Thanks to Mohawk for working with us on putting together a great event... From the Show 7 to Sean, Eric and Michael inspiring us with what inspires them, to a great atmosphere at Skirball, cocktails and apps! Looking forward to a fantastic evening!

PS Dress warm for the cool Cali night! We'll have an outdoor area with heatlamps for socializing while you enjoy the show, food, drinks...

I think "Design What You Love" is an overly broad topic for these talented speakers. The title seems to intentionally prevent any kind of real discussion about the issues facing designers today.

Paul, to your comment, I'd just like to say that having dealt with a range of clients over my 17 year career, I'd love to hone in on the idea of "designing what I love" more so than just designing to keep the business afloat... I think many of us are looking to uncover that illusive chemistry that enables us to produce intelligent, beautiful and disarmingly memorable work... with clients who are able and willing risk takers. I'm confident this panel will illuminate! ; )

Paul, as a member or potential member, what type of topic would you like to see in an event like this?

The idea that design is all about serving a client or solving a problem is true, but ideally, love should be in the equation. Inevitably, the human touch will shape any solution no matter how much market research and strategic objectives one has to address. So how about putting some love into it? (And joy while we are at it!)

To do what one loves is a privilege that few get to enjoy in professional practice. I look forward to hearing more from these speakers about the vision, risks and commitment that it takes.

Those who have a clear understanding of who they are and what really matters to them seem to add certain brilliance to what otherwise could be mere practical business solutions. Many successful businesspeople in other professional fields create products and services that are driven by passion, which does not preclude them from meeting market needs and serving commerce and society.

By the way, this subject has provided space for discussion for as long as I can remember.

I think pursuing your passion while trying to solve client problems can make for great design (as long as you're not forcing square client problems into round holes). I certainly feel that both those factors are at play in the new typeface I'll be previewing on Thursday.

Forget the naysayers. "Design What You Love" was a joy to attend. Thank you Michael, Eric & Sean for a wonderful presentation. Once again, AIGA reminds me why I love design so much.

Thank you, all, for this event. The last time I heard Mr. Vanderbyl speak was about 20 years ago, when I was finishing college and full of ideals. It was very inspirational for me (older and wiser but possibly more cynical) to see that his work is as fresh and new now as it was then when it had defined so much of design of that period. And I believe that has much to do with his actual love of design, constantly renewing, far more than experience and knowledge.



I believe that in this business, over time, we learn how to do our jobs better, but can forget why, due to the various pressures that can come with trying to create art for other people. To notice often, the core of what we love about design and what we do, is essential to staying fresh in this industry through the long life of our careers. Thank you Mr. Vanderbyl, Mr. Heiman and Mr. Adams for that reminder.

First, to Michael, Eric and Sean - thank you so much for taking the time in speaking with us about your own passions, experience and suggestions when it comes to merging love and graphic design. During and after the show, I was just brimming with ideas of personal projects I wanted to tackle or to hopefully integrate my own passion into my current workplace (sigh). I almost think we need these discussions regularly to keep designers in "check" of why are we doing this..? Or how much closer can we get to designing and appreciating what we really love? It's amazing while most of us don't know each other, that we share the same sentiment and yearning to design solutions that we appreciate.

Second, I do have a question - and I hope all 3 of you will have time to post your thoughts: During the wknds, I often am doing freelance and/or pro-bono, non-profit projects outside my regular work week. While doing these projects usually give me more creative freedom and typically I love doing, they can totally drain my energy. They are often are hard to turn them away, but most of all they are free (which truthfully can be hard). I get good referrals, yet it's so hard to say "no" to an opportunity. So just how much freelance/pro-bono work are you willing to take on (or do you at all)? Is there a limit or standard before you say, that's enough? Or is this the right path to starting your own business and clientele?

Thank you.

Always great to hear what Mr. Vanderbyl has to say. I loved the reference about telling his client to paint his building pink to get it noticed. Well done.

To Irene:

Pro bono work can be tricky. You need to ask yourself if it's a project you really believe in and want to donate hard cash to(which you really are doing), or if you're the only part of the project not getting paid. Is the printer being paid, the paper purchased, the copywriter paid? If you're the only one in the mix donating, then you're being undervalued and expoited. And that makes the job harder for every other designer to make a living.

I remember a story about a country doctor in the depression who charged his patients every time. Whether they could pay in small amounts of cash, or chickens. Without an exchange of some kind, the patient lost respect for the doctor and would devalue his services. The patient would also lose respect for himself.

I would suggest the following:
1. If you are going to do pro-bono work, get reimbursed in some fashion every time (in kind donation, exchange for product or services, cash for the production costs, etc).

2. Choose one organization and do pro bono work for them only. You are not a charity. At AdamsMorioka, we give financially to several organizations, but we only do design work for AIGA.

3. Would your time and creative energies be better spent doing your own personal projects? I'm sure they would highlight your talents very well, and work just as well if not better for new business.

It's a real gift to be able to see the value of giving back, but it's a slippery slope to being exploited. Your creative gifts are rare and you deserve to be comepensated.

best of luck.

Dear Sean,

Wow, thank you so much for responding and for your various insights. You nailed a lot of my own [dreaded] intuitions when it came to donating time for graphic design services. I've come to the point where I probably will start turning away most of them just because it's "charitable" thing to do, or when my friends ask for such favors. It is frustrating thinking that as designers, we have gone through professional school, training and I'm sure blood/guts/tears to get where we are.. and then to feel exploited or worse, the work not be appreciated..? I've had both - where the client gave no credit or knocked off the work to not ever hearing from them ever again.. (yes, my fault for not having a contract.. but who would have thought one would need contracts to CYA for pro-bono work??) so I feel like the efforts were obviously taken for granted and manipulated. And I've heard fellow designers whose efforts were also exploited or stolen from non-profits.. it's incredulous. You also brought another great point - I've done newsletters, identity systems for non-profits... they obviously would pay in full to the vendors but only offer a partial stipend to me. That's totally not cool. As someone who hopes to have her own studio someday, I totally agree with your sentiments and am going to try to focus on those personal projects - where they will have far more rewarding results.

(Projects that we love, of course)