Make It Bigger

Detailed Summary of the Book

Make It Bigger is structured around Paula Scher’s personal and professional journey, blending biographical narrative with thoughtful reflections on design and creativity. The early chapters guide readers through her beginnings, from her post-graduate struggles to her early work in the music industry, where her iconic album covers first made waves.

The book delves into Scher’s time at Pentagram, one of the most prestigious design firms in the world, where her work influenced everything from branding to wayfinding systems. Scher doesn’t shy away from discussing the pressures of working with high-profile clients, the dynamics of presenting ideas, and the inevitable push and pull between creative vision and client expectations.

Littered throughout are glimpses into her famous projects, like the Public Theater branding and Citi logo. But beyond case studies, Scher surrounds these moments with broader lessons on art, persistence, frustration, and the beauty of constantly evolving as a designer.

Key Takeaways

• Embrace Life’s Challenges: Scher emphasizes that growth often comes from adversity. She recounts how her biggest struggles sometimes yielded the most meaningful creative breakthroughs.
• Collaboration Is Critical: Working within teams and collaborating with clients are constant themes, showing the importance of human relationships in creative success.
• Define Your Own Creative Voice: As commercial trends and client demands evolve, Scher explains how staying authentic to your own voice is key.
• Humor Matters: With a light, humorous tone, Scher reminds creatives to not take themselves too seriously and to find joy in their work.

Famous Quotes from the Book

“You have to work to maintain your design spirit, and to continue to be inspired and push the boundaries of what you're capable of and what’s possible.”

“It’s through mistakes that you can actually grow. You have to get bad in order to get good.”

“Typography is painting with words.”

Why This Book Matters

Make It Bigger is a vital read not just for designers, but for anyone working in a creative field. It provides insights into the business of design, the power of collaboration, and the value of perseverance and consistency. Paula Scher’s career is a testament to how passion, boldness, and resilience can drive an individual to redefine an entire industry.

In an era where creativity often feels overshadowed by algorithms and data-driven decisions, Scher’s work serves as a rallying cry for a return to humanity in design. The book inspires readers to not only create but also to challenge themselves to think bigger — both figuratively and literally — in their approach to solving problems and communicating ideas.

By combining personal anecdotes with impactful lessons, Make It Bigger manages to bridge the gap between technical resources and artistic inspiration, making it a standout book in its genre.