You can’t deny people are awesome. Who doesn’t like sitting down with good friends to ask them interesting, insightful, and funny questions? With that in mind, local photographer Brian Carlson, has introduced an ongoing photo and Q&A series called 11 Questions where he interviews Orlandoans he looks up to as well as people within the community that he’s always wanted to get to know. 

Nestled in the Mills 50 district of Orlando, Lure Design is an award winning design firm run by Jeff Matz, Paul Mastriani, and Sarah Collins. Lure has churned out some beautiful looking goods. You name it and they’ve done it. Advertising, books, brochures, identity, packaging, interactive, and my personal favorite, their posters. I remember going to shows at The Sapphire and seeing their hand pulled silk screened posters hanging from the exposed brick walls. I lusted after every one. Jeff and Sarah were always in the back, drinking a beer and selling these limited edition prints. They’ve done posters for Wilco, The Flaming Lips, The Decemberists, Elliott Smith, Kinds of Leon, John Vanderslice, and many more. Be sure to check out their goods at the L2 Design Collective store and buy yourself something special.

This interview sees Sarah Collins in the hot seat.

Who do you look up to?

I tend to turn to classic masters such as Alvin Lustwig\Saul Bass, just because they are awesome and Ray Eames, because I believe she never got the credit she deserved. There is so much good and smart work out there these days, I tend to look up to anyone I see doing the hustle.

Do you have a favorite book?

Dune, Adventures of Huckleberry Finn, Lord of the Rings, Leaves of Grass and Edgar Allen Poe are books [and authors] I’ve always returned to and probably shaped me in some way. As an adult I read mostly non-fiction about working smarter or being a better person, which shapes me but nearly not as much, I’m sure.

Favorite place to eat in Orlando?

Can I combine several restaurants to make that meal? Artichokes + trout from Hillstone, truffle fries from Ravenous Pig, hush puppies from Winter Park Fish Co.  Always in a great hunt for good Mexican food. My husband and I recently traveled to Dunedin, FL and found a great restaurant, Casa Tina, if you’re ever over that way.

If you could mate two different species of animals what would they be?

A wolf and a bear. That would be intense.

What gives you inspiration?

Do-gooders, art, nature, travel, and bookstores.

If you had a chance to live in a different decade, what decade would you choose?

I had this thought lately as I recently was looking through vintage photos. The time we live in is amazing with technology, and in our world, social media, but it’s so much – at times I wish I was sitting on a back porch in 1954 drinking lemonade, living a simpler life. But then I say “What the hell!” and work on making things simpler in the time we live in now.

What in your personal life has influenced you to choose your career?

I consider myself an eager learner and being a creative lends itself to that. This week I’ve learned about kid’s hockey and Hollywood’s famous drinkers. I also love a good spirit/humorous attitude, and turning that into a witty approach to design, which is super fun when working on our card company, L2 Design Collective.

How do you balance your personal and professional life?

Professionally as long as I’m able to work with great people, create daily, and live a balanced life in and out of the studio, I feel successful. Some days I fail miserably. Creatives never stop. Finding balance can often be frustrating and is an ongoing battle. This year I’ve juggled working full time with a new baby, setting some priorities and making time for what is important is a must.

Is there anything you haven’t done yet that you feel compelled to achieve in the future?

Being more versatile, but isn’t that what people always say?  I would also like to productize more of our work, seriously, designing a set of sheets would get me excited. Secretly I just want to do something that blows people’s minds. Or at least have the confidence that I could.  My husband bought me an electric guitar for Christmas that I still haven’t found the time to learn. Maybe I’ll blow people’s ears one day instead!

What are your other interests?

Music and screen printing both make my heart explode. And lets not forget great Mexican food.

What rejuvenates you?

Awesome family and friends who make me look forward to tomorrow, iced coffee, travel, and admittedly a good sushi and sake have made me cry happy tears.



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