Wawancara dengan Ashley Anastasia Howell

I have been working now in the design industry for 14 years and with education 17. I spent the first ten years mainly in the sports industry and got a feel for the food and hospitality after doing my first menu design. I knew at that point I wanted to specialize in food. When I branched out into freelance work, I have had the opportunity to work for some amazing companies including the Julia Child Foundation, Restaurants Canada, University of Toronto, Mucho Burrito, Belmont Meats, Sugar Suite Cakes as well as a social marketing agency called Branding & Buzzing in which I have worked with their clients including McCormick for Chefs, Club House for Chefs, Jarritos Canada, Canola Oil, Bonne Maman and other local restaurants.

My story about design started when I was about 11 years old. My mother would take me to a cottage every summer, just the two of us. This particular year we had a cottage just outside of Midland and one of the days we went into town to walk the small strip of craft stores and antique shops. One of the shops in particular that we walked into had a stack of magazines. At the time I had a fascination with magazines and to be honest I still do but particularly these magazines. I started going through the pages and realized I had to have them. It was a pile of Step-by-Step Graphics – if your not familiar with them, they are mainly how-to guides for graphic artists along side some D.I.Y. info, kind of a cross between Martha Stewart and Layers magazine.

I was in love.

I ran to my mom asking if she could buy then for me and so we lugged back the whole pile. They were my bread and butter the following weeks as I read them back to back. It was what I wanted to be when I grew up. At the time it was called a ‘graphic artist’. Whatever it was called I wanted to do that. A few years later I had to decide what high school to go to and of course I picked the one with the biggest art program in my area. Non of my friends were going there but I went regardless. There I learned photography from a dark room, draw live nude models and print techniques like silk screen, lithography, block printing and etching. I have to say some of the best years of my life and I actually lived out what I read those few years earlier.

Generally I get sparked with inspiration the moment I get briefed, or have a general idea of what the client is looking for. This is good for the types of projects that have quick turn around times. Regarding the process, I try to dive into research and sketching as much as I can, and if time allows for it. And lastly, if the project allows for me to explore new programs, processes or tools, I try to as much as possible. This is always a good area to expand and learn even if it is a new avenue, yet to be explored.

Happy! I feel alive when I am in full creative mode and have some freedom to play. The most exciting is if you visually find a cue, whether it is finding the right negative space, balancing things or just make something look exactly how it was envisioned. The clients reaction is always amazing when they feel the same way and see how they envisioned it as well. Being a designer is a lot like being an artist, you need the passion behind your work and the results will create a sense of happiness when you persevere through any trials the process causes.

I think being an only child inevitably forced me to be creative, to survive the torture of boredom. My grandmother used to have what we called 'shmata magazines' which were a slang Ukrainian term we used for gossip magazines, and I would cut out pictures and make collages with the cutouts. That began my obsession with magazines and collages. This would have definitely been my early days of creative exploration.

My non-design skills can be found in the kitchen, as not until I got married did I realize I had a knack for baking which can be a creative output in one form or another. This went hand in hand with my niche of targeting the food industry. If I had to describe my design journey it would be 'exploring'. Always trying to find different things to produce and ways to produce them. Nothing particularly has single handedly influenced my work, but I can say it has been a series of events, people and other work that has all collaborated to make my experience unique from everyone elses, as I am sure applies to other creatives.

My dream project would be to design a restaurant from top to bottom including the branding the environmental design and website. Although right now I feel I want to explore more package design. So either, or would work for me. My general plan is to be comfortably happy in my freelance career, as well having design clients who understand my work for all aspects of what it is, including the process and final product. I would also like to include more charitable work, a good balance of work and a variety of mediums. The overall goal is to keep learning.

Keep exploring, find what makes you happy and dont listen to the nay-sayers.

Make mistakes it is the best way to learn and dont give up. Your never too old to learn more.

Wake up, have coffee, walk to desk and work. Or go to meetings and look for new work. I enjoy reading design blogs and books when I can. Although as of late I am starting to understand the importance of balance. One can spend many hours just working there is always something to do. But it is truly important to take some time for yourself as this can nurture the creative process.

Pinterest or Behance is always a good place to see what is current, trending and new. Although I at times I can be a traditionalist and base some of my designs on classics or even combining different existing styles. This is a great way to develop new ideas and styles. Although trends do matter in the sense of being current but I feel they can fade out and make designs dated. Although it also depends on the project as some clients request to be trendy and in this case you need to know what is current.

A well designed piece evokes reaction. Michael Bierut's book said it best; Design will... 'sell things, explain things, make things look better, make people laugh, make people cry, and (every once in a while) change the world'. That said, there are no mistakes in making a good design, it is just learning.

I have still gone back on older pieces of design I have produced and feel I could have improved. Improvements are a process but timelines can alter the process and restrict improvements. I always try to improve a design if the timeline allows.

My most well known design is the Julia Child Award and logo. I was 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 quit 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.

Milton Glaser and Aubrey Beardsley were two of the original creatives that I was inspired by. Additionally, Louise Fili, Jessica Hische and Paula Scher. They are all great inspirations. If I had the choice to meet any designers it would be Keith Haring as I did a project on him in grade school. It is sad he died quite young.

