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Hi, I'm Cara Swisher, Editor-Large of Recode.

You may know me as someone who has a lot of great design ideas for Apple's AirPods, but Johnny I won't return my calls, but in my spare time I talk tech, and you're listening to Recode decode from the Vox Media Podcast Network.

Today in the red chair is Patrick Luella and the president and CEO of 99 Designs, who I met while I was in Australia recently.

The company started almost 11 years ago and he has been CEO since 2011. Before that he was an associate director of the banking firm, Next Tech Strategic Capital in Sydney, Australia, Patrick, welcome to Recode decode.

Thank you for having me.

Thank you. What are you doing here in San Francisco?

We've got a big team in Oakland. Yeah, so we've got 50 people over there.

Explain, I don't have nearly enough international CEOs on my program. I really don't have too many San Francisco CEOs and stuff like that.

So when I met you, we had such an interesting conversation about things and things were going, I thought it'd be great to have you on the show to talk a little bit about what you guys do at 99 Designs.

So what I'd love to do is for you to sort of explain for everybody what 99 Designs is.

So we're a global creative platform that makes it easy for designers and clients to work together wherever they are in the world.

Over the last 11 years we've paid out $250 million to that community, helping over 500,000 clients get access to the design I need to make their work work.

For us, we evolved, I think our Founding Stories Fund. The fact that it was a forum thread where designers were playing a game called Photoshop Tennis.

They started using that interaction as a way of sourcing design from each other and that turned into our first model which was design crowd sourcing on a global style.

Whatever someone had. Exactly. So we're helping you get logos design, websites design, book covers, illustrations, whatever it is.

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