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No Ideas at Nicer Tuesdays New York: Designing Books for Erik Carter and Figma

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Devin Washburn and Philip DeBello, founders of Brooklyn design studio No Ideas, present two book design case studies at Nicer Tuesdays New York. They contrast their self-published monograph with Erik Carter, 'Design Harder', against an intensely collaborative, multi-section zine designed entirely in Figma for Figma's Config conference. Through these contrasting projects, they illustrate how design constraints, iterative experimentation, and varied production models shape print objects.

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Source: Why self-publishing pays off | No Ideas · It's Nice That
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    The explainer

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    At Nicer Tuesdays New York, Devin Washburn and Philip DeBello introduced their Brooklyn-based practice, No Ideas studio0:18, outlining their research-led, subversive approach to graphic design. After meeting at the School of Visual Arts and cutting their teeth at notable agencies and publishers, the duo launched their independent practice in 2018. Over years of working with trade publishers, they repeatedly encountered rigid production constraints regarding paper choice, formats, and structural layouts. To reclaim total creative autonomy over the printed object, they created their own independent imprint, Book Ideas, kicking off their catalog with a monograph alongside longtime collaborator Erik Carter3:18.

    slide
    No Ideas
    ▶ 0:15
    On screen at 0:15

    The resulting publication, Design Harder, compiled Carter’s sharp critiques of design culture and institutional status quo. Visually responding to the pervasive red-and-white serif aesthetic common among design institutions, No Ideas pushed toward an inverted, intense graphic language after realizing that repeating the title multiple times risked misinterpretation. A defining design innovation emerged from collaborating with type designer Wei Huang on Common Serif8:56, who produced seven distinct weights of stroke intensity corresponding directly to the book's seven acts. Complementing the tactile, self-distributed volume, they released a completely free interactive web edition10:28 before celebrating a sellout of all 1,000 print copies.

    The commercial success and visibility of Design Harder immediately attracted Figma’s Story Studio, who commissioned No Ideas via Slack to create an editorial publication for Config in San Francisco13:32. Unlike conventional book design workflows, No Ideas designed the entire project directly inside Figma. After presenting four divergent conceptual directions, Figma's team opted to synthesize multiple threads into a three-part volume built around the philosophy of "roundtrip design"—the reality that modern design workflows allow practitioners to enter a project at any phase. To physically embody this non-linear concept, the studio utilized a central pink spiral binding that allowed readers to begin reading from any cover.

    slide
    Where does design really start?How does AI amplify craft?Who gets to be creative?
    ▶ 13:38
    On screen at 13:38

    Executing the Config zine required navigating an expansive global network of collaborators across Figma and FigJam boards. No Ideas art directed photographer Uta Eisenreich in Amsterdam, AI-driven digital painter Pedro Sanchez, and illustrator Matija Medved, coordinating drafts and cover treatments through asynchronous video dispatches and live text feeds. The physical manufacturing involved a remote Zoom press check16:49 with Hemlock Printers in Canada and glued dummy prototypes photographed by Ian Schiver. Reflecting on both journeys, the speakers contrasted Design Harder’s straight-line trajectory with Figma’s web of collaborative iterations16:49, encouraging designers to trust the process, embrace uncertainty, and put self-initiated work into the world.

    Highlights
    1. 0:11Introduction to No Ideas studio
    2. 3:24Origins of Book Ideas and Design Harder
    3. 4:48Pushing back against publisher constraints
    4. 5:20Erik Carter's background and writing
    5. 7:08Subverting red and white serif typography
    6. 8:56Custom stroked typeface with Wei Huang
    Chapters across the 16:49 runtime
    How it's told

    A dual case-study presentation on book design

    Format: Lecture. Devin Washburn and Philip DiBello of No Ideas present two contrasting print projects—their self-published book Design Harder and Figma's corporate Config zine—to show how taking independent creative risks directly fuels client commissions and unconventional design workflows.

    Story arc

    1. 0:00Studio introductionThe founders introduce their background, SVA education, early studio roles, and the founding of No Ideas in 2018.
    2. 2:08Publishing frustrationsThey outline creative constraints faced when designing books for mainstream publishers, leading them to start their own imprint, Book Ideas.
    3. 3:13Case study 1: Design HarderCollaborating with author Erik Carter, developing subverted editorial typography, and partnering with Wei Huang on custom stroked type weights.
    4. 6:19Production and launchLaunching the free online edition at designharder.pub, managing self-distribution logistics, and selling out the 1,000-copy initial print run.
    5. 7:50Case study 2: Figma Config zineFigma invites No Ideas via Slack to design their annual conference zine, leading to divergent concept pitches and the spiral-bound 'roundtrip design' concept.
    6. 10:18Remote artist collaborationDirecting international contributors Uta Eisenreich, Pedro Sanches, and Matija Medved while navigating massive collaborative FigJam canvases.
    7. 14:00Print manufacturingConducting live Zoom press checks with Hemlock Printers, building a custom starburst book photo rig, and showcasing the finished publication.
    8. 15:27Takeaways and synthesisContrasting clean linear self-publishing against messy corporate collaboration, concluding that taking creative risks attracts aligned opportunities.

