeks I have been working in earnest to compile work I’ve created over the years. It now populates this site. Not everything, but numerous pieces that represent this philosophy and shows the world what I actually design:

Identities, Information and Influence.

I’ve looked at a number of other words to describe what I do, but all those words merely describe things. For me, Identities, Information and Influence are not things, rather they are outcomes. These are what I strive for, toil over and pour myself into so that together with my clients we will  make the world a better place.

Not only are Identities, Information and Influence outcomes, this is also a flow. A way of looking at design in total.

Identities are the most basic building block of communication, the starting point to broadcast who you are to the world.

Information design helps people you are trying to reach make better decisions.

Influence is the goal — to encourage change and make it easy to take further action.

This is a simple yet rich view of Design, one which I will continue to explore conceptually within this site and practice with my clients for years to come.


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