But who are we — am I — trying to be original for? Myself, a client, a boss, a professor, Instagram, my mom, nobody at all? I think that it’s time to really think about who we’re creating for, so that we can strategize who deserves our originality, who deserves our efficiency, who deserves both, and who deserves neither. If there’s one thing I’m

" As a designer I make these kinds of choices all the time. I make them very quickly because I am so familiar with them. I do it so naturally that I forget how many choices there are. I have never worked quite like this before and certainly wouldn’t do it for another client. This was different."