Ashley Anastasia Howell

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Ashley Anastasia Howell ("AAH") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

AAH : I feel I attended one of the best arts high schools in the city, it gave me a solid base to my arts and design education. The courses consisted of old-school photography with the dark rooms, life drawing, sculpting, printing and art history amongst others. Once I graduated, I attended Humber College which furthered my education in computer arts and a great introduction to the Adobe programs. In my last year of college, I decided to pursue my dream of backpacking across Europe. Which I feel contributed immensely to my outlook and education in general. Throughout my career I primarily have had an interest in print and hands-on graphics although my main focus has been branding.

DL: What motivates you to design in general, why did you become a designer?

AAH : Why do we breathe air? Kidding, I probably meet every typical stereotype of a nerdy creative. I love design and have always had a passion for problem solving. And who doesn’t love the smell of fresh print and geeking out on beautiful ligatures and buying fonts… I can go on.

DL: Did you choose to become a designer, or you were forced to become one?

AAH : I chose to be one; I knew when I was a teenager I had a love for design although I had no clue what it was called or how to become one.

DL: What do you design, what type of designs do you wish to design more of?

AAH : I work on mainly branding which can vary in application. Although when I started my business the niche I focused on is hospitality and food. Again varies in application including restaurant branding menus, restaurant signage and grocery stores etc. The one area I wish to expand more on is packaging. I have a print background and I love working with vectors so I hope to expand this part of my portfolio.

DL: What should young designers do to become a design legend like you?

AAH : Practice and work hard at what they do. Competition is high everywhere so be sure your passionate and keep learning.

DL: What distinguishes between a good designer and a great designer?

AAH : I think great designers are humble and have an uncanny willingness to learn. The designers I look up to always keep looking to better themselves. A good designer can win awards and be recognized for good design but a great designer keeps going and keeps learning.

DL: What makes a good design a really good design, how do you evaluate good design?

AAH : Good design should at the very least look good but to know a design is great it should fosters results, encourage action and help achieve great things. I believe reaction is the result of good design.

DL: What is the value of good design? Why should everyone invest in good design?

AAH : I don’t think you can you put a value on an emotional reaction, but when you know a design has either educated, inspired or helped someone it has done a good job and with that everyone should invest in the greater good.

DL: What would you design and who would you design for if you had the time?

AAH : A time machine of course. Although all joking aside, a flawless pierogi pincher for myself to save on time.

DL: What is the dream project you haven’t yet had time to realize?

AAH : A full restaurant branding including signage, menus branding, uniforms etc. I have dreamt of it for sure.

DL: What is your secret recipe of success in design, what is your secret ingredient?

AAH : A good handshake, a good smile and working with my client one on one to add a personal touch.

DL: Who are some other design masters and legends you get inspired from?

AAH : First and foremost, Stefan Sagmeister was one of the original designers who inspired me with his hands on abilities and guerilla marketing campaigns. Additionally, Louise Fili, Jessica Hische and Paula Scher. They have all helped me in different areas of my career.

DL: What are your favorite designs by other designers, why do you like them?

AAH : My favorite designs are generally ones that go beyond good aesthetic. The ones that evoke reaction. One that sticks out in particular is the project by Stephan Sagmeister part of his Things I Have Learned In My Life So Far - Quotes collection series. He sectioned off a large piece of walkway, and with pennies made a large typographic mural of one of his quotes from his series. The pennies would inevitably disappear because of sticky fingers, but regardless this resonated with me for some reason. Secondly, Stefan’s series and research project on Design and Happiness makes me happy.

DL: What is your greatest design, which aspects of that design makes you think it is great?

AAH : To date my greatest design was on the Julia Child Award and logo. I had been chosen from international proposal submissions to design the logo and award for the foundation. Each year the Julia Child Award is given to an individual who has made a profound and significant difference in the way America cooks, eats and drinks. An annual gala is held in the fall in Washington DC and the logo and award is continuously displayed in the Smithsonian Museum. I had the opportunity to go to the first Gala in 2015 when the award was presented to Jacques Pépin who worked along side Julia Child for many years. The night was quite spectacular I met some high profile Chefs including Sara Moulton, Alton Brown, and of course Jacques Pépin himself. The experience and feeling of accomplishment made the design great.

DL: How could people improve themselves to be better designers, what did you do?

AAH : Keep learning, reach for higher accomplishments and never give up on greatness.

DL: If you hadn’t become a designer, what would you have done?

AAH : Many people say they couldn’t see me doing anything else, but I think I would be in a field to help people, and at this stage of my life I have found a love for cooking, so maybe a chef.

DL: How do you define design, what is design for you?

AAH : Is a beautiful problem solving process.

DL: Who helped you to reach these heights, who was your biggest supporter?

AAH : My mother, my best friend and my husband have been a great support system. I couldn’t have done anything without them all.

DL: What helped you to become a great designer?

AAH : Perseverance and not listening to nay-sayers.

DL: What were the obstacles you faced before becoming a design master?

