Eric Kass (@funnel_erickass) is a Commercial Artist who has built a distinct solo practice across identity, graphic design, packaging design, and more. His practice — Funnel, the Fine Commercial Art Practice of Eric Kass — works with startups and artisanal food companies on developing all aspects of their brand story.
Our conversation cover Eric’s definition of a commercial artist, how we works with clients, and his new side project. Catch up with Eric on his website, Funnel.tv
Show Notes & Links

Eric creates “heart-made craft brands”
His practices reaches across naming, identity, packaging, point of sales, and more
Graphic Design isn’t a great term; “graphic” is too specific, “design” is too broad
Commercial Artist is a better description → art for sale
Branding always appealed to Eric for its ability to craft a narrative, to appreciate details (typography, logo, etc.)
Practice, a term usually applied to Medicine or Law, can also be applied to design (or Yoga)
The name Funnel emerged from Eric’s experiences and observations, as well as a reflection of his design process
Printed Ephemera by John Noel Claude Lewis On Amazon
Ephemerotica.com — Curated Compendium of the Coveted / Authentic & Inspired Vintage Goods


“Every company is now a media company.” —Seth Godin ← Click to Tweet


Felix Sockwell, past podcast guest, has never used InDesign
David Blatner & Anne-Marie Concepción joined me for The InDesign Episode of The Podcast
Eric grew up on a farm where your work is pretty much overlapping with your “home” life
 Eric Kass on Twitter
 Eric Kass on Facebook
 Eric Kass on Instagram
 Eric Kass on Pinterest
 Eric Kass on linkedin

Tools

15″ MacBook Pro
Apple Thunderbolt Display
Adobe Illustrator

Techniques

If you’re a designer, partner with developers for app design and particular touchpoints
Engage the client/brand manager in conversation, keep it loose, let ideas and dialogue flow
Allow multiple concepts and revisions, but direct your process toward presenting one idea and getting it right
Start with high-level concepts, then research, then explore together. So when you present design work, the client already feels this is an appropriate solution; they’ve been along the journey all along.
Always test design elements (fonts, etc.) against the over-arching brand story
Surround yourself with art, inspirational objects
Work intuitively in Illustrator; move things around, be free
Take the dog for a walk to allow the mind to wander, solve problems

Habits

Photograph signage, typography, and design inspiration in the wild, especially when you travel
Continually add to your portfolio, seek to get work published
Put out into the world the sort of work you want to get from clients
Aim to wake up at the same time each day
Integrate your home and working life, especially if you love what you do