INTERVIEW: Peter Lamb, Christian graphic designer

March 18th, 2009 by Menachem Wecker

I first encountered “Peter Lamb” on Twitter (follow him @peterlamb), where his bio reveals that he is based in Texas and is “Founder of LambCreek [website] — Christian graphic design services, lover of Christ, married to my sweetie for 30+ years, my favorite 3 letter word is Dad.” I normally write a bit more of an introduction, but Peter provided his own, so I will let him speak for himself. I have only edited lightly for style.

PL: Let me say at the outset that I like these questions. They are exactly the kind of heart issues Christian creative types ought to be wrestling through. I will endeavor to answer each as honestly as I can. You are correct. I don’t like tooting my own horn. But sometimes it is necessary to explain background in order to understand the context from which one shares. I have 30+ years in the advertising and graphic design world. At four very different advertising agencies I served as an art director and creative director. Interspersed in the middle, I have had two graphic design firms. My current firm LambCreek focuses on the “Christian market” for some very pragmatic reasons. I am still vice president and creative director at an advertising agency by day. By using a pseudonym (Peter Lamb) and serving the Christian market, I can freelance with integrity and not be in conflict with my “day job.” I am unable to show huge bodies of my agency work from the past 10 years due to conflicts of interest. How’s that for transparency?

MW: According to your Twitter bio, LambCreek is a “Christian graphic design service.” Graphic design often has a lot to do with marketing and self-promotion. Doesn’t that often clash with Christian ideals of humility and moderation?

PL: Graphic design does have a lot of self promotion in it. Truth be known so do all creative arts. Show me one artist of any kind that doesn’t use self promotion in some way. It may be as simple as hanging your work in a gallery or putting it up on a website. Isn’t that a form of self-promotion? It’s just more “artfully” acceptable in some circles.

Ah, but the sticking point to your question is how to promote yourself with humility and moderation? Hope I don’t get too “out-there” for some of you.

To walk in those two very narrow paths, one must have a sure footing of faith in God that He has made you and called you to do what you do. Secondly, one must learn to walk in His Spirit. By that I mean, it is a relationship with Him. He doesn’t often lead you to do the same thing exactly the same way twice.

You see we have a false idea of what true humility really is. I once heard true humility defined as being like a powerful racehorse that is so attuned to its master’s direction, it will turn or stop with the slightest pressure of the ride’’s leg.

So with that kind of “humility” before Him, an ear to His leading, and the assurance that He has made you and called you to do what you do keeps one straying too far, or for too long into the morass of chest pounding self promotion bravado.

It is also worth stating quickly here that I have found when I do too much self-promotion, it is often rooted in fear and not faith. For example I am a self confessed SEO junkie. Grasping for that “golden three at the top of Google” can be a highly addictive form of self promotion. It is not bad in and of itself, but too much is impulsive and not faith driven. At those times, one forgets that He will take care of me if I will only trust Him. What I often tell clients is true for self promotion as well — “with God all He needs sometimes is a ’stick’ wielded by hands of faith.”

Lastly, the best and most Godly form of promotion is found in Proverbs 27:2 “Let another praise you, and not your own mouth; a stranger, and not your own lips.”

As for the amount of self promotion I intend to do this year — My personal desire is to do a whole bunch less push of me and a whole bunch more of encouraging others. Then let God bring the increase.

MW: What are some of the unique challenges that face Christian designers?

PL: We for the most part are imitators of the style and trends around us. This is not necessarily bad when one does what they do as “communication” through design, where the message supersedes the medium in importance. But as Christian artists, more often than not, we are really boring and mediocre in our work. Granted, some of this is budget driven. Some is laziness.

Some is that the Christian market itself can be way behind in styles and tastes. This can be tough on designers whose whole bent is originality.

MW: Do you consider your art religious in nature?

PL: This is an extremely important point. The first part of my answer may ruffle some feathers. 100 percent of the Christians I know would not refer to their walk with Christ as “religious.” We always speak in terms of “relationship.” So, emphatically no. I do not consider my “art” as religious in nature.

However, for me everything I do I hope He is a part of. I hope it honors Him. It does not matter to me if I’m creating a poster for Dr. Ed Young or an ad campaign for a Fortune 500 company or a small Mom and Pop business. I serve that company or ministry with all my heart and prayers. I see every part of my design as Christian in that context.

