NZBUSINESS.CO.NZ 9
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
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“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
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“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
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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
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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.”
GLENN BAKER IS
EDITOR OF NZBUSINESS.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.”START-UP OF THE MONTH