Business POV

Segura's Chicago firm has been at the forefront of design for years, working with clients such as MTV, Corbis, Hewitt, White Castle and Diamond Technologies. He's also the force behind the type foundry T26 and the recently relaunched cartype.com, a museum of automobile design and typography.

Here he lays out some theories of effective design and details his provocative approach to working with clients.

The segment was taped at the 3rd annual Seed Conference held June 6 at Crown Hall on the IIT campus.