Where did the time go? Four studios, one marriage, two children, dozens of employees, hundreds of clients, thousands of jobs, hundreds of thousands of pages designed, millions of dollars in fees. During that time, add a complete revolution in the business of design, how we design, and even what we design.
What have I learned? Here’s what I trust—I still enjoy coming to work every day, working with clients, getting lost in the “zone“ of creativity. I like writing, using typography, photography, and illustration to tell a story. Moving people with the works we produce. After years of teaching at American University, at industry shows, and in custom presentations for associations around the country, I think there are some things I want to say.
Forty years is a long run for a design studio. AURAS has lasted because the initial premises of its success are still relevant—be the best at what you do and have the best time you can while doing it. Loyal clients, learning new skills, taking advantage of opportunities when they come along, and clarity about what makes you happy are the ingredients for success—at least as far as I am concerned.
I just might be the only graphic designer in Washington, D.C. that has choreographed and staged a professional modern dance concert. AURAS is certainly the only design studio that has designed and produced a hardcover cookbook of original recipes. I have bought and built two design studios, and as a collateral benefit helped in the revival of two neighborhoods. AURAS started a magazine for magazine professionals and for two years tried to make it work during the Great Recession (oops, bad timing.) We still have 8 great issues, that even after 10 years, have a lot of interesting, valuable content.
So, I still have some interesting stories to tell, some opinions to share, and the inevitable grouching that comes from seeing things in the rear-view mirror (or is it the backup camera?)
As time has gone by I have gotten used to the fallen stature of the art director and designer in the publishing industry and the lack of daring concepts. I have accepted the inevitable decline in the quality of craftsmanship in the production of editorial content from typography to photo-retouching to basic editorial standards. The entire magazine industry is in a constant state of flux.
Change produces opportunity. New things to learn, new challenges to overcome. I spent the COVID year trying to understand WordPress the way I know InDesign. With a lot of help, AURAS launched a ground-up website redesign last October, and you’re on it, so take a look around. I am repurposing old content for new audiences.
Forty Essays for Forty Years is my self-imposed challenge to tell interesting stories, present my perspective to insiders in the industry, and relate some of the things I have found valuable. The challenge isn’t writing forty essays. The challenge is keeping it entertaining. I feel certain you’ll let me know what you really think.
