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» Identity Project

CBS
Designer
New York, NY

Armed with a degree in Graphic Design and a portfolio from Art Center, I was hired by the CBS's advertising and design department in NYC. CBS was the number one network in the country; a design position there was coveted by many young designers. Foolishly, I thought this was the place where one gets to rub shoulders with the design giants like Frank Stanton, Lou Dorfsman, John Berg and Paula Scher. Lou Dorfsman was the only one I rubbing shoulders with.

It was Walter Cronkite’s last year at the network when I started. The golden years of CBSs' design department were a thing of the past; power on creative projects were shifting to Los Angeles. The news division was feeling vulnerable with an untested Dan Rather. In this climate of power struggle, a new sports division was starting up and I was given a chance to develop its identity. To this day, the work I did for CBS Sports is still in use.

My tenure at CBS was short of a full year.

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