awesome very cool I wear my special pants today just for this presentation
give me all the confidence I need but yes I'm Carly Ayres I'm a partner at HAWRAF
design and technology studio based here in New York my other partners are these
lovely gentlemen perched precariously upon these stools
Andrew Nikki and Pedro I am the one in the pink skirt and you may have seen our
work in the form of voyeuristic e-commerce websites we did this one for
los angeles-based fashion brand entire world or perhaps from bringing a few
smiles to a few cities out west for a dental startup including a mirrored
poster you can take selfies in we also did this website for artist Marc
Horowitz which you can actually call a 183 3
number and he'll narrate you through some of his various works as well as
this one for another artist tan choy who is one of the cofounders of the school
for product computation here in New York which you can read true to form in a
series of very riot e of these interactive poetic ways from changing
the background and the text in the spacing etc and so forth or maybe you've
stumbled upon our website at one point or another which if you spend a
substantial amount of time on it you can draw all over it create something just
as beautiful as this you can also draw us an email or play tic-tac-toe with a
bot or if you love this website designer news you've probably stumbled upon a
passionate vibrant discourse surrounding any of our recent launches we make a lot
of appearances over there but chances are you probably haven't heard about us
at all as we're still relatively new we just hit two years in September so in
the chance that you haven't heard of a studio called har F this is how you
pronounce it its Hall like saw - the S + + H raft - the T pretty straight forward
should be helpful for all of you and my career started off as the second
employee at creativemornings an international lecture series before walk
working at a small studio called figure I worked for and with a few larger
agencies and venture capital companies as well as wrote about art and design
for various editorial publications all of which eventually landed me at Google
in the creative lab which is where I met my other three partners and we decided
over wheatgrass shots and the most delicious free lunches that we would
just leave all that behind and we'd start a design studio it's uh it's
worked out pretty well but these are some of the companies who have trusted
us this is my logo slide it's here so you'll trust me too these are people
who've given us money and allowed us to make things for them thank you for that
and today we're talking about something that I've spent a fair amount of time
thinking about over the last few years which is this idea of practice the
things that you do over and over and over again in hopes that each time is
going to be slightly better than the last but what is practice anyway well my
friend Andrew up here introduced me to Allen Iverson and now we know it's not a
game no definitely not a game but it's the actual application or use of an idea
belief or method as opposed to theories about such application or use so for
each of us in starting the studio we had all these ways of working and thinking
that we wanted to try out ideas beliefs methodologies that we wanted to put in
action and see what worked and like any good Google bread designers we started
with a list in a Google Doc we started like number one always start with
concept that's why concept is number one or don't be an asshole that's an
important one too as well as never do something just
because that's the way it's been done before to always be honest to listen and
those are just a few quite a few that we wrote when we started the studio but
every year we've checked back in on this list we've made changes iterations to
make sure that we're continuing to grow and evolve in all the ways that we want
to this is a more condensed analogue version that still exists on andrew's
desk today along with this happy cookie people to be open to listen make
good work or good money has been a big one this year and so today I thought I'd
share a few things that we've been practicing how that informs the studio
today and kind of where we see ourselves going from here I like to always start
with concept concept is number one this is the last website I made for myself it
is also a Google Doc clearly still in my Google Doc peak and for most of my
career I've worked as a writer using language and interaction to engage
people ideally in a newer interesting way and with this website the idea was
to have a place I wanted a place where I could add updates and notes out of
office notices have you with the one caveat that anyone else could also do
that and still can add little note suggestions feedback so it's seen white
quite a few iterations since then also earning it one of the ten ugliest
websites on the internet Thank You Fast Company for that one that was very cool
but it hits upon a belief that is very core to a lot of the work we do in the
studio which is this idea that anything can be interactive so whether it's a
Google Doc or a mirrored selfie poster or perhaps a t-shirt the things you put
out into the world should say something and they should invite someone to say
something back that theory informed one of the last projects we actually did
while working in Google's Creative Lab this application for the Google Creative
Lab five program each year they choose a writer a designer developer an animator
or filmmaker and a wild card to come and do a series of either self-initiated
projects as well as other projects within the creative lab that was it and
then the theory oops say a big part of that con almost sir in the past
applicants had just been word-of-mouth or they had applied via some series of
random clicks that eventually led them to this form but with our concept we
really wanted to invite applicants to make something we wanted to streamline
that process of net randomly navigating around the internet to find
