To complete the series of Design Barcelona and Design London, Design New York featuring Paula Scher did not disappoint. Situated in an old church converted into a nightclub, the event showcased carefully selected work from six New York based studios, chosen by Paula Scher.

As one of the founders of Pentagram, Paula Scher took us on a journey through her current design and typographic projects, to her personal map paintings and her past work including the iconic Public Theater posters and printed materials. From the Type Directors Club typographic experiments, Parons New School modular identities, to the redesign of Canada’s Heart and Stroke foundation, the presentation was unbelievably inspiring by such a humbling yet iconic designer.

Some of her most memorable messages revolved around the fact that we now have all the new tools to work with (including print, motion, interactive) and we can now get back to just designing. And when developing an identity, it needs to take time to resonate once it is released. Identities shouldn’t be judged at first glance (in response to online critiques). Often the identity process evolves the client, understanding the audience and community. This plays an enormous roll with the outcome of the final product.

The exhibit was just as exhilarating and featured projects from participating studios and designer such as Chip Kidd, Office of Paul Sahre, Sagmeister & Walsh, Doyle Partners, karlssonwilker and Pentagram. The caliber of work was impressive.