    Setups and payoffs

    1. 2:46Setup Frustration over traditional publishers repeatedly denying control over paper, format, and typography.
      ↳
      3:10Payoff Founding Book Ideas as an independent imprint to retain complete creative autonomy.
    2. 3:41Setup Erik Carter writes a critical newsletter titled Design Harder.
      ↳
      4:42Payoff The newsletter evolves into a full 7-act dismantling of graphic design published in book form.
    3. 4:51Setup Cover draft repeats the title vertically, but readers might misread it as 'Design Harder Harder Harder'.
      ↳
      5:10Payoff The design shifts to a single title set in stroked typography that progressively thickens across seven acts.
    4. 7:34Setup No Ideas takes on the financial and logistical risk of self-publishing Design Harder.
      ↳
      7:53Payoff Figma notices the book and hires No Ideas to design their flagship Config conference print zine.
    5. 9:44Setup A 3D starburst render models the 360-degree 'roundtrip design' concept.
      ↳
      14:33Payoff Photographer Ian Shiver physically glues sample pages into a continuous loop to photograph the concept in real life.

    Devices

    • Kinetic rejection graphicsAnimated red strikethroughs and X marks overlaid on publisher constraints to emphasize creative limitations.2:463:06
    • Process board screen zoomsRapid zooms across sprawling Figma and FigJam canvases to convey the sheer scale of digital iteration.8:4412:36
    • Pop culture meme insertsHumorous inserts of internet 3D handshake renders and Charlie Kelly's conspiracy corkboard to break up design theory.5:2212:46
    • Split-screen artist dispatchesInformal video clips and voice notes from collaborator Uta Eisenreich shown alongside the speakers' commentary.10:5411:15
    • Comparative trajectory diagramsSimple A-to-B line diagrams contrasting a straight path against an intensely scribbled, looping route.15:3915:57

    From the video's own structure, matched to the transcript and on-screen text.

    Teardown

    This video overperforms because it answers a burning creative dilemma—whether self-publishing is a financial money pit or a viable career engine—by proving how an independent book landed a massive corporate contract.

    A breakout: 15.0× its typical views (39,255 vs a median of 2,614 across the channel's last 15 long-form uploads, as of Oct 28) · Long-form lecture · 7 days old

    The promise

    Viewers believe they will discover how self-publishing a physical design project can lead to real career and financial payoffs.

    Packaging

    How it looks in the feed

    Show the feed as
    16:49

    Why self-publishing pays off | No Ideas

    It's Nice That39K views · 1w agoPhilip DiBello and Devin Washburn of Brooklyn-based design studio No Ideas take to the New York Nicer Tuesdays stage to talk about the creative process behind…

    Views and age as of the teardown, Oct 28, 2026. Other videos are blanked out.

    • 4/5Thumbnail imageThe bold, saturated red book cover on the right side provides instant visual stopping power against dark feed backgrounds. Pairing the physical artifact with two candid speakers on stage grounds it as a real-world creative talk.A split composition with two speakers smiling at a lectern on the left and an oversized red book cover titled 'Design Harder' on the right.
    • 3/5Thumbnail text“Design Harder Erik Carter NICER TUESDAYS NYC!”The book title 'Design Harder' acts as an assertive headline, though the event watermark in the bottom corner adds slight visual clutter.Bold black typography reading 'Design Harder' and 'Erik Carter' on the red book, along with 'NICER TUESDAYS NYC!' in the corner.
    • 4/5TitleIt makes a direct, counterintuitive business claim that appeals strongly to creative professionals who assume print publishing loses money.The title reads 'Why self-publishing pays off | No Ideas'.
    • 4/5Title + thumbnailThe thumbnail displays the tangible creative work while the title supplies the business upside, creating clear synergy without redundancy.The right side shows the physical book 'Design Harder' while the title frames the talk around why that self-published effort paid off.

    Curiosity gap: How did producing an independent graphic design book manage to become a profitable venture?

