Stefan Sagmeister,
graphic designer

Following stints at M&Co. in New York and as creative director at the Hong Kong office of the advertising agency Leo Burnett, Austrian native Stefan Sagmeister formed the New York–based Sagmeister Inc. in 1993. He has designed graphics and packaging for the Rolling Stones, David Byrne, Lou Reed, Aerosmith and Pat Metheny. His work has been nominated four times for the Grammies and has won most international design awards.

My Friend Ben
Innovative music graphics designer Stefan Sagmeister discusses his work for an initiative called "Move Our Money" for the nonprofit group Business Leaders for Sensible Priorities. Ben Cohen, the cofounder of Ben & Jerry's ice cream, assembled 200 business leaders, CEOs and military advisers with the single goal to cut 15 percent of the Pentagon budget and redirect it to health care and education. Sagmeister designed a range of "advertising novelties"—from mugs and T-shirts to giant inflatable graphs used to communicate statistics about the campaign in an appealing way. "We are talking about design helping to relocate $65 billion, which is a lot of money," says Sagmeister. In this reflection on the project he asks, Does the campaign have a chance? Is it goody-goody or gooey for design to attempt to change the world?

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