Thoroughbreds

There are designers, and then there are Designers. Thoroughbreds can cross disciplines, master them, and contribute more to their client's bottom line.

I grew up around creative people. Dad was an architect influenced by the Bauhaus. Having graduated from the University of Michigan with a double degree in engineering and architecture he was one of the first to use steel as a “design material” and not just for structure purposes. Two of my brothers are architects, my sister is a textile artist, as was mom. Any way you slice it, I was not going to move through life apart from some form of creativity. From print making to photography, or welding sculpture to woodworking I was exposed to creativity in many ways. I knew who I was and I possessed a passion for design from an early age. I always wanted to create things that looked finished. I wanted to master anything I put my hands to.

Over the years I've met others with a broad creative range. Able to seamlessly excel across disciplines. In the field of design communication creative professionals can focus narrowly or become adept across a broad range of disciplines like photography, illustration, 3D design, motion design, type design, etc. It is this sort of creative, one who can master a range of creative pursuits, that I refer to as a thoroughbred designer. The thoroughbred is today's "Renaissance man." A person with many talents or areas of knowledge. One who is eager to learn, curious, confident and not afraid to fail. One who doesn't mind learning in spite of mistakes. A designer is a person who starts with the end-in-view and works backwards to find the best solution for the user or audience. He solves a problem by looking at things from various angles and iterating until he recognizes the ideal solution. I've done this in woodworking, identity design, and home improvements. It's normally a process of trying one thing over another or researching the best solution for a given problem...like determining the best wood joints when making a walnut bed.

Even though I work in the field of "graphic design" I always disliked that label. It was too limiting. It's a label that seems to focus on the veneer and not a bigger picture. Form and function is a bigger picture. I much prefer the label "design communication" because the bigger picture is communication, and communication is all about relationships. Its communication the brings a message and moves an audience to a particular action. Problems are solved via communication and loyalty is created. When we design the message and how it's packaged we are in a better place to create a mutually beneficial end.

When looking for a designer, a thoroughbred is likely to bring more to solve a client's challenge. More ideas, more skills to work in various mediums, more pieces to an overall strategy. From the designer's standpoint it never hurts to expand the tools in your creative wheelhouse. Develop new skills (ie - photography, illustration, drawing, etc.), expand your abilities and become more valuable to those who need your gifts. Lean into new challenges and master the skills to solve the problems involved. The thoroughbred designer is in a position to outperform because he/she has experienced a broader range of challenges and expands the foundation from which to create.