AAH : Selling myself has been the hardest obstacle. I am modest and don’t like boasting which as a freelancer this is technically marketing. So it has taken me some time to achieve a balance of good marketing and not sounding so full of myself.

DL: How do you think designers should present their work?

AAH : How ever they feel comfortable. There are so many ways to express ones work so the more create the better.

DL: What’s your next design project, what should we expect from you in future?

AAH : I am learning more video and animation which I have been able to express in some of my work for clients so far.

DL: What’s your ultimate goal as a designer?

AAH : To find a balance between great clients, great projects and personal life.

DL: What people expect from an esteemed designer such as yourself?

AAH : Quality work with a great experience.

DL: How does design help create a better society?

AAH : When I am surrounded by good design I feel good. It is generally associated with high-end, but not all good designed products, signage, marketing material have to be high-end. I think this can help make good social change, it can change votes, it can help people find their way it can make processes more streamlined. This all contributes to a better society and design can single handedly make this change.

DL: What are you currently working on that you are especially excited about?

AAH : I’m currently finishing up a 32 page document that I fully designed for the University of Toronto. Not food related but still a fun project.

DL: Which design projects gave you the most satisfaction, why?

AAH : Projects that I am fully involved in make me happy so that I am fully aware of all aspects and levels if it happens to be a large project. Additionally, when I work in large teams and the project is a great success, this makes me happy.

DL: What would you like to see changed in design industry in the coming years?

AAH : I always hear the term designers are a dime a dozen, but I hope there is a global realization of what quality design is, and it’s ability to help whatever the overall objective is. We need more reports on ROI of design so the business side and the creative side can work in perfect harmony.

DL: Where do you think the design field is headed next?

AAH : The design field is becoming more and more technical. Which is not a bad thing but I think there still a need to have human touch to anything we do. This makes things relatable and will eventually make things stand out. This is craft which is the origin of design.

DL: How long does it take you to finalize a design project?

AAH : Every project is different. Deadlines are a reality and an everyday occurrence but I do try to take my time as I feel this makes the process more streamlined and helps everything flow as they should. The creative process is a tricky one.

DL: When you have a new design project, where do you start?

AAH : Most of the time, I try to sketch as much as possible. This was how I was trained. This usually is combined with research on whatever the subject is.

DL: What is your life motto as a designer?

AAH : Get it done!

DL: Do you think design sets the trends or trends set the designs?

AAH : Design sets trends, there usually is a starting point or idea and this gets picked up and then spreads. In the day of social media there are billions of micro ideas globally only some become trends and it is rare they become more than that.

DL: What is the role of technology when you design?

AAH : It speeds up the process and makes detail much more possible. Appose to 15 years ago when a lot of things were hand drawn.

DL: What kind of design software and equipment do you use in your work?

AAH : Adobe products Canon Camera, pens pencils beautiful paper and anything else that gets the job done properly.

DL: What is the role of the color, materials and ambient in design?

AAH : These are needed elements that are crucial to the process of designing.

DL: What do you wish people to ask about your design?

AAH : Nothing. It is how they see it.

DL: When you see a new great design or product what comes into your mind?

AAH : Understanding the process of how they came to that, or simply admire it’s beauty.

DL: Who is your ideal design partner? Do you believe in co-design?

AAH : I do believe in co-design. I actually bounce off so many ideas off of my best friend who is also a designer. We fight a lot but it makes for good design.

DL: Which people you interacted had the most influence on your design?

AAH : Followers are quite vocal and super fans. I have had some people send me messages saying how much they enjoy the feed as well ask how certain things are made.

DL: Which books you read had the most effect on your design?

AAH : Marketing books by Seth Godin and Malcolm Gladwell have actually influenced my designs quite a lot.

DL: How did you develop your skills as a master designer?

AAH : Practice.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

AAH : My mother at my age.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

AAH : I am far from famous. But the recognition has been great.

DL: What is your favorite color, place, food, season, thing and brand?

AAH : Teal, France, frog legs, fall, my pillows, and Oliver and Bonacini (Restaurant Empire).

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

AAH : My first experience trying to photograph food started with my first menu design. There was no budget for photography so I was a fill in. Willing to take on the challenge, it was not the photography that was hard to master but the food looked terrible. I had to improvise and particularly the nachos I had to make the cheese look good. So I strategically painted on honey to make the cheese shine, and a lot of propping and placing. The experience was fun.

DL: What makes your day great as a designer, how do you motivate yourself?

AAH : Pinterest is the greatest app and I use it as a hub for inspiration, but otherwise I have a huge Library. Finding new ways to represent things is one of the best parts of designing.

DL: When you were a little child, was it obvious that you would become a great designer?

AAH : No not at all. No signs and still questioning this.

DL: What do you think about future; what do you see will happen in thousand years from now?

AAH : I feel that the best will excel and a lot of things will become automated and automatic. Sadly. But true art and true craftsmanship will stay alive. People will pay for this and if you have a skill that sets you apart from everyone else you will thrive. The future is scary but bright.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

AAH : I hope to make anyone that follows me happy and joy out of my design.