THOUGHTS OF A GRAPHIC DESIGNER: Petrula Vrontikis

Going into business, beginnings:

Going into business was something Ive always wanted to do. I grew up around my
familys small business. I saw how difficult it was, but I also saw how rewarding it was.
So, starting my own business was really a goal of mine. I wanted to start about 5 years
after graduating from college, and thats what I ended up doing. Ive really taken a lot
of pride in building my business. One might think it has to do with freedom, but it
doesnt; you know how hard we all work in our own businesses. It really has to do with
pride of accomplishment that Ive set out to do something Ive always wanted to do.
Its difficult, but Im responsible for it. Its successes, and also Im responsible for its
challenges. I cant blame anybody else. As far as the key to my success, theres a
number of ways I look at this, but I think being objective about what Im designing has
proven most helpful. The objectivity keeps me from being ego involved. It helps me
have a better understanding of what clients need, and how far I can take them.

Petrulas greatest accomplishments:

I feel the greatest personal pride about being in business for as longsince 1989, and
Ive been able to continue building on that. Working with clients with whom I started
out with means a lot to me. Equally, another would be teaching at Art Center. Im
really thrilled that I was given that opportunity so long ago.

I went to Cal State Long Beach. It was interesting how everything came together when
I was still under 30; I began my business and began teaching. For me, it turned out to
be the best foundation for a fulfilling career. I take a lot of pride when my students do
well, when I see their names in competitions, winning awards for their work. It really
makes feel good when they tell me that something Ive done or said in class has made
a big difference in their success.

Time management and authenticity:

The balance of teaching and design practice makes my career really great. This balance has
been one of my greatest joys. When I started my business, I also started teaching. And, now I
think I would feel isolated without both. Wearing both hats has also forced me to become
highly efficient with my time because theres not much of it. Being busy makes me feel
purposeful. I appreciate opportunities to practice and refine what I can do. Its also a great way
to keep learning and growing as a person. I feel more authentic about my role as a graphic
design teacher when Im practicing graphic design every day. Other instructors are better at
teaching design theorymy focus is on practice. Students that are getting ready to graduate
really appreciate the time I take to convey this professional perspective. It would be so much
harder to do just one and kind of shoe-horn in the other. The tandem nature of the two has
been really been very rewarding. Some people think the clients are going to be upset about it,
but thats not the case. Clients are quite proud to introduce me, not just as their designer, but
as their designer whos also teaching students at Art Center. That lends a lot of credibility.

Things Petrula wishes she had done:

This is so funny. When I first saw the question about what I would have done over, I wanted to
be so insightful and lofty in answering it. But, I would say, I wish I had learned better writing
and typing skills. I so often find myself in front of my computer with my poor typing skills, and I
often wish I could just zip through my emails and not spend the time. Im not terribly slow, but
it seems to be a bit of a handicap. Also, I wish Id taken more writing courses, because Ive had
to develop my writing skills over time, and that has been a challenge. Taking those courses in
high school or college would have helped me immensely now. I went to Cal State Long Beach,
and I dont have any regrets. It was a wonderful time to be there. Id had enough good graphic
design training from the University of Denver, where I attended right after high school. I didnt
need to start from scratch, and the method of teaching at Long Beach was aligned with what I
needed.

Petrulas views on business practices, including spec work and stealing clients:

When I first started with two clients, one was through my first employer, Ken White. Hed had
a falling out with this client about a year after I had left, and she called me. That was really my
first large project. It was a technology firm and I did their annual report. That was how I
launched my new business. The other one was a client from my days working with Tom Antista
when he operated Antista Design in Santa Monica. Tom was in transition between here and
Atlanta at the time, and the client wasnt getting the kind of response from Tom that she
needed, so she called me. Im pleased to say that when I first started out, I didnt steal the
clients, the situations fell into place. They called and said, I need your help, and I said,
Great! Im starting a business. I need your help.

I advise people who are leaving design offices not to call on the offices clients. If the client
isnt getting the kind of service that they need, they will find the designer because thats how it
happens. Not soliciting clients from a previous job is very important. Its important to
understand that a client work with whom they want to. The thing thats bad in situation where
a designer has stolen a client is that the new designer often undercuts the pricing, and thats
just bad business practice. It makes the client think theyre getting the same thing, only theyre
just getting it cheaper.

