This month’s designer to take “Center Stage” is veteran Lounger and successful illustrator and designer, Paul Howalt. Working for his multidisciplinary design studio Tactix Creative in Mesa, Arizona, Paul has helped hundreds of clients establish themselves with brilliant brand and identity design.
Tell us a little bit about yourself: your background and your work.
I grew up in Minnesota as a pretty normal kid, then went to college at Arizona State. After graduating in 1990, I went back to Minneapolis to work for Charles S. Anderson. I loved the bold, graphic, retro aesthetic over there, and nobody does that better than him. Designing promotions and swatch books for French Paper was a designer’s dream. And since this is Logolounge, I’ll mention that my first professional logo job while I was there, was designing the Turner Classic Movies mark. I remember rendering it with a black felt tip Flair pen and White Out. You’ve gotta laugh, but back then, we didn’t do everything on computers.
After a couple years, my wife and I moved back to sunny Arizona. Ever since then, I’ve been designing and illustrating for different companies I’ve formed over the last 22 years. Currently I operate Tactix Creative with my business partner, Cam Stewart. We are a multi-disciplinary design studio located in Mesa, Arizona, doing design for local and national clients, as well as ad agencies around the world.
I’m also extremely excited about a recent company I’ve started called Go Faster Labs. We are busy building and selling all sorts of downloadable design and styling tools for digital creatives. We will also soon be releasing limited edition print goods and a section connecting the design and photo communities in various ways.
If you’re interested in a FREE sampling of what we offer, browse over to GoFasterLabs.com and sign up for the Newsletter at the top of the page. You’ll immediately receive a link to download my award winning “Retro Logo Kit” for FREE! I’m planning big things for the shop - some of which I need to keep secret for now. Customers can expect a new product release about once a week.
According to your website, you have been designing for almost 25 years. What about design motivates you and keeps you pursuing this career?
It’s fulfilling for me to play a key role in a client’s success. I love designing cohesive branding systems for gracious clients that appreciate and respect my work, giving me the creative latitude to do what I do best.
I also enjoy wearing shorts and flip flops to work in the summer and blaming it on being a ‘creative.’
When did you know you wanted to be a graphic designer?
Simple. In 5th grade, my mom brought home a record. It was KISS’s “Rock and Roll Over.” I took one look and was absolutely mesmerized! The cover, illustrated by Michael Doret, was hands down, the most stunning thing I had ever laid my eyes upon. Even before I put it on my turntable, I spent a fair amount of time molesting it with my retinas. I remember thinking to myself, I don’t know what this profession is, or who does it, but I could really get excited about doing this sort of thing when I grow up.
My career aptitude tests all insisted that I needed to be a bus driver instead. I’m still trying to reconcile that advice and often wonder if I missed my true calling.
What designer or designers influences you the most growing up? Has this changed over the recent years?
I’ve always had my list of go-to designers to glean inspiration from. Charles S. Anderson has obviously been a long time favorite of mine. In the late 80’s, Duffy Design always had a stable full of unmatched talent. I think the entire industry at the time was crushing hard on the work of Sharon Werner, Haley Johnson, Dan Olson, Todd Waterbury and Neil Powell. Nobody was doing anything else that was as inspiring and hard hitting as that crew.
As a logo designer, I’ve always admired designers like Jay Vigon, Margo Chase, Art Chantry, Tracy Sabin as well as some of my buddies, Von Glitschka, Sherwin Schwartzrock, Tim Frame, Randy Heil and Chris Parks. Actually, come to think of it, almost every designer coming out of Wichita absolutely floors me with their level of talent. Mr. Brian Miller and Luke Bott? Dang. Today, I’m still inspired by all these guys and gals.
With years of successful experience as a designer under your belt, is there a secret to all your success?
Hard work, long hours and knowing where to advertise. Also, in an industry known for its flakiness; consistency, trust-worthiness and strategic thinking can go a very long way.
What project or projects are you most proud of?
Our recent rebranding of Cobra Motorcycle Parts & Accessories with Work, Labs.
What is the last thing that made you say ‘wow’?
Ian Barnard’s creative ingenuity, Dustin Lee’s marketing skills, Sean Heisler’s timeless monogram, Lenny Terenzi’s monkey mascot and just about anything on Jay Fletcher’s Dribbble page.
What is your process like? What makes you different from other designers and their personal aesthetics?
I still spend a good amount of time sketching and scrapping before going to the computer.
I’ve also never forgotten that a wildly bold, concept based visual is an amazing attention disrupter. Your audience will pause, sit up and take notice of your message (and talk about it too).
Whenever you reach a road block in your work, how do you push forward and achieve your goal?
I usually stay up late, isolated in my home office, after everyone has gone to bed and brainstorm without interruption, or literally lock myself in a room at work until I come up with a sketch or plan to move forward. With that said, some of my best ideas still come to me while I’m on my treadmill. Don’t ask me why. I always keep a notepad and pen the cup holder just for that reason. When I’m REALLY stuck, I’ll pay other designers to bail me out. Von Glitschka occupies the first slot on my speed dial.
What are the most challenging aspects of the job?
I think so many designers have gotten away from strategy and problem solving. Personally, yes, I don’t particularly enjoy this part, but I know it’s essential before getting to the fun stuff. It also eliminates a lot of dead end sketching. I’ve also learned to survey my client’s industries in order to see how to best tailor my visual solutions to fit their world. There is a lot of subtlety here. One wrong move and they are the laughing stock of the next trade show.
What advice would you give someone, who is looking to get started in design?
These days, there is an abundance of online learning hubs to get any student ‘caught up to speed’ in a shorter amount of time. Dig in deep, talk to real world designers and educate yourself. Subscribe to design publications and scout out what’s winning awards. Attend the design conferences you can afford and get active in AIGA. Be prepared to hit deadlines, develop a thick skin and always respect your client’s bottom line. Hold yourself accountable to strategize, deepen your concepts and sketch before you run to the computer. Make yourself an invaluable asset to the clients you serve and if you want return customers, nurture your relationship with them.
To see the works Paul has uploaded to the Lounge, simply click here to view his profile. You can also see his work, by visiting his website here. Stay tuned next month, as we bring more of your favorite designer superstars “Center Stage.”