Alright – so today we’ve got the honor of introducing you to Lars Lawson. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Lars thanks for taking the time to share your stories and insights with us today. What do you think Corporate America gets wrong in your industry? Any stories or anecdotes that illustrate why this matters?

I think big agencies have lost their way. They have generally become yes men. Anything to satisfy the client and get paid. They tend to be over staffed and bulky. Too many people weighing in on every decision. There’s less educating the client. Less reliance on experience and expertise. That said, there’s also more folks in the industry with less talent trying to push their weight or control. Good, talented designers and creators are often rare, but when they are discovered, they should be trusted by clients. Corporate agencies are more about in & out, “better than good, it’s done”, pleasing the client and turning a buck. I don’t tend to work that way. I seek out creative driven clients who are looking for someone to take them places they can’t get on their own. Clients who trust those the process and trust those they hire. Creative talent is no different than any other kind of talent. Sports. Music. Sometimes you have it. Sometimes you don’t. Practice helps, trying and experience… but there’s a difference in those who have something special. Art & design is the same. Pleasing the client is important. That’s the goal. But to do it right takes hard work. I believe in the power of good design. I believe in making the world a more attractive space. That’s the goal too. Poor design is lazy.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I started my career in publishing, but within six years moved into advertising, marketing & design. I was employed 16 years before starting my own business. The lessons and training I learned with my employers were invaluable. Many things I could have never learned on my own. There is nothing like hands on training to lead you to success. Education is important.

I run Timber Design Company, a branding and design studio for creative driven clients. I build identity and brand packages, logomarks, packaging, and print design, though that can often include tangents into all sorts of worlds including photography, illustration, furniture, interior space, architecture, websites, murals, you name it. I work hard to put design first. Timber has been recognized consistently for design excellence and creativity since it was started in 2006. I have won hundreds of design awards. Making an impression is everything and I believe in the power of good design.

I operate Timberjack Goods. Timberjack is a retail product line of merchandise inspired by adventure, camping, and nature. Products include prints & posters, tees, bandanas, candles, stickers, camping kits, and more. It’s also an opportunity for me to design and create without client involvement. Timberjack is an extension of my love for the outdoors. For years I had dabbled in creating products here and there, and often created products as gifts for clients. Eventually, I realized I needed to do more with it. Timberjack goods are sold online, and in shops throughout Indianapolis, Indiana, and beyond. It’s a passion project that has grown into a business.

Speaking of passion projects, I also host and organize a politics poster show each year called “The Art of Politics.” A project that was started out of my desire to contribute to the conversation. To “do something.” Local artists create posters to speak to any issue they choose. Against something, for someone, protest, awareness… anything. The designers also choose a cause to support with their poster. The one-night gallery event includes a live auction, and the posters are auctioned off to the highest bidder. 100% of the proceeds from each poster goes to the cause selected by the artist. Poster designs have included abortion rights, black lives matter, women’s rights, LGBTQ+ rights, book banning, global warming, smoking issues, animal safety, immigration, water pollution, environmental protections, religious freedom, gun violence, political candidates, or simply to encourage voting. In four years, we’ve raised and donated over $10,000 to non-profits around the globe. It’s a freedom of speech event. Anything & everything is welcome. We all have a voice.

Can you tell us about a time you’ve had to pivot?

Pivoting and being flexible is vital to any business. It’s how we survive. When Timber Design Co. started, my client based was more institutional: hospitals, universities, corporate. But over time, clients come and go, economic changes impact the world and we have to adapt. In 2010, when work was slow, I took a risk to pivot the type of clients I was seeking. I moved away from big bulky corporate clients to smaller, local entities. Some were restaurants, breweries, distilleries, and coffee companies. The move paid off, and established me as a design shop focused on those types of businesses. It helped bring even more work in the door, and lead to a much more creative environment. Recently, I’ve been shifting again, this time with more focus on outdoors, parks and recreation, tourism, visitor bureaus, etc. It’s both a crucial shift to stay up with the current trends for the benefit of the business, and a shift in my passions and interest to remain happy.

Looking back, are there any resources you wish you knew about earlier in your creative journey?

I’ll speak to “early creative journey.” I found great value in my early career being employed in the worlds of publishing and advertising. A big part of the success in running my own businesses comes from that. Hands on training is invaluable. So many people today love to run out of the gate tripping and falling. They think they have all the answers and all the talent and want to be respected, heard and valued. But that doesn’t come without experience. Learning the ropes should not come at the expense of the client. It gives good designers a bad name. It makes clients not trust the ones that truly are good at what they do. Poor training and education creates a broken industry. When young professionals, often fresh out of college seek advise about starting their own business, I encourage them to slow down. Go work somewhere for a few years. Experience how people relate to each other, learn selling techniques, watch how people interact, get familiar with the industry and the tools available. Then they will be more prepared to perform.

Contact Info:

• Website: www.timberdesignco.com & www.timberjackgoods.com
• Instagram: Larsindy & Timberjackgoods
• Facebook: https://www.facebook.com/lars.lawson.9
• Linkedin: https://www.linkedin.com/in/lars-lawson-8b6b263/