Spend a moment with Jeff Costa, the Boston Red Sox cap-wearing senior designer at Propagate who designed the logo for the President's Cup International Team, tears up Central Florida's golf courses, tennis courts and ping-pong tables, and just may be one of the O.G. work-from-homers.
Jeff's start in graphic design traces back to high school in Sandwich, Massachusetts, where classes in screen printing and other hands-on media first sparked his interest in creating art. After graduation, he headed to Roger Williams University with an architecture degree in mind. He loved the idea of designing something that could eventually exist in the real world—but a well-timed nudge from a professor and anxiety-inducing fears of calculus and physics encouraged him to change course. “I started to realize that while I loved the visual work with its clean lines and details, it was a lot more technical and I was looking to expand my creativity. And then, during an art elective class, my instructor told me that my work was pretty good and that I might look into a career in graphic design instead." A few experimental classes later, Jeff was convinced he'd found his passion. Shortly thereafter, he transferred to UConn to pursue the degree that wasn't yet available at RWU.
After graduating with his BFA, Jeff followed the often-traveled road that leads recent grads home to figure out what's next in life. A few months later, he landed his first design gig, at Shields Design in 1993, earning a modest beginner's salary helping designers around the studio where he could. A few years later, the agency sent him to Florida to work on their important Disney account, and he stayed there—for good. He settled into life in the Sunshine State, got married, started a family, and has been designing remotely ever since, making him one of the world's original remote workers.
Jeff has been with our team for over 30 years, making him the longest-tenured member of the Propagate crew. His recent work includes branding, web, and print design for clients like Airway Innovations, Anagram Therapeutics, and Ledyard Bank, among many others.
Jeff's recent work includes branding, print, and web design for Anagram Therapeutics, Airway Innovations, and Ledyard Bank.
Can you tell us about a project you're particularly proud of?
Back in 2018, I got to work with Ernie Els to design the Presidents Cup International Team logo. The International team was searching for a new identity and source of unity after a tough stretch of results, and Els revealed the logo during the week of the 2018 U.S. Open. It's since appeared virtually everywhere—posters, graffiti, murals, even in the sandy beaches of Melbourne. It's also emblazoned on a pair of Puma golf shoes, safely stored in Jeff's home studio, tags still attached. He'd be happy to show you.
The Presidents Cup International Team logo, team poster, and Jeff's prized spikes.
What's changed on the job the most for you over the past few years?
For me, it's web work. I've done identity design, print, trade show booths—all that stuff—for a long time. But in recent years, I've come a long way in terms of how I visualize the design and development of a website. Ten years ago, it was more like designing a print piece but in a different shape, to fit the screen. Now, with Figma and working with Drew (McKenna, our EVP) and his team, I'm so much more familiar with the inner workings of how the web actually gets built.
What's something you're good at outside of work?
I think I'm still pretty athletic. I can still compete on the field, court, course—whether that's basketball, tennis, or golf. I'm also a pretty good table tennis player, and pickleball is next.
OK. The cards are on the table. Tell us one thing you'd tell a client if you could be fully candid?
I'd say trust us! It's good to collaborate and give input and feedback, but a lot of the time, people end up trying to design something focused on their inner perspective of their company, as opposed to creating something designed to get the message across to the outside world.
You've been working remotely since the late 1990s. That makes you basically the original work-from-homer. What's the biggest difference now vs. then?
Everything was so... slow... back then. I was working with these huge print files, we'd have to send everything over email, and it all just took so much longer. You couldn't crank out iterations or collaborations like you can now.
A seasoned and talented graphic designer, Jeff specializes in web and print design, advertising, trade show booth design, as well as brand identity programs. His fresh eye for color makes him exceptionally talented in developing logos, packaging systems, information design, signage, and promotional items. Jeff is proficient in all major Adobe CC apps. He holds a BFA in graphic design from the University of Connecticut.
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