Toby Petersen

Background

About Toby Petersen

David Bowie said: I believe that I often bring out the best in somebody’s talents. I agree, even if it’s aspirational. Nothing makes me smile faster than guiding a junior designer to produce a commercial piece they’re proud of. We have a compliment we share on my team. It’s: I love it, and I wish I would have thought of it. This says two things. First, we learn from each other. We embrace ideas that come from unconventional places and people. A great idea is a great idea, no matter the job title. The second is that every design was once invisible. Bringing it to life must be beautiful, original and authentic. The result should be so natural that it becomes part of the client’s DNA. This holds true from a mobile delivery app to a hammer to a wedding invitation. This methodology engages clients and makes them enthusiastic about collaborating. We seek the same response from our clients as we do our design team: “It’s stunning. I can’t believe no one’s thought of it before.” I’m a firm believer that creative leaders must remain relevant. Personally, I accomplish this by getting my hands dirty. You can’t teach and inspire unless you know the limitations and possibilities of the toolset—whether it’s debating a Pantone or knowing the right length of copy. Storytelling has to be fun. Because when we have fun, we make memories. And we connect. If you’re using a drone to save a marine estuary, give that drone a personality. If you can feel for a robot, you can understand a habitat. Flawless, clever design is how we digest the world around us. It’s my job to make that experience unforgettable and inspire others to do the same. Contact me: toby.petersen@gmail.com