How Brands Are Built: Diego Segura Goes Through the Doors That Open
Episode Release Date: March 1, 2021
Introduction
In this compelling episode of How Brands Are Built, host Rob Meyerson delves into the extraordinary journey of Diego Segura, a young designer and writer who defied conventional educational paths to secure a transformative apprenticeship at Collins, a renowned brand strategy and design firm. This episode sheds light on the power of self-education, relentless networking, and the importance of inclusive programs in the design industry.
Brian Collins Sets the Stage (00:09 – 06:37)
Rob Meyerson begins the episode by referencing the previous interview with Brian Collins, the Chief Creative Officer at Collins. Brian introduces Diego Segura, a high school dropout from Leander, Texas, who sought an internship focused on diversity and inclusion. Brian recounts Diego’s impressive initiative and dedication, highlighting how Diego’s determination led him to fly to New York City with his mother to secure an internship opportunity.
Brian Collins [05:20]: “He saved up his money, he brought his mother and they flew to New York. He saved up his money. He works after school. Like, he works after school. He does like some freelance work.”
Brian further discusses how Diego excelled during his internship, leading to an extended apprenticeship and eventually becoming a full-time associate designer at the age of 18. Brian emphasizes the value Diego brings to Collins and how his presence has enriched the team.
Diego Segura’s Journey (06:50 – 47:43)
Early Background and Introduction to Design (07:14 – 11:09)
Diego Segura, the guest of the episode, shares his origins from Leander, Texas, a suburb of Austin. Growing up away from the bustling design hubs like New York City, Diego discovered his passion for graphic design through online platforms and self-teaching.
Diego Segura [07:25]: “The backdrop through which I kind of learned about design was in the suburbs, just going to school, pretty normal life. But then I kind of discovered design through the Internet and YouTube and started to teach myself.”
He recounts his initial foray into design by creating forum banners on hacking forums using basic tools like GIMP, sparking his interest in graphic design despite lacking formal education or training.
Decision to Dropout and Pursue Design (13:09 – 19:30)
At 16, Diego realized the potential of his design skills after an internship at a home builder in Austin, where he automated tasks using Python, freeing up time to focus on design. This experience solidified his commitment to graphic design, leading him to make the bold decision to leave high school prematurely to pursue his passion.
Diego Segura [14:16]: “I think within a couple months, I did get somebody to pay me to do a logo. And I made like 500 bucks. And it became very real when you get your first little paycheck from doing design.”
Diego authored “The Dropout Manifesto,” a self-published book outlining his rationale for dropping out and his plans to self-educate in design. This manifesto chronicles his journey of networking and skill development, ultimately leading him to secure roles as a designer and copywriter before reaching out to Collins.
Networking and Reaching Out (16:23 – 19:00)
Diego emphasizes the critical role of networking in his journey. From cold emailing industry leaders and attending startup events at Austin’s Capital Factory to persistently reaching out to influential designers, Diego leveraged every opportunity to connect with mentors and gain exposure.
Diego Segura [40:26]: “Expressing what I was ambitious about, and asking for more meetings for other people that they knew. Because it turns out when you meet people and connect with people, they're also connected to people.”
Despite early rejections, such as being turned away by Pentagram Austin, Diego’s perseverance paid off when renowned designer Michael Beirut responded to his emails, leading to supportive introductions and eventual opportunities.
Landing the Apprenticeship at Collins (23:16 – 28:38)
Upon reaching out to Brian Collins, Diego impressed Collins with his portfolio and determination, leading to his apprenticeship at Collins. Diego describes his initial weeks shadowing senior designers, particularly Leo Porto, who entrusted him with significant projects despite Diego’s limited formal training.
Diego Segura [27:03]: “The key to the start as an apprentice, when nobody knows exactly what you're capable of, frankly, I didn't know what I could do. That's why I doubted myself so much.”
Through hands-on experience and mentorship, Diego rapidly developed his skills, contributing to major projects like the redesign of Medium. His story underscores the potential for growth when given the right opportunities and support.
The Importance of Internship and Apprenticeship Programs (23:34 – 35:18)
Diego discusses the pivotal role that structured internship and apprenticeship programs play in diversifying the design industry. These programs provide access to opportunities for individuals who might otherwise lack exposure to professional design environments.
