Randy Richards, President/Creative Director of Randy Richards Design Group Named One of GDUSA’s Top People to Watch

Randy Richards is an award-winning fine artist and graphic designer. Before starting RRDG 10 years ago, he led creative at BIC, The Hartford, ESPN/Walt Disney, RollEase and Stanley Black&Decker where he was also Brand Council co-chairman. 

RRDG is a nationally recognized brand development leader specializing in Home/Auto/Construction industries. They have been among the top award winners from GDUSA the last 3 years. RRDG also helped customers succeed during challenging pandemic times. The work had shifted to doing more photo, video, and online content, so staff was added to support it–including Randy’s son, Kyle Richards, Senior VP of photography & video. With over 30 years of experience, Dan Deming, was also added as brand package design director. 

RRDG’s menu of services all work towards one goal- to help sell product, build strong brands and beat competition. With a team approach, they all work together and with the customer, making sure project goals are met. 

Randy has designed many well-known logos and brands. Early on in his career he was part of one of the most successful toy product launches in history with Cabbage Patch Kids. In 1998 for The Hartford, he designed one of the very first corporate websites for which he won the Chairman award. In 1989 he was the first pen industry designer to put art/design on pens, creating the BIC Wavelengths. In 2001 at Stanley, he created the European package design standards guide used by most companies worldwide. Randy has also won multiple art museum awards. 

As we pivot into a post-pandemic era marked by societal challenge and change, are you optimistic about the future of Graphic Design in supporting and shaping commerce, culture and causes? Why do you feel the way you do? Are you optimistic about the future of your own design career or business?

Over the past 40 years, graphic design has evolved greatly. It’s about to change again with new technology and Artificial Intelligence. Even with AI, there is still a need for a designer to manage, design and apply it correctly to projects. In 1998 when Randy designed The Hartford’s first website as new technology, all basic design principals still applied to a digital screen rather than a printed piece. Designers will still be vital and design principals will apply again for AI or whatever comes after that!

We are seeing an increased focus on Package Design to advance the brand, tell the story, amplify the experience, forge an emotional connection. Do you agree with this observation and, if so, what advantages does packaging have over other graphic communications?

Trends we see are based on our customers desire to connect to consumers, communicate unique product features clearly and build strong brands, all through packaging. Sometimes packaging at POP is the only communication touch point a consumer has, so it’s got to be powerful and clear. Use of lifestyle or in-use product images helps to communicate and connect emotionally to consumers. The use of green packaging is also a current trend due to continuous environmental concerns. Brand consistency across all packages in a line builds a strong family of products.

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