AIGA : Process of Progress - Todd Purgason

Client: AIGA
Studio: MetaJive
Role: Art Direction & Design, Lettering, UI
Collaborators: Dave Benton - Creative Direction 

Todd Purgason became a 'design celebrity' when web design and Adobe Macromedia Flash web sites were initially exploding. He would go on to start JUXT Interactive, recruit top talent to his studio, and win prestigious design awards. He has been featured in every design publication, worked with the biggest clients, and conceived and built the most ambitious sites and digital experiences. A studio doesn't reach that level by settling for mediocre work, and Todd made a point of not compromising on the quality of the studio's designs. While this may sound great in theory, from designers it required a tireless work ethic, as well as empathy, patience, curiosity, objectivity, drive, a critical eye, and sleep deprivation (sometimes) to get to the finish line. Getting to work with Todd was a turning point in my career and I wanted to capture his intensity in the design for his AIGA presentation. The typography is meant to look 80% finished — still being honed. We're tracking the internal monologue of a designer while going through the process of improving his work. "The Process of Progress" type was inspired by Darren Newman. 

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