tom wright

Tom Wright is the senior director of design of advertising for Neenah Paper, a leading manufacturer of premium uncoated writing, text and cover papers. Neenah Paper, one of GDUSA's Top 100 Designer Friendly Companies, has helped to define some of the world's most recognizable identities. It is credited with many industry firsts, including the first mill brand watermark; the first writing, text and cover paper to be certified by the Forest Stewardship Council; and a radically different paper brand, The EAMES Paper Collection, based on Charles and Ray Eames' ground-breaking design work and philosophies. Recent acquisitions have allowed Wright to lead branding revisions of Starwhite, Coronado, Esse and UV/Ultra papers, all key industry brands. His team has garnered awards from every major North American design publication. Wright has addressed thousands across the continent on the roll of premium papers in communications and has probably been involved in more paper mill promotions than any other person in North America, if not the world.

Is graphic design a growth industry? The more important question is whether graphic design is a lifelong job. With universities churning out so many graphic design graduates, you might guess it is. However, I think many schools consider a design curriculum to be a quick and easy way to make a buck. A student might learn Photoshop, but are they learning how to help make businesses grow? If not, then design won't be viewed as an important leg of the business stool, and the students won't be life-long designers. Graphic design will only grow when the barriers between business students and design students are dissolved. Design students must at least take basic business, marketing and accounting courses. Because in the real world, designers work with business marketers, brand managers and executives.

Do graphic designers have a special responsibility to promote a green society? Yes and no. Environmentalism is not just a designer's burden; everyone is responsible. But why stop at the environment? What about economic and social issues? The green movement focuses attention on just one issue, when there are many. Designers can take responsibility by gathering information from multiple sources and helping our customers to see the big picture. For instance, we should become more knowledgeable about green design in architecture and industrial and interior design. As we learn about these areas, we can add value to our customers.

ONE THING I CAN'T LIVE WITHOUT IS support from family and friends

FAVORITE MOVIES

Julia
Steamboat Willie
Why Man Creates

FAVORITE BOOKS

A Fly Went By by Mike McClintock
Who Moved My Cheese? An Amazing Way to Deal with Change in Your Work and in Your Life by Dr. Spencer Johnson
The Bible

FAVORITE SONGS

"Stairway to Heaven" by Led Zeppelin
"Take Five" by The Dave Brubeck Quartet
"As Falls Wichita, So Falls Wichita Falls" by Pat Metheny and Lyle Mays

FAVORITE FINE ARTISTS

Picasso
Matisse
Ansel Adams

FAVORITE TV SHOWS

America's Ballroom Challenge
Austin City Limits
American Idol (I have a 12-yearold daughter!)

BOOKMARKED WEBSITES

aia.org/awards
ngto.org
underconsideration.com/brandnew