Internationally-recognized graphic designer, Judith Mayer has rebranded each season with the Towle Theater in Hammond and most recently unveiled this season’s 10th anniversary design. With her nonprofit work ranging from the Joffrey Ballet in Chicago to the Wild Dolphin Foundation in Hawaii, Mayer’s passion for design is deeply rooted in community initiatives.
Throughout her 15 years as an entrepreneur, Mayer has attained over 45 national and international awards and accolades for her visual designs; mainly logo designs. In November, 2012 her design for the Towle Theater logo was published in the Logo3 international book of logos.
When working with nonprofits, Mayer appreciates the relationship that develops when the client allows her the freedom of creativity and boldness that she strives to cultivate in every undertaking.
“Typically nonprofits don’t place much focus on marketing, even though they have a greater need for designers and guidance,” said Mayer. Her goal is to show them that they can have something new with great impact, but not as expensive as they may think.
“I tend to do more in the style of Paul Rand,” said Mayer. “He’s a famous logo designer and I embrace his philosophy of avoiding visual clichés and trendy designs that will quickly become dated.”
A recent transplant to Chicago, Mayer lived in Highland, up until this year. She finds inspiration in the architecture and signage around her, which she says creep into her work and push her into new territories with her creativity.
“One of the biggest misconceptions is that I am just going to make something pretty or decorative for a client,” Mayer said. Helping each client understand the power of branding and visual communication is what drives Mayer to continue pursuing this profession.
Mayer is always looking for a new challenge and consistently submits her work to design publications. “I don’t just enter any competition, I only submit to the ones that have a history of submitting work I admire,” said Mayer.
“My favorite design is always the one I did last, because as I grow, I find flaws in my older designs and push myself harder with each new concept.”