Catching Up With Austin Raines, Estland’s New Art Director
With years of shaping brands, websites and visual identities under his belt, Austin Raines has been preparing for his new role as Art Director, whether he knew it or not.
Known around the office as the “Director of Playfulness & Charm,” he combines just the right mix of creativity and strategy to help bring clients’ stories to life. Recently, John Krampf caught up with Austin to talk about his new role, branding, becoming a first-time dad, hobbies and the surprising sacrifices he makes for his family.
Q&A
Last time we talked, you were singing the praises of the blueberry muffins from Heritage Bakery. Are they still the premier muffin source in Harrisonburg?
Heritage Bakery is always a 10 out of 10, from their blueberry muffins to their tropical sweet tea. Another great Harrisonburg-based bakery is Magpie Diner; their fruit danishes are top-tier.
I respect the loyalty. We’re about a month away from your first Father’s Day. What do you have planned?
I have no idea what’s in store. I told my wife Rachael that, as my Father’s Day gift, I went and bought myself someone’s comic book collection. So, I told her she doesn’t have to get me anything because I spent too much money on that anyways.
Outside of work, is there a topic you could talk about for an hour straight?
Oh goodness. I feel like it’s never one singular hobby. It’s always whichever hobby my attention has jumped to that month. It could be Legos, comic books, trading cards, cooking, knife collections or financial planning. It’s a full range of responsible adult hobbies and irresponsible childish hobbies.
You recently stepped into the Art Director role. What part of this next chapter of your career excites you most?
What excites me most is getting deeper into the discovery and strategy phase with our clients. That’s where the impactful work begins: understanding the story behind the business and their vision that drives them forward. As Art Director, I’ll have the opportunity to build a deeper connection with clients early on, so when we get to the creative work, they know I’m invested in growing their brand the right way.
What types of projects do you naturally gravitate toward most?
Branding, without question. It’s where thoughtful strategy and intentional design come together. More specifically, I’m drawn to building visual identity systems because that’s where a brand’s foundational visual language gets defined. When that’s done well, every future application, whether it’s a website, a campaign or a social presence, has clarity and consistency to draw from.
When you first start learning about a client or brand, what are you most curious about?
I always want to understand the foundation first. What problem did they set out to solve? What pain point made them say, “I need to build this?” And what vision is keeping them moving forward? Once I understand that, the creative direction has real purpose driving the strategy—because a client’s story isn’t just context, it’s the catalyst for building a brand with lasting impact.
When the identity is built intentionally around who you actually are, it becomes the foundation that every other marketing and advertising effort can operate from with confidence.”
Austin Raines, Art Director, Estland
What’s something clients may not realize goes into creating a strong visual brand or website experience?
The strength of a brand’s visuals, messaging and overall experience comes from one thing: consistency rooted in authenticity. That’s where branding’s true ROI lives. When the identity is built intentionally around who you actually are, it becomes the foundation that every other marketing and advertising effort can operate from with confidence. Without that, you’re building on unstable ground.
How do you know when a design is finished?
The esoteric design philosopher in me says that a design is never truly finished. The question really becomes, “Have I accomplished the original intent/goal of this project, and am I proud with where it is at?” At that point, we need to be willing to let go of the end result and be content with the idea that we’ve done diligent and thoughtful work, even though the creative perfectionist in us wants to keep making everything better for infinity.
Last question. Pineapple on pizza: yes, no or indifferent?
I don’t believe in pineapple on pizza, but my wife loves it. So when we’re sharing one pizza, I’ll eat a Hawaiian without complaint. Not because I like it, but because I love my wife—and because I’m a human garbage disposal who will eat just about anything.
That might be the strongest argument for marriage I’ve ever heard.
Never before has there been a greater expression of love. Take that, Shakespeare.
Austin, congratulations again on the promotion, and thanks for sitting down with me.
Of course!
