The ability to make something look finished, which I think is both a strength and a weakness ... because then you can make anything look good regardless of whether it makes sense or not. If you’re not doing things for the right reasons, with the right thinking behind it and you're just worried about how it looks on Behance, and how many likes it’s going to get you’re doing is wrong!”
He is co-founder and one half to the dynamic duo the constitutes the design firm Under Consideration. I catch up with him today from his house in Bloomington Indiana where he and his wife Byrony focus on many extensions of there UC brand. They have written books and created a multitude of blogs that cover various aspects of design. And now run an annual conference called Brand New, which focuses on the showcase corporate and brand identity work.
Most recently they have created an offshoot of that called First Rounds. This one-day event is a showcase of original presentations made to clients showing the initial design explorations phase— its what I’ll be talking to him extensively about. So now let’s get into a conversation with Armin and hear how it all started.