karen zuckerman

At first glance, Karen Zuckerman might not strike you as the rebellious type. But if get to know the dynamic Philadelphia native, you'll see she has a vision all her own. In the late 1980s, with a few years of big agency experience behind her, the Penn State alum couldn't see herself staying at a traditional ad agency. With a handful of clients, one employee and a client-first attitude, Zuckerman launched Hirshorn Zuckerman Design group, a place where clients find the creative answers they need with the dedicated and driven service they want. Twenty years later, HZDG has stayed true to its untraditional roots, while becoming one of Washington DC's fastest-growing companies and being named among the area's "great" places to work. Now with over 75 employees focused on the luxury, youth, real estate, sports and entertainment markets, Zuckerman still sees HZDG as a refreshing departure from traditional agencies. Has the approach been successful? As Zuckerman will be happy to tell you, HZDG still has its first client.

Is graphic design a growth industry? It's an exciting time to be a designer. The world at large is finally starting to become aware of, and value, great design. Just take a look around: magazines, websites, reality shows, talk shows and even news shows are all discussing design. It's emerged as a major part of pop culture. And it's not going anywhere, which is exciting for designers. It goes beyond the public just appreciating good design; it's about understanding how good design is created and how it makes a difference. From a product's design to its packaging and branding, businesses (and business schools) now recognize the marketplace advantages of great design. And that means more opportunities for designers.

Do graphic designers have a special responsibility to promote a green society? With the amount of paper, ink and supplies that roll through a typical design studio, it's nearly impossible—and irresponsible—for us to ignore the environmental impact of doing business. Being green is becoming less of a trend and more of a way of life. As designers, we can make better choices and encourage our clients to be mindful of the environment. We can be more digital, use less hazardous inks, print on recycled papers and seek out sustainable products.