31:47 - 34:25
2m 38s
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.
Video Transcript
Related Clips
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.
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.
Arnold talks to Grandpa Phil about his declining academic performance and his lack of enthusiasm for his dream of getting a grade school diploma. When Grandpa Phil seems to give up, Arnold gets to the root of the issue and finds out that Grandpa Phil is scared that he'll fail. Arnold inspires Grandpa to continue pursuing his dream and helps him study to achieve it.