This is, From North of Finland, Chad Laybourne. Artist, designer, and foremost, human. In this alluring read, Chad Laybourne shares his perspective on freedom, his daily routine to build consistency, and why nature is his biggest teacher.
Q N°1: Tell us what you do and what projects you’re currently up to!
I am a freelance artist and graphic designer working in branding and illustration. I originally started out in the creative industry with a traditional graphic design approach and skillset, this has morphed over the past few years and my focus has shifted more into the illustration and artistic side of design. This has been a scary but extremely rewarding process as my earliest memories of creating were in illustration so things feel like they have come full circle for me.
I am currently wrapping up a super fun project for the Berlin Braves in connection with the Berlin Half Marathon. For the first time in 40 years of the Berlin Half Marathon there is going to be an art exhibition showcasing 15 artists’ work from around the world. Fine art prints will be available for purchase with 50% of the profits donated towards youth art workshops in Berlin. This has been an amazing opportunity for me to share my work on an international scale whilst being part of a programme that generates artistic inspiration in the youth.
Q N°2: Where is home for you?
I was born and raised in South Africa however, over the past two years I have been based in Northern Finland.
Q N°3 : What advice would you give your younger creative self?
Trust in yourself. There is space in the world for every type of creative — there is no need to try to fit into anyone’s box. Embrace the creative pursuits that you naturally gravitate towards. The things you see as your weakness may just be your greatest power.
No one really knows what they are doing, the learning process never ends, embrace it. Stay childish and experiment with no filters. Play the long game — take your time and create work that truly resonates with you.
Q N°4: Describe your creative life in 4 words?
Experimental. Conceptual. Eccentric. Observational.
Q N°5: Your biggest teacher?
Nature has been the biggest teacher for me in my creative pursuits. I am a super active person and my lifestyle consists of snowboarding, surfing, trail running or hiking to name a few, so I spend a fair share of my time outside. To me this has been a fundamental lens to my creative process and creative output.
If you really observe nature you quite quickly realise nothing is perfect nor is it seeking perfection. This has impacted my work, lifestyle and my relationship with myself in every way possible.
Some people may find huge inspiration in books, podcasts or other platforms but for me going outside and engaging with nature clears my mind, allows me to gain new perspectives and gives me the space and clarity I didn’t know I had. I have learnt enormous amounts from observing the seasonal changes in the North of Finland over the past two years. The winters are harsh and the sun doesn’t rise for over a month, in the summer the sun won’t set for two months. This has transpired into my work by teaching me there is time for everything. The time to create and the time to be stuck is all part of the process, embrace the process and appreciate it for the ups and downs.
Q N°6: Please share one of your driving values or principles you adhere to on the day-to-day.
Consistency. I’ve really been tossing around this concept of consistency in all aspects of life in my head for quite some time now. It is a total game changer, doing something everyday for the rest of your days will teach you so much not only about your craft but also about yourself as a human. I think sometimes we forget we are human first and then designer / illustrator / creative director and so on second.
By staying consistent you will overcome any challenges you may face. This is not to say you should stick to one creative style or output for the rest of your days, definitely not. Rather experiment with all different styles and forms of design but do so consistently.
I set aside at least 30 minutes a day where I draw without stopping, whatever it is that comes to mind. There is no ‘work’ aspect to this drawing session; it’s purely for the mind and hand to run loose. Through this daily routine I remind myself there is no judgement and no need for reason, the drawings do not have to look a certain way or resemble any type of style or art direction. This has actually generated countless new ideas that I can weave into client work or spark up a new self initiated project. Stay consistent, chip away at something each and every day.
Q N°7: Was there a moment or learning curve that dramatically shaped your path as a professional?
I would say a couple years ago I was asked to design some event and merchandise branding. The client was purely interested in my illustration style and wanted all the graphics including typography to be based on my hand drawn style. This was a huge shift for me as it was the first time someone had contacted me purely for their interest in my illustration work. This gave me a nod in the right direction and since that day I have been drawing, illustrating and approaching design in a totally different way. This experience gave me more confidence in my illustration abilities, and pushed me to pursue a more artistic approach to design.
Q N°8: What skills are important to possess as a creative in your field?
Be a nice human being (I think this one spills into every field). Experimental approach. Adaptability. Find a true passion for what you do and the process of creating. The ability to unpack and simplify complex concepts and ideas. Connect concepts and narratives to modern day culture on a human first level. Be completely and utterly wide open to learning new skills and building on your current skill set.
Q N°9: As it’s growing to be an important demand and integral to future business models. What will attributes such as sustainability or freedom look like to you in your creative work?
Consistency leads directly into sustainability as anything you do that cannot be repeated day in and day out is therefore not sustainable. This has been huge for me, gaining the consistent and sustainable mindset has given me the satisfying feeling that I am working towards achieving my goals each and every day. It is a slow process but one that I engage with everyday and that feels truly rewarding.
Remember to play the long game. Create goals that have a follow up action attached, for example assign goals that push and challenge you yet still seem realistic and attainable with the benefit of having a follow up action once you’ve achieved that goal. This allows you to create bit sized goals that still drive you forward whilst building your motivation and sense of accomplishment. This is so important to keep that consistent drive and determination for improving your skillset and adding true value to your clients.
By being sustainable in your practice and therefore remaining consistent you begin to access more freedom. Creating these activities and sustainable actions into your daily business life builds routine and gives you access to more time. More time equals more freedom, this allows me to experiment with thoughts and concepts I’ve had throughout the day or go outside to run, snowboard, surf, hike or just take a walk.
Another aspect of freedom is allowing yourself to truly be free. As simple as that sounds it’s not the easiest thing to do. Embracing this idea of freedom in business to me is realising there are moments when creativity is peaking and you cannot get ideas onto paper quick enough and there are moments where you are completely in a creative rut. This is totally normal and should be appreciated. If you find yourself in the creative rut this should be looked at as an opportunity to go outside, switch up the task you’re doing completely, tackle the challenge from a different angle or simply step back for a while. The ability to step in and out of that focused problem solving environment and mindset to re-align your thoughts is the freedom we need to consistently create.
Thanks for reading Heart to Heart with Chad Laybourne (@laybourne.design)!
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