Russel Quadros // January 20, 2012

Rounding Out a Dozen

It’s exciting to join a team I’ve long admired and respected. Yes, I’m the newest member, an even number 12 to be exact. How I got here is really a cliché of things just falling into place. Late last year I found myself at a turning point in my career, where I had to find a new job and figure out what path would help me grow in new ways. After a short but hectic job search, I got to chat with Carl, who let me know that the company was growing, they needed expanded capabilities and that there was a place for me. Seeing that I’ve been friends with the company and team for years, it was an opportunity I couldn’t pass up.

Prior to starting at nGen, I spent my entire full-time career dedicated to one full-service branding & advertising agency—a solid 12-year stint, working up from a Jr. Art Director to VP/Design Director, enjoying all the highs and lows that the industry and economy had to offer. During that time I wore a lot of hats and picked up a variety of skills … the main one I left with being laser-focused on visual branding—which landed me at nGen as “Concept & Executioner.”

So what’s with my title?

I get to make up my own title! So I know what you’re asking yourself, “Why didn’t I call myself ‘Super Awesome Majestic Design King Of All That Is Amazing And Glorious’” … well, for starters, it’s too long. :-) But seriously, I found that given the chance to give myself my own title, I was stumped beyond belief. As a designer, I know my skills and what I’m capable of, but how do you sum it up in a couple of words? There are tons of Art Directors, Senior Designers, etc., out there … but their titles don’t necessarily reflect who they are or what they really do. So needless to say, it wasn’t about coming up with a cool name, but instead a little introspection.

Sooooo, again, what’s with my title?

Like a lot of designers, I’m a little OCD when it comes to design. Not just the practice of crafting and creating, but more so the process that leads up to it. At a time where design struggles with being considered a commodity, it’s crucial to me that we place more emphasis on unique solutions that tell an honest story. Not just creating a logo, a website, a package, but instead understanding the challenge a client faces and producing ideas to rival the issue. The beauty of being a designer is that you can immerse yourself in your client’s business and industry. I equate it to being a method actor, molding your perception to that of the audience you’re trying to reach. That kind of research and understanding is what really inspires good ideas and produces work that fits the client’s brand. From there, the creating comes naturally. And I’ll always be a designer—a maker of things—but how I achieve those things is only half the story. So, that process, in its simplest form, is “Concept & Execution.”

Now what?

Now it’s about living up to the hype. Getting the job is one thing. Keeping it is another. I guess that’s where I can really even things out.