Design Feast Series: Designer’s Quest(ionnaire)

Heather Noddings

Senior Designer/Lead Designer

Big-Giant’s 2013 letterpressed holiday cards, a balance of technical craft and artful moments

Primary design concentration:

Graphic and Environmental Design

Most preferred tools for designing:

Pencil + Paper, Magic Mouse, InDesign

A 12’ lenticular wall for Nike’s annual Maxim Awards

How and why did you choose to become a designer?

Growing up, I didn’t realize that design was a job you could get paid for, really. Thinking back, my design career probably started when I was 14 and really into making websites; I’d make them for all of my family members, and was incredibly excited when I was voted “Site of the Day” one time on Angelfire, a now defunct hosting platform. Even through high school, I would spend more time on making my geometry graphs and layouts look good than the math problems themselves. I sort of fell into design on a whim after I moved to Oregon, mid-way through earning my degree in Photography. There wasn’t an affordable photography program here that caught my eye, so I had to switch my major—it turned out to be quite the lucky change.

Detail of the Run Dept sign, a piece for one of Nike’s offices

What are some of the challenges you encounter as a designer and how do you deal with them?

There are a number of challenges I find myself facing—tight deadlines, balancing elevated materials and executions with realistic budgets, and staying excited over the duration of a long timeline. Part of the way I deal with these challenges is by keeping myself very organized, and to make a concerted effort into thinking in advance about a project, instead of diving right into designing a solution.

What is your definition of an “elegant solution,” that is, good design?

Good design is both effective in its communication and aesthetically on-point. Whether it’s a dimensional build-out or a website, accomplishing the communication needs for the designed piece is key. While both form and function are integral to good design, personally, I find it doesn’t matter how pretty something is, if it doesn’t work properly.

From skills to values, what makes a designer successful?

Always work to stay sharp—whether it’s the tools you use or the processes you follow, don’t get stuck in your ways. A good designer has technical proficiency, and also a good creative mind. The ability to both concept great ideas, and then to effectively verbalize how and why that’s the right solution to their peers and clients.

How do you stay motivated and grow personally and professionally as a designer?

Staying in touch with the fantastic design community here in Portland really helps to keep me motivated to continually improve myself. I stay connected through volunteering for events like Design Week Portland, and by keeping in touch with the fantastic design department at Portland State University.

For those aspiring to become a designer, whatever the discipline, what is your advice?

Be willing to learn from everyone you work with, and every project you work on. When you’re looking at design, have a discerning eye—figure out what’s making it successful or not in your eyes. That said, don’t just spend all of your time looking at design work—connect with people and current events that resonate with you. Remember to not just design for other designers.

Detail of a personal project exploring weaving of digital patterns

What is your quest in design, from a professional practice, education or evolution standpoint?

I hope to keep on learning new things and working with great people.

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