Situated on the edge of Nottingham’s historic and industrious Lace Market, is Waste Studio. Founded by Norman Heys in 2006, over the last 18 years this small but talented team of designers, artists and makers have been quietly but confidently collaborating with some of the world's most exciting brands such as Nike, ‘crafting brands that withstand the test of time amidst the cacophony of the modern world.’
The team is driven by passion, culture, and ambition. As part of this they recognise how vital it is to stay responsive and adaptive whether they’re generating new ideas, experimenting with new technologies and techniques or even how they physically use their space .They see every project has an opportunity to learn and grow and to do this most effectively the team needs to stay open minded, creative and flexible in the way they work.
We spent a couple of days getting to know Waste Studio’s vibrant team and seeing how they bring their work to life (with a couple of our Hotbox working closely by their side).
Could you share with us the core philosophy or mission that drives the work at your graphic design studio? How does this ethos reflect in the projects you undertake?
At our core is passion and ambition. It's what drives our output, whether that’s client or self-initiated. Design always has and always will be more than a profession to us; it's a deep-seated passion. We relish the intricate challenges that accompany this ever-changing landscape of design.
How would you describe the signature style of your studio’s work?
Our style is subtle (I hope) it’s the underline of fun and playfulness - we try to create work that isn’t limited to its domain instead we pull together an array of cultures / inspiration / disciplines to create something with depth and authenticity.
When it comes to graphic design, the environment can be a huge catalyst for creativity. Can you tell us about the design of your studio space?
Our space is incredibly important to us, so much so we have invested in buying our own building, an old lace works in the heart of Nottingham. Over the last 15 months we’ve been reinventing the space into a beautiful place to work. Our space is split between Design and Art downstairs is our design studio with a slicker aesthetic more client facing and upstairs is the art studio/gallery with all the old traditional printing methods at our disposal, such as letterpress and screen printing. We like to exist somewhere between the worlds of art and design.
How important is the atmosphere of your studio in influencing the creativity and productivity of your team?
Atmosphere is everything the space has to feel right. We love the days when the sun is spilling into the studio and the incense is burning! These are our most happy days...
Are there specific aspects of your studio environment that you find particularly inspiring or conducive to creative work?
The art studio I find especially inspiring simply because it is a “mess space” where ideas can flow freely with no limitations. In my opinion every creative needs a mess space and a place to slap paint around whether that’s in reality or metaphorically.
How has Hotbox helped facilitate or encourage your team to work flexibly across the building?
Hotbox are great - as individual creatives we’ve all got our own ‘essentials’ and Hotbox allows us to store them in one place ready to grab and move around at a drop of a hat - plus we always know where stuff is!
Finally, for those aspiring to set up their own graphic design studio, what advice would you offer?
Don’t do it!…unless you are fully committed to your craft come day and night…you can’t stand still.
