Building unique
brands and finding
creative solutions to
complicated problems
lie at the heart of
Jace’s creative output.
jacegoodwin.comfresh eyes
JACE GOODWIN WANTS TO WOW PEOPLE WITH HIS IDENTITY WORK
J
ace initially attended Utah State
University with the aim of
becoming a painter, but soon fell
in love with design because of its
immediateness – “how quickly I could
generate ideas and how fast everything
moved.” He describes his course as “a small
programme, but a talented and competitive
one. I think that competitive environment
is what motivated me to keep going.”
Identity design is one topic that Jace can’t
get enough of. “There’s something about
how each of the pieces of an identity all have
to work together to make a viewer stop and
say ‘wow’... it’s just such a fantasticCULTURE
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challenge,” he says. He thanks Mike Daines,
a professor at Utah State, for opening his
eyes to this aspect of design: “He helped me
tear down the walls around my perception
of design and encouraged me to start to
think about how I could test the limits.”
Jace is part of modern8, a studio in Salt
Lake City. “I enjoy it because we get to work
with a range of clients, from universities to
technology companies to DTC brands.” At
the moment he’s developing a family of new
packaging for Atelier Crenn, a Michelin star
restaurant in San Francisco. “I’m kind of a
cooking geek,” Jace says, “so it’s a big deal for
me to create something for them!”