The Kirk + Kurtts Design Podcast

Rick Fitzgerald has spent decades making the kind of packaging people actually keep.

Rick grew up in the woods outside Charlottesville, Virginia, building his own little worlds out of whatever he could find. After VCU he fell into packaging by chance, at a global packaging company in Newport News. His three-person in-house team was concepting special editions for just about every major studio, label and brand you can think of. He ran that creative group for 15 years, then ran creative for another eight in LA.

We get into the stories behind some of that work: the 2013 Avengers Tesseract collector’s case (and the lawsuit that sent it back for retooling), Watch the Throne, and working directly with Brian Wilson on the SMiLE box set, which Rick calls the top memory of his career.

Also in this episode:

• A drawing from Rick’s childhood sketchbook that’s about to become a painting
• Kirk’s Transformers pitch to Hasbro (and the triple changers that showed up a year later)
• Picking illustration back up after years of fear, and how long it took to get there
• Why packaging is still underappreciated AND underutilized, from QR codes to product education
• Designing for the “third shelf” when AI agents are doing the shopping
• Unboxings, collectors, and balancing a big impact with a smaller footprint
• Rick’s shift toward fine art, and his push to get kids in Denver into art and design

Come for the special edition war stories, stay for Rick’s advice on keeping fear at bay and never stopping exploring.

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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Michael Wilson of Copper Gate Design Company is back on the show, and this one's a masterclass in the business side of running a design studio. Kirk and Andy get Michael talking about why he puts his pricing right out in the open on his site, how to actually get comfortable charging what you're worth, and why the client who talks you down on price is almost always the one who brings 80% of the headaches.

Michael also opens up about his own hop water brand, Hazard's Hop Water, and the humbling lesson of not following his own advice — how niching too hard on the golf community nearly sank it, and what changed the moment they broadened the story to who they actually are. Plus the All the Bitter rebrand, and the counterintuitive call to pull "functional" off the front of the pack even though it was true.

In this episode:

• Why transparent pricing makes the money conversation easier (and keeps you honest)
• Fitting the scope to the client's budget — not shrinking your price to fit them
• Hunter vs. gatherer: two very different ways to win new work
• The "second lap" — ship it, get real market feedback, then redesign for what you learned
• Why your packaging will change in the first 3–5 years, and that's the point
• Don't chase the shiny object — anchor back to the strategy doc

Hosted by Kirk Visola (Mind the Font) and Andy Kurtts (Buttermilk Creative).

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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Kirk and Andy sit down with marketing and brand strategist Joshua David for a conversation that starts with a joke about his very long bio and quickly goes somewhere much more honest.

Josh traces his path from working hotel front desks (including a stint in London that convinced him he was in the wrong industry) to community management, influencer marketing in New York, and eventually running social for Ebony, where he grew the platform from 200,000 to nearly a million organic followers before he turned 25. Along the way he crossed paths with a who's who of names, but the real story is what he learned about himself in those rooms.

Mostly, this is a candid talk about being real in spaces that reward performance. The guys get into authenticity versus code-switching, what it costs to be the only person of color in the room, why Josh leaves a job before they start to hate him, and the price of doing the one thing you don't want to do just to reach the next rung. There's a lot on the tension between caring too much and protecting your own peace, plus a hard look at how companies say they want you to shake the table right up until you actually do.

Funny, blunt, and occasionally uncomfortable in the best way. Come for the industry stories, stay for the truth-telling.

The Kirk and Kurtts Design Podcast. Kirk Visola, founder and creative director of Mind the Font, and Andy Kurtts, founder and creative director of Buttermilk Creative.

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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"A sparkly rainbow that defies category." That's how this week's guest describes themselves, and honestly, it fits. For the first time, Kirk and Andy sit down with someone who isn't a designer or a founder: Mika Okimura, an educator and learning professional with over a decade of experience building inclusive, student-centered classrooms across the Bay Area, from UC Berkeley to Merritt College to San Francisco State, plus years at the Monterey Bay Aquarium.

Mika opens up about growing up queer and Japanese American in a conservative pocket of California, the long road to claiming their they/them identity at almost 40, and how tiring it is to code-switch before you finally decide to just be yourself. They talk about teaching as the art of connection, the meditation teacher who told them they have "infinite wellbeing," and a little ramen otter that explains everything about why they love this work.

