Austin Moffatt Barkwell Howe, Namer, Positioner, Writer, Brand Voicer
Design is meant to inform, reveal, surprise, and enlighten. It can be light, it can be heavy, it can be intelligent, and it can be emotional. Design can be many things, but my feeling is that design comes from an idea. It can be simple or complex. It can be personal or it can be social. It can be a product benefit or simply the joy of making something beautiful. Everything is designed, whether intentionally or not, and everyone responds to design in some way.
But perhaps more importantly, the idea of design has context. It comes from a history and exists within a social, cultural, or business context. In a corporate identity, it can be the expression of an experience that sits within many experiences, some of which are competitive, some of which are supportive. In digital, it can be how an identity comes to life through user experience and interaction. In a book, it can be the expression of an idea with the author’s or designer’s intent in mind. The idea of design is a wonderfully complicated and nuanced notion.2 And at a moment in time when speed and automation is abundant, what’s the cost of being wrong?
A corporate identity is a living entity with a strategic idea at its core. It’s the balance and summation of all the elements working in unison toward a singular purpose. It extends into all viable touchpoints and can easily grow into new products and experiences.
A thoughtful identity creates clarity, builds recognition, establishes trust, and helps companies and organizations communicate their value.
A successful mark is rooted in the strategy of the company, organization, or individual it represents. It distills an idea into a distinctive visual expression that embodies the values and culture behind it.
At its best, a mark is simple, meaningful, and timeless. As visual languages and trends evolve over time, a strong mark can remain constant, providing continuity and recognition through change.
I’m often hired by startups, studios, agencies, and companies to contribute as part of a larger team. Here, my role is to develop ideas, bring a different perspective, and help move projects forward. Not every idea becomes part of the final product, but the work still plays an important role in informing and shaping the final solution.
There is an abundance of joy in the process of exploration. Moments when anything and everything is allowed. Often, exploring what seems impossible leads to discovering what is possible.
A book designed around a core idea has a distinct point of view. It brings content together in a way that gives the book permanence. It creates a thoughtful dialogue between the author and the reader, giving the work a sense of timelessness.
Every decision that goes into making a book has implications. Its size, format, materials, binding, and sequence are not simply physical considerations, but part of how the content is experienced and understood. When these decisions work together, the book becomes more than the sum of its parts. The most successful books emerge from a close collaboration between author, editor, and designer.
I’ve been fortunate to collaborate with some exceptional creatives, agencies, and clients throughout my career. Many of these relationships have lasted for years, with opportunities to work together time and again. I love how connected the creative industry is, even on a global scale, and how we always seem to find the individuals we do the best work with.
I’m always interested in new collaborations, whether they are local, national, international, or remote. If you are interested in creating something great together, or simply want to talk design,3 send me an email.
