Toronto's own ALSO Collective have been certified as Architects since November of 2014. As evidenced by their video profile below, they are fascinatingly creative and brilliant at fusing together digital art and storytelling. I recently spun some yarn with one of ALSO's founders, Symon Oliver, to learn how the Collective came into fruition and where to go for Toronto's best surfing.
What was the inspiration behind forming ALSO Collective?
Antonio and I have worked together for nearly 6 years. We were both passionate about design, but we were most passionate about compelling narratives. We both completed our thesis work at OCAD University either critiquing or using documentary media to tell a story. Our first big project together—the one that kick-started the studio—was with SickKids Hospital. We collaborated with the Division of Orthopaedic Surgery to build a compelling brand narrative for their fellowship program. The project was impactful and the department saw an increase in the number and quality of fellowship candidates.
I guess you could say that we started because we were inspired to tell stories using the tools of design. I believe this is why our methods of choice tend to draw from editorial design, film, new media, and strategy.
What is your favorite part of Toronto?
Dundas West! Most of the galleries have moved from Queen West to either Dundas or the Junction. On top of Galleries, the neighborhood is filled with fantastic venues; two in particular are L’Ourivier and Montauk. If you’re looking for some incredible burgers drop by L’Ourivier, and if you are into cocktails, then we would suggest Montauk.
Let’s be honest though, the real magic is found on Toronto Island. Everything about the place is stunning. We practically spend our summer there; it’s easy to go in the morning, and stay at the beach until sunset. But the island is definitely a summer getaway for us. During the spring, fall, and winter we get out to surf at the Scarborough Bluffs. Yes, real surfing.
What are some of the most interesting projects you've done to date?
To date, we would have to say that Urban Ecologies 2013, and SickKids Orthopaedic Surgery Fellowship, and FACTOR 2014 Annual Report. We have won various awards with these projects, one of which was the prestigious AIGA Justified award.
The Justified award was particularly challenging, as it was a two step submission process that required multiple submissions, a lot of writing, and proof that the project outcomes had an impact—which goes far beyond the question of whether something looks nice or not.
We think that this idea of proving the value of your outcomes is an important habit to create. It’s not that we are afraid of subjectivity, we just like numbers, and we especially like knowing our impact in relation to our goals.
Any advice to those looking to start their own design studio?
There are plenty of talented designers in the industry, and more to come annually. The industry is saturated, and—not to sound like a doomsayer—the times have changed. It’s important to reflect, and figure out who you are as a designer, or if that is the title you even want. Try to find out what perspectives your decisions are being made from; are they being made from the bottom line, from passion, maybe fear or uncertainty?
We think of design as a tool, and it is really a matter of what you do with it that counts. Our advice… we think you should ask yourself if starting a conventional design studio is really the “thing” you want to be doing? Perhaps you could ask, what else could my design skills offer, are there problems that my specific skills and interests could address? That should at least differentiate you from the average design studio.
In summary to this point, just be reflective on your practice, and strike a work/life balance.
What is playing out of your headphones on any given day?
At the studio, we don’t actually wear headphones. That part of start up culture never really worked for us. We let everyone take turns being the DJ for the entire studio. We are very candid if the music isn’t working—but for the most part it works. It really sets the tone for the different parts of the day. We are very eclectic with our listening. On a given day we will cycle through genres and tempos. Most importantly, we aren’t shutting each other out with headphones.
Our weekly listening at this moment is, Chet Faker, J. Dilla, Benjamin Francis Leftwich, Steven Reich, and Vic Mensa.
