Featured Artist Erin Lee

What is your Background?
I like to say that I'm a "classically" trained designer. Essentially, I became a designer a few short years before the advent of personal computers, when design was done primarily by hand, and marking up copy for typesetting was a hugely mathematical process, more so than a creative one. I'm so thankful to have that background. It makes me not take any detail for granted. To this day, I cannot look at type without analyzing and relishing everything about it. It's a gift and a challenge to see the visual world (not just type) in this microscopic way, especially since taking on Web design, a medium that I initially resisted. No matter how one is "trained", however, the creative process (and the creativity one possesses) is the magic spark that continues to make design so meaningful, interesting and wondrous for me. For example, I surprised myself by submitting only my Web work for this forum. There was no question in my mind that I would submit samples solely from my print portfolio, and yet only my Web work managed to find its way here...truly eye-opening! It's not the first time I've wondered from where did that (end product) come?

What is your Technique?
Because I'm so attuned to minute detail, I remind myself to go back to my natural instincts to also see the big picture. Putting the two together...details and how they fit into the whole is a starting point in my design process. A huge component of seeing the big picture includes helping clients define objectives, goals and intent for each design project. Another component is to ensure all participants are considered, not just the client. A great end-user experience, whether they are filling out a form with a pen in a doctor's office, or navigating a site with a mouse in the comfort of their home, is as important as a client's need to impart their information. I try to listen to what "feels" right a bit more than what I "think" is right. Discerning the difference has been hugely beneficial.

What is your involvement with the Guild?
I was a member long ago (with zero participation), then dropped it for several years. I'm a member again, this time participating in events, as well as volunteering my time. In the brief time I've become active, I've met many interesting people and hope to grow our chapter and have it become more active. It's great just being around creative people, even if design never comes up as a topic. It's very energizing to have that sense of community. I'd love to see our chapter filled with creative people of all disciplines and passions.

Do you have a favorite client story?
A couple years after moving to the SF Bay Area, I landed Levi Strauss & Co. as a client. After a few years with them on my client list, I happened to be there one morning, walking on their campus on my way to a meeting. I was carrying a large tube and a portfolio case with some comps, and it just struck me that I was living my dream. It was almost as if I was an art student at the University of Iowa again, and I had somehow come into the future to see myself looking like a successful designer, walking to a client meeting...that client being Levi Strauss & Co., in San Francisco! Kind of a neat moment, even though inside I still felt like an insecure impostor!

Do you have any other thoughts regarding the design industry?
Design, marketing and advertising are irrevocably intertwined. Having worked at advertising agencies when I first started, I turned to graphic design studios in an attempt to turn my back to advertising. But, they are not mutually exclusive. In order to be a better designer, I've really had to turn again and again to marketing and advertising as key components to good design. I'm also trying very hard to make advertising much more useful and informative in our modern times, hoping to give it back its good name. Again, I'm applying the technique of how it benefits ALL participants, not just the agents of advertisement.

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To be considered for the Featured Artist members must be:

• An Active Volunteer

• Approved by the committee chair to whom they report

In the event of a conflict the steering committee will decide.

If you are interested, please contact Anastasia Hockinson for more information.

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Graphic Artists Guild members qualify for special offers from the ADBASE Online Custom List Service. Call them toll-free at 1-877-500-0057 to find out what is currently available and what ADBASE can do for you.