aesthetic portrait
photo portrait
Top: Scott Buschkuhl Bottom: Michael Mercer-Brown, Rosie, Regina Puno

About

Studio Size

Small (1-5)

Year founded

2007

Borough

Manhattan

Studio Bio/Philosophy

Hinterland is a multidisciplinary design studio. We create identities, publications, illustrations, and more. We believe that the best work comes from a close collaboration between client and studio. Our passion is for solving design problems and integrating all project elements—from overall concept to specific detail—to present a unified message.

The Team

Hinterland has 3 people. Of those, 1 is a studio head.

60% of studios are small-sized (1-5 people).

Gender Breakdown

67% male

33% female

Average height

5’4”-5’6”

Shortest: 5’1”
Tallest: 6’0”

Average age

26-30

Youngest: 22
Oldest: 35

Number of freelancers/year

1-5

Number of interns/year

1-2

Average: 1-2

Studio Disciplines

Breakdown of Work

5%

Motion

20%

Interactive

Number of studio projects

26–50

Pro-bono projects

1–5

Strategy/Execution

65% Strategy

35% Execution

Primary Specialties

  • Art Direction (58)
  • Books (52)
  • Brand Strategy (42)
  • Branding & Identity (77)
  • Editorial/Publication Design (51)
  • Exhibition Design (33)
  • Illustration (45)
  • Information Graphics (41)
  • Packaging (45)
  • Print (75)
  • Web Design (59)

Clients’ Industries

  • Education (40)
  • Healthcare (18)
  • Media & Publishing (58)
  • Music (28)
  • Products (32)
  • Real Estate (24)
  • Technology (37)
  • The Arts/Cultural Institutions (71)

Hinterland’s Clients

Scott Buschkuhl, Principal

Demographics

Age 35, Male, from Monroe, New York, United States, now lives in Carroll Gardens, Brooklyn, New York. Formal education is undergraduate degree, primary design education is school (School of Visual Arts).

What’s been the biggest influence on your design career?

Attending the School of Visual Arts was a big influence; it taught me what it means to "think with typography" and the value of being an "image maker." I owe a debt of gratitude to Carin Goldberg, Michael Ian Kaye, Paula Scher and Abbott Miller.

Years in Design Industry

13 years

Average: 17 years

Teaching Design

  • School of Visual Arts — 4 years

Time spent designing

30% actual

60% desired

Location

The Space

The studio is about 600 square feet. It’s rented and they’ve been there for 6 months. They share a space with 1 other company/individual.

Approximately 86 square feet/person. The average is 210 square feet/person.
37% of studios share a space.

Number of times moved

3

Total people in space

7

Hinterland: 3, Other: 4

Other businesses in the space

  • Other graphic design studios

Amenities

  • Cleaning service (44)
  • Doorman (23)
  • Elevator (54)
  • Espresso machine (23)
  • Freezer (43)
  • Library/book collection (67)
  • Photo/video equipment (45)
  • Pin-up board (43)
  • Whiteboard (23)

Number of conference rooms

1

Client meetings held in studio: Less than half

Number of plants

26+

Decorations

Books and bookshelves, Process materials for ongoing projects, vintage typographic posters

Desk Policy

We keep our desks clean and tidy.

Space Satisfaction

We like it, but plan to make some changes to the space

Working Days

Working week

The work week is 60-69 hours/week, core hours are 8:00-7:00, with the first in at 8:00am and the last out at 8:00pm.

8% of studios work 60-69 hours/week.
The average is 40-49 hours/week.

Work Weekends?

Never

Busiest Time of day?

Afternoon

Culture

Music

Plays music for 60% of the day at an average volume. Currently obsessed with Tame Impala, Beach House, Big Pun, El-P, Onra, Bear in Heaven, Atoms for Peace, Com Truise, and most played over the last year is Com Truise.

Biking to work

1

127 bikers across all studios

Pick your poison

Whisk(e)y

Overall Noise Level

Average

59% of studios are average

Studio pets

1 dog

32% have pets at the studio

Working groups

71%

Studio

Encourage freelance work?

Indifferent

Internal studio meetings

Once a week

Eat out for lunch?

Once a month

Favorite sit-down lunch: Cafe el Portal, Nolita

Critiquing Process

75%

On-screen reviews

Studio Outings

Drinks after work

Favorite Place(s): Another Room, Tribeca

Studio Rituals

Afternoon espressos, Friday drinks

Hashtags

  • #247365
  • #careincraft
  • #chinatown
  • #coffeesnobs
  • #collectors
  • #detailsarenotthedetails
  • #educators
  • #filmbuffs
  • #foodies
  • #fuckpopculture
  • #honest
  • #intlsuperheroesofdesign
  • #jackofalltrades
  • #killsomebabies
  • #musicallyminded
  • #notrends
  • #obsessivecompulsive
  • #officemascot
  • #printsnotdead
  • #qualityoverquantity
  • #slaysomebeasts
  • #slipperwearing
  • #typenerds
  • #whiskeylovers
  • #workwithwhatyouhave