Joey Cofone

Co-Founder at Baron Fig. Designer & Longtime Troublemaker. // Perpetually striving to make work that appeals to curious minds. www.baronfig.com


A letter from a flat designer.

Things you should know about flat design.


Dear Designers & Non-Designers,


STORIES & LESSONS OF FOUNDING BARON FIG

8

Work with people who know more than you

Light poured through tall windows, cascading over shreds of paper and seemingly ancient book binding machines. There wasn’t an uncluttered surface to be found — and the place wasn’t small.

“I’ve been here for years,” an older woman said as she walked us


STORIES & LESSONS OF FOUNDING BARON FIG

7

Quantity begets quality

The sun was barely up. My girlfriend was sound asleep. It was 5:28 in the morning, and I had just opened my eyes. I never used an alarm clock, I just got up when my body was ready. Since starting Baron Fig I’d been waking up earlier than ever with the excitement of a thousand galloping horses.


STORIES & LESSONS OF FOUNDING BARON FIG

6

Sometimes done is better than perfect

It looked terrible. The header was a repurposed image scanned from a two-hundred year old book. There were four pages, with barely any content. If you haven’t already guessed, I’m describing our first website.

Publications edited by Joey Cofone

Stories & Lessons of Our Startup Journey


STORIES & LESSONS OF FOUNDING BARON FIG

5

Make it real, no matter how rough

I was in my underwear surrounded by glue and sharp objects. I know it sounds like a good time (or a really bad one), but it’s not quite what you’re thinking.

Adam, Scott, and myself decided on making a notebook the week before this underwear situation went down. I…


STORIES & LESSONS OF FOUNDING BARON FIG

4

Talk to your customers

“Hundreds.” I was in my Queens apartment, sitting on my decade old couch, talking to my girlfriend. “We need to get in touch with hundreds of thinkers around the world.”

“Like, through an email blast?” she asked.


STORIES & LESSONS OF FOUNDING BARON FIG

3

Sometimes the gut knows before the head

I was proud of our closet. When we were in an especially good mood we called it our studio. It was the first workspace we could call our own, located in midtown Manhattan, and about as teeny-tiny as it gets.


STORIES & LESSONS OF FOUNDING BARON FIG

2

Work within the familiar

I’ll never forget the night we decided to make notebooks. It was a brisk January evening, quadruple layer season here in NYC, and we were at a Thai restaurant in midtown. There were these odd red-checkered tablecloths that made the place feel like we were at a picnic. Except in Thailand.


STORIES & LESSONS OF FOUNDING BARON FIG

1

Get help from people who are not like yourself

It was 5:49 in the morning, I was sitting in front of the Kickstarter campaign dashboard with my cursor over a little green button that said “Launch.” Clicking that button would start me on the most fulfilling journey of my life: creating our company, Baron Fig.


A letter from a flat designer.

Things you should know about flat design.


Dear Designers & Non-Designers,


On Doing Something “Right”


There’s a big difference between Doing Something and Doing Something Right—it’s not the end product, as you would expect, but the mindset that carries you there.