Interview with 2009 AIGA Fellow Margo Chase

Since founding Chase Design Group in 1986, Margo has consistently produced award-winning work in many areas of design. Recognized worldwide for her skill with custom typography and identity development, Margo is dedicated to creating success for her clients. Initially trained in biology, she discovered graphic design in graduate school and was quickly hooked. Over the past 20 years, regarded as a rare creative talent, Margo's landmark identity design has gained international recognition. Building on early successes in the music business designing packaging for artists Madonna, Cher, Prince, Bonnie Raitt and others, her studio's dynamic, award winning style can now be seen in work for a long roster of prestigious clients including Procter & Gamble, Belkin, Cartoon Network, Mattel, Nike, Reebok, Starbucks, Target, The WB Television Network, Virgin Records, and Warner Bros. Records.

SA: Margo, you've been an active part of the southern California design community for a long time. You've certainly earned the AIGA Fellow award. I'm sure many people don't realize how much you've given to AIGA over the years. I even remember representing Los Angeles with you at a retreat in Kansas City. Were you surprised by the award? What does it mean to you to receive this award?

MC: I have to admit that I wasn't aware that there was a fellows award until I heard I was a recipient. I am surprised, and now that I know a bit more about it, honored to receive it!

SA: I'm sitting at my desk watching the most incredible sunset right now. Only in LA. We've always been at the forefront of so many design fields here. What is it, for you, that makes Los Angeles a special place, and how does it impact your work?

MC: Southern California is home to me. I was born here. I've taken its wonderful weather, relaxed lifestyle and inspiring diversity a bit for granted over the years but I know it's had a strong influence on my work and attitudes about life. I think the best thing about Los Angeles is its "no rules" freedom of expression. I think that's had a powerful impact on my thinking. It makes me question everything - especially authority - and I think that's a wonderful place for a designer to live.

SA: Watching the news everyday can be pretty daunting. It's rough out there. What advice would you give to a designer who is concerned about our economy and the ability to make a living.

MC: I know the economy is making it really tough for new designers to find good jobs right away. It wasn't easy when I was first starting either. I did a whole string of menial jobs to make ends meet. The best advice I can give is to be patient and keep at it. If you can't find the ideal job right away, remember that all work experience is valuable for a designer. We all need to know about life as well as design to be good at what we do.

SA: Great point, that's why you're a Fellow, so wise. These days, what is your obsession?

MC: There are many aspects of what I do everyday that interest me and they're always evolving. The things that are most challenging are usually the things that make me want to get up in the morning. There are many moments when I feel like I don't know what I'm doing. They scare me a bit but they also make my job exciting and challenging. I'm always trying to figure out a better way to do things. If I ever get to the point where I think I have it all figured out, I'll probably quit out of boredom!

SA: Is being a famous designer everything it's cracked up to be?

MC: Yes and no. Being famous gives me more authority among my peers and with clients who understand design. I also get invited to speak in public about design, which I love. But fame doesn't usually extend beyond the design field so many clients are unaware that I've ever won an award - and probably wouldn't be too impressed if they did. And contrary to popular opinion, design fame doesn't at all guarantee financial success. Famous designers have to work just as hard as everyone else for that!

SA: Everyone else has spilled the beans on the following. Now it's your turn, please name your:

1. Favorite LA restaurant:
MC: Blair's in Silverlake

2. Best place to get inspired:
MC: Flying upside down 2500 feet off the ground

3. Book on your nightstand right now:
MC: Windswept by Marq de Villiers

4. Car:
MC: 1970 Mercedes 280 SL

5. How do you spend a typical Wednesday night:
MC: Doing laundry

6. Favorite place to buy clothes:
MC: Barneys