Hinterland
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
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
- Ullens Center for Contemporary Art (UCCA)
- American Museum of Natural History
- Nakamura Keith Haring Collection
- Robert Bump Construction
- Simon and Schuster Publishers (2)
- Time Magazine (7)
- Well Rounded Sound
- Wired Magazine (4)
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
Previous Design Employment
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
Favorite Typefaces:
- Akzidenz-Grotesk (13)
- bryant (2)
- DIN (13)
- Eureka
- Eureka Sans
- Gotham (17)
- Gotham Rounded
- Swift (2)
- The Sans (2)
- Trade Gothic (14)
- Walbaum (2)
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
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
Studio Outings
Drinks after work
Favorite Place(s): Another Room, Tribeca