Catherine Villeneuve: The Process is as Important as the Result
Graphic Designer
by Elizabeth Lavis
|15 Apr 2024
Catherine Villeneuve: The Process is as Important as the Result
If Catherine Villeneuve, official Graphic Designer and unofficial Brand Keeper of Recreation, had to give one piece of advice to aspiring designers, it would be to remember that the design process is as important as the result. “Taking a path that doesn’t lead to the solution doesn’t mean that it’s wasted time,” Villeneuve says.
Her process takes her down a myriad of paths, and she derives inspiration from street art, tattoo artists, fan art, pottery, architecture, photography, and landscaping. Villeneuve also has a colorful career track record, which gives her a unique perspective on the design industry. “I work at an agency today, but I previously worked in very different industries, including aesthetics and funeral services,” she says. “These careers have given me multiple fields of expertise, and I’ve acquired many skills and a strong background in photo retouching and editorial design.”
Those skills, plus Villeneuve’s bold vision, allow her to take an unconventional approach to design. “I like to start by applying simple design rules and then knowingly break them,” she says. Regardless of the path her process takes, one thing is sure: the most essential aspect of design is that it solves a problem. Villeneuve streamlines the process from the idea stage to end result by employing time-saving tools like Logo Package Express and involving her teammates as needed, and most importantly, at the right time during the process. This measured process allows her the right bandwidth of creativity while still creating a wholly useful product.
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Villeneuve derives her job satisfaction from collaboration and teamwork. She finds the process of bouncing ideas off other team members to be enlightening and enriching. “I like learning and discussing ideas with them and getting different perspectives from them,” she says.
The design industry moves at a profoundly rapid pace, and burnout and stress can be overwhelming. Sometimes, even the best designers get negative or harsh feedback from clients. When this happens, Villeneuve tries to maintain an open mind. “It’s important to be willing to discuss the criticism if it’s constructive and said in a respectful manner,” she says. Opinions are meant to be discussed and challenged.”
She also acknowledges that it’s important to gently remember that clients don’t have the visual expertise designers do. “The client is not always right,” Villeneuve says. “They don’t have the knowledge that designers have. Customers often have valid ideas, but they don’t necessarily correspond to their specific needs, and it’s our role to put the process in a nutshell and establish trust with customers.”
When she’s not creating epic designs, Villeneuve loves to spend her time soaking in nature. “I like outdoor activities like hiking, gardening, camping, and wildlife watching,” she says. “I find a lot of calm and inspiration there.”
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