Whit Gurley, at your service.
I’ve been a professional designer since 1997 and an Adobe super-geek since 1993. During the years since, I have strongly exhibited two seemingly opposing traits:
1. Anal, as most of us are in the
2. Lazy, obsessed with doing as little
work as I can
As such, I have spent a significant amount of time honing not only my visual craft, but mastery of my tools and perfection/optimization of my work-flow. Not long after I became a design professional for various studios, I began receiving compliments on the speed and finesse with which I used those tools. I’m fast, people. And not fast in a manic, “DEADLINE-IS-APPROACHING-DON’T-HAVE-TIME-TO-BLINK” way, but a fluid, glowing aura, “Photoshop and I are extensions of one another ~ we are one” manner.
Fast-forward to the founding of my design studio Angled End Identities in 2001, where I frequently worked with design contractors. I realized at one point that many of these designers, some of them seasoned veterans of the industry, were usually taking much longer to complete a task than I knew I could if I were performing it. Even production artists at print shops — whose job is to execute pre-press tasks as quickly as possible — would often seem painfully slow.
After witnessing this speed discrepancy time and time again, I realized that there was something that I was doing differently. I realized that there was a service that I might be able to offer the design community at large.
Fluid Design was born.