Success Secrets from Andrea Cutler: 

• When dealing with clients — listen, learn, communicate, educate, create. 
• When dealing with yourself — trust the creative process. 

Andrea’s tips for those just starting out:

• As a student, aside from education, make good choices in terms of internships and externships. The relationships with established, successful designers and studios early on are invaluable for someone just starting out.
• Become a member of a design association (AIGA or AAF) and or attend lectures and conferences if you can afford to participate. These events offer you an opportunity to network with design professionals.
• Enter design competitions, and annuals, this will help get your work out and create visibility among your peers and looks great on the resume to be published designer.
• Read design publications and annuals. The are an excellent resource for staying current, inspiration, and being generally informed.

Early beginnings:

While in high school I worked for a local printer and designed and hand painted signage, back in the day BEFORE computer generated graphics existed. (In the late 1970’s) Then, I worked all throughout college on freelance projects. I went to Parsons School of Design NYC, 1980-84, which fifteen years later I ended up being an instructor at. I taught a poster design class for 10 semesters in the continuing education program.

My first “real” full-time design job, which was around 1987, paid $13,500. It was at a firm in NYC, Adrienne Youngstein & Associates. I still credit my boss Adrienne for my incredible comping skills. She taught me how to really use an exacto knife.

Reasons for starting a business:

I was laid off, and the first freelance work started to generate more work. And here I am. Actually, I really never intended to be my own boss, after we got our second dog, I decided working from home was good for everyone in the family.

Design influences:

I think I go through periods, every thing from 50’s modernism to Bauhaus Design. . . Paula Scher & Pentagram’s work. SHARON WERNER! (She rules!) She did all of the Mrs. Meyer’s soap labels. Way back I was a huge fan of Charles Anderson and Joe Duffy. I also love work of Louise Fili who does a lot of food packages and restaurant identity. Michael Mabry. Haley Johnson. Fred Woodward (rolling stone magazine). Planet Propaganda. John Sayles and Sheree Clark (Sayles Design).

I often look at old design to get inspired. Saul Bass. Hatch Show Prints. It really depends. I know I am forgetting someone…

Andrea’s views on acquiring new business:

It has always been referrals, word-of-mouth, and networking, in that order. When I first started out my intention was to find another full time position - eventually. Meanwhile clients were being referred to me from an old creative director of mine. She went back to school to get a masters in art therapy, so I pitched some of the accounts I had worked on with her, such as Mark Morris Dance Group.

I didn’t do much networking at first. I just worked on new work from mostly word-of-mouth.

Thoughts on self promotion, direct mail and email:

I have a mini “port-a-folio.” It is a keychain, business card size book of samples of work. I handmake them for conferences and events on a need be basis. I hand them out as a leave behind. I have gotten good feedback from them. I do not do any mailing or e-marketing currently. I am much better at in-person selling myself. I am a shameless self promoter… every chance I get… even at the dog park. I always have business cards on hand, and I usually send people to my site.

What makes you happy?

I love being a designer. I love working on projects like Rachelle Garniez’ CD’s. I can usually do whatever I want and get it approved. She is the BEST client.

I am really proud though, when I can educate a fussy or reluctant client to trust the design process and have faith that I as a professional can help their business, when the light bulb goes on you can almost see it. Those “ah-ha!, eureka” moments.

Andrea’s views on what it takes to succeed:

Being patient! Listening! And not being too self absorbed with my own design that I am unwilling to make client changes. I have learned how to talk clients out of unreasonable requests. But, there is a fine line and sometimes you have to bend a little. It’s a balancing act.

I know there are “green around the ears” designers and even some seasoned ones that will be asked for round after round of alterations. And they lose their shirts on projects. At the end of the day what it really boils down to, and you can quote me on this, I am like a kid who brings home the finger-painting from school which gets displayed on the refrigerator door, What gives me the most pleasure is knowing my work is appreciated, and even more importantly, not for my ego, but for my soul. When I can look back at work I’ve done and say “damn that’s a great design.” I’m good, and that makes me proud.

What would you do differently?

Make better internship choices in college. I would have liked to work at a studio like Pentagram or studio MW, somewhere where I could have made better connections at a time when supporting myself was not the only concern. My summers in college were spent working on campus, for work-study scholarship money & waitress positions. I have friends who got a leg up for working at great firms before graduation.

On working with business coaches or consultants:

I have belonged to a few professional design groups, where people like Ilise Benun and Rashelle Westcott have been kind enough to speak to us in small groups, and I know them both personally now. Ilise lectures at HOW conferences and writes for them regularly. I have tried to implement some of the wisdom they’ve imparted.

I have been to two HOW conferences and go to many AIGA events. (I am on the OC/AIGA board, currently.)

Andrea’s views on building and sustaining a career in design:

LOVE, EAT, SLEEP & BREATHE DESIGN. Always check out Design Annuals and Design Shows and maybe join an AIGA chapter. Be involved with other designers.

If you love what you do, don’t give up. Some people do really well in small environments and some people are better in big agencies. Some people specialize and others like to do many things (myself included). It takes a while to carve out a career. Don’t be in a hurry. One student of mine, not even out of college, asked me how she could get a job right away as an “Art Director.” She was interested in making the big bucks right away. I laughed. She had a lot to learn on so-o-o-o many levels. Everyone has to pay dues to a certain degree. It’s better to gradually work your way up. You learn so much more and appreciate the field much more thoroughly.

About Andrea Cutler: 

Andrea Cutler recently relocated to Southern California in January 2007 from New York City. She has worked as a graphic designer and art director for over 20 years, and is a graduate of Parsons School of Design, NYC, where she was a part-time instructor there for 5 years, (’01 - ‘06). Her expertise includes: corporate identity, promotional graphics, editorial design, packaging, publication design, and web design.

For the past 9 years, Andrea has created and overseen projects from concept to completion for many businesses and organizations — serving clients literally coast to coast — in New York, throughout the U.S. (and internationally.) Herdesign office creates modern and appropriate branding, and overall design direction for marketing materials and related collateral.

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