In addition to Pine, Cody’s other work includes a musical identity tribute to Eric Church, a ‘Tabasco Dynamo Sauce’ packaging project and a Palace Theater re-brand proposal.
After checking out Cody’s portfolio on Behance.net we wanted to find out more about this upcoming creative, asking in particular about any advice he has for other design students…
You are a student at the University of Wisconsin Stout in the Multimedia Design program- when did you first become interested in design?
When I was young, I was known for my artistic ability. Whether it be drawing, painting or even just creative thinking, I’ve always loved art. Later on in high school I was signing up for classes, I took Graphic Design 1 not knowing what to expect. The first day we learned how to use the pen tool in Adobe Illustrator CS1, I was hooked. After that I said to myself “this is what I want to do for the rest of my life” and ever since then I have strived to accomplish that.
Your striking Pine typeface is laser cut from wood, where did the concept from this creation originate?
I started to realize that when you bring graphic design into the physical world, you create a whole new aesthetic and feel, I love that. I strive to use some sort of physicality in all of my work whether it be screen printing, package production or laser cutting in this instance. Truthfully I went through many trials with this typeface, the first designs were “sub par” at best. But once I had the typeface designed, I wondered what it would look like in the physical realm, so I had them laser cut and I found some nice natural light to photograph them in. The best part was that they turned out better than I could have hoped for.
Pine | Photo credit: Cody Petts
Is there one brand in particular you would love to design for?
I’ve always loved alcohol packaging. Some beautiful examples are the works of Stranger & Stranger. They design some of the worlds best bottle packaging. Check them out.
Eric Church: Musical Identity | Photo credit: Cody Petts
Tabasco (Limited Edition) Packaging | Photo credit: Cody Petts
What is your favorite area of design?
It’s definitely a tie between branding design and packaging design. It’s even better when you get to design both from the ground up, knowing that you created something from nothing fills you with accomplishment. And the best part is, that feeling makes you want to achieve that over and over again.
Have you ever taken inspiration from a specific piece of creative advice? Perhaps something that fellow design students may also find useful?
Whenever I’m asked this question, I always reflect on this quote by Ira Glass. “What nobody tells people who are beginners — and I really wish someone had told this to me . . . is that all of us who do creative work, we get into it because we have good taste. But there is this gap. For the first couple years you make stuff, and it’s just not that good. It’s trying to be good, it has potential, but it’s not.
But your taste, the thing that got you into the game, is still killer. And your taste is why your work disappoints you. A lot of people never get past this phase. They quit. Most people I know who do interesting, creative work went through years of this. We know our work doesn’t have this special thing that we want it to have. We all go through this. And if you are just starting out or you are still in this phase, you gotta know it’s normal and the most important thing you can do is do a lot of work. Put yourself on a deadline so that every week you will finish one story.
It is only by going through a volume of work that you will close that gap, and your work will be as good as your ambitions. And I took longer to figure out how to do this than anyone I’ve ever met. It’s gonna take awhile. It’s normal to take a while. You’ve just gotta fight your way through.” – Ira Glass
Cody Petts has a wide array of creative skills, showcasing an impressive design portfolio. Alongside his artistic talent he also possesses the sheer determination to excel within the design world. Here at GraphicDesign.com we will be keeping a keen eye out for his future work!
Palace Theater Identity (re-brand) | Photo credit: Cody Petts
Palace Theater Identity (tickets) | Photo credit: Cody Petts