Inside the Business of Graphic Design - Catharine Fishel.pdf - Design(1) - Marian_Chomik

INSIDE

the

BUSINESS

GRAPHIC

DESIGN

60 Leaders Share Their Secrets of Success

CATHARINE

FISHEL

and Pan-American Copyright Convention. No part of this book may be reproduced, stored in a

retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying,

recording, or otherwise, without prior permission of the publisher.

08 07 06 05 04 03

5 4 3 2 1

Published by Allworth Press

An imprint of Allworth Communications

10 East 23rd Street, New York, NY 10010

Cover and interior page design by Leah Lococo Ltd.

Page composition/typography by Integra Software Services Pvt Ltd, Pondicherry, India

ISBN: 1-58115-257-4

Library of Congress Cataloging-in-Publication Data

Fishel, Catharine M.

Inside the business of graphic design : 60 leaders share their secrets of success / by Catharine Fishel.

p. cm.

Includes bibliographical references and index.

ISBN 1-58115-257-4

1. Graphic arts--Vocational guidance. 2. Commercial art—Vocational guidance. I. Title.

NC1001 .F56 2003

741.6'023'73--dc21

2002152007

Printed in Canada

CONTENTS

Dedication vii

Introduction ix

PART ONE: PLANNING 1

Section 1: Setting Goals Is Easy—Finding Them Later Is the Hard Part

Knowing Where You Are Going 2

Miriello Grafico: Managing Employee Expectations 3

SamataMason: Emulating Client Successes 7

Liska + Associates: Keeping the Big Picture in Sight 11

Rigsby Design: A Constant State of Becoming 15

Section 2: Reputation—Boost or Burden?

Can You Hang Yourself on the Hook You ’ ve Created for Clients to Grab Onto? 19

Cahan & Associates: Putting Your Reputation to Work 20

Landor Associates: How to Defeat Complacency 24

Bull Rodger: Reputation as a Control Factor 28

Michael Schwab Studio: Sticking with a Good Thing 31

PART TWO: MANAGING 35

Section 3: Running a Business That Doesn’t Eat Your Creativity for Lunch

Staying Sharp Creatively and Administratively 36

Gee + Chung Design: Listening to One’s Heart 37

Mirko Ili c Corp: Uncompromising Creative Ideals 42

Sagmeister, Inc.: Find Balance Between Work and Life 46

Terry Marks Design: Seven Postulates for Good Business 50

Section 4: You Can’t Paddle If You’re at the Helm

Building on the Star Quality of Your Good Name 54

Kiku Obata & Company: Taking Turns at the Plate 55

Trickett & Webb: Lots of Small Pyramids 59

Chase Design Group: Delegation, Finally 63

Ted Wright Illustration: Let the Work Do the Talking 67

Section 5: How Not to Art Direct Your Staff to Death

Being a Good Manager and Inspirer at the Same Time 71

Watts Design: Everyone’s an Art Director 72

Fossil, Inc.: Directing Art and Hearts 76

Vrontikis Design Office: The Gentle Leader 80

Willoughby Design Group: Respect, Perspective, and Stepping Away 83

PART THREE: COOPERATING 87

Section 6: Together, Wing to Wing and Oar to Oar

When You Know How Your Business Partner Looks in Pajamas 88

Richardson or Richardson: Dissolving an Office 89

Parham Santana: Together, Day In and Day Out 93

Number 17: How to Stay Best Friends 97

Sayles Graphic Design: Keeping the Business Alive 101

Section 7: Design or Get Out of the Way

How Not to Knock Heads with People Who Are Nearly as Smart as You Are 106

BBK: A Laissez-Faire Partnership 107

AdamsMorioka: Divide and Conquer 112

Pressley Jacobs: a design partnership: Reshaping Management 116

Pentagram: To Each His or Her Own Specialty 120

PART FOUR: GROWING 125

Section 8: Post–Sliced Bread

How to Behave When You ’ re the Latest, Greatest Thing 126

Concrete: Blind Optimism and Success 127

VSA Partners: Leveraging Growth through Notoriety 131

Jennifer Sterling Design: Ignoring Fame Altogether 135

Alexander Isley Inc.: Broadening One’s Base 138

iv INSIDE THE BUSINESS OF GRAPHIC DESIGN

Inside the Business of Graphic Design - Catharine Fishel.pdf

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