Product Design
  • Tiffany Rolfe, Partner & Chief Content Officer at Co:, New York

    If you missed yesterday’s post, check out some great work from Tiffany Rolfe.

    WS: What do you look for in a student book? And what impresses you?

    TR: Originality and work that makes me wish I’d done it. Something totally unexpected.

    WS: How important is finish? Can sketches be enough? Do you look at actual hard-copy books anymore, or is it all websites?

    TR: Execution is part of the idea. Everything can be executed in a million different ways, so it’s an important part of the idea. A sketch will never give you the same feeling as a finished piece. Even a sketch is a type of execution so it can affect meaning. I mostly look at websites, but I still enjoy a good paper book.

    I think it’s more than that though. It’s crafting. And some websites can still feel like craft went into them. So how you put it together, whatever medium, is important.

    WS: How important is copy? Do you need to see long-copy ads? 

    TR: I like seeing copy for sure. But it doesn’t have to be an ad. It can be a story or a blog or a love note. Whatever shows you love to write.

    WS: What do you think of showing work that is not advertising?

    TR: Yes. As long as it’s great and shows your creativity and passion.

    WS: Do you have any other advice for a student or junior trying to get into the business?

    TR: Become a fan of good work early on. Understand it and why you love it. Find places that are doing that type of work. And then, when you are ready to find a job, you’ll know the type of place you want to go. It will also help you understand the kind of work you want to be doing. Find inspiration in things outside of advertising so you can bring a fresh perspective to things.

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