‘Great Thinking & Design Principals Are What Counts’
An Interview with Canadian Graphic Designer Adam Smith
If you have ever wondered what is happening in Canada design-wise, you are about to read the perfect interview. Canadian graphic designer Tyler Adam Smith gives us some insight into his career, but he also talks about their new studio, Wondermatter, founded by him and his wife.
Please, briefly introduce yourself.
I am a drinker of black coffee and a maker of things. For as long as I can remember, I have been utterly compelled to make stuff: drawings on bananas, impossible letters, songs, art, design, and lately, brands. I am married to the incredibly talented Chris Smith, whom I started our brand optimization studio, Wondermatter with. We live in Toronto, but work from anywhere on Earth we happen to be.
What led you to work in the field of design? Whose work inspired you?
When I was twelve years old and on summer break, I happened upon an interview with Milton Glaser on television. I saw a man in a black turtleneck, in his New York City studio, sifting through archives of posters and artwork unlike anything I had ever seen. I had always been really into drawing, but seeing this shifted something in me. In the super on the bottom of the TV screen, it said ‘Milton Glaser: Graphic Designer’, and I remember so vividly thinking: ‘Alright, that’s what I want to do. I have no idea what that means, but I want that!’
I ended up moving somewhat circuitously towards design despite that epiphany. I studied fine art and literature in my undergrad. And it wasn’t until I met Chris (who was studying design) that I made the leap into design. She introduced me to a whole world. In those early years I was particularly taken by the work of Tibor Kalman, Sagmeister, Chip Kidd, and Karlssonwilker. Later I had the incredible luck to be accepted to the Milton Glaser Summer Program at the School of Visual Arts and got to spend time with the man that had inadvertently started this whole thing in motion. Above all else, I would say that he has inspired me personally, artistically, and professionally the most.
I’ve heard only positive and great things about Canada, still its design traditions are quite unknown to me. Could you give us a short summary on them? Do you relate to them in any way?
What we love about Canada is how open it is to influences. As a relatively young country we don’t necessarily have the clear aesthetic traditions the way there would be in European or other countries. However, it is incredibly multicultural, especially Toronto, and I believe it is now getting to the point where Canadians are developing a sense of aesthetic identity, which is a culmination of histories and traditions from all around the world. It is tremendously exciting. We choose to be in Toronto because we see so much potential here, and we are so excited by the idea of spending our professional lives helping to build it up.
What drives you as a designer? What kind of challenges are you looking for?
Wondermatter’s mantra is: ‘Relentless pursuit of meaning and intelligent design for good.’ We seek to create work that adds value to a larger conversation that is as intensive in its intellectual capacity as it is aesthetically, and that does good for the world beyond assisting business in generating more revenue. We question everything we do, we ask a lot of questions, and scrutinize every aspect of our thinking. Not only does this tend to lead to better work in our experience, but it also ensures that we are living up to our mission.
You’ve studied branding and you also focus on it while giving a sort of mission statement in regard to your approach to design on your website. Why branding?
Branding is an incredibly powerful discipline, and I found that when I was primarily a designer, there were always larger implications to the work that I was doing that were being decided upon by someone else. I was desirous of being part of the larger conversations beyond design. I was so interested in examining businesses, process, metrics, goals and challenges and working with key decision makers to develop strategies to change people. With design alone, it is considerably more difficult to do that. I love the challenge of hearing a business owner explain a real-life problem they are having, and then collaborating with intelligent, passionate, and talented people to find a solution to that problem.
After having browsed through your page I would say you prefer print to digital, but is it a correct observation?
Print will always be special to me. There is nothing like the smell of a freshly printed poster! The tangible fruits of one’s labour are gratifying, and can at times justify a string of sleepless nights in front of a computer. There is allure in the way ink can sit perfectly atop a beautiful cardstock, for example. Print can be sensual, sexy even. Clever design can be applied to any medium, and there are endless examples of sexy design that will only ever be displayed with LEDs, or holograms, or whatever. Ultimately, great thinking and design principals are what counts.
How would you describe your style?
