Pamela Zuccker is a partner and cofounder of Principle. She splits her time between the U.S. and Quebec where she’s developed an ear for the French she was never taught in school. Pamela graduated with a BFA from the University of Michigan and immediately after, continued her design studies at the Portfolio Center in Atlanta. She began her career at Rigsby Design in Houston, developing brand identities and realizing her love for intricate packaging and retail campaigns. Prior to founding Principle with her partner, Allyson Lack, Pamela ran her own design office, landing national projects that spanned branding to advertising for clients including Bella Cucina, Larson-Juhl and Paddywax. Outside the studio, she serves as a portfolio advisor to senior design students and is a past board member of the American Institute of Graphic Arts, Houston.
11.05.08
We're Not Feeble Hands Chained to Keyboards
If you have a degree in what field is it? I have a BFA in painting from the University of Michigan. Following that, I completed a two-year program in graphic design at the Portfolio Center in Atlanta.
Which designer (or design studio), other than yours, do you most admire? Mucca Design.
What’s the strangest request you've received from a client? I was asked to take sides on internal company gossip.
If you weren’t working as a designer what would you be doing? Today Show anchor.
What well-known identity is most desperately in need of a redesign? MySpace.
From where do your best ideas originate? From metaphors.
How do you overcome a creative block? I call my partner to discuss the big picture. Her phone number should be 911.
What’s your dream project (not client, but project)? Branding a property or hotel chain (the bar, the key card, unique guest services, the scent... you name it.)
Do you have creative outlets other than graphic design? Cooking, especially French and Italian.
What’s your approach to balancing work and life? Recently my husband gave me advice about how to “let go” of work each night.... He said, “Take each thought that runs through your head and put it in a balloon, then let it go.” My problem is that I started visualizing the shape of the balloon and the color of the sunset.
What product/gadget can you not live without? I typically don't work with people in the same city so iChat and Skype are my lifelines.
What's your favorite quote? “To improve life, one must improve the quality of the experience.” —Mihaly Csikszentmihalyi
Do you have any advice for people just entering the profession? Don’t do just what the client asked. You’re not feeble hands chained to a keyboard. Deliver a meaningful strategy as to why a client’s request for a tri-fold brochure has turned into an oversized deck of cards.
What’s one thing you wish you knew when you started your career? I wish I had more experience and exposure to talking about money. As a hungry, young designer, compensation is often at the bottom of your list when taking on projects (typically it's about what the finished piece will do for your portfolio). A great skill to learn is how to get the work you want and fair compensation.