Embracing Versatility and Developing a Unique Style

Lee Olsen, known as @shiftrefresh, is a pioneer in the world of sports design. His creative prowess has taken him on a remarkable journey, working with some of the biggest names in the industry, including the NBA, NFL, NRL, and Bleacher Report. But his success didn't come overnight; it was the result of a determined and versatile approach to his craft.

‍

‍

Olsen's design journey began in the early 2000s, where he honed his skills in web design and multimedia. However, he soon found the web design industry to be repetitive and template-driven, leaving him craving something more. It wasn't until the mid-2010s, when he noticed the rise of sports-focused digital artists on social media, that he saw an opportunity to merge his passions for design and sports.

Olsen's approach to developing his unique style is both intentional and organic. He explains that he doesn't set out to create a specific "look," but rather, he has a set of techniques and habits that have become ingrained in his process. From adding noise layers and posterization effects to his signature lighting techniques, these small touches have become the hallmark of his work, making it instantly recognisable to those familiar with his style.

But Olsen's versatility is what truly sets him apart. He believes that being able to tackle a wide range of design challenges is crucial, especially when starting out in the industry. "I would suggest trying to be as versatile as possible from the get-go," he advises. "Unless you've started or entered this industry with a particular skill set, it might make sense to focus more on that if you're having success with it rather than neglecting it and trying all different things."

Navigating the Ups and Downs of a Freelance Career

Olsen's journey to success wasn't without its challenges. As a freelance designer, he had to navigate the ups and downs of the industry, learning to be resilient and self-sufficient. "There's no bigger motivator than having to pay the bills and put food on the table," he says, reflecting on the early years of his career.

Olsen's determination and positive mindset were crucial in helping him weather the storms. He emphasises the importance of loving what you do, as it's the driving force that will keep you going through the tough times. "If you don't enjoy doing the sports design and experimenting in Photoshop and creating on a daily basis with different kinds of content stuff, if you don't enjoy it, you're not going to keep doing it," he explains.

The ability to adapt and learn new skills has also been a key factor in Olsen's success. He recalls a particularly stressful project early in his career that nearly derailed his sports design ambitions, but he vowed to never take on a similar job again. This experience taught him valuable lessons about managing workloads and setting boundaries, which have served him well as his career has progressed.

Forging Relationships and Leveraging Social Media

Olsen's success in the sports design industry can also be attributed to his savvy use of social media and his ability to forge meaningful relationships. He emphasises the importance of maintaining a strong online presence, not just for showcasing your work, but also for building connections with potential clients and collaborators.

Olsen's own journey is a testament to the power of social media. His early work caught the eye of the NRL, leading to his first major sports design gig. From there, his reputation grew, and he began to connect with other industry professionals, including the team at the NBA 2K video game series, who eventually sought him out to create a series of murals for the game.

Olsen's advice to aspiring designers is to embrace the power of social media, but to do so authentically. "I don't really curate my socials in that regard," he says. "If you're trying to present to potential employees that you're legit, you're professional, then by all means make sure your social media accounts match that vibe. But at the same time, I like to show my progression."

Navigating the Evolving Landscape of Sports Design

As the sports design industry continues to evolve, Olsen is mindful of the challenges posed by emerging technologies, such as AI-powered design tools. While he acknowledges the potential impact of these advancements, he remains focused on honing his craft and exploring new creative avenues.

"It is a little bit scary where that's headed, but as a lot of I think we're some we're coming to a realisation that that's not going anywhere we can't make it stop," Olsen says. "It's either how can you find a way to leverage it to help you do what you do and speed things up without losing your sort of authentic Artistic integrity, or do you just get left by the wayside."

Olsen's vision for the future includes continuing to push the boundaries of his work, both in the sports design realm and beyond. He's interested in exploring opportunities to create merchandise and other products that can bring joy to sports fans and promote healthy, active lifestyles. By staying true to his passion and adaptable approach, Olsen is poised to continue his remarkable journey in the ever-evolving world of sports design.

‍