Time won’t allow me to share the numbers of stories of the Lord’s inspiration in the context of both “Christian” and “secular” projects where I have had amazingly clear confirmation that He was inspiring the design.

MW: How did you first become interested in design? What are some of your favorite works you’ve made?

PL: I am from a creative family. My grandparents on both sides were writers. My Uncle — Charles H. Rockey in Manitou Springs, Colorado — is a well respected true artist. (He thinks graphic designers prostitute their talents, but I love him anyway). Most importantly my mom modeled creativity in everything she touched all of my life.

So, who knows how God builds talents in each of us. I had dozens of points of encouragement in art classes from a very young age. But my first clear direction was in my senior year in high school. There was an old sign painter who taught a class in commercial art. After that I was hooked. I never changed my major in college.

Some of my favorite works I’ve made: You need to understand that much of what we do as art directors and graphic designers is much like a conductor in a symphony. We originate the idea, but then pull talented artists in to create the work. I’ve selected three of my favorite works. All of these were actually created early in my career.

My very first album cover for my home church in Houston, designed when I was a young pup art director — “The Worship Album” for Church in the City-Houston (which later became Vineyard Christian Fellowship-Houston). Of the many, many things God was doing in and through us in those days, one was that our church became a gathering place for many gifted artists of all kinds. God drew actors, dancers, artists, writers, and musicians. The concept of the cover was that the root of all our worship is Jesus. His pure sacrifice is the basis of all true worship. I first created a tight pencil drawing of the design. Using that as the direction, I asked Al Chinchar to paint the final illustration. He did so in acrylics. That original piece of art now hangs in the home of the founding pastor, Herschel Rosser.

The Star Song Records logo — I designed this logo for Darrell Harris and Wayne Donowho years before a similar logo was created for my favorite team - the Astros. This record label represented artists from rock to classical and everywhere in between. I illustrated the star with a Japanese brush to preserve an artistic, human touch.

Battle Strategy poster for Dr. Ed Young, Second Baptist Houston - I created this poster a number of years ago, but it is still among my top 10 favorite poster/sermon series covers I have ever created. To produce it, I hand-crafted a 5’ sword out of folded paper, leather, wood, and plaster-of-Paris. Scripture for the background was created with photocopy cut-outs of old hand calligraphic type. Everything was then photographed in pieces. Those pieces were photo-combined and transferred into the design. Pre-computer days obviously.

Second Baptist kept the real wood and paper sword under glass for a number of years. I’m not sure where it is today.

MW: To what extent are your artistic inspirations Christian artists as opposed to artists of other faiths or no faith? Who are some of the most important Christian designers?

PL: I don’t much look at whether one is a Christian at first. I realize this may be an indictment of my lack of rubbing shoulders with other Christian designers. This has not been intentional. I guess it’s because all artist/designers tend to inspire each other. It’s sort of a creative brotherhood. However, when I come across designers whose work is obviously immoral, racist, or otherwise against the things that are pure and lovely, I don’t study their style or design approaches. It’s a turn-off. I’m sure there are Christian designers out there who are exceptionally good. I really don’t know who are the best right now. I admire a bunch of great designers. I just have no idea if they are Christian.

MW: How often do you turn projects down for religious reasons? Are there things you won’t include in your designs?

PL: Not very often. They simply don’t come along. The very first graphic design “gig” I was offered years ago was for a drama troop that performed sensual styles of dance. I flat out turned it down at a time when I hardly had two dimes to rub together. The result after that “test” was nothing short of a miracle encounter of provision that has been a testament to this day.

Years later while an art director at a well known Texas ad agency, I was asked to design a Playboy Poster for a convenience store chain. When I told my boss I would be unable to design it, he immediately honored me and protected me from having to compromise my conscience.

One more example (there are others). While an art director at yet another ad agency, I was contacted by a head hunter for a huge advertising agency in, I think Chicago. They were looking for an art director for the Marlboro account. Think about that, you spend your days traveling America shooting horses and mountains. Awesome assignment, except for one thing — smoking kills millions. I never for a second considered taking it.

Are there things I won’t consider in my designs? Sure thousands. I’m an evangelical Christian.