    The three hooks

    The title, the thumbnail text and the first words spoken each make a promise, and each does a different job.

    • Title“Why self-publishing pays off | No Ideas”Contrarian takeOutcomeCuriosityIt makes independent creatives want to learn how a notoriously risky print endeavor yielded concrete rewards.
    • Thumbnail text“Design Harder”Pattern interruptCuriosityNoveltyIt makes designers want to know what 'designing harder' looks like in practice.
    • First words spoken“Hi everyone.”OtherThe generic live greeting 'Hi everyone' does not create curiosity or promise value, functioning purely as a live stage courtesy.
    • PairingDifferent jobsThe thumbnail text displays the provocative title of the physical artifact, while the video title explains the business lesson behind making it.
    • StakesFitsThe video accurately proves that self-publishing a print run can directly land a lucrative, high-visibility corporate client.
    • UrgencyNoneThe video presents an evergreen reflective case study without any artificial scarcity or time-sensitive claims.

    The first 20 seconds

    TimeWhat you seeWhat you hearWhat it does
    0:00Animated kinetic typography spelling out 'NICER TUESDAYS' on a black background.Crowd cheering and applause.Signals the live event branding and atmosphere.
    0:01The logo animation continues resolving into 'NICER TUESDAYS NEW YORK!'.Applause continues.Establishes location and host organization.
    0:02Full title card displaying 'NICER TUESDAYS: A monthly event curated by It's Nice That NEW YORK!'.Applause begins to fade.Provides full context for the talk format.
    0:03Static hold on the Nicer Tuesdays title screen.Fading applause.Transitions into the live stage footage.
    0:04Cut to two speakers standing at a wooden lectern on stage.Devon says, 'Hi everyone.'Introduces the speakers in the physical venue.
    0:05Devon checks his notes at the podium while Phillip smiles beside him.Room ambience and quiet settling.Grounds the scene in a casual presentation environment.
    0:06Devon looks out toward the audience and smiles.Devon: 'Um, wow...'Captures a human, unscripted opening pause.
    0:07Devon begins speaking into the podium mic.Devon: 'Yeah, thank you Elizabeth for the great introduction...'Acknowledges the event host and warm-up.
    0:08Both speakers look at the audience from behind the lectern.Devon continues thanking the host.Delivers standard live event opening courtesies.
    0:09Devon leans slightly into the mic.Devon: '...and for It's Nice That for having us.'Completes the opening host thank-yous.
    0:10Devon looks up and prepares to introduce himself.Devon takes a brief pause.Transitions from formalities to speaker introductions.
    0:11Devon touches the podium and introduces himself.Devon: 'I'm Devon Washburn...'Identifies the first presenter.
    0:12Phillip shifts posture beside Devon.Devon finishes saying his name.Passes the floor to his partner.
    0:13Devon gestures toward Phillip.Brief stage pause.Creates conversational handoff between co-presenters.
    0:14Phillip leans closer toward the microphone.Phillip prepares to speak.Signals speaker change.
    0:15Phillip starts introducing himself at the lectern.Phillip: 'And I'm Phillip DiBello...'Identifies the second presenter.
    0:16Cut to slide showing inverted typography reading 'No Ideas'.Phillip: '...we're No Ideas...'Matches visual studio identity to the spoken name.
    0:17Hold on the graphic black-and-white 'No Ideas' slide.Phillip: '...a small design studio in Brooklyn, New York.'Defines what their studio is and where they operate.
    0:18Slide remains on screen.Phillip pauses as the slide changes.Allows the studio name to register.
    0:19Cut to slide showing high-contrast black-and-white printed typography layout.Devon or Phillip: 'We do...'Begins showcasing real visual portfolio work.
    0:20Close crop of typography specimens and printed editorial work.Speaker continues introducing their work focus.Sets visual expectations for the design work discussed.
    Click confirmation
    The title names 'No Ideas', which is confirmed at 00:16 when the slide displays their studio name. However, the core topic of self-publishing is not mentioned in the opening seconds.
    Time to the point
    Not within the first 20 seconds
    Hook
    in the middle of the action
    Reason to stay
    Viewers interested in the design work of No Ideas stay to see the specific projects behind the bold typography previewed at 00:19.
    Missing on purpose
    No pre-roll teaser or artificial hype; it opens directly on the live event intro and stage greeting.
    Pace and texture
    Deliberate and relaxed stage pace. Two visual cuts over 20 seconds, minimal motion graphics, and calm conversational speech.