this and hopefully show off a little bit of their skill set along the way so
aside from legal form and mumbo-jumbo that comes with a job application a big
part of this one was the ability to make something so you'd arrive here and it
would look a little bit like the abstracted Google homepage and then upon
a few clicks and pokes you would notice that all these shapes are vectorized you
can move them change them you can use this timeline down here to animate them
you can use that search bar which is actually a text bar if you're a writer
you could write a little essay there and then if you're a developer you can
actually get into the code and unlock various features and one of the really
awesome things is when you give someone a blank space or who are like a box to
think outside of or say doodle within the results are really really awesome
this is only a handful of some of the things people made using this
application but in previous years they'd only had like a handful of applicants
and shortly after this they had 8,000 applicants so it was pretty effective at
a strong response something else that we're practicing a lot in this studio is
this idea of transparency we believe that if we can be open and honest about
what it's like to start a studio then hopefully it'll make it a little bit
easier for someone else who's also just starting out we do that through things
like showing our P&L at the last conference we spoke at or sharing out
this image of where all our clients come from which is a very popular question we
get we've also done it by showing the process of developing our own process
we've all read one of these articles I've certainly read a few of them myself
which talk about the creative secret that most people don't know or
strategies for making magic and it's this framing and our complicity in it
that not only does our entire industry a disservice by selling the the work we do
as some form of magic let me which makes it difficult to advocate and really
negotiate for its value but it continues to perpetuate this false narrative that
there is a secret toolkit you need to be a designer so in an attempt to demas
by that and to also learn a little bit more about live streaming which we
figured out through a myriad of ways including duct taping an iPad to the
ceiling of a new museum which he can ask me about later but we decided to respond
to 26 briefs over 26 hours one for every letter of the alphabet
Nicky built this really awesome word generator where you could click a letter
and it would pull from dictionary comm a word and a definition and then we would
make something in response to that word so for us this was an exercise in trying
out a lot of different ways of working together to better understand how we
come up with good ideas as well as to figure out how do each of us work best
and how can we work well together as a studio each hour we would document the
highs and lows so we could do it a little bit better the next time
and we made a lot of friends like Shelley in Australia who around 2 a.m.
as we were waning in motivation let us know that they put this stream up on all
the monitors across their campus which was really just the motivation we needed
to finish this creative endurance test and we made a ton of ton of stuff we
made houses we made dink bar which is kind of a kind bar invented new units of
measurement and music and a music video and we discovered that when you invite
people into your process they tend to get a lot more invested in it and they
care a lot more about the end result which was something that we had the
pleasure of putting into action with some work we did for Brooklyn based
studio C W and T now C domine T or say Wayne Taylor are the two larger humans
on the right of this photo and they make the most finely engineered wonderful
objects you have ever seen like this titanium pen that has one flat edge so
it never does that annoying thing and rolls off the table or this jumprope
designed and built to be the last one you will ever buy a single u stopwatch
that you could also start from one moment in time and ideally have it run
forever as well as a super sleek minimalist keychain
and behind each of these very highly engineered objects is no surprise a lot
of engineering say way and tailor the only couple I know of particularly in
Brooklyn who happen to have a CNC machine in their basement and they put
it to good use each of these projects has years and years of sketching and
prototyping testing and manufacturing all before it's ready to go out into the
world which they typically do via Kickstarter and when they came to us
they were looking for a way to drive a little bit more traffic towards their
projects post Kickstarter launch which they thought would be through a shiny
new e-commerce website and see behind each of these projects despite spending
all this time manufacturing and testing and creating like all these various
prototypes people were only seeing all that stuff when they would launch these
Kickstarter's and for us that process of what makes these objects just absolutely
so wonderful and we really wanted to come up with a way to showcase that so
we ended up developing an identity system that allows them to share more
during the beginning of the process so comprised of this like little colored
dot a serial number and an author the result was this nearly infinite labeling
system for all of their projects the serial number and colored dot are
generated based on a series of manually chosen inputs at the beginning of a
project as well as the metadata from the initial image and video associated with
that project allowing them to kind of create any image they want share any
type of process but have it go out into the world using this branded frame that
unifies everything coming out of their studio but a branding system is only as
good as it is easy to use and maintain after your gun so a big part of this
project was also developing a tool that would allow them to do that super easily
