The Unconstrained Design of WSDIA (WeShouldDoItAll)
August 12, 20164 min read
Novedge: Let's talk about WSDIA's acronym, what does it stand for and who came up with that?
WSDIA: Our name, WeShouldDoItAll (WSDIA), is simply an intention. We feel Designers should not be constrained to a singular expertise. To survive and excel within the creative realm, it is essential to know there is no single, absolute solution to any given problem. To immerse oneself in different avenues allows consideration of the otherwise unconsidered. It’s this method of working that excites and serves to drive our studio’s practice.
Novedge: What are the services that a modern Design studio like yours provides?
WSDIA: WSDIA is a contemporary Design studio that translates clients’ needs into dynamic, visual systems that can be presented at multiple scales. These solutions take the form of branding, spatial, environmental, interactive, or print projects.
Novedge: What is a recent project that you worked on?
WSDIA: Nike asked us to create window and shoe displays for the release of NBA basketball player Kevin Durant’s 8th signature shoe. Themed to express KD’s incessant objective to destroy his opponent, we brought the idea of “locked-in attack” to life. Using Rhino and Grasshopper to visualize the window display, we created a dramatic series of transfixed darts all pointing to the shoe’s next move. In August 2015 we completed the rebranding of Marathon Kids, a non-profit organization dedicated to improving the health of children by providing them with the tools, motivation and support to live happier, healthier lifestyles. Nike, who had recently partnered with the organization, hired us to oversee the refreshed branding. From copywriting, brand strategy, identity, pattern creation, photography creative direction, digital and marketing materials, program parameters and incentives, WSDIA worked alongside Nike and Marathon Kids over 4 months to create a vibrant, modern and inspiring identity. We recently finished working on Identity Design Action: East New York (IDeA:ENY), which is an initiative connecting community voices and business development through Design. The project focused on strategy and Design to bolster the existing small business community in the face of rezoning measures and rapidly changing demographics in East New York, Brooklyn. Through participatory processes, the project aimed to empower neighborhood-owned and run businesses to build a more vibrant place, enhance small business identity, and make crucial information and services more accessible. WSDIA collaborated with AIGA/NY, LDCENY, and 3×3 Designto create an advocacy campaign—We Mean Business East New York—through flyering, wheat pasted posters, website, SMS platform, a block-long banner, and ultimately to prototype a merchant alliance. Novedge:What kind of talented professionals work in your team?
WSDIA: Jonathan Jackson, Creative Director & Partner brings 12 years of architectural, spatial, graphic, and interactive design experience for global brands to the team. He graduated from Kent State University with a degree in Architecture. Sarah Nelson Jackson, Creative Director & Partner brings 10 years of interactive design and branding experience to the team. Graduating with a BFA from Boston University, her background in Graphic Design and Art History has transitioned to an obsession with typography, website interaction, and understanding through visual arts. Corey Yurkovich, Design Associate, works at the intersection of architecture, exhibition design, and product development. Corey has a wide variety of design and production experiences, from initial creative strategy through construction management. Adrien Menard, Senior Designer, is a graphic & type designer originally from Paris. He enjoys working on graphic identities, books and publications, exhibition design, typefaces, signage, art direction and websites for cultural organizations, businesses and individuals.
Novedge: Your portfolio is really eclectic, was there a job that was particularly challenging, but unexpectedly rewarding in the end?
WSDIA: In collaboration with the Resilience Advocacy Project (RAP) and Center for Urban Pedagogy (CUP) we were tasked with creating a fold-out poster for young fathers navigating child support proceedings. The letter a young father gets telling him to come to court can be confusing, scary, and keeps many young fathers from showing up in court. But not appearing in court can have serious consequences, so without the father there to represent himself, judges can assign child support payments that the father can’t afford. This tool helps young fathers make their way through child support proceedings so that he can get a child support order he can afford. The project was particularly challenging due to the complexity and density of content—as well as multilingual!—but in the end we were truly gratified knowing we were helping young fathers, and ultimately families, navigate a system that is at times archaic, unjust and broken. Novedge:What innovations do you find most exciting in your field?
WSDIA: Virtual reality will play a big role in design, not just as a process of developing design but as a final output. That is something we look forward to. 3D printing is still in its infancy and will certainly be expanded within Design fields. Digital experiences as a whole are also in a ‘toddler’ stage, and new developments will continue to add to the designer’s toolkit. The field of Design is starting to take on greater global challenges. Designing systems for the underprivileged, urban communities, healthcare and food industries are essential, and are being developed. The field of Design is expanding and that is most exciting to us.
Novedge:Do you have a favorite definition of Design?
WSDIA: “Design is the method of putting form and content together. Design, just as art, has multiple definitions; there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.” —Paul Rand
Novedge: Do you have one (or more) fun fact about WSDIA?
This release reimagins the bridge design workflow, in order to boost productivity. Thanks to simpler connected workflows with previously unavailable functionality and increased flexibility in using custom components, more complex pier and abutment layouts in the digital model are now possible.