Graphic design savant Katie Cadwell reminds us that it’s a privilege to be able to say no to specific projects or clients. She spotlights the precarious balance between the relentless drive of creativity and the stark realities of the commercial world, saying that it is indeed a luxury to be able to lean towards personal passion rather than being entirely profit-driven.
Her professional journey has been shaped significantly by representations of her design heroes – Mevis & Van Deursen, Jan van Toorn, and Experimental Jetset. She believes the best design work is born from collaborations with clients whose focus isn’t simply profit, but those who value storytelling through innovative design. This mindset has led her to continuously stitch her distinctive perspective into her work.
However, Cadwell acknowledges the dilemma faced by many designers – should they commit to the more lucrative arena of brand identity and digital user experience, or follow a more culturally enriched path?
‘Striking a balance in graphic design: profit versus passion’
Should they seek safety in what is known and tested, or venture into the unknown, embarking on a journey of personal and cultural discovery?
Offering a compromise, Cadwell, the co-founder of Lucky Dip, proposes a 70/30 model: 70% of effort directed towards profit-driven tasks and 30% towards projects that benefit society. She emphasizes the importance of networking and nurturing relationships while also advocating for a strong sense of social responsibility amidst the constant chase for profits.
Cadwell maintains that there’s no shame in accepting work purely to meet financial obligations, but urges designers to always strive for work that aligns with personal values and aspirations. She underscores the importance personal boundaries, encouraging designers to stand firm on their principles and not to abandon core values in pursuit of success.
The key to a satisfied and successful career, according to Cadwell, is striking a balance between commercial demands and cultural aspirations, without compromising on the quality of work and personal values. The focus for conscientious designers should be on paving the way for ethical design practices, rather than seeking short-term gains at the expense of integrity and satisfaction.
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