Sarah Sears established S Design, Inc., in March of 1994. Cara Robb is a designer at S Design and a graduate of the Portfolio Center. The firm has won over twenty-eight awards from the ADDY’s, including Sarah’s special judges’ ADDY’s Best of Show for Print Collateral. S Design is Oklahoma’s number one graphic design firm, representing Oklahoma’s premiere healthcare organizations, oil and gas companies, law firms, state departments, and community events.
John: What prompted you to start S Design?
Sarah: When I got to Oklahoma City, there was only one small design company, a dozen advertising agencies. and a ton of freelancers. My dad, who’s a CPA, said, "Why don’t you start a design agency, now? It will be really rough for the next ten years, but when you are established, you could be 'It' for Oklahoma City." So I started S Design.
John: It seems that, early on, a big part of getting S Design up and running was doing non-profit work. How did you get your original non-profit work?
Sarah: My mom is an artist, and I had danced with Ballet Oklahoma, so I loved the concerts and art openings and started talking to people. I did some small projects for arts groups and got on a few committees. We started doing a newsletter for the Art Council on a small budget. Suddenly, about 95% of my work was non-profit. I think it is one of the best ways to get good work out there and impact your community, although you bill less than your actual time.
John: How did your for-profit work take off?
Sarah: We got work through companies' internal marketing departments, usually their overflow. Ultimately word of mouth was huge. People started hearing that we were smart, did beautiful work, and always delivered on time, and it spread from that. Results speak, also. You’d have a client come in and ask for a logo only. The power one mark can have is amazing. They would see how effective the mark was in their business and would come back asking for a whole corporate identity system. It’s all about branding.
John: What are some key concepts in branding? What do Portfolio Center students need to know?
Cara: One thing about branding is that people in business really do not understand it, and they stall on the term. We often have to explain it to them using terms they are more familiar with. We talk to them about their culture. We talk about practical applications. The most complicated thing about branding is remaining consistent while being exciting and fresh.
Sarah: You have to know what someone’s business is all about. Branding is always supposed to be a reflection of who and what a company is--a representation of the end product or service. With non-profits you are branding their cause. The world is changing every day. You must have a plan, and the brand must be able to adapt.
John: With your non-profit work, and your community and education involvement, you have given a lot back to the community. What responsibility do you see designers having regarding society in general?
Sarah: Designers can contribute to and be a part of their community. With our non-profit work we often contribute half of our service. In a small community a designer’s impact can be appreciated immediately. We make a big difference where we live; people know who we are.
Cara: Working at a place that reflects your values and interests is important. When you work at a small firm, you have a voice. You can say no, I don’t want to do that; it does not resonate with me, or it goes against my values. There is a freedom in that.
Sarah: We helped develop a public service campaign about 911 and the need for cell phones to be equipped with GPS technology so that callers who are unable to give their locations can be located. Our efforts paid off and a cell phone tax was passed to raise funds for this issue--and this is in Oklahoma where people really don’t want any new taxes.
John: That’s really great. I think a lot of students at PC would be very glad to hear about that type of possible change. Cara, I want to shift now and ask you some questions about your PC experience. What is your perspective on how well PC grads are prepared for design?
Cara: I came to school to learn how to think, and that is what the Portfolio Center does so well. I see so many from other schools who can’t do that.
John: Was there a teacher or class at the Portfolio Center that particularly inspired you?
Cara: I worked with Hank, and he and I are close personal friends. The experience of being around him, and seeing how people respond to his energy is inspiring. He is a great relationship person. Also, I had Melissa Kuperminc, who was my grad advisor. She understood what I was trying to say and taught me a lot about how to communicate that to others.
John : What was your job search like after PC?
Cara: I showed my book to five firms and got offers at three.
John: Wow. I know you went with the firm in San Antonio, another smaller market?
Cara: Yes. It made a big difference. In San Antonio, they might see a book like mine once every four years. In New York, they might see one like it five times a day.
John: Right out of school in San Antonio you got to work for some major clients, right?
Cara: Yes. I got to work for the National Juvenile Diabetes Foundation, and I got to work for Dr. Palmaz, the inventor of the heart stent. He said, “Hey, I am going to buy a vineyard. Would you design everything for me?" I did everything. I got major opportunities there, partly because I did not go to a larger market, saturated with designers.
John: I know you are a marksman. Do you see any parallels between shooting and design?
Cara: (laughing) Yes. You have to have a target and hit it.
John: Anything on the creative process?
Cara: It is a big part of simply making things work. If you take yourself through the steps of your process, the answers will reveal themselves to you. Buckminster Fuller said, "When it comes to solving a problem, I don’t think about beauty. If the solution does not end up being beautiful, then that is another thing."
Sara: I asked a client of ours what our greatest strength was. As a designer you expect them to say "creativity" or "sense of design," but our client said, “Your greatest strength is your deep understanding of our business and your intuition to discover the solutions we need.”
John: That’s really a great compliment.
Sarah: It’s a very satisfying one.
Portfolio Center students share a strong desire to communicate ideas, the willingness to let go of preconceived notions, and the compulsion to learn new ways of thinking. These qualities are fostered by the school’s constant stream of industry bigwigs, who bring their varied and colorful perspectives from all over the country. These creatives, who are always generous with their time and energy, tend to hang out with students, conducting informal workshops and continuing the day’s discussions over dinner. Often, what results are provocative interviews—written, shot, and designed by PC students.
