barry deutsch

Barry Deutsch, the name behind Deutsch Design Works (DDW), has been recognized for decades as one of the country's top executive creative directors. He has created and rejuvenated dozens of brands, including Anheuser- Busch, Sprint, Nestlé, PepsiCo, Budget Rent-A-Car, Diageo and Albertson's/SuperValu. Deutsch and partner Lori Wynn formed DDW to produce high-quality design for clients who appreciate an attention to detail. Thirteen years later, he has driven DDW to become one of the nation's premier brand identity and package design firms. Though his work has been honored with shiny things from GDUSA, Graphis, AIGA, Clio, Communication Arts and others, awards aren't really Deutsch's thing. He'd much rather rear four species of butterflies, nurturing them from egg to caterpillar through metamorphosis... until flight. A pretty good analogy for what he does for his clients.

Is graphic design a growth industry? The future is strong. I believe designers, in general, have a positive attitude about the future. How else could they keep creating work and submitting it for judgment? Real growth opportunity lives in the digital world and on the internet. The freedom to use movement, color and sound to express products and services is revolutionizing design. As high-end products like the iPhone become more accessible and images continue to dominate advertising, innovative design remains vital. As package designers at DDW, we've contributed directly to raising the caliber of design. For example, our iconic Budweiser Select "brushstroke crown" design helped set the stage for the product's incredible advertising launch.

Do graphic designers have a special responsibility to promote a green society? Without a doubt. We must promote consciousness about these issues; it's too important not to. At DDW, we believe environmental stewardship starts with us. Our "green scheme" efforts look like small stuff—we replaced bottled water with an in-line filtration system, CFL bulbs, soy ink, recycled paper for our printed materials—but they produce long-term, sustainable benefits. And we've succeeded in taking clients with us to the next level as important partners in the process, suggesting alternatives to current manufacturing methods that use sustainable materials and methodologies. We know change is an adventure into the unknown, but in the end, we also know that we can't continue to mine the same vein. The canary is getting woozy!

TWO THINGS I CAN'T LIVE WITHOUT ARE redwood trees and kayaking with the salmon

FAVORITE MOVIES

Blade Runner
2001: A Space Odyssey
Where's Poppa?

FAVORITE BOOKS

The Golden Spruce: A True Story of Myth, Madness, and Greed by John Vaillant
A Dream in Polar Fog by Iurii Sergeevich Rytkheu
The Hungry Tide by Amitav Ghosh

FAVORITE FINE ARTISTS

Remedios Varo
Kline
Rothko

BOOKMARKED WEBSITES

dissidentvoice.org