Concept to
finished asset
Every concept and every finished asset was mine to make. Today I design and build software systems.
Four kinds of problem. Each one opens with the piece I led with and what I was deciding while I made it.
01
A collaboration
The collaborator carries the attention, so the design stays quiet and the product still has to read.
The lockup sits above the frame and nothing competes with it. The type stays out of the way and the suit still reads at thumb size.
02
Selling the same sale again
The discount does not change and the audience has already seen it, so what changes is how it arrives.
This one ran after the same discount had already been out. The offer takes the top of the frame and the product carries everything below it.
03
Someone else saying it
The piece has to follow that quote with something real or the borrowed line is all it has.
The quote runs first and the product follows it. I set the masthead small so it reads as a citation.
04
Introducing the thing itself
The photograph and the copy have to make the product the reason on their own.
The copy names what the suit does. The photograph carries the rest.
What carried over
The tools changed and the constraint did not move. Production got cheap. Deciding what to make and shipping it on the day I said did not.
It is the same job. It used to be a slot to fill. Now it is a product and a release date, and I write the code as well, so the deciding and the building are both mine.