BRAND AND DESIGN PHILOSOPHY

I believe design is either good, bad, or badass. The latter is the one to aim for time and time again.

Badass design is thinking made visual by knowing, exploring, and mastering the fundamentals of design (emphasis, balance & alignment, contrast, repetition, proportion, movement and negative space). It’s design that artistically and intuitively executes the primary functions of a brand (navigation, engagement, and reassurance), while consistently delivering experiences that surpass audience expectations at every touch point. It leaves them wanting more.

Badass design implements a proven internal process that bridges the gap between sales/marketing & creative. It breaks down barriers to innovation and encourages collaboration.

Bill Backus

Creative Leadership

A TEAM’S CREATIVE POTENTIAL IS UNLIMITED

As a brand leader I won’t deny teams their contributions nor deprive them of the adventure of exploring their depths or unraveling their unique creative story. I lead to inspire teams to think different, to believe that we are all problem solvers. By linking the gap between problem solving and organizational goals; the power of badass is unleashed.

TEAMS SHOULD DEFY CONVENTION

I believe in fighting to keep the creative problem solvers from becoming a cliché. I want them to think for themselves. To challenge collective ideals at face value before being swept away by the current of popular opinion. Their voices and ideas should be expressed openly and freely without concern of judgement, or fear of feeling “not good enough”.

Team Values

BADASSES TELL A COMPELLING STORY

You want audiences to see value in your work? To spend their money and time on your product or service? To make you part of their lifestyle? To pay attention? You want audiences to care? Then give them something to care about. Don’t dumb down your message or design. Give it real meaning. Leave room for audiences to do some of the work. Reward them with the ownership of the experience. Respect their intelligence. Allow them to form their own opinions.

BADASSES MAKE NO EXCUSES

Make something of your flaws instead of making excuses for them. Can’t show up on time? There’s a rough spot on the surface of your better self. Don’t have the technical skill to do the work? Polish there. Don’t look away from what you are, look ahead at what you might become. Being respected by others starts with being honest with yourself. We’re here to solve problems. To take the challenges thrown our way and find new ways to solve for them.

BADASSES ARE COMMITTED TO GREATNESS

If you don’t know what’s going to happen, but you know you can’t resist the urge to find out, it’s worth it. If the whole world tells you it can’t be done, it’s worth exploring it. If it’s too long, too difficult, too far, too much, too soon, too big, too new … it’s worth it. If it’s demanding, if it requires you to do your best, it’s going to teach you something about yourself – and that’s worth it.

BADASSES TAKE CRITICISM

When you can no longer withstand the discomfort of transformation, you’ll know you’ve begun to decline. That’s your limit. That’s the end of your potential. As design thinkers we must endure critiques, filter through incoherent design language and discover the seeds of wisdom that will transform your work.

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