Here are 10 valuable and some funny lessons we’ve learned over the past two decades, that stick with us everyday:
1. Start with Paper.
Every great idea starts with a pencil and a blank sheet. Sketching by hand strips away distraction and focuses your thinking. It’s fast, free, and the best way to explore ideas before the pixels fly. There have been countless times we have scanned in the sketch to get the project just perfect.
2. Clarity is King.
If people don’t get it in three seconds, they won’t get it at all. Design is problem-solving, and the clearest solution always wins – whether it’s a billboard or a brand book. We like to employ the “Rule of Three” to help boil down concepts.
3. Mind the Margins.
Margins are like spaces in conversation. Too little, and things feel crammed. Too much, and you lose structure. The difference between amateur and professional often comes down to a well-balanced layout.
4. Anything Can Be a Brand.
The logo doesn’t have to be perfect. With the right voice, visuals, and values, you can build a brand around anything. Find an appealing hook and grab attention.
5. Kill the Swoosh.
Unless you’re Nike (and you’re not), avoid generic swooshes and arcs. A good logo should be original, memorable, and you. Start fresh, not cliché.
6. Leave the Flag Alone.
Red, white, and blue are powerful – because they’re patriotic. Unless that’s the goal, steer clear. Design with intention, not default settings. Colors determine mood and value your brand projects.
7. Revisions Are Progress.
Revisions don’t mean failure; they mean forward motion. Each round is a step closer to the goal – and a chance to make the work even stronger.
8. Collaboration is Everything.
People may not always know how to get there, but they know what they want. Your job is to listen, translate, and help bring their vision to life – together.
9. Make Friends, Not Clients.
The best projects come from real relationships. Be approachable, listen, teach, and treat every client like a creative partner, not a transaction.
10. Stay Flexible.
Trends change. Teams change. Tools change. The only constant is change itself. Be open. Be adaptable. That’s how you stay in business – and stay inspired – for 23 years and counting.