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PEOPLETOWATCHRichard Cassis

Richard Cassis never takes it easy. Or for granted. He firmly believes that connecting with an audience requires rearranging the synapses. The result: images and designs that don't just tell stories, they rewrite them. His work as owner of sparc, inc., has created brands - and an intimate dialogue with audiences for The Joffrey Ballet, Herman Miller, Chicago's Center on Halsted, Walter E. Smithe Furniture, Perkins+Will and Komori. His career began just over 20 years ago in the studios of the University of Michigan (Magna CumLaude BFA), thenmoved on to produce work for corporations, universities, not-for-profits and arts organizations. The awards have come in a steady stream: American Graphic Design Awards, Communication Arts, Print Magazine Annual, STA, Graphis and more. Richard also gives back - to DIFFA/Chicago as a Board Member and AIGA. But at the end of the day he believes his best works are his kids. That's why they're the stars of his business cards.

In this economic downturn, name one thing you have done to weather the tough times. Stress, more than ever, to my clients the value of strategic design, creative talent and experience.

If you weren't a designer, what would you be? A dentist.

What's the one thing ALWAYS in your bag that you never leave home without? Cards. Business and Credit.

If you could spend 15 minutes talking to any person, living or dead, who would it be and why? My grandmother! She was and still is my inspiration!

If you could work for anyone, a client or on a project, what would it be? Bono and any one of his projects. RockStar philanthrodiplomacy at its best!

ONE THING I CAN'T LIVE WITHOUT IS Family. My unconditional lifeline.

STAR SIGN
Pisces. And I completely live up to it.

READING
Any magazine I can get my hands on. I'm a mag junkie.

FAVORITE TV SHOWS
Mad Men.

FAVORITE MOVIES
Right now it's Lemony Snicket's A Series of Unfortunate Events. I'm a Pisces. So that will change next month.

FAVORITE MUSIC, BAND, SONG
No favorite. But right now I'm listening to Thievery Corporation.

STRENGTH & WEAKNESS AS A DESIGNER
PASSION

NEW YEARS' RESOLUTIONS
1. Complete my firm's new Web site.
2. Live up to being in this issue of GD:USA.
3. Make time to finish my New Year's resolutions list.

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