John Paolini
Partner, Executive Creative Director
Practice
“Creative can change your business.”
As Executive Creative Director, John supervises all aspects of creative development across all media. For almost 20 years, he has worked closely with writers, designers, and technologists to create communication experiences that shape perceptions and change behavior.
EXPERIENCE
Siegel & Gale, Creative Director, Interactive Group
Waters Design, Design Director
EDUCATION
Virginia Commonwealth University, MFA
Ohio University School of Fine Arts, BFA, Graphic Design and Art History
AFFILIATIONS
American Institute of Graphic Arts (AIGA)
Decision
“Never lose sight of our clients’ customers.”
Sullivan sets itself apart from other agencies because we dig to acquire a deep understanding of our clients’ objectives, and make every effort to get into the heads of their customers. The knowledge we find creates a map for communicating more effectively about a business, product, or service.
It all comes from our fundamental belief that effective design is about helping people make decisions. We don’t focus on a specific medium, technology, or aesthetic—our way is to think about the process of decision making. At the core of this approach lies a deep understanding of the mindset of our clients’ customers, and the ability to craft a visual language based on a big idea that dramatizes, and operationalizes, a client’s values and vision to those customers.
EXPERIENCE
Siegel & Gale, Creative Director, Interactive Group
Waters Design, Design Director
EDUCATION
Virginia Commonwealth University, MFA
Ohio University School of Fine Arts, BFA, Graphic Design and Art History
AFFILIATIONS
American Institute of Graphic Arts (AIGA)
Approach
“Design is not about decoration.”
You can’t design truly effective communications that will function on all levels unless you’ve worked on all levels. Only after I had developed both the highest level branding systems and the most tactical sales materials did I really understand why graphics are not simply empty vessels—that they must be imbued with meaning to provide a foundation for communications.
That’s exactly what attracted me to Sullivan. For 17 years, Sullivan has focused on understanding and creating communications systems for companies on a deep and operational level. This gave me a place to create a new kind of creative group that marries identity work and branding with boutique design, all within a truly strategic framework. As a result, the systems we create work harder for everyone: the client, the strategy, the designer, the in-house team, and of course, the end user.
EXPERIENCE
Siegel & Gale, Creative Director, Interactive Group
Waters Design, Design Director
EDUCATION
Virginia Commonwealth University, MFA
Ohio University School of Fine Arts, BFA, Graphic Design and Art History
AFFILIATIONS
American Institute of Graphic Arts (AIGA)
Industry
“The days of monolithic brands are over.”
I worked at a pure branding firm for years. We made the logo, assigned the colors, fonts, and image styles, wrote overly prescriptive guidelines, and sent it off. Over time, I saw many of these systems fall apart. Why? The system had no connection to the needs of the marketing departments, the advertising partners, or the in-house agencies who implemented them.
That’s why I developed a new way to think about brands: I don’t think of them as monolithic constructs that restrict creativity. Rather, I see them as organic, living entities that have real soul. Our approach is to develop key graphics that are not just empty containers, but rather elements that have a purpose, and that project an attitude about the company, reinforcing the things the company believes in. This approach leads to sustainable, operational systems.
EXPERIENCE
Siegel & Gale, Creative Director, Interactive Group
Waters Design, Design Director
EDUCATION
Virginia Commonwealth University, MFA
Ohio University School of Fine Arts, BFA, Graphic Design and Art History
AFFILIATIONS
American Institute of Graphic Arts (AIGA)
Predictions
“You need to be brave enough to do the unexpected.”
Think about the iPod. It isn’t successful just because it looks cool. It’s successful because Apple completely re-imagined what a music player could be. It’s a great example of how thoughtful design can shape industries, move markets, and affect culture. How does that happen? The most important thing that I’ve learned about design is to trust my instinct.
In order to succeed as a creative person operating in a business environment, you need to help clients see the way you do, and in many cases, help them learn to articulate what they don’t see. The agencies that can do that with clients will shape the next generation of industry-changing products.
EXPERIENCE
Siegel & Gale, Creative Director, Interactive Group
Waters Design, Design Director
EDUCATION
Virginia Commonwealth University, MFA
Ohio University School of Fine Arts, BFA, Graphic Design and Art History
AFFILIATIONS
American Institute of Graphic Arts (AIGA)
