Sublime

“Without us, you don’t have access to culture.”

of type you’d see in magazines, anything that might look familiar to people. The goal, always, was real-world references. I was from suburban Philadelphia, so I named the fonts after stops on the Paoli Local—so Rosemont, Paoli, Ardmore, Overbrook. Steve thought city names were fine, but he asked why would we pick these little cities that nobody had

The design firm has to be able to make the right choices around what’s going to be the most critical thing that will break through to consumers to build that relationship—that familiarity yet distinctiveness that connects with consumers.

Branding leads to an ownership, one that has a touchy-feely aspect to it. Advertising is more distant.

If I had to represent my career visually, it would look like a constellation—a line, interrupted occasionally by bursts of energy that slightly or dramatically shift the direction of the path. Finding design was one of these bursts—an ah-ha moment, reaffirming all the decisions I had made up to that point.

“Design gives people the ability to be one with the consumer culture—to be anthropologists and sociologists and deeply understand the myriad of cultures around them. It has a set of tools and methods that can guide us towards a much better way of doing things.”

It makes sense that social media is so popular if a common denominator of so much of our behavior is connection.