This edition highlights one of our talented, typography-loving designers Adam Hodge. He shares his perspective on innovation, concerts and the color yellow.


1. What’s the most interesting thing about you that we wouldn’t learn from your resume or your portfolio?

Something that not a lot of people know about me is that I am a crazy concert-goer. I’ve seen over 300, maybe 400 bands live and not the same ones over and over. I love going to concerts and 75% of them are bands that have sold maybe 1,000 albums tops. I had this conversation with a buddy the other day. We were talking about our first concert experiences. Mine was Stellar Kart and theirs was Billy Joel. It’s a difference of size! Sometimes I’ll hang out at MOTR Pub for the whole weekend just to see the bands.

2. Describe the color yellow to somebody who is blind.

(Sighing in disgust) Imagine the hardest color to use in any scenario. Gosh, I don’t know… it’s bright, it’s happy, yet somehow I still find a way to dislike it. Makes you feel warm, but not that warm, not like an orange warm. Cheerful… I guess.

3. What typeface or category of typeface are you?

Probably a humanist sans. I like to think I’m functional enough to be a workhorse typeface, but I have weird quirks about me that don’t necessarily make functional sense but are part of who I am.

4. If Spicefire granted you one wish, what would it be?

Creative opportunity. I know that’s a generic and broad answer. In the past, at a few different agencies, I’ve been on multiple projects that promised creative possibility. In reality, they are just looking for a closed-in box of solutions. Exciting design is equal parts creative and risky, so I’d love to experience more clients who will take risks. The opportunity to push out of the expected realm is always nice.

5. We are an agency of innovators, and innovation means different things to different people. In your words, what does it mean to be an innovator?

I think an innovator is somebody who is never satisfied with the status quo. Innovation is a temporary thing, and what is stale now was innovative 30 years ago. So, as soon as you get comfortable with the way things are going and stop questioning if things can be better or different, is when you stop becoming an innovator. As long as you’re trying to always move forward, I think that’s the path to innovation.