Critiqued: Inside the Minds of 23 Leaders in Design

Rick Valicenti

AFTER Michael’s feedback

LOCATION

3st, Chicago

EDUCATION

BFA, Bowling Green State University; MFA Photography, University of Iowa

EMPLOYMENT

Principal, 3st, Chicago

DURATION OF REDESIGN

5 days

“It’s aqua blue with white letters and a blue cross. And crystal bubbles forming the word soap.”

“It’s aqua blue with white letters and a blue cross. And crystal bubbles forming the word soap,” Rick said, handing me a detailed sketch with a Pantone chip taped to it.

Many years ago, when he “didn’t know how to design,” Rick called up Michael ...