starting with this application here that we made they would choose whether it's a
new project or an existing project it was an existing project they would
choose whether it's useful or not hard or soft quicker long human or machine
dropped the image in and voila this is what it looks like actually an action in
their Instagram feed the cool thing about this as well is
other than social media but that serial code also doubles as a hashtag so
someone who is a superfan can start following along maybe they see an
initial sketch they are able to decipher it figure out what what the object is
that they're making as well as get really invested in that project as it
moves from initial sketch to final execution at which point it then can go
and live on their website alongside all the process imagery associated with that
project huh you might remember this one from Andrews
desk good work or good money it's an important one we've been working on this
year and we have a lot of conversations in the studio about what kind of
projects we should take on so in the early days we would struggle a lot to
weigh these pros and cons around whether a project was worthwhile and we ended up
developing this flowchart as a way to better have that conversation internally
as well as help us arrive at a unanimous decision one of my favorite parts of
this is right after is this something we believe in we ask ourself if we're broke
and if we're broke are we like really broke and if we are are we gonna feel
okay and be willing to talk about this and if we aren't we don't do it
it's really that simple we believe that we can't afford to keep our doors open
while still doing work that we feel comfortable talking openly about then we
probably shouldn't have a studio we should just all go get jobs somewhere
else I think as designers we have this habit of spending a lot more time
thinking about and designing things and we do actually imagining how they're
going to be used by the people who are using them and testing them and seeing
those out in the world with a lot of our projects we try to think about how this
is going to exist long after we're gone and like you saw with CWT the end result
tends to be a tool of some sort last summer a super union another agency here
in New York approached us for some help on the rebrand they are doing for the
Brooklyn Symphony Orchestra this was the initial mark and this is where they
ended up pulling from symbolism in Glenn and the movement of music and the
members of the orchestra themselves what they wanted to move so we helped them do
that and we helped them do that in a few ways so aside from coming up with like
the colors and the movements and all that jazz the big part of this project
was helping them build a tool that would allow them to execute this system super
easily so that last video was that in action earlier this season behind the
orchestra while they're playing in Brooklyn and this is what the tool looks
like that allows all that to happen so in my opinion design tools can be kind
of confusing sometimes there's a lot of hidden buttons and icons as well as
shortcuts that you hit by accident and then you spend the next two hours
googling on the internet trying to figure out how to undo what you just did
you didn't even know you did so the goal with this was to make this as easy to
use as possible especially for the people who would be using it which is
the members of the orchestra and so using here they can either upload an
audio file they can either with a little tune react to that as well they export a
visual and voila they can put it on posters and on their website as well as
on tickets
now it's been along here in case most of you haven't been here but a big thing
we're trying to practice in the studio is showing up we show up in terms of who
we work with how we spend our money and what the output of the time we spend is
in January about three to five million people participated in women's marches
across the US alone with others participating in other cities around the
world and at the time we had just begun working with TIA this personal chatbot
that you message with about birth control and sexual health helping shape
all the interactions and the voice and tone for how this thing works now Tia as
a product to be used primarily by women or people with vaginas separate
sometimes separate categories but a big part of this was figuring out how to be
engaged with this conversation how to be supportive of the March without coming
off as like really icky or tacky because if they weren't to be part of that
conversation then they're complicit and another narrative altogether just opting
out of being supportive in any capacity and Carolyn the co-founder felt pretty
strongly about that as well so we ended up working with her to come up with a
way of being supportive of marches without coming off as tacky or icky in
any way like some other grants during that time and where we arrived at was
this idea for a poster generator that allowed people to come they could choose
from a series of pre-selected assets they could choose a slogan something
that resonated with them or add their own and then export that to make a
poster that they could then print out to either at home or take with them to a
March
and the coolest thing about any project like this of course is seeing it out in
the world I was in DC my partner Andrew was in New York and then we also had
just a ton of friends who spotted these out in the crowd and sent us these
lovely images and while showing up has been important learning how to create
space or spaces has been a really healthy exercise for all of us as well
back in 2015 I had the idea to create a space for freelancers from the creative
community to come together to share resources advice tips and help all
within the very cool enterprise software of the moment FLAC a play on any award
given to a certain number under a certain age group
hundreds under 100 was meant to be the antithesis of that so inclusive and