I dreamed of living in New York, but after travelling to Europe I think I dream of living in France. Culture is an inspiration wherever I go and I wish I was able to travel more. I definitely feel design has a huge impact on any culture or society, but I also think variety is key as well as this fosters creativity and advancement through exploration. Good design makes things easier, it helps get the truth and builds advancement. I love things that are well designed even if it is the kitchen utensils I use. Or the writing of signage that is clear and legible. It's obvious it is necessary for advancement because of the outcome.

I work well alone but I also enjoy a group that is open to ideas and easy to communicate with. These are things that are crucial to the success of a group. I feel the best ideas comes from open minded individuals and groups and ones that persevere through hurdles and challenges. I also think people who are fun and find 'play' an important role of the creative process to be more likely to achieve greatness in any project. Helping and giving is also key as this will then generate ideas that contributes to the final end result. These types of people are hard to come by, and I feel this is one of the biggest challenges especially in collaboration. Open Mindedness is crucial in a creative setting.

I always leave one project a year to a donation or charity and I feel this is a good way to give back and feel this is good to stay level headed. Plus it promotes being humble. Giving back and good design is crucial not just in the creative industry but in most industries. We are facing tough challenges in the world and feel this outlook is crucial to survive, as long as one is not being taken advantage of.

This design award has had a very intricate process, and positive impact on me, which makes me feel like I am part of a prestigious group of designers. As a freelance designer, this would help me gain recognition which is extremely hard, as competition is aggressive to say the least and this validates my work. It is a pleasure to be a winner and I am humbled. I would love to be the designer of the day!

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.

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.

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.

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.

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

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.

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.

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.

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

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

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

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.

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.

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.

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

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.

Is a beautiful problem solving process.

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

Perseverance and not listening to nay-sayers.

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.

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

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

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

Quality work with a great experience.

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.

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.

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.

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.

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.

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.

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.

Get it done!

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.

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

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

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

Nothing. It is how they see it.

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

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.

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.

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

Practice.

My mother at my age.

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

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

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.

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.

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

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.

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

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. I have always wanted to become a designer.

I started my freelance career after ten years of working in mostly sports companies as a Junior to senior designer. When I began freelancing full time I focused in Food because it was something I was passionate about. I have a home studio but I currently go to studios twice a week.

Is a beautiful problem solving process.

Brands not just logos but brands.

To date my favourite 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 quit 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.

A logo I don’t know which one all I know was it was a logo, and I would redo it if I could.

Hands on graphics. Making tings with my hand sand them using them in my designs.

Late at night. As well sometimes after glass or two of wine or after a really good rest.

At the beginning I focus on getting the right imagery and at the end I focus on details.

Happy, always happy.

Even more happy.

Its ability to make an impact on people.

Any design can be good, it is if the design has a positive impact and has made a social change. This means the design has made a reaction and this is when the design is great.

We all as humans have responsibilities both for society and the environment. Particularly as designers we all have great responsibility as well. I particularly make sure I eat or share all the food I photograph. This is important not to throw anything away. Food waste is such a big issue that would be very irresponsible of me to do otherwise. As a designer it is important to understand recyclable properties and paper usage and environmentally safe products etc.

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 thigs stand out. This is craft which is the origin of design. The future of design is becoming more user driven and personalized on a larger scale. It’s quite complicated but interesting to say the least.

I had a painting of mine hung in principals office in grade 6, that was my last exhibition. I would love to hold one of my ampersands and make it a fundraiser for food drives.

Nature is a big form of inspiration, my books and additionally Pinterest. I love Pinterest.

I think my style can vary but I try to be colourful and influenced by various art movements.

Toronto can be culturally elaborate, and I feel this has been transferred into my work and makes my work representative of my upbringing. Canadian Design can be experimental and cultural which helps the virabncy of work I do.

I work on contract work, I work on one off projects and I have been brought in to cover for absent employees. I try to be very transparent and flexible.

Do your research and do background checks. I know first hand creatives can be hard to work with although if you have a designer that understand the business side of designing then your work is half done. This is generally relevant in the work they do. Alaways get references.

Most processes follow this format: Research, Initial concept, refine and final execution. It can vary from project to project but I find this is a safe format to follow.

My Dyson, my bag, my computer, my books and book shelf.

When I am not in a studio I am running around to various clients having meetings and then going home to send out quotes, design work, invoices or calendar planning. The freelance life, most days are about 12 hours most of which are non billable.

Keep practising and don’t listen to nay-sayers.

It can be such a strain to be told you cannot do what you are doing or your work is not good enough. For years I was told this and felt like there was no room for growth. Being in a position to keep going and a job that shows you a path of progress has both a negative and positive impact. It just depends on how your outlook is.

Get it done.

Perseverance.

I prefer illustrator but of course every program has it’s purpose. I love book s for inspiration and nature for it’s emotional impact to clear my mind.

At the beginning of the week I have to manage time slots for a lot of meetings. Although in cases of time consuming tasks I do end up working late nights which I ill admit I enjoy.

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 to manage especially being a perfectionist.

How much will this cost me.

The experience is the most important as well as learning from it.

Mostly food clients. Some international but mostly small startups or Corporate food companies including Restaurant’s Canada and Yummy Market. I also work for a studio where I work on various food brands.

The projects that I am most involved in and the ones I learn the most from. Those are the best projects. If it takes me off site like a photoshoot or a restaurant that I am experiencing for the first time. This is also a bonus.

I am happy, but I hope to bring in more food packaging projects and working towards doing speaking gigs.

I do all my work myself, but I sometimes hire a photographer, illustrator or Developer.

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.

Email is best.

Nope. Thank you for the opportunity.