Enterprise Nation

We knock on the incredibly professional front door of Jonathan Howells to ask about a business he started in London and Toronto and that produces spell-binding work for some of the world’s biggest brands. Prepare to be amazed by the creative prowess of this happy homeworker.

When did you start Dinnick & Howells?

I started Dinnick & Howells in 1995 in Toronto, Canada, where I am originally from. In Toronto the company had a full time staff of between 5 and 7 people, which was very exciting, but I eventually grew tired of managing. A few interesting opportunities brought me to London, and I officially opening this office in 2005, working independently from  a home office, which I love!

What were you doing before starting the company?

Before Dinnick & Howells, I was working as a Senior Designer at one of Toronto's larger branding and design offices.

How did you and Angela Leslie come to work with each other?

Angela was our very first employee, and as of very recently, our last as well. She has now moved on to other things, and I am completely solo.

Does Angela work in Canada and you in London? Or do you live in both locations?

Angela had been based in Toronto, Canada, looking after the various Canadian clients and business, while I am based in London, looking after the UK clients.

Either way, how does it work? Do you meet up face-to-face and in between times, how do you communicate?

Angela and I would exchange loads of daily emails to keep each other up to speed on all the various balls in the air.  I would travel to Toronto fairly regularly to have some face time with clients there, and Angela and I would always have a good catch up as well.

You have an incredible roster of clients. How did these brands find you?

Thanks! We've been very fortunate to have worked with a lot of interesting people and brands. The list of clients is historical, so we're not necessarily working with all of them all now.  Our business has grown almost entirely from word of mouth, and referrals. When you do work that clients are proud of (which I would like to believe we've done from time to time) they are happy to spread your name.  This has been hugely valuable for us, because I'm not nearly as enthusiastic about new business pitching side of the business as I am the creative side. The creative side is what motivates me.  I love to provide the most powerful, creative work possible for our clients and their brands, all within the confines of the brief, of course.

Do you tell clients you work from home?

All of our older clients, with whom we have a long standing relationship, know that I am working now from a home-based office, and because they know that the work is solid and will be delivered on time, at the high standards they have come to expect, "most" don't have a problem with it.

But with new clients, I tend to feel it out first before revealing it.  It is hard to tell what their opinion might be of companies that are home-based.  I think some may regard a home-based consultant as somehow less established or less professional, but the truth is, I have spent my career in office environments (been there, done that) and I now know I can do even better work without the interruptions and bureaucracy of a larger group of people around me. My work is now more concentrated and the processes are more stream lined. When I need more people on the project, I simply bring in freelancers.

Your work is stunning and one campaign is different to the next. When working from home, how do you get your inspiration? What makes your creative juices flow?

Thank you!  I have always prided myself on not having a 'house style' but rather a 'house methodology' that results in a continually widening array of visual solutions in the portfolio.
Even more now, as I have started to offer animation and motion graphics to clients, in addition to design for print.

My inspiration comes from all around me, from the most unexpected places and the most unexpected times.  Last summer, for example, I visited Carter's Steam Fairi in North London, and found it to be among the most visually inspiring things I had done in months (believe it or not).

I recently started a blog that is essentially a receptacle for my inspiration. As a designer, I'm quite a typography geek, and love the infinite variety of letterforms that have existed going way back into history and right up to tomorrow.  This is essentially the focus of the blog, and some photos are Carters Steam Fair made up my very first post!   

Do you sub-contract work to other designers/partners?

Yes, I have a roster of younger designers who I bring in to projects when I need support or specialization, both in Canada and in London.

Do you work from a dedicated room in the house?

Yes. I have a dedicated area in the main floor of my house that is Dinnick & Howells HQ!

What is the one thing in your home office you couldn't do without?

The blissful, uninterrupted, quiet environment that allows me to do what I do best. That and my Mac.... I love my Mac!

Jonathan Howells delights Emma Jones with his work and words 

• Dinnick & Howells