toby sudduth

Toby Sudduth, the founder of the new firm Sudduth Design, learned the branding and design trade while working alongside modern-day masters like Bob deVito and Primo Angeli at FITCH. His work has earned recognition from every major design magazine, as well as The ADDY Awards, Mobius Gold and Silver Awards and a FAB Award. Says Sudduth, "I consider myself a brand guardian."

Is graphic design a growth industry? I definitely feel more positive than I did, say, five years ago. To go from being told "You're lucky to have a job" to "What will it take to keep you here and happy?" let me know that our industry was finally pulling out of the dark days of the post-dot.com collapse. Nowadays there are more quality career opportunities. It helps to get on with a company that suits your style and allows you to pursue your strengths, while at the same time pushes you to broaden your expertise. I've found that the more disciplines you can master, the more indispensable that makes you to both potential employers and future clients.

Many universities are tailor-made for graduate placement within specific design practices. Academy of Art in San Francisco produces a steady stream of talent, many of whom can start right away at some of the more reputable Bay Area firms. At Primo Angeli, we had a mentorship program that paired design directors with junior designers. This one-on-one relationship promoted guidance and growth within our studio and allowed the juniors to gain confidence and an insider's view on what it took to succeed within our company and the industry in general. As long as creative leaders take the time to push their staff to excel and allow them the freedom to work to their strengths, the future remains bright for creative growth.

Do graphic designers have a special responsibility to promote a green society? Since package design is one of my primary offerings, I do feel a responsibility to try to produce design that is more than just "landfill art," as one of my design pals used to say. The ultimate decision rests with the client, but it's up to me to try to educate them on how to minimize the negative environmental impact their product may have. Whether it's using recycled paperboard for a carton of cookie mix, a vegetable-based polymer for plastic cups or a thinner plastic for bottled water, these options are available to clients who care enough to utilize them.

ONE THING I CAN'T LIVE WITHOUT IS two things, actually: Gabe + Zach

FAVORITE MOVIES

Raising Arizona
One Flew Over the Cuckoo's Nest
The Royal Tenenbaums
Spanglish
Wild at Heart
Borat
Take the Money and Run
Pee Wee's Big Adventure
Blazing Saddles
The Jerk