TRANSFORMATION BY DESIGN

Through his Wellington-based studio Black Slab, Robbie Carmichael delivers a fresh, bold and accessible design approach for brands wanting to stand out – And he’s helping others in the process. 

For Robbie Carmichael, the road to opening his own design studio may have been long and winding, but the lessons learnt along the way have put him in a far better place today to serve business brands.

As a youngster he always had a love for art and design; his imagination was encouraged from an early age. “Everything was possible, nothing was mere fantasy, and who was anyone to tell me otherwise?” he remembers.

When asked what he wanted to be when he grew up, the answer was always “architect”. But life and school curbed his enthusiasm, and when he left school he held a number of different jobs – from filmmaker to personal banker – the latter teaching him to “never treat people as numbers on a sales board”.

He saw corporates as stifling creativity and kindness, and so in 2014 at the age of 25 it was time to go back to his roots.

Robbie enrolled at Victoria University as a mature student and completed his design degree at Victoria University’s School of Architecture and Design.

“Before I’d even finished, I knew I’d never again be happy working to someone else’s brief,” he says. 

“I picked up a pen and began writing a business plan for Black Slab.” 

The name itself sounds big and bold. It comes from the Slab Serif typeface, explains Robbie.

Think of those old Wild-West ‘Wanted’ posters, he says. “The ‘black’ refers to the weight of the font – “for when bold just isn’t bold enough.”

Bold is a great way to describe Robbie’s approach to business. Since launching in January, Black Slab has provided “a wonderful combination” of graphic design and art – where both are made accessible to everyone.

“The whole concept was to create a studio that was approachable to non-designers, and where business owners felt encouraged to open a dialogue with a designer,” he explains. 

Affordability is another goal of the business. Robbie appreciates that not everyone can afford great design when starting out in business, but everyone can, and should be able to, benefit from it. 

“Whenever possible, I offer my time and design services not just to those with the budget for design, but those who wouldn’t otherwise have the means to work with a professional designer.

“I’m able to do this by selling limited edition art prints through the studio, which helps offset the cost of sometimes working to very small budgets.”

Robbie sees design as a process of problem solving – and art as pure expression.

“I love playing with colour and as a designer I often work with colour theory – colour’s ability to evoke different emotional and psychological responses. I carry this through into my artwork and the result is – at least I hope – art that is vibrant, human-centric and makes you feel something.” 

Robbie also creates artwork for raising funds and awareness for non-profits. 

“It’s my way of using what I know to give back a little.”

Family inspiration

Robbie borrowed much of the inspiration for his design business from his family.

“My father passed away from cancer when I was six years old. My uncle was killed in a car crash a few months later, and loss has been a part of my family ever since.  

“Being raised by a single mum, you witness a strength and courage like nothing else. I have her to thank for so much; Black Slab would not exist without her,” he says. 

He borrows words from American poet Maya Angelou to live by. 

“She said, ‘When I step up on the stage, I bring everyone who has ever been kind to me with me…
so I don’t ever feel like I’ve had no help’.”

Robbie’s also aware that building up a design business takes time. He believes it’s the little things that matter most.

“What’s more, social media can make you forget the value of meaningful connections to people. If you can’t find a language for your brand that connects with your audience, you end up with a bunch of followers uninterested in what you have to offer.

“I approach each day with an openness and willingness to learn. I think being flexible, adaptable, and ‘keeping on keeping on’ is what will continue to grow Black Slab.”

Chasing the dream

While currently working from a home-based studio, Robbie can see the day when he’ll operate from commercial premises, with his gallery of artwork at the front and his design and printmaking studio down the back – then he’ll truly be living the dream.

“It may not be the grand dream, but if you’re doing what you love – what could be better?”

His advice for other budding designers looking to go it alone is to “dare to believe in yourself”.

“Even when others around you may caution otherwise – have faith. Your skills, your training, and your own unique point of view all have value. 

“Don’t be afraid to make your own opportunities, to ask for help, and to ask for business.”   

Robbie’s design approach for a digital world

“The challenge for a designer in a digital world is creating a brand identity that feels authentic, unique, and most importantly, tangible. Rising to that challenge is what Black Slab does so well.

“Just as words can elevate and inspire people, design can liberate a business or brand. So when I approach new clients, I say to them, ‘If you have no other point of difference, make your difference great design’. 

“One of my favourite designers, Paul Rand, once wrote, ‘A special point of view is as important as a special skill in achieving distinguished work’. 

“I have made those words my studio philosophy. For my point of view, like yours, is different from anyone else’s.”