The next couple weeks conclude my first quarter of teaching. It’s been a really great and inspiring experience. As much as I hope to have imparted on my students, I’ve learned a lot as well.

I teach a retail branding class at the Portfolio Center here in Atlanta. The class is focused on restaurant design. Students choose from a list of local establishments, which includes everything from dirty bars to upscale chef-driven places. They design a complete brand identity, from the logo to menus to stationery to packaging and promotional collateral.

We had a lot of great conversation and struggle and fun. Overall, I’m really impressed by the creativity and enthusiasm the kids brought to class. It’s been a truly inspiring journey. As much as I hope to have imparted on my students, I’ve learned a lot as well. And what’s also interesting is how this applies to working with clients professionally.

• Inspire. As designers we all get projects that we’re not totally in to. But there’s always potential in the unfamiliar. Connect it to something they can relate to.
• Articulate. We’ve been doing this for so long it can be easy to forget that all this isn’t common knowledge. Don’t assume; always give more information than you think is necessary.
• Have an opinion. Students (and clients) look to you for expertise and guidance. Your advice should be reasonable, grounded, and well-informed.
• Guide. There’s a million ways to solve a design problem and one of the most difficult things is making a decision. Be direct and compelling without forcing them to a place they don’t want to be.
• Rules. Design is as much math as it is art. There is a right and wrong way. Knowledge builds discipline and principle. They can bend the rules after they’ve mastered them.
• Be nice. Everyone does better work when they’re happy.

Photo: One night, we had class at Jct. Kitchen

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