Here are a few rules of thumb: I don’t mind using say a Masonic sign if I am stressing a point about how dangerous that is. But I wouldn’t put something in a design that would cause someone to stumble by placing an image of say a sensual nature. You gotta understand that we live in a very jaded culture. If I were a designer in the Middle East and I wanted to really communicate, I’d lay aside many “freedoms” of expression we have here in order not to be a stumbling block and in order to be heard.

MW: To what extent do you think the secular art world takes Christian artists seriously?

PL: The secular world for the most part stiff-arms Christians if they are marketing “Christian” art. The root of that is in their rejection of Him. But if an artist creates and markets non-religious art that is extraordinary, work that speaks of real talent — they will be recognized.

There are exceptions to this rule — G Harvey, Thomas Kinkaid, and James Avery are recognized as Christian artists. One must also mention Frederick Hart, who created the most inspiring sculpture I have ever seen called Ex Nihilo (Out of Nothingness). I have no idea if he had a relationship with the Lord. But he saw things about the truth of creation and expressed them powerfully.

So there are some examples of Christian artists who have a wonderful following even in the secular market. If “Christian designers” have a secular following, it is more likely they are not known for their “Christian” work but their secular work. There are a few “Christian creative artist” online organizations. But the secular world isn’t watching those, nor does it care.

MW: How aware are most Christians of the importance of Christian art?

PL: On the contemporary scene — There is a growing movement in the area of Christian film-makers. I think the Lord Himself is encouraging much of this. As for the other Christian arts - it has been music dominated for a long time. One could also include the Christian literary arts as having a long standing influence.

However a study of Christian artists (of all forms) throughout history would reveal a far greater influence on culture than one sees today. So in answer to the question — I would say aside from the areas mentioned above, the candle of awareness is flickering low.

MW: Do Christian schools and churches pay enough attention to the arts?

PL: A few do pay attention to the arts. But very few. Schools do a better job, but most don’t hold a candle to the secular schools. For crying out loud, I went to a secular elementary school that had a beautiful hand-painted WPA era, Thomas Hart Benton style illustration on the cafeteria wall! What an inspiration to budding artists! Our bridges are designed by engineers (thank God for engineers) but these guys are NOT artists. Where is the art in our culture? If Christian artists really want to influence our culture we must think differently.

So why are most churches and schools not emphasizing the arts more? The problem seems to be a root issue within Christian theology. It stems from a lack of understanding in a number of arenas. I’ll address one of them here.

That root problem is that many Christians have a false idea about being “called.” One sees it in the clergy and laity divide. Most Christians have a deep hunger to follow the Lord. They want to know Him above all else. But they have been taught that to really follow Him requires a “call” to “full-time” work. Christians have no idea that God can “call” them to be a graphic designer every bit as much as being called to be a doctor, a missionary or a pastor.

While in college (I went to three), in every campus ministry I was in, I was either the main student leader or one of a small handful of leaders. My friends would say, “YOU’RE NOT going into THE ministry?” I’d respond with, “God has called me to be a graphic designer.” I actually have a dual calling. I’ve been a lay leader/elder in two churches for over 30 years.

Then there is the great commission. Our models for fulfilling this are for the most part full-time evangelists, missionaries and pastoral staff. Testimonies of God using a Christian artist especially in the secular arena are rarely heard. But I know differently first hand.

Many churches seem to have better music programs than fine arts ones. Why do you think that is?

PL: Obviously, worship music is a huge part of the main service on Sundays. I don’t see that changing. I have heard of some churches actually having artists paint extemporaneously during worship services. Interesting concept. Most churches I attend allow graceful dancers to worship during worship as well.

For me, inside the walls of the church and the confines of a Sunday service are far too small of a canvas to hold what’s on my heart. We have all of life to express. I’m not waiting for the churches to catch up. The world is our canvas upon which we are called to mirror His grace.

MW: There seems to be a large community of Christian artists on Twitter. Who are some of the most important Christian designers involved in social media?

PL: I am thankful for this question. It has exposed my navel-gazing, self-absorbed heart. I will make it a personal goal to keep my eyes open for really good talent and pass it on. Most of the Christian designers I have seen on Twitter are the young adventurers who are bold enough to push into the new media, but their portfolios are lacking so far. Perhaps they’ll get there. As I stated earlier, I am sure there are hundreds of thousands of Christians designers who are doing exceptional work, award-wining work. They just don’t market themselves as a “Christian designer.”

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