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The film features voices from across Chattanooga reflecting on how Paul Rustand’s design approach has strengthened organizations, shaped culture, and built trust over time.
“If you drive through downtown Chattanooga you’re going to see Paul Rustand. Perhaps not in person, but certainly on a sign or a doorway. His firm’s logos are a signature look of the city, a clever combination of modern grids and historic typography, often combined with surprising color combinations and detailed illustrations. It’s a stylistic approach that reaches a state of timelessness: woodcuts, etchings, hot metal type, and digital layering deftly combined into a distinctive yet familiar voice.” - R. Michael Hendrix, Former Partner & Global Design Director, IDEO
For more than thirty years, Paul has moved in the same direction. Design, at its core, is the movement from what things are to what they could be. This documentary is a reflection on that long commitment to craft, collaboration, and place, and on how faithful creative work slowly becomes part of a city's fabric.
The film features voices from across the city who have worked alongside Paul and felt the impact of his approach, including Rob Gentry of Hello Monty on Main, Krue Brock of Chattanooga Football Club, Tory Johnston of MoonPie, and Kelly Arnold of Clínica Médicos. Their stories reveal how design, when practiced with care and consistency, can strengthen organizations, shape culture, and create trust over time.