    Story map

    Versus/comparison. A small Brooklyn design studio wants total artistic freedom away from rigid commercial publishers, but self-funding a book risks financial loss. The payoff arrives when taking that creative gamble directly attracts a dream commission from Figma.

    TimeSectionNew tensionStakesTurnLoops
    0:00 –2:08Studio IntroductionWho are these speakers, and why should anyone care about their studio portfolio?HoldSag: no turnOpens: Will these designers share actionable industry lessons or just show a standard portfolio reel?Closes: None.
    2:08 –3:13Publisher FrustrationsCan working designers push back against major publishers that deny basic creative control over materials and formats?RiseTraditional publishers shut down every creative request with a flat 'No', so the studio decided to launch their own independent imprint.Opens: Can an independent imprint survive without publisher backing?Closes: Will these designers share actionable industry lessons or just show a standard portfolio reel?
    3:13 –6:19Case Study 1: Designing 'Design Harder'How do you visually embody a critique of institutional design without falling into standard graphic design tropes?RiseThe initial stacked cover was misread as 'Design Harder Harder Harder', so they inverted the design to heavy black stroked type that thickens across seven acts.Opens: Will this risky, experimental design alienate readers or find an audience?
    6:19 –7:50Printing, Launch, and PayoffWill packing 500-book pallets by hand and facing social media criticism pay off financially?RiseCritics called the stroked typography rage bait online, but the entire run of 1,000 physical copies quickly sold out.Opens: Where does the studio go next after proving their concept?Closes: Will this risky, experimental design alienate readers or find an audience?
    7:50 –10:18Case Study 2: Figma Config ZineCan the radical freedom learned from self-publishing survive the bureaucracy of a massive tech client?RiseFigma liked elements from three completely separate pitches, so the designers merged them into a unified continuous spiral binding.Opens: How can a physical publication have no designated beginning or end?Closes: Where does the studio go next after proving their concept?
    10:18 –14:00Asynchronous Artist CollaborationCan three international illustrators working across time zones deliver cohesive work inside messy digital whiteboards?HoldA late-night video dispatch from Amsterdam showed physical props that unlocked how to integrate all three artists across the covers.Opens: Can a remote press check in Canada actually pull off this intricate manufacturing?Closes: How can a physical publication have no designated beginning or end?
    14:00 –15:27Manufacturing the LoopCan a printer physically assemble a book that operates in a continuous loop?HoldThe photographer physically glued sample pages into a ring to document the 360-degree roundtrip concept in real life.Closes: Can a remote press check in Canada actually pull off this intricate manufacturing?
    15:27 –16:49Comparison and Final TakeawaysWhich path is better: autonomous self-publishing or complex corporate collaboration?FallSelf-publishing is a clean direct line while corporate work is a tangled loop, but taking the independent risk was the sole reason the corporate work happened.Closes: Can an independent imprint survive without publisher backing?

    Payoff: delivered fully at 7:53. The core promise is delivered when the presenters reveal that their self-published book sold out all 1,000 copies and immediately led Figma to hire them for their flagship Config publication. Ending: It closes on a reflective slide contrasting a straight line with a tangled scribble, offering concise advice to take creative risks before cutting directly to audience applause.

    Leaks

    Where a viewer might leave. Guesses from watching, not retention data.

    • 0:04 The video starts with standard live event formalities, polite host thank-yous, and speaker resumes rather than an upfront hook.
    • 8:44 The narrative shifts away from self-publishing economics into deep corporate Figma zine specs, which may cause viewers seeking publishing business advice to click away.
    • 12:31 Detailed inside jokes about FigJam canvases, comments, and sticky notes cater to digital product designers, slowing the narrative momentum.

    Steal this

    1. Contrast customer rejection with self-directed autonomy Listing consecutive client denials using animated red X marks builds immediate viewer empathy before revealing the DIY solution. 2:46
    2. Showcase real criticism to validate market impact Showing authentic social media skeptics calling the project 'rage bait' proves the work had cultural friction and wasn't just safe corporate fluff. 7:16
    3. Use simple geometric diagrams to contrast two complex workflows Distilling an entire presentation into a clean horizontal line versus an intense tangled scribble gives the audience an instantly digestible visual takeaway. 15:39

    Skip this

    • Opening with two minutes of personal agency resumes and design school alumni shout-outs. This works here only because the in-person event audience already paid for tickets and It's Nice That has a dedicated community willing to sit through stage intros.

    Open questions

    • What were the exact unit manufacturing costs and net profit margins of the 1,000 sold copies?
    • Did Figma find 'Design Harder' organically via social media, or did existing agency relationships help initiate the Slack message?

