The HB Interview Series re-introduces HB employees to our audiences. Here, we’ll learn about the lives of each HBer, how they landed in their current career trajectory and their thoughts on the industry. Justin Hastings, Interactive Strategist at HB, conducts all discussions.
Matt Gustavsen is a Creative Strategist at HB. He’s a Massachusetts lifer who grew up on the south shore and went to school at UMass Dartmouth. Matt shared time with me to discuss his upbringing and how he became a designer.
Justin: Tell me about growing up in Braintree. What filled your time?
Matt: Life was 90% sports – there was soccer, basketball, baseball, golf and tennis.
That’s interesting. There’s traditionally little overlap between athletes and designers.
It was a strange mix growing up as an athlete who was also an artist. But I decided to take a path less traveled.
Did you encounter anyone in your youth that encouraged you to investigate a creative field?
Yes! My high school art teacher, William Searle. My parents went to parent-teacher conference night during my sophomore year and Mr. Searle said “have you seen your son’s artwork? It’s pretty good!” My parents were somewhat taken aback and my teacher suggested they explore art school for me. They ran it by me and I thought it was certainly much better than going to school for something I didn’t want to do. So, from my sophomore year in high school, I knew I would be a graphic designer. Art class was required for 1-2 semesters during high school but by the time I was a junior I was taking art classes 5 days a week.
That was certainly an important event in the arc of your life and career. Was there anything else that led you down the path of art and design?
I just wanted to do something I enjoyed. At an early age, you’re faced with a choice to decide what to do with the rest of your life. There’s no 15-year-old that should make that decision. Your parents may even make it for you but they may not know exactly what you want. I was fortunate to have support when I chose art and design.
And I questioned it. Should I have majored in something different and have another profession? I didn’t want to go strictly to an art school because I feared getting there and not liking it. I’d have to change my major and leave the school entirely. Flexibility was important to me.
What skills did you explore in high school?
The class that was offered was painting and drawing so that was it. However, my style involved lots of hard edges and bold contrasts, which lends itself more to a designer’s direction than that of a fine artist. I usually couldn’t draw as well as other kids – when I did, the subject would have hard outlines.
These techniques are more like what you see in typography. I used lots of geometric shapes and perspectives. My work was never organic-looking, like something a fine artist might create.
What led to that style? Were you influenced by your environment?
Growing up, my brother and his friends collected baseball cards but I collected comic books. The art form and style of 1980s comic books were mind-blowing – way ahead of their time. We call them “comic book artists” but there’s text on every page so there are certainly design elements.
So you were exploring contrast and bold elements at that age… do you feel it’s still a part of your style?
Definitely! Go big and bold or go home. I like bold text, bright colors and lots of contrast.
I’ve always explored altering imagery. Taking a photo as-is is not what I wanted to do. I try to make something apart from what the audience expects. That’s always the direction I’ve taken.
What is it about design that makes you keep going back for more?
A good analogy is golf. You start with a blank scorecard and you use your ability to complete the card. In art, you start with nothing and have to create something. At the end of your round you always say to yourself, “I could have done better” and that makes you wanna play again. Art is the same. With every project, I think I can do better than last time. It’s a fun process, finding your way to a solution.
How do you continue to always want to do better in your work?
If I design something for a client, I’m designing it for me. I have to be happy with it or I don’t wanna show the client. I try and ask: does it look good, does it function well and am I satisfied with it? Then, I can find a way to present it to the client so they like it as well.
How important is the showing your work as part of the process?
It’s pretty important. If you can’t present your work well, it may not destroy the project but it definitely hurts. There’s probably brilliant designers who don’t need to say anything but the average designer needs to present work well.
Switching gears – what do you enjoy most about your role at HB?
Each day is different for me: video and animation, interactive work, new business proposals, print pieces, creating budgets, estimates and timelines. It keeps me on my toes not knowing what I’ll do on any given day.
It’s strange – I don’t even consider myself a designer anymore. It’s a hybrid role. My title of Creative Strategist is awkward. We’re doing so much more than traditional designers. We’re the account executive, art director, project manager, production artist and designer all rolled into one. Find me a title for that.
Knowing what you know now at HB, what advice would you give your younger self about career development?
Take more writing classes and practice organization! Both are incredibly important in our roles at HB. The biggest piece of advice would be to practice the presentation of your work. Learn to create a story with your work and process.
Most creative stuff we do now is not even design related. We’re tasked to come up with ideas. Someone pays me to ideate. Who’s gonna pay for what’s inside my brain? That’s sick – you don’t wanna go in there.
Ha! So what makes for the perfect designer/client relationship?
There’s no perfect one. With our team of designers, we all have different styles and they all seem to work. I aim to be friends with my clients. It feels unnatural to say, “I’ll tell you what to do and you’re gonna do it.” For a great process, it makes more sense to have a conversation and work together towards a goal.