07.18.12
8 Things
Roanne Adams, Founder and Creative Director at RoAndCo
If you've been to one of her fashion presentations or received one of her elaborate invitations in the mail, you might be surprised to hear graphic designer and art director Roanne Adams describe her business as "not the edgiest design firm." This, after all, is a woman who's so well known for her career-launching work for emerging fashion stars like Abigail Lorick and Timo Weiland that brands often come crawling to her for infusions of downtown cool. Yet if she's managed to turn RoAndCo into one of the most up-and-coming boutique firms in New York at the moment, it's because her little-known clients like Rachael Ray and Zappos have just as much respect for her work as folks like TenOverSix do, which has a lot to do with Adams's instinctive approach to design: Rather than competing to be the most avant-garde kid on the block, she prefers putting new twists on familiar ideas from the past, researching a brand's history or creating narratives around those who don't have one. Her inspirations, as enumerated in the pages of our book Paper View and elaborated on here, run to the likes of Guy Bourdin and '70s advertising icons. "I''ve always been more into Paul Rand and Herb Lubalin than contemporary designers," Adams says.