High-energy, charismatic and smart, Dana Arnett is like the lead singer in the thinking man's hair band. But the hard-rocking persona is coupled with a hard-working ethic: as the 'A' of VSA Partners, he's won virtually every award that can be bestowed upon him and is one of the only graphic designers with certified superstar status. Back in Chicago after a weekend in Eastern Texas as the keynote speaker of a conference called "Design in the Fast Lane," Arnett speaks with Alissa Walker about being one of the only creatives who can claim to have Harleys both in his garage and in his portfolio.

What did you work on today?

My diet...a new year's resolution. Professionally speaking, I'm in the middle of working on a new customer lifestyle brand for Harley-Davidson.

What's the secret to holding on to Harley all these years?

We service the daylights out of this piece of business. In my experience, I've found that keeping business is more challenging than winning business. In essence, you have to stay fresh, committed and humble when servicing a long-term client relationship. It helps that both Harley and VSA began our working relationship under similar circumstances. Our company was establishing itself and Harley-Davidson was re-establishing itself...so you could say we've grown up together. That dynamic alone has helped to ground our relationship with an important sense of trust and obligation.

You just spoke at a conference in Texas called "Design in the Fast Lane" where the schedule said you described your "view from the top." What did you see?

I see opportunity. While in Texas, I spent a lot of time discussing design's role in bringing clarity and authenticity to a "media rich world". Just as the dot com era gave design a new seat at the table, so does our current world of choice. If we use design as a lever to differentiate and provide context, it will flourish as it should. Look at Target, GE, Apple and others...they're embracing design and innovation as a tangible benefit for their customers. That in and of itself will get design out of the commuter lane.

How often do you cut your hair?

Nose hair or scalp?

Which celebrity do people say you look like?

I had a couple once stop me in an airport and ask if I was the famed recording artist Yanni...you can probably guess how I felt about that.

You once did a presentation called "The Seven Deadly Sins of Design." Have you come across the eighth yet?

Divorce...which, thankfully, I'm not.

Good, because we saw your house on HGTV and it looks really cool. What's this about a hidden passageway to a motorcycle garage?

My wife calls it the "bat cave." I can go in there, put on the costume, figure out the plan and ride off.

Why Chicago?

I suppose one who designs and lives here can identify with the historic slogan, "Chicago. The city that works." That adage fits pretty nicely with my opinion and approach to practicing design.

What's exciting about design right now?

To my earlier point, and thanks in part to folks like Target, the world is talking about design. It's become a conversation again versus a ubiquitous word. People are beginning to sort out how design fits in and plays a role in making their life better. I never thought I'd see the day where entire magazines or 60 second television spots were devoted to the virtues of great design. It's exciting to be practicing in world that is ready for us.

Any particular reason why you've been depicted as Jesus in a recent promotional piece?

Must be Sean Adams' fascination with men wearing robes and sandals.

What would Dana do?

Lead a few clients and gullible people to the promised land, of course.

Dana Arnett will elaborate on that answer, and the wisdom of the ages, on February 22 at MOCA Grand Avenue. Register and learn more about What Would Dana Do? here.

Alissa Walker is editor of the design blog UnBeige.