In addition to producing award-winning multimedia design work year after year, Armando Godinez has been described as the consummate handyman, shoe aficionado, beer enthusiast, and loving father and husband—to name a few. Armando is the art director at Aycock Mediaworks, as well as an adjunct professor at Texas Tech University. He has over 12 years experience in the Lubbock design industry and is also a former board member of the Lubbock Advertising Federation.
Give us some background music. If you had a theme song, what would it be?
It would have to be “Everlong” by the Foo Fighters—from their second album The Colour and the Shape. It’s more of a favorite than a theme song. It starts out slow, then picks up steam and just blazes on from there. It’s one that I always come back to and never get tired of. It was also the first song that they played when RuAnn and I went to see them live in Albuquerque (during the blood moon of all things) this last summer!
You’ve been in the design/advertising field for over 12 years. Are there any other career paths you considered as a child?
I would say something in woodworking or carpentry. I took four years of woodworking in high school so I was always making something—from a cedar chest to tables to pencils on a lathe. I recently just finished building a set of benches for our patio. I’m about to build a new kitchen table for our house—among other things on my honey-do list.
We asked this question in our last interview, but it ended up being one of my favorites based off of the answer. Describe a possession you would like to keep if all else were lost.
Cliché, but a sketch pad and pen.
You work in a multidisciplinary creative field where there is a variety of project opportunities—logos, identity systems, branding, illustration, publication design, photography, etc. Do you have a favorite?
Logo design hands down. It’s one of the hardest things to create for a business especially with the millions of logos that have been created for other businesses. Trying to put your own spin and unique visual whether it’s a pictograph, wordmark or combination of both makes for a challenging task. A businesses logo is a snapshot of who they are and what they’re trying to represent so that they stand out from their competitors in the marketplace.
You are a self-proclaimed type snob. If you were a typeface, which would one would you choose and why?
Futura has always been my favorite. Just something about that clean geometric san serif that always looks so good on screen and printed out. If it had to be narrowed down even further it would be Futura Bold.
You’re also a shoe aficionado. What’s your current favorite pair of shoes?
It would have to be my Nike Killshot 2 by J. Crew. They’re a great classic shoe that can be casual or dressed up.
What is one of your favorite accomplishments?
Being the first of my family to graduate from a university. Growing up in a small town and not having much—my dad stressed that all of his kids needed to go and get some type of college education. Receiving my bachelor’s degree from Texas Tech was a tremendous accomplishment for myself and for my family. It also helped set a standard for my younger siblings to pursue their careers.
One thing or project you’ve always wanted to do, but haven’t yet:
Travel to Europe. I love traveling, but I haven’t been across the pond yet! It’s not a matter of if, but when.
What is one of your favorite memories (personal or professional)?
Most recently, it was having the opportunity to attend Design Ranch, which is set in the beautiful Hill Country just outside of Hunt and is hosted by AIGA Austin. It’s set up to help creatives disconnect from their computers and daily settings and get back to making things with their hands and networking with a common group of people. Whether it was letterpress printing, lino block prints, leather tooling or screen-printing, it was all about you connecting and making something out of the medium and sharing that with others.
Who inspires you in your design work?
Carla Tedeschi and Dirk Fowler would be designers and professors that I highly respect and had a huge impact in developing me as a graphic designer during my years at Texas Tech—even the work that they produce now.
List something most might not know about you.
I’m a foodie. I take photos of most everything that I eat or drink (craft beer) and upload those to my Instagram account. It’s a way to share my food experiences when I travel or when I visit a new place in Lubbock.
You get to work with and teach the next upcoming generation of design professionals. Any advice for students or to professionals in the industry?
Don’t get comfortable—ask questions. You want to constantly challenge yourself professionally and not get into a stagnant routine, because that will show up in the work that you produce or effort that you bring day in and day out. Don’t be afraid to ask questions—especially students interning or when interviewing for a position.
Thank you to Armando for giving us the opportunity to feature him this month!
Do you know a member who would be interesting to showcase next? Contact us. We’d love to hear from you!