A new year, a new designer to take our “Center Stage.” For this month’s featured member, we chose Jackson, Florida based designer superstar, Kendrick Kidd. As art director of The Robin Shepherd Group by day, and as successful freelance designer by night, Kendrick has distinguished himself as a creative to watch.
Tell us a little bit about yourself, your background and your work.
My name is Kendrick Kidd, and I currently live and work out of Florida. I studied Graphic design/Advertising at the University of North Florida and I’ve had a day-job for the last 12 years at Shepherd, an ad agency in Jacksonville. During my off hours I do a fair amount of freelance work for various brands and publications. About half of my work involves traditional layout and print design, and the other half is rooted in packaging, branding and illustration.
What would be a dream project or who would be a dream client for you?
My wish list of client work is pretty long, it’s hard to pin it down to just one. But if I had to choose, I’d love to work with Target someday on an illustration project. Stye-wise I’ve seen a ton of variety in their consumer pieces, but they always manage to stay true to their brand not an easy task for any company, but especially one that size. That, and they seem like fun people to work for.
What works are you most proud of? Could you tell me about the process?
I had the opportunity to work on a book project for Microsoft with TImba Smits a couple of years ago that was super fun. Timba’s one of my favorite illustrators and as it turns out one heck of a nice guy. The book was celebrating the merger of Microsoft and Nokia with a limited run of commemorative books that detailed the history of both companies. Timba had a clear vision for the book and it’s parts that included high end finishings and a massive amount of illustration work. At the same time he was still open to collaborate on how all the pieces were realized it felt like a true collaboration.
The process started with rough sketches, style boards and a quick Skype to make sure we were all on the same page. With Timba’s direction, I continued refine the roughs until the thoughts were fleshed out. Once Timba and the client felt comfortable with the direction I began a test render for approval before moving on to the rest of the pieces. We noodled the illustrations as we went along, sometimes passing files back and forth to nail down the finer points, but for the most part everything stayed in line with the original thought. For the size of the project and the timeline given, I can’t say enough good things about how it was managed. I still smile every time I pick up the book.
When did you know you wanted to be a designer? What about this profession do you enjoy most?
I had no idea what design was or that it was a viable career choice until my high school art teacher, Mrs. K, brought in a college rep. from The Art Institute. He broke down design in simple terms I could understand, “ make art on the computer, and get paid.” After years of art classes and a mediocre academic career, that sounded pretty damn good. From that point on I’ve had my head down and zero doubts about the direction I want to head.
The thing I enjoy most about the design profession is creating. Sitting down with nothing in front of you but endless possibilities, and coming out the other side with a solution you’ve dreamt up; that feeling will never get old.
What designer or designers influenced you the most growing up? Has this changed over the recent years?
I wasn’t really aware of other designers until college, but I idolized illustrators like Jim Phillips and Vernon Courtlandt Johnson growing up. I remember starring at the Santa Cruz and Powell decks for hours at our local skate shop analyzing every detail and wishing I could draw like them. At the time their work seemed mystical and unattainable. My friends and I would get so pumped on the illustrations we’d make fake logos and stickers for skate/surf companies that didn’t exist. I had no idea that it would turn into anything other than a fun way to spend an afternoon.
I’m still heavily influenced by skate/surf brands and culture, but I also follow the work of my contemporaries. I have a big ol’ design crush on folks like Draplin, Erik Marinovich, and Bethany Heck, but also love seeing what people are up to in my local market and in the greater southeast. So I guess I’m influenced by pretty much everyone and everything, ha! It’s hard not to be, design is so prevalent and constantly evolving; there’s a lot to take in.
What makes a successful brand? A successful graphic designer?
Uniqueness, simplicity, focus, discipline and authenticity are good places to start. If you can nail all that down in the beginning, it makes everything that comes after a lot easier.
I’m still working on what makes a successful graphic designer hoping to have that answer by the time I retire.
What makes you different from other designers and their personal aesthetics?
I think we all have a unique set of experiences/influences that lead us to our design choices. By virtue of not living the same life as the designer next to us, we all create differently. Pretty sure I read that on a bathroom stall somewhere.
What are the most challenging aspects of the job?
Time. Time. And, time. If we could all agree to 48-hour days and immortality I’d at least feel like I have a shot at completing my ever-growing list of design goals.
Do you have any advice for anyone starting out in the design world? Advice for those who have been in the business for years?
If you’re just starting out: Keep an open mind and expose yourself to as much as you can design is broad field and it’s easier to find the right track if you know where the wrongs ones are.
If you’ve been in the business for a while: Hang out with the next generation of designers and occasionally embrace a trend. Both are constantly evolving and will keep your perspective fresh even after years in the business.
To see more of Kendrick’s work, check out The Robin Shepherd Group’s logo collection uploaded to the Lounge, by simply clicking here. You can also see his work by visiting his website here. Stay tuned next month, as we feature another LogoLounge member.