There's also real talk on boundaries in the classroom, self-care and neurodivergence (including a three-hour nail routine), the "Learning to Pretty" Instagram, and a closing message you won't forget: fuck the model minority.

Funny, heartfelt, and a little sweary. Follow The Kirk + Kurtts Design Podcast so you never miss an episode, and learn more about Mika's work as Your Academic Advocate in the show notes.

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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Many times when we have folks on the show there is an immediate and fun conversation that happens before we even do the introductions. 

Well, this was one time where we caught our guest in all their marvelous candor, and join in. Well, Kirk joined in with the "back in my day" conversation about moving up the ranks in regards to stewardship of design roles. 

Kirk and Madison sit in their rocking chairs sipping tea and complaining while Andy cautiously interjects and adds a much fresher and inspired insight. 

This clip ends with the introduction of Madison's podcast, and if you haven't heard it, you can listen to the full podcast here. 

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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Madison Raisch has seen all things in the sports design hemisphere. Over the past two decades, she spent time designing for the NFL and MLB. Madison was able to reach new heights in her career and grow her talent immensely through her talent, relationships, and mad Beatles impersonations. 

You know how hard it is to sound like a Scouser?

We talk projects, process, and what the future holds for her role at the NWSL. It was such a privilege to have her on the show, and it's definitely worth the listen. 

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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Starting off the new season with a Bang. Christopher Cashdollar is a certified awesome guy and great designer, and yes, that it his real name! 

Pennsylvania native, and Drexel University's best ever cartoonist, bought his first Power Mac while at Drexel and decided to delve into web design. This gave him the design bug and allowed him get different design jobs and grow as a designer. 

Fast forward to this podcast recording and Chris is an accomplished designer and speaker, but his most proud accomplishment and job title is "Dad."

Find out more about Christopher here:

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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We couldn't think of a better way to celebrate our 100th episode than by sitting down with Tamer Kattan. 

Tamer details his professional experience from intern to  stand up comic, the trouble with having a name that rhymes with "hammer", and a life that is filled with taking risk, and following your passion. 

This is one of our most fun and eclectic podcast to date, and we can't thank you all enough for joining us on this journey thus far.

Thanks again to Tamer for joining us, and be sure to follow him on social.
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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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In this episode, Kirk and Andy sit down with Haylee Jordan and Anthony Bradley, the creative co-founders behind Fabric, a new microdose THC beverage brand that’s part mellow, part mission-driven.

Haylee and Anthony walk us through how Fabric went from concept to cans, the chaos of startup pivots, and why good design can’t be an afterthought — even when the product’s not done yet. From the gold-topped packaging to their public benefit corporation status, Fabric is trying to do things differently, on purpose.

We get into:

• The brand’s unexpected founding story
• What it takes to launch a cannabis beverage in a fast-moving, weirdly regulated space
• Their approach to naming, product design, and mental health advocacy
• Why being “cool” actually matters in CPG branding
• Microdosing vs full-dose THC (and who’s drinking the 10mg cans)
• Lessons from collaborating as design-first co-founders

Whether you’re into brand building, THC beverages, or just want to hear how creatives launch real products, this one’s worth your time.

Website: drinkfabric.com

Instagram: @drinkfabric

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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This week, Kirk and Kurtts sit down with Alex Perry, CEO of Right Way, to talk about the evolution of signage from hand-painted murals to high-tech branding experiences. With deep roots in the sign painting world (his dad is still doing murals at 75), Alex shares the real story behind Right Way’s growth from a one-man shop to a trusted signage partner for brands like Nike, Starbucks, and Hilton.

We dive into:

• Growing up around lettering and storefronts in Evanston
• Why Right Way lost a big client — and what they learned
• How digital tech and design-forward thinking rebuilt the business
• What it’s like to balance creative craft with production at scale
• The problem with clients who think signs are just another invoice line

Whether you’re a designer, business owner, or someone who just loves seeing good design in the wild, this one’s for you.

Thanks again to Alex for joining us. Check out Right Way at rightwaysigns.com.

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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