Ted Audio Collective.

Audio Collective.

This is

with Debbie Milman from Design Observer.com.

On this program, Debbie Milman talks with Raphael L esger

about working with Iko Isioca and Bjork about designing the 311 and

the 311 and made in New York logos and about what it takes to make it in this business.

I've seen a lot of really talented people

but they don't have the discipline to really

carry that through and I've seen a lot of discipline people that perhaps don't have

the natural talent but they do amazing stuff.

Here's Debbie Milman. but they do amazing stuff.

Here's Debbie Millman.

The summer before he turned 10,

Raphael Escher

pushed an ice cream cart through the streets of Watabampo in the Mexican state of Sonora, and he kept seeing

a certain pair of sneakers. He loved them. He coveted them. Each time he sold a cone, Raphael tucked away the commission.

That fall, as he walked to the store to buy those sneakers, Raphael remembers thinking, my God I could do anything I

want if I were disciplined and had vision. Anything turned out to be design school in Mexico City, design school in Los Angeles,

then a job at Radical Media in New York City where he built a beautiful portfolio.

In 2004 that portfolio won Raphael a National Design Award from the Cooper Hewitt National Design Museum.

Soon after, he founded a branding and graphic design firm called Alfalfa, whose clients include

...