Design Matters with Debbie Millman: Episode Featuring Todd St. John

Release Date: February 24, 2025

In this engaging episode of Design Matters with Debbie Millman, host Debbie Millman sits down with renowned designer Todd St. John to explore the depths of creativity, design philosophy, and the evolving landscape of the design industry. Todd, the founder and creative director of Hunter Gatherer, shares his multifaceted journey through various design mediums, his inspirations, and his thoughts on contemporary challenges in the field.

Early Inspirations and Personal Background

Debbie opens the conversation by delving into Todd's early influences, particularly his admiration for Jim Henson. Todd shares,

"[04:05] I was really interested in music. I'm still really interested in music. I still play music all the time."

Todd elaborates on how growing up in Hawaii, surrounded by sugar cane fields, instilled in him a profound appreciation for nature and the environment, which subtly influences his design aesthetic. Reflecting on his childhood, Todd recounts:

"[06:04] Growing up in Hawaii and living near sugar cane fields made me realize later how special that environment was, something I didn't fully appreciate at the time."

His diverse interests in music, drawing, film, and woodworking highlight a versatile foundation that would later inform his eclectic design approach.

Entering the Design World: Green Lady and Early Career

Todd's foray into professional design began with an internship during high school, working on local ice cream shop and coffee packaging projects. This early experience was pivotal in shaping his understanding of design as a means of communication and expression. In [16:35], Todd discusses his experimental side project, Green Lady, initiated alongside Gary Benzel:

"[16:35] Green Lady was about creating accessible image-making through T-shirts and silkscreens, embracing a non-art democratic approach. It was a way to make a mark for ourselves and connect with friends through design."

The Green Lady initiative was a testament to Todd's belief in the power of design to foster community and personal expression, even before the digital age made such endeavors ubiquitous.

Building Hunter Gatherer: A Hub for Multifaceted Design

In [24:03], Todd explains the dual-website strategy for Hunter Gatherer:

"[24:03] Huntergather.net serves as our small agency platform, showcasing collaborative team projects, while ToddStJohn.com highlights my individual work, including illustrations for prestigious publications like The New Yorker and The New York Times."

This distinction allows Todd to maintain a clear boundary between collaborative projects and his personal creative expressions, ensuring that each facet of his work receives the attention it deserves.

Narrative-Driven Design

A significant portion of the discussion revolves around Todd's concept of "narrative by design." He explains how his design process often begins with sketches and evolves through a combination of manual craftsmanship and digital tools. In [26:56], he states:

"[26:56] I generally start with sketches or writing ideas down to organize my thoughts, especially for narrative projects. Combining hand-built models with digital visualizations allows me to explore ideas from multiple angles."

This approach underscores Todd's commitment to storytelling within design, making his work not just visually appealing but also conceptually rich.

The Intersection of Traditional Craftsmanship and Modern Technology

Todd shares insights on blending traditional mediums with contemporary themes, notably his project for The New York Times on artificial intelligence. At [30:22], he discusses:

"[30:22] Choosing to use hand-cut and painted wood for an AI-themed illustration was about pushing against easy mediums to create something more meaningful and textured."

This decision reflects Todd's philosophy that working with challenging mediums can lead to more profound and engaging outcomes, resonating deeply with his audience.

Thoughts on AI in Design

The conversation takes a contemplative turn as Todd and Debbie explore the implications of Artificial Intelligence in the design world. Todd expresses skepticism about AI-generated design, emphasizing the importance of human creativity and emotional depth. At [41:11], he mentions:

"[41:11] AI-generated design often feels soulless and lacks the conceptual joy that comes from human-driven creativity. While technology evolves, the essence of meaningful design remains rooted in human experience."

Debbie concurs, highlighting the necessity of prioritizing meaningfulness over mere efficiency in the face of technological advancements.

Balancing Functionality and Aesthetics in Furniture Design

Todd discusses his venture into furniture-making, a hobby that has grown into a meaningful extension of his design practice. In [47:20], he shares:

"[47:20] My furniture pieces are functional but also carry aesthetic beauty through structural simplicity. I strive to create objects that are both useful and visually compelling, blending form and function seamlessly."

He elaborates on how his father's engineering background influenced his approach, merging structural integrity with artistic expression.

Open-Mindedness and Collaboration in Design

Towards the end of the conversation, Todd emphasizes the importance of open-mindedness and collaboration in the design process. At [51:45], he notes:

"[51:45] Design thrives on collaboration. Being open-minded allows designers to enter clients' worlds, facilitating the creation of work that is a true amalgamation of diverse perspectives."

This philosophy not only fosters innovation but also ensures that the resulting designs are both relevant and impactful.

Future Aspirations and the Role of Design in Society

In the final segments, Todd reflects on the future of design and his aspirations to leverage design as a tool for solving societal problems. At [53:31], he expresses:

"[53:31] I hope to focus on projects that elevate underserved ideas and contribute to solving pressing societal issues. Design has the power to bring attention to important causes and facilitate meaningful change."

His vision underscores a commitment to using design as a force for good, aiming to create work that goes beyond aesthetics to make a tangible difference in the world.

Conclusion

Todd St. John's conversation with Debbie Millman offers a profound exploration of a designer's journey, balancing traditional craftsmanship with modern innovation, and emphasizing the enduring value of narrative and collaboration in design. His insights into the challenges and opportunities presented by emerging technologies like AI provide a thoughtful perspective on the future of the design industry.

Notable Quotes:

• Todd St. John [16:35]: "Green Lady was about creating accessible image-making through T-shirts and silkscreens, embracing a non-art democratic approach."

• Todd St. John [26:56]: "I generally start with sketches or writing ideas down to organize my thoughts, especially for narrative projects."

• Todd St. John [30:22]: "Choosing to use hand-cut and painted wood for an AI-themed illustration was about pushing against easy mediums to create something more meaningful and textured."

• Todd St. John [41:11]: "AI-generated design often feels soulless and lacks the conceptual joy that comes from human-driven creativity."

• Todd St. John [47:20]: "My furniture pieces are functional but also carry aesthetic beauty through structural simplicity."

• Todd St. John [51:45]: "Design thrives on collaboration. Being open-minded allows designers to enter clients' worlds, facilitating the creation of work that is a true amalgamation of diverse perspectives."

For more insights into Todd St. John's work, visit HunterGatherer.net or ToddStJohn.com.