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 method of getting ideas for designs: sketching and being in a "state of play." She then describes how they're using the geometry of the map of Pier 55 to design their logo.

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.

Paula Scher describes her journey into design, specifically typography. She states that she had strong quantitative reasoning and went to art classes in high school instead of attending football games. She was also influenced by contemporary culture such as record album covers.