Diego Segura [25:07]: “The goal of that internship is to bring them in and expose them to everything we can find for them, which is having them shadowing client meetings and having them learn about different studios and different designers.”
He highlights how Collins’ intentional approach to mentorship fosters an inclusive environment where young talents can thrive, bridging gaps for those from underrepresented backgrounds.
Changing the Design Industry Through Inclusivity (35:18 – 37:24)
Diego advocates for a paradigm shift in how design studios approach hiring. By moving beyond traditional educational credentials and valuing self-taught skills, studios can unlock a wealth of untapped talent.
Diego Segura [35:26]: “They are so, so, so good. They constantly question myself and see, geez. Why don't they have the apprenticeship? These people are talented.”
He urges studios to embrace diversity not just for tokenism but for the genuine business benefits and enriched creative perspectives it brings. Diego envisions a more inclusive industry where talent is recognized regardless of background or formal education.
Advice for Aspiring Designers (37:24 – 45:05)
Diego imparts valuable advice to those aspiring to break into the design field:
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Reach Out: Actively connect with industry professionals, express your ambitions, and seek mentorship.
Diego Segura [40:26]: “Make a lot of friends and leave a good impression on these people because you never know. It might be in five years or in 10 years even, or it might be in six months, you might get your first internship, or they might know somebody who has an internship opening and can make an introduction.”
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See the Whole Board: Maintain a broad perspective on career opportunities, ensuring you’re open to diverse roles and pathways within design.
Diego Segura [41:26]: “I think the same thing goes for when you're chasing something in your career. I was very tunnel visioned about Collins, but that was after having my eyes wide open to the wide world of possibilities in design.”
He emphasizes the importance of flexibility and continuous learning, encouraging individuals to explore various facets of design to discover their true passions and strengths.
Future Plans and Continuous Growth (45:05 – 47:43)
When asked about his future, Diego remains open-minded, considering various possibilities from running his own studio to freelancing or continuing his journey at Collins indefinitely.
Diego Segura [45:26]: “It might happen that I go freelance for a couple years. It might happen that I stay at Collins until I'm 85 years old.”
He aligns his aspirations with the philosophy of embracing opportunities as they arise, staying committed to excellence in his current role while remaining receptive to future ventures.
Conclusion
Rob Meyerson wraps up the episode by commending Diego’s inspiring journey and resilience. Diego’s story is a testament to the impact of self-driven learning, strategic networking, and the significance of inclusive apprenticeship programs in shaping the future of the design industry.
Rob Meyerson [47:12]: “I can't wait to see where those different doors lead you. Diego, thanks so much for making time. It's been really interesting and inspiring to hear your story.”
Key Takeaways
- Self-Education is Powerful: Diego leveraged online resources to build his design skills without formal training.
- Networking is Crucial: Persistent outreach and relationship-building opened doors that conventional paths might not have.
- Inclusive Programs Enrich the Industry: Apprenticeships like Collins’ internship program foster diversity and unveil hidden talents.
- Flexibility and Openness: Keeping an open mind about career paths allows for unexpected and fulfilling opportunities.
Notable Quotes with Timestamps
- Brian Collins [05:20]: "He saved up his money, he brought his mother and they flew to New York."
- Diego Segura [07:25]: "But then I kind of discovered design through the Internet and YouTube and started to teach myself."
- Diego Segura [14:16]: "And I made like 500 bucks. And it became very real when you get your first little paycheck from doing design."
- Diego Segura [40:26]: “Make a lot of friends and leave a good impression on these people because you never know.”
- Diego Segura [41:26]: “I was very tunnel visioned about Collins, but that was after having my eyes wide open to the wide world of possibilities in design.”
- Rob Meyerson [47:12]: “I can't wait to see where those different doors lead you.”
This episode not only chronicles Diego Segura’s remarkable path into the design world but also serves as an insightful guide for aspiring designers seeking unconventional but effective routes to success. His story underscores the importance of determination, strategic networking, and the transformative potential of inclusive apprenticeship programs in the creative industry.