Lawrence Azerrad: Creative Director & Designer

Where are you from originally? If you aren’t from Los Angeles what brought you here?

I’m a proud Los Angeles native!

Worst advice you’ve ever received and why?

I have a hard time remembering bad advice, I try to forget it once I realize that it’s bad.

Best advice you’ve ever received and why?

Be present, and follow-through. Because your actions now set the stage for tomorrow.

Best advice you’ve given that had a positive impact and the person shared it with you?

I’ve had interns work in my studio, I’ve taught a bit, and have given some lectures on design and creativity. It’s most fulfilling at the end of any of those when someone shares that the internship, lecture, class was inspiring. That’s all I wish to do with my work, inspire others and make the world a little better through creative experiences.

Biggest hurdles and how you overcame them and the lessons learned through the challenges.

I got my start making album covers in the music industry in an era before music streaming. Quickly, the role of an album cover designer changed, along with billable rates. I had to realize that the future that I had expected wasn’t going to align with reality and that I had to adapt. Today my studio still does work in the music industry, but we also work with cultural and educational institutions.

A time you almost gave up and how you got through it and didn’t give up?

It took me over 10 years to land a publishing deal for my book “Supersonic, The Design and Lifestyle of Concorde” I practically did give up. But I didn’t completely. I kept working on ways to follow through, make the project a reality. Today the book is out, we’re in our second printing, and I’ve had the joy of lecturing on the topic across the U.S., U.K., and Paris.

If you weren’t doing the work you are doing, what else would you be doing & why?

Honestly, I can’t imagine doing any other work than what I’m doing. I love my work, my practice, and the projects we work on.

Most important people in your journey and how they affected your life up until now?

My Wife. No question. There are so many ways she has made me a better person, a better professional, a better creative. I owe much of my success to her insight and her patience.

What advice you’d give to the 18-year-old you?

Remain dedicated. Nothing is given to you. Work hard and stay humble, no matter any measure of success and talent. We all have to do our best in this world.

Do you have a mentor? If so, who is he/she?

Sister Corita Kent and Charles and Ray Eames are creative role models to me. Mostly for their innovation and dedication. They all passed away before I became a creative professional, but I admire them.

Do you do any philanthropic work in LA or have in the past?

I’ve donated design services to non profits

If so, what non profits do you work with and why?

Heal The Bay, UCLA Institute of the Environment and Sustainability, for their work in making the world a better place

What are some of the most touching experiences you’ve had while doing work with those nonprofits/organizations?

Seeing the way design can be used as a cause for good

How would you like to be remembered?

A good person

A hidden talent nobody knows…yet. 🙂

I make a good pizza. It’s not totally hidden to some of our houseguests.

Favorite Book

I honestly can’t pick one, books are my primary source of inspiration.

Favorite Quote.

“Choose Your Corner, Pick Away At It Carefully, Intensely, & To The Best Of Your Ability, & That Way, You Might change The World.” ― Charles Eames