Ace Eichten
Q What do you do?
“I am a brand designer with an emphasis on motion design. As I build brands, I can often find ways to animate aspects of the brand to help my clients’ creative stand out. ”
Q What steps did you take to get to where you are now?
I began my design career as a designer on Grammarly’s Brand Design team. With a growing interest in all things motion, my work there quickly became entirely animation focused. I had always had a desire to go freelance and build my own business, and eventually I couldn’t ignore that anymore. So I quit my job, founded Forthright Creative, and then moved to NYC. I’ve now been working for myself since September 2022.
Q How do you stand out in your field?
As a brand designer who also has capabilities in motion design, I find that I’m able to offer my clients a robust creative suite all under one roof. I also think that we’re able to see around corners much more effectively when we know how static designs will animate. It’s a really cool thing to be able to not only show my clients a logo, but also how that logo might animate even while quite early in design ideation.
Q What are you working on right now?
On the work side of things, I am currently working with a tech company to help organize and develop their brand. They aren’t necessarily in need of, or able to take on, a full brand redesign so with each round of creative we work on, we take baby steps toward refreshing their assets. On the personal side of things, I am working on printing more of my work. Yes, the goal will be to sell prints, but I’m giving myself grace for now to not worry about selling and just filling my own walls with things that I think are pleasing to look at. Having fun!
Q What’s your style?
I recently did a logo for a new coffee brand, Pardo. This project felt like home to me–a fantastic client who was willing to take risks, but also had a strong point of view and a real desire to make something artistic. The brand has texture and warmth and a level of rigor to it–we built it up together a bunch and then stripped it down into something that I feel is both distinct and powerful.
Q Out of all your slashies, which one do you wish you could do more often?
I would love to get into more illustration work! Illustration work scratches a bunch of different design itches–color, layout, drawing–while also providing a great counterpoint to the nitty gritty technicalities of motion design. I love whenever I’m able to get into Procreate for a bit :). Industry wise I think that there are some really cool things going on in the sports world for Motion Graphics. I’m also a huge golfer and the design intersection with the sport feels quite similar to the streetwear + skateboarding kinship (yes, I promise you golf is getting cooler.)
Q What is frustrating you right now?
I’ve been gettin real riled up about these AI people! That^, but also a general sentiment for some time now that it is tiresome to continually evangelize for artists to be able to make a lot of money, have their work be seen not just as tasteful and aesthetically pleasing, but also fundamental to our human experience. All this AI stuff is quite antithetical to that. Indeed, it’s not just that I think that turning a corporate identity into something artistic is a nifty thing–but that it is a deeply human thing to want to elevate these things. Why do we look for ways to cheapen this practice? Why isn’t AI solving other problems first?
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
The other day my friend asked me what CRM I used and I said my brain/vibes. So I would hire someone to help me with that. But also! That is worth more than $20/hour and we are paying subcontractors fairly in 2024! How about this–someone to randomly send me an email 1-2x a month saying that I’m doing a good job :).
Q What do you wish you could have told yourself, when, and why?
Nothing! I’d ask young Ace questions. He is closer to the inner child.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I am always keen to understand how any kind of marketing leader gets their budget–how they advocate for it, how they shape their company’s interest in brand, and what levers need to be pulled in order to free up capital and resources to invest in their brand.
Q What kind of opportunities/projects are you looking for?
I am looking for brand forward companies that want to make beautiful work. I want to work with brands that value creativity and am especially interested in working with folks who want to see their brand in motion.
Q Describe your ideal job/client/collaboration.
With larger brands–I would love to help craft bespoke animation campaigns for product launches or seasonal campaigns. For smaller brands–I would love to help shape visual identity across networks while also mapping out strategies for engaging ways to utilize animation and video.
Q What is your rate?
My hourly rate is $100, and a project minimum will be $800. This rate becomes flexible with long term retainer agreements (which will start at 10/hrs week for 8 weeks minimum).
Q How should someone approach you about working together?
I’m not the type to say only reach out once you have your stuff together; I help my clients craft bespoke outlines/SOWs for their needs. Navigating ambiguity is the name of the game! But if you do come to me with a firm budget and list of deliverables, I can navigate clear direction as well.
Q Who is a creative you admire?
My homie Ian Wooster!! He is so damn talented but also just a real stand up guy. I owe a lot of my “design + animation under one roof” angle to him, and I’m happy to know someone who is also in pursuit of a more artistic world.
Q Oh! and… how do you stay creative?
Walks! Notes app! Play guitar!
This member profile was originally published in Janurary 2024