The Fruitful Design Process

Fruitful is the graphic design studio of Ben Lueders in Omaha, Nebraska, specializing in handcrafted branding, illustration & book design. I’ve been creating handcrafted logos, illustrations, and book covers via my design studio, Fruitful, since 2010. I’ve always believed that foundational design elements like these deserve a human, collaborative process – and should not be outsourced to robots. It’s not just about the final output – it’s about the experience. An AI could come up with a great name for your baby. It could probably propose to your girlfriend too. Or teach your son how to drive. But core experiences like these, speak to our identity. They are foundational. They are priceless and deserve to be lived and experienced with other humans. That’s why I’ve created a hands-on, experiential design process for foundational identity pieces like logos, brand illustrations, and book covers –  that involves my clients’ input and feedback, and is not afraid to show the messy, human, artistry that goes into it. I’m Ben Lueders and this is the Fruitful Design process.