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The role of the designer is that of a good, thoughtful host anticipating the needs of his guests.
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Charles EamesIn 2012 I was working for a congressional campaign, filling what felt like a hundred different roles. I learned a lot on that campaign, but no lesson stuck more than this: never assume; anticipate.
Design is all about solving problems, and the best way to solve problems is to anticipate them and plan for them.
12 years later, with nearly 20 years working in strategic communication, design, and politics, I’ve absorbed a lot of life lessons, professional education, and technical tidbits.
Of these, three key things stand out more than any others: values matter; relationships matter; and details matter.
Values matter.
As a self-taught designer, I value curiosity, humility, and determination. Beyond my own values, however, my client’s values and principles inform my work more than anything else. The way we feel about the people, places, and things around us will change. How we think about any number of issues will evolve. Why we believe what we believe, however, remains more-or-less constant throughout our lives.
For design solutions to truly reflect my clients, I need to know what they value, and why it matters to them. Leading with values ensures design choices are principled and ensures the work is a viable solution that stands the test of time.
Relationships matter.
My first job out of college at 21 years old was in the White House serving the President of the United States. I got that job and every other one I’ve had as a result of relationships I’ve spent time cultivating. Throughout my career, I’ve nurtured those relationships, built networks from them, and relied on them in good times and bad.
Focusing on people — learning about them, listening to them, and building work around them — has led to fulfilling work and lifelong friendships. I’ve been fortunate to build relationships with some of the best designers, photographers, videographers, event planners, production houses, and vendors in the business. Their advice and guidance has resulted in some pretty amazing work and even happier clients.
Details matter.
When I was a kid, my grandmother would pay me a few bucks to dust her furniture. She would inspect my work afterwards, commending a job well done and pointing out areas I’d missed. With a dust rag and some Pledge, she instilled in me an appreciation for detail that carried over into nearly every aspect of my life. That’s why I try to ensure the back end of my design files are tidy. It’s why I test print color codes so many times. And it’s why I try so hard to get the nuances of a brand pitch just right.
In the grand scheme of things, people probably won’t care that I gave them all the file formats they didn’t know they needed or that I got down to pixel level ensuring proper alignment. But I’ll know, and they’ll know they’re getting the best quality product I can give them.
Values. Relationships. Details. There are many others, but for me, those three have defined my career.
Anyone can learn Illustrator or InDesign. I did. Anyone can read books on color theory or the principles of design or any number of other design topics. I do. What sets designers apart is the ability to anticipate challenges, plan for them accordingly, and take our clients along with us every step of the way.
At the end of the day, design is more than just logos and colors. It’s more than typography. It’s a feeling. It’s what people say about you when you’re not in the room. It’s ensuring your clients have the best possible experience, knowing the best design is that which people barely even notice. That’s just being a good host.