Jeffrey Everett shared their story and experiences with us recently and you can find our conversation below.
Hi Jeffrey , thank you so much for taking time out of your busy day to share your story, experiences and insights with our readers. Let’s jump right in with an interesting one: What do you think is misunderstood about your business?
I teach a “finishing” class for graphic design at a massive university. The students are all majors in graphic design and will shortly – within months – being released into the world to work in their chosen profession and it astounded me how little they regarded the true work of design which is connection and concept. I have to explain to them that literally anyone can learn photoshop and Canva and make things look pretty. The value of design is not the software; it is the strategy, intent, and purpose behind the design. How does the end project connect with the client and the audience? Do you know who is the real audience as it probably isn’t the client (though they are paying you). Can you create a piece that will be treasured and collected? How can you work the client to a better solution? Can you tell the difference between decoration and design and is it okay to do either and both?
I work with Nobel Prize winning researchers trying to cure cancer and punk bands trying to sell some posters to get to the next town. The results are different but the problems are the same – how to connect with an audience. That is where the real design happens and that is what you should be getting paid for; not knowing to apply a mask and drop shadow behind a trendy, free font.
Can you briefly introduce yourself and share what makes you or your brand unique?
This is my official bio! Enjoy: Jeffrey Everett is a successful designer, illustrator, and author working outside of Washington, DC under his moniker Rockets are Red. Jeffrey has had the pleasure of designing and illustrating for a wide variety of entertainment, corporate, and non-profit clients. Jeffrey has created designs for such bands as Jason Mraz, Social Distortion, Foo Fighters, The Decemberists, Flight of the Conchords, Gaslight Anthem, Lou Reed, The Bouncing Souls, and A Day to Remember. He has created work for companies such as RedBull, Simon and Schuster, The New York Times, The Washington Post, The Washingtonian, Variety, Universal Records, LiveNation, Dreamworks, and more.
Jeffrey’s work has been published in numerous books such as “New Vintage Type” and “Design Entrepreneur,” and seen in major magazines including Print, Rolling Stone, Rock Sound, Alternative Press, New Noise, HOW, and Step Inside Design. He has his MFA in Graphic Design from The School of Visual Arts in New York City, NY.
His award-winning book, Let It Bleed – Twenty Years of Concert Poster Design, collects 350+ posters over 444 pages with a lush pink cloth with silver foil hardcover and double sided dustjacket. The was fully funded in Kickstarter in under 2 hours and hit 500% of the funding goals. You can get a copy of your very own in his store – https://rocketsarered.bigcartel.com/product/let-it-bleed-20-years-of-concert-poster-design
He is the recipient of gold and silver awards from The Art Directors Club and “best-in-categories” from the AdClub (Addys), and is included in multiple AIGA Fifty Show from 2006 to present. He has also lectured and taught at American University, University of Maryland (UMD), University of Baltimore (UMB), Maryland Institute College of Art (MICA), AIGA, and Maryland State Arts Council.
His work has been stapled on walls of acclaimed rock clubs, inked into brave people’s skin, and framed in high-end galleries around the world. Jeff is the author, curator, and designer of “1,000 Garment Graphics” for Rockport Press, and has taught and lectured for American University, University of Baltimore, Maryland Institute College of Art, and the AIGA. His work has sold in galleries in New York City, Los Angeles, Chicago, Boston, and Washington, DC. The Punk Rock Museum in Las Vegas hosted an exhibit of his work and his work is now part of their permanent collection.
He is currently working on his next book, collaborating with Viviana Garcîa Besné and Masked Republic, about the histroy of luchadore cinema in Mexico titled Luchadores VS Everything! It will be hitting Kickstarter in the Fall. You can see more at https://www.luchadoresvseverything.com/
Great, so let’s dive into your journey a bit more. Who taught you the most about work?
I grew up in a small town and didn’t have many people around. My biggest influence would have to be Henry Rollins. I got into him before I knew he was in a band actually. I found some spoken word records he did and I would play them at night to keep me company. He talked about being angry and frustrated but focusing that towards a positive goal instead of self destruction. Pick up a pencil and book instead of a beer and a gun. Coming from a town where our school mascot was the mountaineer who carried moonshine and a blunderbus – this was a radical move. Rollins introduced me to the DIY mentality – if you want to do great things you need to make it happen as no one is gonna care about what you do more than yourself.
The book, “Get In The Van” is the primer for all aspiring entrepreneurs out there with a punk rock perspective.
Was there ever a time you almost gave up?
Oh damn – that feels like a weekly, if not daily, feeling.
First off, I need to remind people that resting is not the same as giving up. You need to take a break in order for the muscle to grow! You need to read some books, see some movies, enjoy a concert, get to a museum to recharge and get new inspirations. So yeah, don’t be at the desk all the time. Enjoy yourself. Bring that joy into your work!
That said, life can be a slog. Yes you will meet terrible people who will use others and lie about it. Yes it is draining to deal with the burden of living knowing that your heart can be broken and your kindness can be weaponized. And yes put on a Jawbreaker record – highly recommend the song May 4th – and know you are doing your best. That pain is shared by others too – you are not alone and there is truth through the work.
Next, maybe we can discuss some of your foundational philosophies and views? What’s a cultural value you protect at all costs?
Kindness and empathy are the highest of strengths. It is what elevates us above animals and allows people to better understand the world wholly. To see the world from another’s view and understand other’s experiences is something, the “world’s smartest men” can’t seem to do.
I try to do my best work all the time – as everyone can now see when you fail publicly. Everyone will have an opinion, and voice it, so take all of that into consideration. You will routinely be called a genius and the devil in the same post so don’t take either one too close. Find the people who support you, that you can support, and make these people your priority. I have few friends who I will drop everything for and they will for me. I have friends who I will work for free for because I know they are building something better that will help others.
Lastly, authenticity with your work and presentation is important. When you put a photo of yourself on your web site and it is from ten years ago – what will a client think? When your work is a knock off piece; will clients ever thing they are getting their money’s worth? When you screw up – and you will screw up – acknowledge it and move forward.
Okay, so let’s keep going with one more question that means a lot to us: What pain do you resist facing directly?
I carry a lot of anger at people from my past who have hurt me either physically or emotionally or professionally. I am trying to learn to let things go as the weight of that anger gets me at times like a blow to the chest. Knowing I won’t get a straight answer, or an apology and there is nothing I can do about it – that upsets me. What upsets me more though is caring about people I shouldn’t care about. Going back to Jawbreaker for a moment – they have a quote – “Expect the best, accept the worst” that I used on a poster for them and that certainly applies. Accept the worst and move onto something better.
Contact Info:
- Website: https://rockets-are-red.com
- Instagram: rocketsarered
- Linkedin: https://www.linkedin.com/in/jeffrey-everett-3953023a
Image Credits
Designer photos by Carlos Gonzalez-Fernandez (Eyelum Works)
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