Its a bad practice for graphic designers to participate in this type of business development
strategy. The graphic design industry doesnt pitch for million-dollar accounts like an agency,
or for assignments that last three to five years, like an architectural firm. Our work is primarily
per project, so the reward is not worth the gamble.
Be inspired by your surroundings. Everything you see. Everything you hear. Everything you
experience. Soak in everything. Take it in and breathe out. Be passionate. Conspire with one
another.

Awaken the Spark inside you at Y16.

Sean Adams 3 questions for Petrula Vrontikis

[Sean Adams] Balancing life and work is a struggle for most of us. Its far too easy for me to fill
each day with tasks. Its a rare individual who can navigate this challenge and serve as a true
inspiration. Petrula Vrontikis has. Most designers could be one of these things: good looking,
hard working, committed to being an educator. Petrula manages to be all three. And shes
nice. Her answers here just prompted me to do a yoga session. Petrula may have saved a life
today.

Q1: Petrula, lets face it: You have the best body in the design industry. How do you do it?
How can you manage that while designing and teaching?
In the early years of running a design business, I developed stress-related health issues.
Exercise and relaxation through yoga became my salvation, and for over 20 years it has helped
me balance strength and flexibility, whether behind my computer, in the classroom or in the
midst of lifes inevitable ups and downs.

Graphic design requires that we focus on our monitors, not our bodies and consequently
not on our physical or emotional health. The trend toward virtual conferences and punishing
piles of e-mail is just making it worse.

My inspiration grew out of an awareness of just how closely my need to get out and move,
travel and play is tied to keeping my creative fires burning. Ive noticed that my favorite
designers are also the ones whose serious skills are matched by the way they embrace
playfulness in their work and in their lives.
With Stefan Sagmeister and Marian Bantjes at AIGA Legends Gala, 2009

I think unplugging from this pervasive technology and immersing oneself in real relationships
in the real world counteracts much of the discontent that comes from too much digital time.
My friend and fellow yogi Max Strom says, We have dedicated ourselves to a virtual life, not
an actual one.

Q2: I was talking with Michael Bierut and Michael Vanderbyl about success as a designer. We
agreed that having talent is critical, but having ambition and managing a business over a
sustained time is the true test. Youve been in business for 23 years. How do you keep going?
And what drives your ambition?
Career and business sustainability, as with yoga, is a balancing act requiring strength and
flexibility. Ive cultivated strong client relationships that have stood the test of time. These
relationships yielded great referrals to other well-connected marketing professionals. Having
clients say, Shes a pleasure to work with is more important to me these days than peer
recognition.

Various projects from Vrontikis Design Office

My work is not rooted in a personal style, but relies on a consistent and individual approach to
each project. This method allows my work to appeal to a wide range of clients. Economic
downturns in particular industries like entertainment or real estate have not devastated
my business. I am able to recalibrate as needed in a changing economy.

Its also been a conscious strategy for me to downsize and simplify my business over the last
10 years. I used to believe that growing and maintaining a larger firm would yield better
clients, better work and more profit. This did not prove to be the case. I am much happier and
more creative being a smaller and more nimble design office.
Ultimately, career sustainability requires resilience on a personal level. I dont postpone
cultivating happiness and inspiration outside of the design world. One of my passions is
adventure scuba diving. Its the best antidote for being frozen behind a 15-inch virtual portal.
While diving, I get to immerse myself in a 3D view of the world. If I can maintain calmness and
humility, this world reveals itself to me in a myriad of delightful ways. Really Sean, if you think
yoga is cool, you should try diving.

Unplugging underwater in Catalina, Rangiroa, Puerto Galera and Darwin Island

Regarding your question about ambition, I am a dedicated graphic designer and educator, but
design isnt my life. I continue to learn new ways of expressing who I am inside and outside the
world of graphic design. These last few years I have been expanding my capabilities by also
being a student at Art Center in interactive and digital media design. Today, staying relevant as
a teacher and practitioner is whats driving me.

Q3: Tell me about the best part of teaching and the worst part. What has made you the most
proud, and what was a low point?
The best part of teaching is to see my students thrive in our field. I get much more excited
when they win awards than when I do. I love seeing where their dreams take them. Its been a
great honor to be a teacher for the last 23 years, teaching the most talented students at one of
the best design schools in the world. I dont take that for granted not for a moment.

Brainstorming in a class sponsored by NASA; practicing presentation skills for a U.N. project

The low points are when I see my students struggle, financially and/or emotionally. It is much
more difficult to begin a career now than when I started. I do my utmost to give my students
the best advice and guidance I possibly can, but our field is more challenging than ever.