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The Busy Creator Podcast with Prescott Perez-Fox

The Busy Creator Podcast is a discussion program where creative professionals from across the spectrum share tools, techniques, and habits they use in their practice. Listeners are introduced to strategies and pro tips to be their most creative, productive selves.

Full website available at and for the show specifically.

Mar 9, 2015

The Busy Creator 48 w/guest Eric Kass

Eric Kass (@funnel_erickass) is a Commercial Artist who has built a distinct solo practice across identity, graphic design, packaging design, and more. His practice — Funnel, the Fine Commercial Art Practice of Eric Kass — works with startups and artisanal food companies on developing all aspects of their brand story.

Our conversation cover Eric’s definition of a commercial artist, how we works with clients, and his new side project. Catch up with Eric on his website,

Show Notes & Links

  • Eric creates “heart-made craft brands”
  • His practices reaches across naming, identity, packaging, point of sales, and more
  • Graphic Design isn’t a great term; “graphic” is too specific, “design” is too broad
  • Commercial Artist is a better description → art for sale
  • Branding always appealed to Eric for its ability to craft a narrative, to appreciate details (typography, logo, etc.)
  • Practice, a term usually applied to Medicine or Law, can also be applied to design (or Yoga)
  • The name Funnel emerged from Eric’s experiences and observations, as well as a reflection of his design process
  • Printed Ephemera by John Noel Claude Lewis On Amazon
  • — Curated Compendium of the Coveted / Authentic & Inspired Vintage Goods

“Every company is now a media company.” —Seth Godin ← Click to Tweet



  • If you’re a designer, partner with developers for app design and particular touchpoints
  • Engage the client/brand manager in conversation, keep it loose, let ideas and dialogue flow
  • Allow multiple concepts and revisions, but direct your process toward presenting one idea and getting it right
  • Start with high-level concepts, then research, then explore together. So when you present design work, the client already feels this is an appropriate solution; they’ve been along the journey all along.
  • Always test design elements (fonts, etc.) against the over-arching brand story
  • Surround yourself with art, inspirational objects
  • Work intuitively in Illustrator; move things around, be free
  • Take the dog for a walk to allow the mind to wander, solve problems


  • Photograph signage, typography, and design inspiration in the wild, especially when you travel
  • Continually add to your portfolio, seek to get work published
  • Put out into the world the sort of work you want to get from clients
  • Aim to wake up at the same time each day
  • Integrate your home and working life, especially if you love what you do