Standard Motion: Ulterior Motives

Jon Setzen founded his small, Brooklyn-based design studio, Standard Motion, based on a few simple principles: simple, clean design, cultivating close and meaningful client relationships, and an insatiable entrepreneurial spirit. Building a client base spanning some of the most recognizable names in the music, photographic, media and restaurant industries, Setzen remains true to those original principles and his own family values.

After spending years in a corporate gig, Setzen decided to part ways with the security of full-time work for the unpredictable world of freelancing. "I used to have a good full-time design job in SF in the late 90s and decided to move to NYC shortly after 9/11, as I needed a change of scene and I wanted to work for myself. Perhaps coming to NYC right after 9/11 wasn't the best idea as there was very little work to be found. I sent out loads of postcards to design firms, agencies, head hunters and etc. but nothing was really happening. While I was in SF I mainly designed newspaper sites, so my portfolio was pretty one-dimensional. When I moved here I needed to diversify it, so I reached out to bands I liked (that were just getting started), and non-profits that I admired. I offered them free design work in return for my name on the work."

His tenacity finally paid off, in what would begin years-long relationships with several different clients. "Between [offering pro-bono work] and hooking up with an old college radio pal, I managed to get some good work and could start to look for other things.  I managed to lock down a long-running retainer agreement with J / Arista Records which really helped me get on my feet. I can't emphasize the importance of free work. It makes the world of difference to get some real-world design experience under your belt, plus what's better than helping out a good non-profit or a struggling band whose music you love! Postcards can get your name onto the right person's desk, but a good piece of public design work (websites, posters, etc.) can reach a lot more people and you never know who is looking."

An environment free of unnecessary client drama is something Setzen takes upon himself to create and preserve - something immensely important for everyone involved. "I feel pretty fortunate to say I haven't really faced any major frustrations in the design world. The whole point of working for myself is getting to decide who I work with. You can tell right away (in the initial phone call) what the client / designer relationship is going to be like. I used to take projects that I knew would be a headache, but the money was really good. Soon I learned, that the money is in no way worth the headache. Nowadays, I am really selective about who we work with, not to say we turn down loads of people because we generally don't get too many calls that don't work out."

Standard Motion's rapid growth of late is a factor that both excites and aggravates him. "Lately, a big frustration has been the growth of the studio and the new tasks I am faced with. Don't get me wrong, I love that the business is growing, but being a small studio I am still responsible for a lot of project management and administrative duties. I find myself spending less and less time designing which is a frustration. At this point, I feel the money is better spent on creatives than management. Having people you like and can count on is the key to any successful business. [We'll be moving into a studio space in DUMBO in April which will be another forward step out of the home office and into a proper studio."

Setzen truly relishes all aspects of life as a freelancer. "Any freelancer will tell you that they work more as a freelancer than they ever did as a full-time employee, it’s the nature of being self-employed and the hustle that goes on when you’re trying to grow your own business. I went to see Peter Saville speak several years ago and, at the time, I was on the fence about continuing to freelance. Saville spoke about how he took a partnership at Pentagram after the Factory Records days and ended up leaving as he missed the freedom of working for himself, being able to start when he wanted to, walking around London taking photos, meeting friends for coffee and saying no to projects. This was exactly what I wanted to hear at the time and gave me incentive to keep at freelancing. It was one of the best decisions I’ve ever made."


The true motivation behind all he does lies solely in one area: his family. "I want my life to be about my wife, son and whomever is going to join us in the future. I don’t want my life to be work. With that said, I love what I do, I love creating things, working with creative people on challenging projects. I definitely feel a hunger to work hard, to get my hands dirty and to stay as busy as possible. However, at the end of the day I really love being self-employed because I want to be able to call the shots."