Ethan Fender

Hi Ethan! Tell us about yourself - how did you get to where you are today?

Hi! Thanks for having me. I'm an experimental graphic designer based in Columbus, Ohio. I'm obsessed with details and providing distinctive solutions for my clients.

I got where I am now by taking the time and energy to share my work online throughout the years (with a few breaks). People usually email me after seeing examples of my work, which goes from there, building relationships and making something remarkable together. I learned how important it is to share work that I believe in while ignoring the noise of trends and competition. Over time, I have been fortunate enough to attract clients who respect my mentality and have an open mind to see what I see.

When did you first become interested in art and design?

From what I remember, I was making hilarious drawings of my cat at age 6 (33 now), so I have always been interested in the art/design field. I was that kid getting in trouble in class K-12 for drawing instead of paying attention. As far as "design," that word was thrown around once I hit college for my bachelor's degree in graphic design.

How would you describe your design style and how has it changed over time?

My style in one word would be described as alchemy. I'm constantly fusing ideas and trying to make work that stands out. I'm my worst critic, so I never get this idea of "having it all figured out". My influences include numbers, geometry, ancient art, nature, video games, 60s/70s design attitude, and a striving to show work that feels familiar in a fresh way. Some clients say my work feels retro, but from the future. I'm okay with this.

Much of your work focuses on logo and emblem design. What do you think makes a logo or a brand memorable and impactful?

Concept is king. A solution that stands out comes from within the individual. It has always been within and not external. Of course, I also mean that the answer lies within the client, not just myself. Interesting work is thoughtful and pushes boundaries while being memorable. Attention to detail, thoughtfulness, and high standards are essential.

What's your creative process like? How do you typically take an idea from concept to delivery?

• Listening to the client/research – through a call or reading through the project brief.
• Drawing/thinking – simple sketches. Sometimes ideas come to mind without having to sketch. Again, thinking is huge. It takes time and patience.
• Experimenting – reworking things until I see them at their best.
• Presentation – professionally sharing my work, with all of my thinking in detail to clarify my vision.
• Feedback & Repeat – all based on my client and how we work together.

After the client is happy with the revisions, or whichever the workload/contract states, I package all the files.

How do you approach creative collaboration with your clients?

Each client is so different when it comes to collaboration. Some of them love anything I make and have little edits. I take the reins and always have options that I find most appropriate. Other clients want to go step-by-step, and I'm there to listen to ensure we get to the final piece so they're happy. Either way works great for me. Figma, Pinterest, and Google Pages are tools clients have used so that we can discuss references or feedback. That way, we have the same understanding of specific terminology/images.

What's been one of your favorite projects to work on so far? What would be a dream project?

Some recent icon work I did with Mike of Verdant Creatures was a ton of fun. We have a mutual interest in quirky, out-of-the-box thinking and creature-inspired designs. I haven't shared this work yet, but I enjoyed that exploration. Any client who lets me explore a lot brings the most fun.

A dream project would be to create an icon system for Lego. Lots of opportunity to connect the pieces!

Do you have any favorite tools or resources? Where do you find creative inspiration?

Tools: paper, pencil, the grid, Adobe Illustrator, reverse imaging to check my work, and, of course, my 2018 laptop. It still does the job.

Resources: Design books with the work of Paul Ibou, Stefan Kanchev, Cruz Novillo, or Yusaku Kamekura. Other resources are any ancient art found online, in documentaries, books, or vintage matchbooks with symbols that stop me in my tracks.

What's one of the biggest career lessons you've learned so far?

Always have a contract signed before doing any work! Some people in our industry took advantage of me early in my career, so it took some bad experiences to realize how to stand up for myself. Back then, I couldn't believe it. These were people I looked up to. Heroes, you could say. That was tough to accept at first, but you live and learn. Since I started using professional contracts, clients have been much more respectful of my time, energy, and pay.

What advice would you give to new designers and illustrators starting out in their careers?

Be patient with yourself. Avoid comparing yourself to others and work on yourself instead. Focus on what you can control. Share the work you love. Be open-minded to new ways of thinking. Your mental health is huge – have boundaries and don't forget to touch grass. Nothing is personal (as mean as some people can be). The odds are that they are rude to everybody else. When people ghost you, don't chase them. Experiment to find the work and methods that make you happy. Pay attention to how potential clients talk to you from the beginning. The right ones call you by name and respect your process/time. Have fun as a designer! We aren't saving the world here, so don't be harsh on yourself when encountering a problem.

What are you working on now and what's up next for you?

I currently have some graphic exploration work lined up, which is easygoing and a good time. It's low-intensity stuff, which I love. Other than that, I'm still posting designs to see what other opportunities arrive. Many of my posts are work that's for sale as exclusive logo files, which I'd like to turn into a full-time thing. We shall see!

To view more of Ethan's work, visit his Website, Dribbble or Instagram.

Ethan was nominated by Noun Project. All artwork courtesy of Ethan Fender.