In the particular lies the universal. How to do work that matters?


Running Time
11m 06s


James Victore
Author, Designer, Filmmaker & Firestarter


How your work looks doesn’t matter. That’s Fu-i. That’s typography. What it means is what matters. So how do you do work that matters to other people, maybe make it matter to you first.

James Victore runs an independent design studio hell-bent on world domination. He is an author, designer, filmmaker and firestarter.

His paintings of expressionist designs can be seen on ceramics, surfboards, billboards and supermodels. Recently described as “part Darth Vader, part Yoda,” Victore is widely known for his timely wisdom and impassioned views about design and it’s place in the world.

He expresses these views and teachings through his numerous lectures, workshops, and writings.

James’ work has been exhibited at the Museum of Modern Art in New York and is represented in the permanent collections of the museums around the globe. His work was recently published in a monograph titled, “Victore or, Who Died and Made You Boss?” Victore teaches at the School of Visual Arts in NYC.

He lives, loves and works in Brooklyn.


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