IDEAS, WORDS AND PICTURES An interview with Bruce Crocker of Modernista!
Recently, Dave and I had the good fortune to host Bruce Crocker, of Modernista!, Boston. We knew immediately upon picking up our guest from the airport that it would be a fun visit when he cleverly misheard Buckhead as Butthead. Biting wit and hilarious anecdotes aside, though, Bruce had plenty of sincere words of advice for young designers, regarding what it takes to be successful in a field that is undergoing some massive changes. We sat down at PC and had the following discussion:
PC: You say “Good design is a given,” and you speak about the 2% of designers who separate themselves from the pack. Can you elaborate?
BC: The 2% is the holy grail, that nugget, the true art coming out. Young designers need to consider how that art translates into making a living.
It is no longer good enough to be good; the bar has been raised. A great portfolio is just the starting point.
The difference between human and chimp DNA is just 2%. And the difference between most designers and the 2% who stand apart lies in the collecting of stories, one's heritage and experiences. This is where the good stuff comes from, and to me what makes a designer unique and valuable.
PC: At Portfolio Center, we focus on the importance of good storytelling. How does that play into your work at Modernista?
BC: Stories connect us all together; it’s the basis of communication.
Good storytelling requires the willingness to reach inside of yourself and rip out your soul and examine it three-dimensionally, to then reinterpret it for others. Good storytelling is the verbalization of experiences that are often unexplainable and difficult to tell.
What makes us special, as communicators, is our specific collection of stories, rather than any single personal story. New ideas come from unique arrangements and combinations of our collected stories. Our mental library of experience is our number one communication tool. And it is the only true factor that makes us unique from one another.
Individual stories can be relatable from person to person but every experience is unique.
PC: At first glance, many of us at PC considered Modernista an advertising agency? What is your perception?
BC: We all have an interest in looking at the world horizontally and would rather not define Modernista in traditional terms. We are all individuals, with different interpretations of the things around us. Everyone is entitled to their own interpretation. We encourage our employees to be themselves. The commonality lies in a similar work ethic and the pursuit of doing something better.
We’re definitely all drinking something, you know? It’s not Kool-Aid, but definitely something. In other words, we believe in our collective strength.
PC: Modernista has received a lot of attention for its big projects like the redesign of Businessweek, but you have done some impressive philanthropic work as well. Can you talk a bit about that?
BC: It's about balancing "the big projects" to take on others we really believe in on a more personal level. Without economic balance, it would be harder to do work with organizations like GoodSports, Stop Handgun Violence, and the Animal Rescue League. It is a real compliment for such organizations to seek us out which fuels our enthusiasm.
PC: What do you look for in a portfolio? Any advice for us recent grads?
BC: I look for that 2% I mentioned. But students need a plan of attack. You need to consider how to transition from the academic world to that of commerce and capitalism. It’s the difference between paying someone, like a school, for you to do something and having someone, like an employer, pay you. To best present yourself, you need to know how to quickly become economically productive.
At Modernista, we try to put work on the table that looks like the best work you're doing, uncompromised, worked to the bone, and positioned for greatness. Ideally, you want to find a job environment where that is the expectation.
And we hire people who are engaged in problem solving. We are kind of like a bunch of art-driven psychos, trying to make meaningful discoveries.
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.
