You do so much work from art shows to commercial work to zines. How would you describe yourself — artist, designer, publisher? Anything you absolutely love over another?

I think that I keep each of those things — artist, designer, publisher, whatever — separate in my thinking. But this isn’t intentional. They are obviously all related, and I try to keep a consistent philosophy throughout, but I’m less confident with some, and more confident with others. There are positives and negatives in this.

We first met when you created and published The Drama quarterly arts magazine. I believe at the Alternative Press Expo back in 2005. How has making that magazine shaped your current work and personal life.

It shaped everything, really. On top of learning so much throughout that period of time, I inadvertently set up this huge network of insanely talented and kind people that I’ve been able to eventually work for, collaborate with, live with, or simply be a friend of. It’s pretty amazing, actually, and I don’t think I realized the significance of it at the time while it was happening. But I appreciate it so much now. If only I could find the time for one last related project I’ve been planning…

Tell us about your design firm, Forest. What is the philosophy, what type of projects do you enjoy working on? If you had to pick 3 words to describe Forest, what would they be?

The easiest way to explain my method behind working is this: you have to create your space. Something can’t exist without a framework. Create the space for the something to exist. Empty your mind and allow it to move through you. Don’t look at the internet. Don’t obsess over what your peers are doing. Be thoughtful and honest. Forget about design. Learn other things.

Give us a glimpse of your Brooklyn studio. You are also surrounded by other great artists and designers in the building. What is a typical day like?

I love my studio. Super tall ceiling, tons of light coming through, a train going right by the window. Brooklyn is crazy and frustrating and loud, and my studio is a nice escape from that. Lately a typical day starts a little later, tea in my thermos, working a bit in between watching soccer.

Your aesthetic is clearly seen in all of the commercial work you do. Do you feel like there is a distinction between your personal work and the work you do for clients? How do you work both harmoniously?

I actually struggle much more with personal work, as opposed to client work. The method and form seem to present themselves to you as you go through the motions with a client. I’ve learned to separate myself from this work, while still taking it just as seriously as my own. I have a hard time with design awards and accolades, because there was so much more going on than just me on any given project. Shouldn’t the client be just as recognized for something that is successful? Whatever I’ve created wouldn’t exist without their problem needing to be solved. And in the end it is simply that, a solution created within the restraints of my aesthetic combined with the process of reacting to a clients desires.

On the other hand, personal work is so intensely personal for me that it is difficult to share it. I love the process of it, I spend more time thinking and doing research than actually creating something. But when finished, there is of course that human need for some sort of recognition or validation. Some people thrive on this and create their whole career around it. But I try to fight that instinct.

As most people know, you created our Poketo visual identity we see today. Give us your thoughts on designing the Poketo identity and how that translates to your latest project with us, The Colorparty Watch.

We went through a large amount of variations and ideas, before eventually coming to what you see today. I think it portrays (at least how I feel about) Poketo in such a simple and strong way: a modern sense of fun and collaboration. It’s been rewarding to then apply the identity to new and unique projects, namely the line for Target, and now the Poketo watch with Furni. We were limited in a sense to what we could customize on the watch, so I’m glad we went with a simple application of the Poketo colors. Each of these projects seem to inform the next one, I wonder what’s on the horizon?

Three words that describe The Colorparty watch:

Subtle color statement.

More from Joel at thisisforest.com.
Check out the Colorparty watch here.

Then it was off to Mast Brothers Chocolate Tasting Room and Factory. The tour, we were too late to attend, but, the tasting room was the amuse-bouche to our next visit. Can’t wait.

We picked up a few chocolates… Vanilla Smoke, Stumptown Coffee x Mast Brothers, and an Almond Marine Sea Salt. Ended it with a couple night caps of Smoky Velvets at the Roebling Tea Room. A place like this, Angie could get her tea and fries and I got a nice cocktail. Perfect.

My memory of that city is the Muslim quarter, the aroma of meats on sticks, and the dense, smoke filled streets from grilling streetside. The air was literally filled with smokey goodness, it was amazingly awesome. Xi’an Famous Foods is nothing like the real sights and smells of Xian’s Muslim quarter, but, some of the flavors brought me back, especially the spicy, cumin lamb. It was like having my meat on a stick so many years ago. NYC continues for the next week… follow us on instagr.am.

Here is a pic of the front of the cafe currently. Down at the bottom of the post, is a “before” pic from November of last year.

While all of this is happening, Jesse and Lisa are holding down the fort serving up their blend of espresso in the back of the cafe. Jesse is a master. Lisa here is learning the craft. A former lawyer turned barista, she is chasing her dream of a creative life in the coffee biz. We love dream chasers, Lisa rocks.

Matt is the GC… going through the very complex blueprints for the Handsome operation.

I wish I knew all of the details of this roaster… but, what I do know is that it’s a 1956 Probat UG22 roaster that they tracked down (after a long search) in Belgium, restored, and imported over here. Like Handsome Coffee, it has the reputation to be the best, of course.

Details like this smoking pipe are laser etched in the surface of the walls of the cafe… one of many identity icons for the Handsome brand.

Here is the “before” pic of the Handsome storefront a few months back. They’ve come a long way.

The wide, bright, green Spring Street bike lane is always a plus too.

Tell us about Furni, what do you guys do, what’s the Furni philosophy?

We’ve been designing and manufacturing design-driven goods ever since we saw space in the market about 6 years ago… since then we’ve also chosen to team up with other like minded businesses to offer cool collaborative products that allow us to keep on creating relevant stuff.

Tell us about the space, are you designing and making there? Describe your studio for us.

Right now “espace 215″ is Furni’s home, we founded the workspace about 4 years ago with some other friends, currently we share the space with a number of graphic designers, a product designer and a pair of interior designers. It makes for an awesome working atmosphere as well as allows us all a group space where we can share resources and bills!

What does a typical day look like at Furni?

Well as of Jan 1st I became the sole proprietor of the company (up until that point I shared the business with a friend who has decided to focus his time on contract work) so it’s quite interesting as I report only to myself…. having said that as I’ve always been one to “hussle” so I am always busy!  Most days I get to the office about 9am and work will about 1pm at that point I head home to have lunch with my girlfriend and 10 month old daughter….then the afternoon is usually spent in my home office e-mailing and working on design and logistics…

Currently on the playlist?

Really liking the Cults album and was also recently turned on to Malvina Reynolds, she was a folk singer back in the 50′s (she was actually born in 1900 and only discovered her love of music when she was 40!)

You live and work in Montreal. I’ve only heard amazing things about the city, but, haven’t been yet. What are some favorite places, where would we go if Angie and I came over?

I always ask friends who visit what kind of experience they would like while here, basically there is something for everyone…. shopping, dancing, design, adventure you name it. Personally I like to take people to quaint little restaurants and some of the less “travelled” landmarks here, most of the architecture in the subway system is from the 60′s and every station was designed by someone different, so on a cold day you can ride underground and look at some cool stuff! In summer we’ve got festivals up the yin yan, comedy, jazz, then there’s the Francopholies (French music) as well as fireworks twice a week at the theme park “La Ronde”.

On the same island as the theme park is the Expo 67 Dome that is by Buckminster Fuller, it’s a rad landmark. If people are down for a bike ride you can go around an check architecture and see some forgotten buildings like the Esso gas station by Mies van der Rohe!

Three words that describe our collaboration together, The Colorparty Watch…

pure unadulterated fun.

Check out the Poketo x Furni watch here.
More from Furni at FurniCreations.com