DKNG’s Dan Kuhlken Brings Design Wisdom and Inspiration to AIGA Jacksonville

At AIGA Jacksonville, we often hear from members that inspiration is one of the most important benefits of being part of the creative community.

That sentiment couldn’t have been more true than during this past weekend’s 23rd Annual Student Portfolio Review — an event that brought together students, professionals, and one of the top voices in design for a night packed with insight and motivation.

We were honored to welcome Dan Kuhlken, founding partner of the award-winning creative studio DKNG, to kick off the weekend with a keynote that was equal parts inspirational, educational, and packed with hard-earned wisdom from the front lines of the design industry.

From his beginnings as a young creative to his current work with some of the biggest names in entertainment, music, and pop culture, Dan’s talk provided rare behind-the-scenes access to how a world-class studio like DKNG operates — and how they’ve stayed true to their roots while continuing to evolve.

Who Is DKNG?

If you’re in the design world, you’ve likely seen DKNG’s work — even if you didn’t know it. Based in Santa Monica, California, DKNG Studios has earned a reputation for crafting bold, imaginative, and intricately detailed illustration and design for clients ranging from bands and music festivals to film studios, creative agencies, and national brands.

Founded by Dan Kuhlken and Nathan Goldman, the studio has become known for its unique blend of analog craft and digital precision — combining poster art, branding, packaging, and visual storytelling into a recognizable and influential aesthetic.

So when we heard Dan would be joining us in Jacksonville to speak directly to our creative community, we knew we were in for something special.

A Kickoff to Remember: Design Talk Meets Real-World Insights

Dan’s keynote wasn’t just a slideshow of eye candy (although there was plenty of that too). It was an honest, thoughtful look at what it takes to build a lasting creative practice, whether you’re a student just getting started or a seasoned professional looking to sharpen your focus.

He spoke candidly about:

• What inspires him creatively and personally

• How DKNG structures their project workflow

• How to select the right projects for long-term success

• The role of pricing models in the design business

• Why community, collaboration, and process are key to sustainable creativity

This was the kind of talk that hits you in the best way — filled with practical insights you can take straight back to your studio, and big-picture perspective that reminds you why you got into this work in the first place.

Behind the Scenes of DKNG’s Creative Process

One of the standout moments from the presentation was Dan’s deep dive into DKNG’s creative process. While many designers gloss over the details in favor of flashy finished work, Dan emphasized the importance of formal process, structure, and internal feedback loops as essential to creative success.

In a field where deadlines often dominate and steps get skipped in the name of speed, Dan made a compelling case for slowing down and getting it right — starting with solid research, brainstorming, and refinement. These early stages, he said, are where some of the most important design decisions are made.

He then broke down the studio’s unique approach into modular phases that can adapt to just about any project type:

1. Initial Idea and Proposal

2. Internal Delegation

3. Illustration & Design Production

4. Art Direction & Finalization

This structured but flexible system allows DKNG to scale creatively while maintaining clarity — a powerful takeaway for freelancers and agencies alike looking to level up their workflows.

Portfolio, Budget, or Happiness: Choosing the Right Work

Another highlight was Dan’s advice on how to evaluate potential projects — a challenge every designer faces, whether you’re just getting started or booked months in advance.

Dan shared DKNG’s three-part system for assessing whether a project is worth taking on. Using a simple Venn diagram, they ask:

• Will it enhance our portfolio?

• Is the budget solid?

• Will it make us happy?

If a project checks at least two out of the three boxes, it’s usually a go. It’s a simple but effective framework that helps eliminate guesswork and allows for better boundary-setting and long-term vision.

This mindset resonated especially well with students and early-career creatives in the room — many of whom are still learning how to balance passion with practicality.

Project-Based Pricing vs. Hourly Work

Dan also spoke to the business side of creativity, a subject that often doesn’t get enough attention in traditional design education. He explained how DKNG uses project-based pricing models rather than hourly rates, allowing them to value their work based on outcomes and expertise rather than time spent.

He shared insights on how pricing models evolve over time and how to market to a digitally fluent, design-savvy audience who expects not only quality but also a story behind the brand.

For studio owners, freelancers, and creative directors in attendance, this was a welcome reminder that design isn’t just about aesthetics — it’s about value.

AIGA Jacksonville in Action

This event wasn’t just a win for attendees — it was a powerful example of the kind of programming AIGA Jacksonville strives to offer. Connecting students and professionals, providing real-world education, and celebrating design in all its forms — that’s the heart of our mission.

Having someone like Dan Kuhlken fly out from the West Coast to spend the weekend with our community speaks volumes. Not only did he give a fantastic keynote, but he also joined our AIGA Jacksonville board for casual hangouts, including a night at the Jacksonville Symphony Orchestra featuring Ben Folds. (Because why not mix design and live music, right?)

Lasting Takeaways for the Creative Community

Events like this remind us that design isn’t something we do in a vacuum. It’s a craft, a business, and a lifestyle — one that’s always evolving. Dan’s talk wasn’t just about how to do great work. It was about how to build a creative life that’s sustainable, fulfilling, and true to who you are.

Whether you’re a student working on your first portfolio or a studio founder navigating client growth, the lessons shared that night were timeless and actionable.

We left feeling inspired, grounded, and a little more connected — not just to the work, but to each other.