The talk broke down through ten salient points:
Fall in love with something that’s been designed
Have heroes and/or mentors
Push back against something
Defy the career staircase
Go the distance
Be a neophyte
Find a personal expression
Work for free
Hang around with smart people
Do what you do best but change with the times
Now I shan’t try and explain those points here. Luckily enough, they are self-explanatory to a point. But - for example - with point 3, Paula chose to push back against Helvetica. She developed a passion for scavenging and resurrecting old type in an era when digitisation was threatening to erase historical wooden type from history. Then using the type in an expressive manner, directly opposite to the teachings of Swiss typography. In fact this was a direct lesson she took from her teacher at art school - Stanislaw Zagorski - he told her three words to “illustrate with type”. See type as an illustration, and that letters have form.
I attach some photographs below, apologies for the quality, but they were taken from the rear quarters of a sizeable lecture theatre.
One of the things I also took from the talk was in a response to a question after the presentation. Regarding the shear quantity of work outputted, how does she find the time to actually do it all to which Paula simply answered “I work fast, not long”.