His design process was simple but still inspiring. Even his beginnings to finding how he wanted to be a designer seemed like it just feel into place, as a kid there was just a Logo that changed his life. The Clark logo’s L is lifting the A. It was a little moment of pleasure and delight in a logo and it inspired him to become a designer.
He explains how making people happy can sell a product. The sales of a nut company went up when he helped create a cute and unique design for the company. People were happy about getting nuts in boxes. You can ruin things with graphic design as well. His example was a Florida ballot from the Bush v. Gore election. His rebranding for Saks Fifth remade the brand without changing the logo too much, but just by exploring how you can see it.
His designs for an old church in New York were able to make old feel knew by accentuating the old. “Refresh thy homepage.” They used humor and made it stand out by using an old font in a new context. “Collect what you receive”. The “Though shalt not poop” dog sign became the most photographed sign in NY.
He teaches how you often need to just shut up and listen and you can find a design.
An example is from the, MAD, museum of art and design. He finally listened and came up with a better design.
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