We don’t design to pander to trends necessarily. A client doesn’t need a solution that will only work so long as a particular design trope or font-style is in fashion. Milton Glaser says that he is suspicious about style. We think that it is necessary, but we are careful not to fall into having a house style. Our design decisions are informed by strategic thinking that comes from us seeking to satisfy the unique directive or business challenge. We try to experiment. We play. We have little interest in replicating what we’ve already done once. We seek to inspire wonder, to work towards our client’s goals, and to hopefully stand the tests of time.
What method/routine do you follow when designing?
With art backgrounds, Chris and I both try to use our hands as much as possible early in the design process. We draw, in ink and pencil, on paper — the old-fashioned way — and try to build an exhaustive collection of unrelenting exploration. Then the same is applied to working digitally. Once we amass as many possible interactions and directions we then funnel in towards the most appropriate solutions. The best asset in the design process is time. You can’t force an idea that isn’t ready to surface.
What books/websites would you recommend to other designers?
It is sort of nerdy, but I personally love reading Robert Bringhurst’s The Elements of Typographic Style as well as The New Typography by Tschichold. I revisit them frequently. I think that Chip Kidd’s The Cheese Monkeys is a great book for young people considering getting into design. Ultimately, if you subscribe to the idea that designers are problem solvers, which I do, I think that the most important virtue is to have the widest set of backgrounds, inspirations, and interests to draw upon. And in that case, I would recommend nurturing every interest, each curiosity and indulge in as many different kinds of thinking as possible.
You and your wife started your own branding and design studio called Wondermatter not so long ago. Could tell us about its history, how you divide your work and everything you think it’s important for us to know?
We optimize the brands of start-ups and entrepreneurs who are as concerned with doing good as they are with their bottom line. We build new brands or redevelop existing ones, to operate as efficiently, resonate deeply, and communicate with as much style and clarity as they possibly can. Our business is mobile, lean and agile but we can scale with the needs of any client. Wondermatter’s aim is to dig deep into a client’s business and brand, and find the most salient and meaningful elements and allow them to work as hard as possible for the life of that brand. Ultimately, we are seeking relationships with good people who are interested in doing something beautiful, meaningful and with purpose.
Chris and I work incredibly collaboratively, amongst ourselves and with our clients and the freelancers we team up with. We both have aspects of the business that we gravitate towards, but for the most part, we work on everything hand-in-hand. Except the accounting, neither of us will allow me to touch the books.
Did you feel any kind of fear before founding it?
To be honest, I’ve always known that I wanted to start Wondermatter, and to do so before I turned thirty. Any fear I experienced was stirred by the idea of not starting the business, and chasing our passions. There is, of course, an extraordinary amount of challenges associated with going out on one’s own, but the ability to choose who you work with, and to do so on your own terms is the greatest thing in the world.
What do you consider your greatest success/achievement so far?
Every single day we learn something new. It could be about our client’s business, an area of interest, our business or relationships, and that is absolutely exhilarating. We love charting the successes of our clients, and maintaining relationships with them long after a job is done. We value the people who take a leap of faith with us, and entrust us with their brands, businesses and ultimately livelihoods. This is an enormous responsibility and we are grateful for each opportunity.
What are you working on right now?
We are currently developing two completely new brands, one is a children’s wear start-up focusing on reinventing the category through upcycling. The other is a new cafe here in Toronto that is setting course to expand quickly. We also are working with three of our favourite restaurants: in Toronto we are working with Peoples Eatery and Sabai Sabai, and in NYC we work with Crave Fishbar. If you ever find yourself in either city, look these places up!
What are your plans for the future?
We have little desire to grow. Having the flexibility that being lean and mobile affords us the opportunity to work from wherever we like, and with whomever we like. We love collaborating, and are always interested in bringing incredible talent on for a project. We are always looking to build up our roster of designers, developers, writers and strategists. This winter will be our first attempt at working remotely from Thailand, and we are very much looking forward to keeping that up.
In terms of the actual work, there are always dream projects that we hope to work on. Lately we’ve been really interested in working for an independent winery. I have a dream of having a vineyard one day, and this would be a great step towards that. We are also going to be starting a pro bono program where we pair with a charitable organization and optimize their brand. We are about to announce it officially, but the idea is to establish a system where we accept proposals, and choose a client each year. So with luck we can spread the work, and do some work for incredible causes.
