Takeaways from Heather Link-Bergman, Juan Cabrera and Nate Balfour, employees at SE2

SE2 is a small studio agency located here in Denver, Colorado. They stand out from other agencies due to their work in social justice. Their work has addressed issues such as helping people with nicotine addictions quit, health care, preventative education for youth, and palliative care services. Their clients range from non-profits to government organizations to corporations. SE2 conducts initial research in order to be able to reach their targeted demographic in a way that’s meaningful to them. Their goal is to promote positive change through innovative design that stands out among competitors. Their team consists of 14 people with backgrounds in business, accounting, and creativity. Three members of their team, Heather Link-Bergman, their account director, Juan Cabrera, their creative director, and Nate Balfour, one of their graphic designers, shared with our class the overall experience of working at SE2 as well as past projects they had worked on.

One of the projects they presented that stood out to me, was their work for Colorado QuitLine. Nicotine addiction is a huge issue in America, and with the easy accessibility of vaping products, this problem has trickled down to teenagers. According to an article published by the American Lung Association, “Starting in the 1950s and lasting at least through 2006, different tobacco companies ‘at different times and using different methods, have intentionally marketed to young people under the age of twenty-one in order to recruit 'replacement smokers' to ensure the economic future of the tobacco industry.'” Tobacco companies are solely focused on profit, and they won’t blink an eye over the health of their consumers, even when that includes younger generations. It’s upsetting to think about our youth getting a hold of nicotine products without fully grasping the consequences. Like most corporate industries, their billions of dollars are not being put back into charities or organizations that benefit America. That’s why organizations like Colorado QuitLine are essential. They’re raising awareness about the harmful side effects tobacco companies are keeping hidden, and offering free services to people who want to quit. Balfour discussed lobbying from companies like Phillip Morris and why working with Colorado QuitLine was a form of fighting against it. I think it’s admirable that SE2 is using the influence of design to uplift services and goods that deserve more awareness.

Cabrera had a lot of great insights, but the quote I wrote down because it resonated with me the most was, “we are in the business of rejection.” As graphic designers, we have to be okay with accepting feedback and criticism on our work. Whether it comes from the client you’re working with or your colleagues, we can’t go into those situations with a god complex. Having confidence in your design is one thing, but no one’s perfect. There will always be room for improvements or even mistakes that you weren’t able to pick up on your own. Graphic design is a community-based career. You have to be willing to establish symbiotic relationships with the people you work with throughout your career. In the end, it only makes the finished product stronger.