This might be the first you’re hearing of it, but we feel very strongly you should listen to a new episode of Did I Do That?! Rinee Shah (Executive Creative Director at Hatch) sits down with Sean to talk about her design mistakes… as well as chinchilla celebrations, ceremonial cream cheese tastings, and Sleepytime satanic panics.
Rinee Shah is a creative director and illustrator, based in Portland, Oregon. She is a 2023 Ad Age 40 Under 40 honoree and is currently Executive Creative Director at Hatch. In the last few years, she’s led creative for Oatly in North America, created an episodic video series for Spotify, creative directed Snapchat’s first global TV campaign, led prototype-building product design sprints for Kodak and published three illustrated books. Her illustration clients include The New York Times, NY Mag, The Washington Post, The Los Angeles Times, Inside Hook, BuzzFeed News, O Magazine, Apple, IDEO, and Simon & Schuster.
You can find Rinee’s work online at rineeshah.com, and on Instagram as @rineeshah. You can get her latest book with David Roth, LOL 101: A Kid’s Guide to Writing Jokes, from Chronicle Books directly, or from tons of other booksellers including Amazon, Powells, or a local retailer near you via Bookshop.com! You can find her previous book, The Made-Up Words Project, on her website, Amazon, and many more places!
I have given us a mission, listeners! Let’s get Justin Hager of the Partanna Mission Spicy Pepper Olive Oil his accolades: please go and review this good can design anywhere you can review the product itself and let them know that it is Sleepytime Tea hell. Maybe if we’re lucky, we can get a very weird collaboration going! A few places I’ve found it that offer reviews: Amazon; Partanna Foods’ own page for the Mission Spicy Pepper Olive Oil; Best Sicily, whatever that is; and probably others, though Zupan’s is disappoingly not among them. That said, you can probably go in there and just tell somebody you think the design is sick!
This episode was recorded Saturday, March 21, 2026 in the Rat’s Nest.
Did I Do That? is a podcast about graphic designers—the ups and downs they face in creative practice, because making design means making lots (and lots) of mistakes.
Every other Thursday, host Sean Schumacher (Associate Professor of Graphic Design at Portland State University) is joined by a designer guest to share stories about their own mistakes starting out and how they ended up where they did. It’s very weird, pretty silly, and definitely not serious—but neither are designers.