A. Jen and Amy Hood’s new book, Freelance and Business and Stuff B. Framer is one of Jen’s favorite digital tools C. Enjoying some Moody Vibes with a Hoodzpah candle D. You can find A mood lamp akin to a lava lamp on Jen’s desk E. Hoodzpah x Known Supply hat F. Type ruler keychain – a designers perfect stocking stuffer G. Jen’s bringing donuts and 7-layer dip to the picnic (it’s a bestseller)
To you, what does successful collaboration look like?
I always know it's a good sign when the client and our team start laughing and riffing with each other live on a call. We start to imagine together, rather than just presenting, them going away, and then sending feedback. I would much prefer to hear people get animated and excited live on a call. We'll often jump into a proof and start pushing things around together. I know that sounds like a terrible precedent. But the clients love seeing it and often we are able to steer them easily to the right answer faster and with more organic buy-in. This doesn't work for every client, but when we're really vibing, it often goes here.
How do you work with references and inspirational pieces?
I really like mood boards to get us all speaking the same visual language. Otherwise it's a Love is Blind situation but for design work. They have seen no hint of what their project will look like and then it blindsides them because they created a fantasy image in their mind that is different to mine. We have to build our dream project vision together to make sure we both are working toward same goals.
What is your favorite part of your job?
Making my own stuff. Fonts, books, templates, candles.
What does your process look like?
A lot of listening and auditing at the beginning. The discovery is so key. And it changes per client. But I find the most positive phase of the process needs to be the discovery. That's when you put to rest all client fears. You mirror back to them everything they fear and want with clarity. Then show a clear path forward. They get so excited to see you understand and know how to guide them to success. And they breathe a sigh of relief. When done well, this phase makes the client sit back and stop panicking so you can get to work. When it comes to making, I think Stephen King describes it perfectly. "Write with the door closed. Edit with the door open." I need plenty of time on my own to simmer like a crock pot with the idea when it's the earliest creative development. Then I learn to negotiate the final answer to something both I and the client feel is the strongest and rightest anwer possible. There are many right answers. But we just need one good answer we can both agree on and put confidence behind.
What trends excite you right now?
I think I'm at a point where I'm a little jaded to trends, because I am seeing cycles repeat. And faster and faster, too. It's not that I don't like trends or pay attention. Because I definitely do. But I think I'm always trying to thread the needle between feeling relevant and just objectively well done.
What is your current favorite digital tool?
Currently using Framer to make some websites, and it's everything I thought Webflow would be! So easy and familiar if you really love working in Figma. I am noooottt website savvy. Not even with things like Wordpress, Webflow, etc. Framer is the easiest but most satisfying web tool I have found for designers wanting to make sites.
What advice would you give to creatives just starting out?
Invest in others and share what you're doing. Be confident in what you like to do and try to involve others and help others using your skills. You can't get back what you don't hand out. It sounds so cliche and simple. But it's so real!
Find Jen at Hoodzpah. Their new book is on pre-order! And a new edition of freelance and business and stuff course is coming up, too.
Paul's newsletter is so good if you're into branding.
Center's podcast is always hilarious.
