Casey Sherstobitoff

Hi, Casey, thanks for your time for us. Could you describe yourself please? A short biography, how did you start to do what you do.

Hello Andreas. Thank you for giving me this opportunity to speak with you. My path into creative formally engaged with my decision out of high school to be a fine art painter. As I became more aware of design history through out my studies I was amazed at how everything had been designed for a purpose to communicate with someone.. a choice in color, shape, tonality and instantly fell in love with the engagement of design. After graduating with my degree in Visual Communications I was hired with Criticalmass and have been working for a variety clients Mercedes-Benz, Dell, Infiniti and At&t over the past nine years.

Working at Critical Mass, you think you are having the best time and best job? Are you satisfied with everything?

Commercial design always has its combinations of challenges to work with. Sometimes its technology, sometimes its client’s business goals not meshing with customers needs. What I focus my energy into is the interactive experience by roleplaying myself into customer tasks. I also believe strongly in the “Art of Play” with all my projects to keep ideation fluid. Solutions have to be rooted in industry, business and customer centricities but I find when you treat projects as a creative sandbox you personally enjoy them more and find more unique solutions. I have really enjoyed working with my fellow creative's here at Criticalmass. Its great creative community to turn to bounce concepts off or simply hang out for a casual night of drinks.

Do you think your job is just a job or it's your hobby as well? Why?

Design solutioning is my life. It is how I see everything now. That has its pro’s and cons when you approach everything as a critic now and you need to have the sensibility and tact to know when and how to discuss paint scheme with your wife :) As I mentioned earlier I love the subtlety of how design is everywhere and plays such an intrinsic role in how we all define who we are. To craft creative experiences I find very self fulfilling. In my personal thoughts I am always pondering new ideas on products… I love playful thoughts.

Most of the times you lead on just one client, or you can manage many projects at the same time?

As a creative director I focus on the overall strategy of the account and the visual development of key projects. As well you have the responsibility of leading & mentoring your team and motivating your client to feel empowered doing what right for their customers and business.

Do you design yourself? You think you can do it better than designers?

The way CM (criticalmass functions is almost all CDs (creative directors) still design themselves. We feel it is what keeps you sync and relevant in deriving a turn key solutions. The CD role is to be the knowledge center of strategy and guide the spine interface design though first and foremost. Creating visual interfaces is its own skill set where we look to our designers to live and breath interface design and that is their focus.

How do you feel, when you push a lot of effort into the design pitch, and then it's declined by the client? You aren't coming sad to home?

Well this is life. People die and the sun goes to sleep every night. What is important to remember is what you learned from the development of this work. How can it be leverage on future projects. As well understanding why the client wasn’t sold on your approach. Was it positioned wrong? Was the cost to high for there business ask? Being a creative lead you need to understand your clients needs and develop the best solution that marries there needs and making an exceptional customer experience.

What's the best project you ever worked on? Why?

There have been a few projects that have had success for different reasons but here is two projects I really enjoyed. The first was the development of the first automotive selection tool. The Mercedes-Benz Model Selector back in 2003. We saw a customer insight that customers were confused with the volume of vehicle variants and needed help making a purchase decision. This could have been handled through Q&A list but because the vehicles visual appearance was so important to our customers we developed a visual matrix to meet their needs. It allowed them to specify what vehicle attributes were important to them and then gave them results grid in priority. It was a huge success and the first of its kind.
Next was our at&t pitch to win this business recently. Our pitch focused on device agnostic delivery of media. Empowering its customers to take their personal data profile (lightbox of all digital identity) to any at&t networked device in their home or in another environment (tv, internet, mobile, homephone, netbook, kiosk). An illustration of this would be I go to your house to visit I can pull up all my contacts, movies, music etc on your tv to watch or use. It was turning telco into a smart pipe versus just a static service that customers purchase then forget about.

Most of the companies has a lot of routine work, doest that make you love your job less? Or you are O'kay doing boring things? Like maybe, banners?

Well like apple… “there’s an app for that” it’s the same for design problem solving. First you take in what is the business ask, then determine who is most appropriate for it. We have team members who love OA (online advertising) and their solutions are very impactful. Everything has its place and it’s importance. OA is a very key piece to awareness. It may not seem ”sexy” to a brochure-ware designer but from a revenue or brand awareness perspective it is very important to do it right. I derive pleasure from solving business & customer problems and only find things boring when a business partner is to narrow minded to take calculated risk to reap reward.

What your wife think about your occupation? Does she understand anything of what you do?

I believe she is inspired by some of the things I have developed but to be honest I have never asked her. Our occupation is a hard one because of the business models we work with.. There is sometimes a lot of overtime due to timelines and this is always hard to manage with family life. That is the key thought I focus on these days with a new family. When I reflect back when I am older… Did I manage a good work life balance.. Did build a strong bond and make memorable moments with my children. Having a child really changes your personal perspective on life. And the old saying does go, “you really don’t understand something until your in it”.

Is it important for you, to get a proper feedback for the project you are working on?

Completely. First it begins with proper customer insight to inform your solution, then validation of your approach both with peers and customers.

What would you suggest to anyone who wants to start his career being a designer?

Build a strong understand of your craft first and foremost. This includes a vast visual vocabulary (typography, graphics, photographic stylization) know how to use them in combinations and derivations to associate to specific audiences. Next build your leadership skills. Strategy, selling your work to clients, presentation skills and time management to name a few. Learn how to understand your client and their needs. You may have the right solution but if you can’t sell it .. It’s going no where. If you love to create and it’s a passion stay with it. Whether your on your own or in a big company be smart and find ways to get yourself out there.