Aaron Rolston
WHAT DO YOU DO?
“I’m a Squarespace Web Designer, partnering with independent brands & agencies to build world-class digital experiences.”
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
For all intents and purposes, I’ve actually never had a “regular” job. I’ve been in creative fields all my life, making a living by making things — from editorial photography, to creating wedding films for millionaires, to leading teams of creatives, to managing social media accounts (some with outrageous amounts of followers). If there’s one thing that I’ve learned, it’s this: There’s no such thing as wasted experience, only lazy thinking. Everything that I’ve learned, enjoyed, failed at, and created up until now has funneled into this very moment — allowing me to utilize my love for design and obsession with minimalism to create work that genuinely helps my clients find success.
How do you stand out in your field?
Simplicity. When competitors are scrambling to create trendy, season-sensitive work to woo clients, I stay true to these core tenets of effective communication: clarity, simplicity, humility, and confidence.
WHAT ARE YOU WORKING ON RIGHT NOW?
Wrapping up a new visual identity for a photographer client who’s got a killer social following, but has never had a website.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
There’s a quote by legendary designer, Paul Rand, that I heard years ago that’s really impacted the way I approach design: “Don’t try to be original — just try to be good.”
It’s the idea that as designers, our job is not to create the most artistically revolutionary work, but rather provide the right visual solution to the most pressing problem. That’s it. No nonsense, no fluff or grandiose artist melodrama — merely creating work that’s good, and that helps the people you seek to serve.
My aim is to design websites that are both technically and aesthetically beautiful, welcoming viewers into experiences that are approachable and engaging, but not distracting. I’m heavily inspired by the minimalist movement as a whole, and am constantly finding new appreciation for the act of subtraction in order to find clarity.
One of my favorite projects that really portrays my style is for a video production agency called Meridian — we executed a full-brand overhaul, all the way from naming, to logotype design, to case study writing, and of course a new Squarespace site. It was a huge process, but it felt completely effortless because we were on the same page from the start: acknowledging that simple is better, and that clarity is more important than flash.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
Writing. I believe it’s the backbone of my thinking, and the guiding force in the way I approach design.
WHAT IS FRUSTRATING YOU RIGHT NOW?
Creating a reliable sales engine that can generate leads without the hassle of cold-emailing or DM-ing.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
…generate leads!
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
“Invest in Amazon, Bitcoin, Tesla, and Facebook…”
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I’d love to talk to a billionaire about their journey, and understand the difference in thinking, going from millionaire to billionaire.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I design Squarespace websites, so… more of that please! There’s never been a better time to optimize your brand and leverage the power of the internet — I’d love to partner with fellow entrepreneurial creatives and high-end service professionals to do just that.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
I would love to work with some high-end architecture or interior design firms, creating new brand materials and designing a clean new website to showcase work. More broadly, companies of 1-5 members that focus on delivering premium services or luxury goods are excellent candidates for working with me — real estate firms, commercial photographers, attorneys, independent medical practices, etc.
Who is a creative that has helped you elevate your work?
My best friend Stephen Zane and I have been pals and creative collaborators for over a decade — he’s a commercial portrait photographer who’s taught me everything I know about photography, and more importantly, about managing a creative business. You can find him online or on Instagram at @thegloriousend.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Via the contact form on my website.
HOW DO YOU STAY CREATIVE?
Practice every day. Learn something new every day. Always drink coffee.
This member profile was originally published in February 2021.