What is Liska + Associates?
Liska + Associates is a Chicago-based communication design firm built on the principle that strategic design makes great business sense. We define the differentiating characteristics of a company or institution and translate core messages into consistent, compelling and persuasive branding programs and materials.
Several weeks ago a few of my classmates and I had the opportunity to visit this highly accomplished design firm. Located on the 23rd floor at 515 North State Street.
Moreover, who did we get to meet with, Mr. Dave Liska himself. Mr. Liska began by giving us a brief overview of what kind of work Liska + Associates does. But, rather than going deep into the different types of projects that the firm has done—he told us to look at the website. There was more to discuss than that.
Thus the question and answer session began.
One of the questions that we student designers always have is “What do you look for when hiring?” Mr. Liska’s repose was a little startling. He said he looked for people who where smart. Design finesse can be developed over time, but if you are not smart, if you are not capable of coming up with good ideas, then well…. The Second thing he said that he looks for is people who are good with typography. But…mostly…“Be Smart.”
Another one of the discussions we had regarded the transition away from print media to digital media and what this transition means for the design community. Less and less items are printed; instead they are published to the web. And this makes sense, why print out a 10,000 annual report if you can create a website for 1/10th the cost. Why print a magazine if all the readers are online.
Mr. Liska’s advice to us was to think digitally. We need to know how to design for the web if we are going to excel in the design world of tomorrow.
Jobs in the design world are shifting. As designers of the future we need to be ahead of the shift, we need to be flexible, and we need to be smart.
