A GDUSA ‘People To Watch’ selection in 2008, Brian Schultz of Brian Schultz Design continues to be a graphic and package design — and musical — talent to watch! We’ve been following him and here is an update on his activities.
In 2008, Brian Schultz was still a year away from starting his own shop, Brian Schultz Design (BSD). But as an inhouse graphic designer, he had already earned recognition in the industry for category-changing work in package design with challenger brands, creating point-of-purchase marketing materials, packaging and labeling that, as he says, “work because they have to!” It was that year that we profiled Brian among our annual “People to Watch” honorees. In the years since, BSD has been easy to keep track of, staying on our radar among annual GDUSA American Package Design Awards recipients — this year finishing among the top 3 in the nation with 8 wins —but we wanted to check up on a deeper level to see what Brian has been up to since.
“We’ve expanded the breadth of category penetration quite a bit in the almost-decade since,” says Brian. Known initially for the trendsetting work in the Home and Garden category where Brian cut his teeth, BSD’s portfolio now represents clients in diverse categories including Health and Beauty, Household, Food, Electronics, Companion Pet, Homestead, and more. “And,” says Brian, “while we established our reputation working primarily with challenger brands, we’ve caught the attention, and had success applying the same principles to, category leaders as well.”
Brian describes those principles as beginning with an understanding of the client, the product and the category. “We don’t design to satisfy an artistic ego,” says Brian. “We create designs that are honest and result-driven to compel action.”
While the focus of GDUSA recognition has been on BSD’s package design, his portfolio stretches across other merchandising and identity needs as well, including Branding, Logo Development, POP & Displays, Catalogs, Sales Materials, and Printed & Digital Marketing Media.
As mentioned in his “People to Watch” profile 9 years ago, Brian also likes to get creative with his bass guitar, and his music career has been climbing along with BSD’s rising client base. While enjoying regular gigs with local bands, Brian’s musical talents have been increasingly put to use as a studio musician for some high-profile talents. Last year, his bass contributed the gritty bass support to the “Desperado” track of Rihanna’s platinum-selling album “Anti!” He has also contributed to recordings by Jeremih + Flo Rida, Keith James + Cee Lo Green, R&B star SoMo, and more! But the best is yet to come, hints Brian, with some “very high profile artist collaborations to come this year.” A person to watch … and listen to!
“To me, the music and the graphic design require the same kind of creative thinking,” says Brian. “It’s about having a challenge and coming up with a creative solution to solve it.” And when he does so successfully in the design world, and customers “connect to his vibe,” it’s music to his ears!