Thank You Dutch: Artist, Musician, and Educator Remembered

“Quality comes from Quantity ”

—a simple phrase that has been a guiding principle in both my personal life and professional career. I have repeated it with students, my team, and even my kids, highlighting the importance of perseverance, hard work, and embracing the grind to produce the best results.

It’s a philosophy instilled in me by Dutch Kepler, a former college professor who recently passed away. As I look back on Dutch and my time as his student, I am reminded of how much he has influenced my journey and, as a result, the journey of brandRUSSO.

Dutch was an accomplished artist, jazz percussionist, and respected educator. He shaped the minds of countless students who went on to become successful designers, art directors, and agency owners across the country. His approach to teaching was not just about learning technical skills but also about generating ideas, something I would come to understand is the most valuable currency any creative professional can have.

His emphasis on research, strategic thinking, and creative excellence is embedded in our agency’s DNA, but the foundations of his philosophy have had the biggest influence, and that is simply putting in the work.

As a student of Dutch, I was exposed to his relentless pursuit of quality, never settling for the first idea that comes to mind. Dutch’s mantra, “Quality comes from Quantity,” became a cornerstone of my approach to creativity, problem-solving, and life – understanding that no matter how hard the problem, the answer is there if you are willing to grind it out.

Dutch’s belief in the power of quantity to yield quality inspired us to adopt a comprehensive approach to branding, encouraging our entire team to explore multiple ideas, embrace diverse perspectives, and always strive to change the conversation to achieve the best results for our clients.

That’s not to say it was easy, because I assure you, it was not.

The best way I can describe my relationship with Dutch in college is to have you watch the movie Whiplash. No, it was not nearly that extreme, but the weight of gaining his approval and the respect he had from everyone who entered his classroom was very real.

We started with nearly 20 students in our class, but after two years, only 6 remained.

In truth, Dutch and I had many battles during my senior year, and on several occasions, he politely asked me to leave his class for the day. I say politely, but it was probably more like, “Russo, get the *&#%^ out of my sight.”

I like to think there was always a lesson buried beneath his rants. Perhaps he was teaching me to be passionate about my work, or perhaps he expected more. Either way, it forced me to decide whether I was ready for this profession. This meant long hours, sleepless nights, and a commitment to dig deep in the pursuit of excellence—no computers or fancy Photoshop filters, just the eternal search for the best idea.

I will never forget one of my worst days with him and my most educational.

I had been working on a campaign for days, and after 24 hours of no sleep, I placed my hand-lettered and meticulously mounted comps on the board for review. Within moments of arriving, he pulled out his Bic pen, walked straight to the third board from the left, and circled the word “Maybe,” which at the time, I somehow thought was spelled “Maby.”

Not a word was said as he moved his pen to the corner of the board and wrote the letter “F,” which, in his class, meant fired.

There was no need for a lecture on this day as I grabbed the boards and exited the room. The lesson was clear: If you make a mistake like that in the real world, you could lose your job.

Following graduation, I immediately moved to Seattle before eventually returning to Lafayette, where I co-founded brandRUSSO with my wife and business partner, Jaci. I hadn’t seen Dutch in many years, but I found a note on my desk one morning from him that he had dropped off while I was out. It said simply, “Hey Big Shot, proud of you.” It’s amazing how a few words from the right person can have the biggest impact.

Honoring Dutch’s Legacy

As we remember Dutch Kepler, we celebrate his incredible contributions to advertising. His legacy lives on through the countless students he mentored, the creative professionals he inspired, and the impact his teachings continue to have on our industry and the clients we serve.

Dutch’s influence on my life and career is immeasurable, even if I did not thoroughly understand or appreciate his methods until many years later. Ultimately, he made me a better designer, writer, and creative professional. In a small way, I hope that I have been able to pass on some of what I learned from him to those who have worked for me over the years.

Thank you, Dutch. Your legacy will always be a part of who we are at brandRUSSO, and I am forever grateful for your impact on our lives.

Michael J. Russo
CCO/Co-Founder: brandRUSSO  

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brandRUSSO was established in 2001 by Jaci and Michael Russo, representing a global portfolio of B2B clients in the professional services and manufacturing industries. As a strategic branding agency, we believe in the promise behind the brand, and that by changing the conversation we can inspire and motivate consumer behavior.