UPSTNY Member Interview | Lynda Harmel Donati

Three year AIGA member Lynda Harmel Donati, Art Director/Graphic Designer at Buffalo State College, is interviewed by fellow member and Communication Chair, Dennis Angelo.

Can you give me a little biographical information on your career?

Before landing in Higher Ed, I worked in ad agencies and design studios doing everything from mechanicals and stats to art/creative direction. Then there’s Green Soup, my low-key freelance business that has been ongoing since college. My husband, David, is also a graphic designer; a lot of the freelance work is collaborative and that is, by far, the most fun. I’ve been a designer for nearly twenty years and the last ten of those in Higher Education—this from a girl who never stayed more than three years at any creative job! But deep down, I always wanted to be a marine biologist.

What design challenges do you face when representing an entire university to such a large audience?

While the number is large, it’s not one audience. High school juniors and seniors, undergrads, first-year students, grad students, alumni, donors... it’s a very segmented audience. The challenge comes in maintaining the college’s image with a fresh, consistent message directed to the individual segments. I think THE hardest thing for a university or college or small business or large corporation to do, is decide how they want to be perceived by their audience, then determine the messages that will put them in that position.

What inspires you?

The work of others. If you want to be good, surround yourself with it.

What role do you think designers should play in going green?

As print designers, I think there is a responsibility to be aware of, and lessen the impact of, what we produce everyday. In a nutshell, I produce garbage. Well communicated and visually interesting garbage to be sure, but garbage none-the-less. Some of it hangs around for a long time but, eventually, it ends up in a recycle bin. Taking steps up front, at creative, to minimize the effects as much as possible is WAY easier than it used to be, oh ten years ago—more choices of recycled paper, soy-based inks, dry presses--not to mention the ability to give something a reason to hang around longer... there’s really no excuse to not implement some of these. Most projects, you can do something; some projects you can’t pull it off. And that’s OK too.

What would your top piece of advice be for a designer who is just getting started in the industry?

Pay attention to the details! Don’t overlook them because others won’t. Whether it’s your work, your resume, or an email to a potential employer, be professional. Know grammar, know how to write and, for god’s sake, run Spell Check.

In what way does being a part of AIGA enhance your career being a designer?

AIGA is a great network of creative professionals (there’s nothing like seeing the designers you’ve admired and followed at the same conference as you)! A real goldmine of experience (articles, interviews, portfolios, shows, programs, places, history)—so much to inspire, so much to learn from, all in one organization; AIGA is the best resource! Just because you’re out of school, doesn’t mean you stop learning. As a designer, you live in a state of continual observation and you’ll never see anything in the same way again.

Suggest an AIGA member to be interviewed, contact Bill Klingensmith, President AIGA UPSTNY: president@upstatenewyork.aiga.org

Posted by newyorkupstate in Member Interview | February 2, 2010

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