    Teardown by Avail.video from the thumbnail, the title, the first 20 seconds and the report's notes on the whole video.

    On screen

    Everything the video showed you

    Slides, frameworks, quotes and formulas, captured verbatim with the moment they appeared. Tap any card to jump there.

    Reference shelf

    People, ideas and things mentioned

    Said means mentioned aloud; Shown means it appeared on screen.

    People9

    • Devin WashburnGraphic designer, speaker, and co-founder of Brooklyn design studio No Ideas.0:04Said + shown2:46Said5:34Said11:22Shown14:16Shown
    • Philip DiBelloGraphic designer, speaker, and co-founder of Brooklyn design studio No Ideas.0:04Said + shown0:20Said0:38Said6:19Said7:34Said7:50Said14:00Said15:27Said
    • Paul SahreGraphic designer and SVA senior thesis professor who taught the No Ideas founders.0:42Said
    • Erik CarterGraphic designer, illustrator, writer, and author of Design Harder.1:56Said + shown3:15Said3:41Shown4:42Shown6:42Shown7:03Said + shown7:16Said + shown
    • Wei HuangType designer who created seven custom stroked weights of Common Serif for Design Harder.5:33Said + shown5:34Said
    • Uta EisenreichAmsterdam-based artist and photographer who created object compositions for Figma's Config publication.10:45Said + shown10:54Shown13:29Said14:40Shown
    • Pedro SanchesArtist and technologist who generated custom AI floral artwork for the Config zine.10:45Said + shown10:48Said11:22Shown14:40Shown
    • Matija MedvedIllustrator and animator who created digital artwork and animations for the Config publication.10:45Said + shown10:50Said11:52Shown14:40Shown
    • Ian ShiverPhotographer who documented and photographed the final Config print publication.14:23Said14:24Said + shown14:34Said + shown

    Ideas & frameworks3

    • Design HarderSelf-published critical graphic design book written by Erik Carter and designed by No Ideas.1:56Said + shown3:41Shown4:42Shown5:40Shown6:19Said + shown6:42Shown15:39Shown
    • ConfigFigma's annual global user conference held in San Francisco.8:05Said + shown8:13Shown12:36Shown
    • Roundtrip DesignDesign concept exploring non-linear workflows where digital creation moves fluidly between code and canvas.8:47Shown9:44Said + shown12:59Said + shown

    Organizations5

    • No IdeasBrooklyn-based creative direction and graphic design studio founded in 2018.0:15Said + shown0:20Said1:24Shown14:40Shown
    • School of Visual ArtsNew York City art and design college where Devin Washburn and Philip DiBello studied.0:37Said + shown0:38Said
    • Book IdeasIndependent publishing imprint founded by No Ideas to produce books without commercial constraints.3:10Said + shown6:58Shown
    • FigmaCollaborative interface design software company that commissioned No Ideas for Config.7:53Said + shown8:05Said + shown8:54Shown10:07Shown12:36Shown14:40Shown
    • Hemlock PrintersCanadian commercial printing company that manufactured the spiral-bound Config publication.14:02Said + shown14:16Shown
    Video description

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    By the numbers

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    As of Oct 28, 2026. YouTube's public numbers first, then Avail.video's own arithmetic on them.

    The video

    Views
    39.3K
    Likes
    488
    Comments
    16
    Published
    Oct 20, 2026
    Length
    16:49
    Category
    Howto & Style
    YouTube's topics
    Knowledge
    Captions
    No
    HD
    Yes
    Language
    British English
    Paid promotion
    None declared
    Made for kids
    No
    License
    Standard YouTube

    Creator's tags

    • #itsnicethat
    • #nicertuesdays
    • #noideas

    The channel

    It's Nice That@itsnicethat
    Subscribers
    55.3K
    Videos
    645
    Total views
    3M
    Channel age
    17 years (since Dec 2008)
    Country
    —
    Uploads
    about every 8 days
    Across the last 15 long-form uploads
    Before this video
    5 days after the previous long-form upload

    Calculated by Avail.video from YouTube's public numbers

    Outlier score
    15.0× · Breakout
    Views against the median of the channel's last 15 long-form uploads
    Views per subscriber
    0.71
    Likes vs the channel's usual
    0.4× the channel's usual
    1.2% of views vs a usual 3.3%
    Comments vs the channel's usual
    0.3× the channel's usual
    0.041% of views vs a usual 0.12%
    Rank among recent uploads
    #1 of 16
    By views: this video and the channel's last 15 long-form uploads
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    Watched by Avail.video · 2026-10-28