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Jacob Cass is a Brand Designer, Strategist, Educator & Founder of Just Creative. Jacob has spoken at TEDx and been featured in Entrepreneur, Forbes, and a number of high-profile design books including The Best of Logo Lounge Master Series. Let’s chat more with Jacob about work life in this #DesignwithDot interview!

I tend to do things by intuition. I do whatever feels right at the time.

Meet JACOB CASS: Brand Designer, Strategist, Educator & Founder of Just Creative

 

Jacob has spoken at TEDx and been featured in Entrepreneur, Forbes, and a number of high-profile design books including The Best of Logo Lounge Master Series.

Some notable clients include Nike, Disney, Nintendo, and Jerry Seinfeld, as well as iconic locations such as San Francisco, Puerto Rico, and New York’s Digital District.

He runs the industry-leading JUST Creative Blog which features thousands of articles & resources to help businesses grow & thrive, as well as the JUST Branding Podcast that helps designers & entrepreneurs grow brands, and he also coaches creatives in his Inner Triangle Coaching program, either 1:1 or in a group setting. Yahoo! recently declared him as the “Best Brand Coach to Follow in 2020”.

It’s such a pleasure to have you on the #DESIGNWITHDOT blog Jacob!

1. What is the most challenging part of working with your partner? What’s the best part?

My wife and I are a team but with two young kids and both of us working from home, it can be challenging to balance it all, but thankfully she’s the world’s best mum and keeps the ship afloat. The best part is that we have an extremely short commute and can spend more time together as a family.

2. Why is there such a big hype for designers to be brand strategists?

 There are a number of reasons but I would say the hype really exploded after a popular YouTube channel (you know who) showed the benefits of separating design thinking from more traditional processes. This got a lot of attention because design is becoming more of a commodity as “design” or at least the visual aspects of design are becoming more accessible made possible by online tools and offshore freelance sites. So to stand out in this marketplace, a more holistic approach to brand building and problem solving is required… enter brand strategy.

3. What’s your dream? (Where do you want to see your life and the world in 10 years? Year 2031!?

I tend to do things by intuition. I do whatever feels right at the time and to be honest I am not a big visionary or goal planner which is probably to my detriment. But as for what I am working towards… I am working on becoming a top 1% high-impact brand consultant.

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Design skills will only get you so far. The business of design gets you further.

4. You’ve worked with so many amazing people and projects. What has been your favorite experience in your career so far?   

A recent highlight was designing the logo for the city of San Francisco. Yes, that city. I was subcontracted out by an agency who was helping to rebrand the city. My design got all the way to the last round and through national user group testing and launched in 2020.

 

5. What advice would you give to your younger self 10 years ago? 

Design skills will only get you so far. The business of design gets you further.

Learn the soft skills…. sales, psychology, communication, listening, asking better questions.

Invest more into yourself. It’s the best investment you can make.

Don’t find clients, create clients. Build relationships.

 

6. What are your thoughts on social media? Hate it? Can’t live without it? Give us your best social media tip or insight!

I have a love-hate relationship with social media but definitely more love. It’s a connection tool. It’s a marketing tool. It’s a time suck. It’s fickle.

As for a tip? Just because you don’t have a huge following doesn’t mean you’re not killing it elsewhere.

 

7. What is your philosophy about life? Or a mantra, quote or proverb you want to share with us?

“You get out what you put in.”

I grew up with this quote on our fridge as a magnet and it’s never got out of my mind.

 

8. What’s your dream travel destination or the next place you want to visit? #TravelWithDot

Although we’ve been fortunate enough to explore 88 countries, the vast majority of these were without children. We’ve now got two young children so our travel style has changed. For our next trip, we’re looking for a family-friendly destination with our friends and their kids.

Although we’ve been here a few times already, Thailand seems to be the most feasible in terms of travel time from Australia and enjoyment. We’re dreaming of our own sea-view villa with a butler, cook and infinity pool.

For example, at the moment I am working on branding projects for a coach/advisor for billionaires, an electronic music producer, a finance management & training company for martial artists, a tech recycling company, and an online personal trainer.

9. What’s your favorite food experience you would take me to in your city, and what would we eat? #EatWithDot 

Oh man, does Uber Eats count? Let’s eat pizza and have a few bottles of wine together.

10. Who has been a mentor or someone you have looked up to for advice and inspiration? How do they help or how have they helped you?

Right now, Tobias Dahlberg, is getting a lot of my attention as he’s sharing all his brand strategy & business smarts with me as part of his Brand Mastery course. His business background and holistic approach to brand building is unlike anything else I’ve come across.

11. Dragon or Unicorn? & Why?

Dragicorn. This sounds like a Unicorn in drag. LOL. My brain. Don’t mind me.

12. What are you working on right now, what gets you excited?

My client work lights me up as they are always in such unique industries. For example, at the moment I am working on branding projects for a coach/advisor for billionaires, an electronic music producer, a finance management & training company for martial artists, a tech recycling company, and an online personal trainer.

 

Thank you Jacob for joining us!

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