Will Paterson

Q&A

• When did you first feel like, “This is it. This is the work I want to be known for”?

  I designed the logotype for ScrawlrBox about eight years ago. I had so much fun focusing on what truly makes a logotype work well. During that process, I realized I was bringing together everything I loved: lettering, logo design, and branding. It felt like all my skills were finally working together in one place. That was the moment I knew this was the kind of work I wanted to be known for.

• What drives you to keep creating, even on the off days?

  Creating posters or designing logos requires a lot of focused attention, and I genuinely enjoy that. When everything around me feels chaotic, I find satisfaction in bringing order to a design. In other words, creating is a great escape from overthinking.

• Are there any creative rules you swear by, or break just for fun?

  Never show a logo without the context of a mockup. Mockups bridge the gap from fantasy to reality and allow the client to see the context. You could have the best logo design in the world, but if you don’t show it in context, they won’t buy into it.

• What’s something Affinity just gets right?

  Other than it being free, you mean? Haha. For me, it’s having everything in one app. I can design the logo in Affinity, create and edit mockups in Affinity, and then design the presentation and brand guidelines all in the same place!

• Name the unsung hero in your Affinity workflow.

  Dynamic Linking. Being able to add an Affinity file into another Affinity file and have it update automatically when I edit the original is a lifesaver when presenting logo concepts to brands. That, and the Symbols feature. I can add a logo as a symbol and it updates throughout the entire document whenever I make a change.