You Can Have It All

Published on for Cloud Four

There’s a part in Gary Hustwit’s Helvetica documentary that I think about a lot. Around the 30-minute mark, Michael Bierut imagines how clients must have felt when designers first presented more modern work in the 1960s after decades of long-winded prose, ornate script and intricate engravings:

…that must have seemed like you had crawled through a desert, with your mouth just caked with filthy dust, and then someone’s offering you a clear, refreshing, distilled, icy glass of water to clear away all this horrible burden of history. It must have just been fantastic!

Bierut’s description stands out to me because I see a version of it play out in our own projects.

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