|
Rule29
By: American Design Awards
Justin Ahrens is the principal of Rule29 (www.rule29.com), a strategic creative firm located in Geneva, Illinois. Rule29 was born in 2000 after Justin had a desire to start a firm that would strive to do great work that was strategic, well executed and created in a fun, creative atmosphere. So in his 10+ years of producing award-winning work, breaking pencil lead and recognition in industry publications, Justin has developed a passion for “making creative matter” which has become the Rule29 mantra.
Picture of Rule29 clan:
Kara Merrick, Kerri Liu, Justin Ahrens, Josh Jensen, Dan Hassenplug
Rule29 clients range from non-profit organizations to Fortune 500 corporations in various industries and services. Working with such a variety of companies has allowed Rule29 to make creative matter in a many areas ranging from trademarks, web, books, packaging to full brand projects. All have come to expect Justin’s and R29’s enthusiasm to be infused into each project. Justin is committed to being at the forefront of his profession through active involvement in organizations supporting the design community.
Currently starting an advisory board position for Create magazine which comes on the heels of finishing serving the third year on the HOW Conference Advisory Board. Justin is also a member of the STA and AIGA having held AIGA board positions in Arizona and Chicago. Additionally Justin has had the opportunity to be an adjunct professor and speak nationally to students, organizations and peers on a wide range of topics. Justin’s work has been recognized by industry publications including Communication Arts, HOW, PRINT, Graphis, Create, Rockport Publishers and STEP, and Graphic Design USA chose him as one of the top designers to watch in 2004. But for all his accomplishments, Justin’s greatest passion is being home with his wife, Sarah, and their four amazing kids who think Dad’s job is listening to music, drawing pictures, and playing on the computer.
Who is your inspiration?
This question has many possible answers for me. My favorite was my sixth grade teacher Mr. H. He was unwittingly my first design teacher. I was struggling in school big time. I was always doodling and sketching in class. Before one of our biggest writing projects he asked me if I would draw the assignment instead of just writing it and present it to class. Man I devoured that thing. During that experience something clicked, I got more engaged with school and I started seeing that you can answer some assignments in different ways. I think consciously and often subconsciously I’ve incorporated that sort of process in most things that I do.
What are your biggest strengths and weaknesses?
Strengths – I can see most projects full life cycle and extension possibilities from the very beginning. I like people. I have a great jump shot, I can still break-dance and I throw a super tight spiral. I still enjoy every stage of the design process and I laugh a lot. Weaknesses – I like to do a ton of things, sometimes too many. I love the smell of spray mount, I sometimes get into a rut, I’m addicted to caffeine, I’m not a very good drawer and I don’t sleep enough.
If you had a word of advice for an up-and-coming designer, what would it be?
Be open to networking, in fact network like crazy. Make friends with good people. Do things you believe in. Read. Pray. Draw. Have fun, and a projects success is often completely based on your attitude about it. Oh, and I think one of the most important, do not be afraid to try or ask concerning anything.
Do you prefer to use a PC or a Mac? Why?
Mac for sure, primarily because it is so easy to use and I get to spend more time designing. Other reasons could be, all my key software is designed for a Mac, I want to sync my iPhone and it looks cool on my desk.
How do you deal with creative block?
Some things I do are: I bring in other team members, collaborate as much as possible. I take a walk. Do something rather than thinking about the project. Workout. Think about all the things I would not do for the project. Put on different music or go to Starbucks.
What is your favorite snack food in your office?
Hmmmm. Great question. We actually have a lot of snack foods and beverages. Ranging from pretzels, kettle corn, oatmeal and sweets. I’m a big fan of the CheezIt. Or a Vitawater in the morning, or at 3pm on Fridays Goose Island 312 pale ale, mmmm beer.
Are large companies easier to work with, or small ones?
The answer varies with the client. I think all clients have their moments and small vs. big comes down to the people you work with. What I like about small clients is your impact on them is often more quickly evident and immediate. Larger clients most of the time have bigger budgets which tends to help if there are any issues, but all in all I have had good and bad in both and actually have no preference except to do my best to work with great people.
Did you major in art or graphic design in college?
After I realized my pro football and basketball career were out of reach, I decided I should pay attention to my after college plans. I started in art education, and after an intro to design class I turned into a Bachelor Fine Arts with Design emphasis major and education minor. It turned out to be a very rewarding combination.
What is the motto of your design firm? What does it imply?
Making Creative Matter™ is our motto, mantra, tagline, cheer, reason for Rule29 being I guess you could say. It is dear and meaningful, multi defined phrase. It means that we not only make things “matter”, it emphasizes that we are creative in nature and we will use that ability to “matter” to you, our clients. Through strategic creative this perspective will matter to your bottom line by using our perspective in the work that we do. From a community outlook it means that we will do what we can to help promote what we all our doing – make it matter, if you pick up what I’m laying down.
If you could do it all over again, would you?
Absolutely. I would of perhaps do some things differently, drink more wine, enjoy moments more, not sweat the small stuff as much, but it has been a great journey thus far.
 Editor's Note: Rule29 has been one of American Design Awards' favorite design firms in 2007, through the display of innovative design ideas, brilliant and creative works, as well as upholding ethical business and design standards. The American Design Awards salutes Rule29 for all its accomplishments in the graphic and web design industry.
 Rule29
303 W State Street
Geneva, IL 60134 USA
rule29.com
< Spotlight Review Index Page
|
|
|
