Paula describes how she gets inspiration and ideas for her work: by collaborating with her team. She describes the project they're working on for the theatre and provides feedback on a colleague's work.

Paula describes her plan when approaching work with a client: it's both strategic and intuitive. The strategic part is getting information from the client: she wants to understand why they look the way they look. She also mentions that the hard part in working with clients can be to get buy-in from all stakeholders. She provides example of the Citibank merger with Travelers insurance group in which they designed the logo relatively quickly but took years to persuade all of the stakeholders to use the logo.

Paula describes a design project with the Public Theater in New York and her process for designing a logo that is representative of the theater's history and identity. She discusses the importance of typography and illustrates how different styles of typography can affect our feelings towards the logo.

Paula describes her process for rebuilding community in Rockaway Beach after the impact of Hurricane Sandy in New York. She explains how the signs were used to emotionally connect the community.

Paula describes how to manage presentations to clients, as the clients will have different expectations and rebuttals during the meeting. She expresses the importance of getting to a consensus.