June 9, 2015 rockorange

Meeting With A Design Legend

By Johanne Pradel Wilson

I’ve had the chance to do some pretty great things during my time with RockOrange. But my recent opportunity to work alongside noted design legend Paula Scher, who has been an inspiration over the course of my career, takes the cake.

First, some background: RockOrange has been working with Frost Science to strategically develop their brand voice. The museum is preparing to move to a stunning new structure in the heart of Downtown Miami at Museum Park that promises to bring a whole new — and needed — experience to the community.

As their summer 2016 ribbon-cutting draws closer, Frost Science is fine-tuning every detail to take full advantage of this singular moment. Across the aisle from us in the brand development wings is New York-based Pentagram — the renowned design firm — whose team has worked on developing Frost Science’s visual identity.

Scher, one of Pentagram’s partners, is the woman behind Frost Science’s new logo and brand mark, as well as countless other powerful brands. During a late-May brand meeting, the RockStars had the chance to meet with her and the Frost team to review the new materials.

Now, this is a woman who, over the course of her career, helped create iconic identity and branding systems, promotional materials, environmental graphics, packaging and publication designs for some major players, including Citibank, Tiffany & Co., Microsoft and Coca-Cola. Scher is among my favorite designers and art directors that have influenced my work, and her books sit on my go-to shelf with my other favorites by Paul Rand, Herb Lubalin and Stefan Sagmeister.

My love affair with her work began when I studied her iconic work for New York’s Public Theater, featuring legendary tap dancer Savion Glover. The combination of dynamic dance photography and kinetic typography clearly communicated a sense of what the experience at the theater would be. The work was — and still is — so New York.

Through Scher’s work, I learned the importance of creating work that makes people “feel.” Hearing her describe the principles behind her work for Frost Science reminded me of why I got into the creative business in the first place. She has been a constant guiding light in my career, and I was thrilled to meet her and personally share with her what her work has meant to me.

I even scored a picture!

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