inviting everyone was welcome as long as you're under 100 years of age that's
kind of the cutoff and as a creative community we had the opportunity of
having a really a lot of awesome people from the community have created these
beautiful custom app icons it started off with just a few channels Show and
Tell which is for shameless plugs and self-promotion intros for introductions
jobs opportunities but has since expanded to encompass a whole host of
different topics ranging from bikes and cats to games and the more niche not a
serf and we also have private channels for LGBTQ women and on fighting
non-binary identifying people as well as people of color they've created a bunch
of really awesome documents also in Google Docs where they share resources
and capture recurring conversations and questions and we learned a lot including
that any lesson learned when building a community like this tends to be at
someone else's expense but I learned a lot about setting clear expectations
which we do in a few different ways now including a code of conduct which was
forked from another community and has been added and edited and added by the
admins within our community as well as the members and we learned that when you
prioritize the safety of the most marginalized you're creating a space
that is better for everyone else as well so when you
rules and set guidelines for how people can engage and act in a space you're
making it easier for everyone by eliminating the unknown and you're also
telling them what's going to happen when things do go wrong and setting
guidelines for that and you create trust through accountability so we've been
practicing holding each other accountable and continuing to listen
again when you make a space mean by other people to fill it with their
stories or with doodles or with Google Docs or what-have-you
you're creating a really great opportunity for some awesome stuff to
happen and we've seen that in play as well with a series of events that we've
been hosting through hundreds under 100 called Show and Tell kind of making that
IRL and in it we have these are not like your typical portfolio page talks here
people come and they share hurdles that they've overcome in their professional
and personal lives as well as projects which I'm sure we all have a few these
but we'll never see the light of day unfortunately for better for worse aside
from the six minute talk as well as just how they're using their creative skills
and talents to make positive change in the world around them and while everyone
doesn't feel totally comfortable getting up in front of a stage of people I can't
imagine why we also try to create spaces for them to come in as well we have a
value and we're practicing asking a lot of questions so we try to create spaces
for other people to ask us questions as well we get a lot of questions on
Instagram lots and lots of questions on Instagram but they ended up inspiring a
series that we do on the first Friday of every month were mean by a group of
people to come and ask us questions at our studio and the best part about these
aside from combining 10 coffee conversations into one is that the
attendees are usually the ones with the really really great insights quite
frequently answering each other's questions connecting them to
opportunities and just bringing a host of diverse awesome perspectives to all
these conversations
don't know a lot but all I know is how little I know and one of the things
we've been trying to practice is sharing what we know in the studio we had an
opportunity to do that earlier this year when the creative independent reached
out to us and asked us to talk about write one of their in-depth guides for
creative humans we decided to write about working with clients something
we've learned a lot about this over the past few years and so we wrote a really
in-depth guide everything from how to calculate your value and negotiate your
rate as well as a win to walk away or how to seal the deal including some of
my very favorite email templates so if you like email templates and working
with clients you should go check it out Maya Angelou said do the best you can
until you know better when you know better do better
we've been practicing doing a little bit better this is a political poster Fast
Company commissioned us as well as a few other designers to make political
posters that best encapsulated our take on the election back in 2016
pre-election this is what we made at the time the narrative looked a little bit
like this quite frequently prioritizing like pokes and clicks and shock value
and provocation over any type of meaningful action or a narrative these
are the other posters that people made in response to this Fast Company brief
from Natasha Jen and her studio and Bobby C Martin which don't look like the
images on the other side and they each bring their own unique perspective to
that prompt but with ours we really wanted to talk about action and how you
could make small change and even though small change isn't going to fix
everything we believe it's a start and thought that a poster that encouraged
that deserve some space and midst all that conversation this is what it looked
like outside the new museum and a few people who took pictures of their kids
in front of it I recently read this article by Holly Atta the founder of
wano founder and CEO and in it he says the only way they can get better is that
we listen to each other's stories that we create spaces where people can share
those stories and we can learn from them and I think that encapsulates a lot of
the things that we've been practicing as a studio we're big believers that
perfection is dumb nothing is precious and fuck perfection but we do believe
that with each of these things and every time we do it that hopefully we can do
it a little bit better than we did last time these are the things that we're
currently practicing thank you for letting me share them with you
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