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

Liza, looking forward to hearing all of your stories today. Learning the craft is often a unique journey from every creative – we’d love to hear about your journey and if knowing what you know now, you would have done anything differently to speed up the learning process.

I have been circling around design my whole life, but finding my place within the field took time and exploration. As a child I had many interests but vividly remember using early Apple design software in first grade. Later I studied the business of design at Parsons School of Design. Learning about marketing, branding and strategy excited me and I was drawn to the idea that design, when done right, can help make people’s lives a little better.

A few years after graduating I was happy to get a job at IDEO and held several roles there. My first, in business development, taught me how to communicate with clients, write proposals and design pitch decks (all practical skills for a future entrepreneur). Later I was fortunate to have the opportunity to be trained in human-centered design research and strategy by leading experts and rose to the level of Senior Designer.

After many years at IDEO, I left when my oldest son was born. As any parent would agree, raising kids teaches you about your own shortcomings and I had to reckon with mine, indecisiveness. But being a parent also forces you to move fast and make the best choices in the moment. Only later did I realize the personal growth that came from being a parent had strengthened me as a designer.

Fast forward a few years and Rhode Island School of Design continuing education is offered fully online. Having never lost an interest, I seized the chance to formally study graphic design, gaining practical skills and tremendous confidence.

Today, I work as a freelancer and help individuals and small businesses with human-centered design and visual communication. Though my work breaks into categories, I bring my whole self to every project. As a good friend told me recently: “Liza, you have your own unique alchemy.” And I’m so grateful I had the time to find it.

Liza, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am a multidisciplinary designer who loves people and thinks strategically. I work with individuals and small businesses on their visual design needs. Sometimes we need to better understand those needs so we conduct design research together, but often we jump in and work on a visual identity or a new website.

What makes me unique is my background and approach. Whether my clients like it or not, they’re getting all of mine in every project including flavors of ethnography, typography and usability. I bake in strategy to simple design requests and when I’m doing research, I jot down ideas for how an end-design might appear on a business card. I instinctively consider people and their needs at every point in the process, including my clients themselves.

My aesthetic is modern, bold and simple. I believe geometric shapes and strong typography can tell a design story in the most concise way. The visual identity for my company (Rutenbeck Design) speaks to the idea that every project begins with ambiguity, and simplicity — the right design solution — can only emerge through a thoughtful process.

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

Three things stand out for me on my creative journey:

It is never too late to learn something new. I believe continuing education is an under-appreciated, wonderful and inexpensive resource. You get as much from any program as you put into it. 

I listen and learn from everyone I meet. I have memories of people I met in the field years ago that continue to inspire my work today. No matter how loud the world can be, taking the time to listen is never the wrong choice. 

I wish I hadn’t worried so much about figuring it all out. I took a long time to get to where I am but wouldn’t change a thing. Life experience teaches you skills and lessons even if you don’t see how it all ties together at first.

What’s worked well for you in terms of a source for new clients?

I know everyone says this but referrals! I did free work in my first year as a freelancer. But some of that work turned out to bring more work and certainly more exposure. I’ve also found reaching out to local firms directly is a great way to learn about what is happening in my community.

There’s a timing part to it, being the name mentioned in the moment someone needs a designer. But the more you talk to people and tell them what you do and share your work the more your name is the one tossed around at a dinner party.

Contact Info:

• Website: https://www.lizarutenbeck.com

Image Credits

Photography Credit: Kerry H. McManama
Quiet Cricket Studio: www.quietcricket.studio
Fopiano Music: www.fopianomusic.com