Will Tuddenham
An interview by 1993 with Graphic Designer, Art Director, and creator of Hoop Projects, Will Tuddenham.
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Who are you? Where are you from?
W
T
I am a graphic designer, art director, cat dad, washed up snowboarder and skateboarder, and a basketball enthusiast, originally from Salt Lake City, UT. Currently, I live in Los Angeles, CA.
1
9
9
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How did you go from ex pro snowboarder to Art Director?
W
T
I think if you are a snowboarder or skateboarder, you inherently love creating and learning. Curating a video part with tricks and music is a way of creating art and expression of yourself. There is a lot of overlap from what I did in snowboarding, to what I do now. But I think design specifically came into my life because I had close friends that were graphic designers and I was always so drawn to their ability to create. Plus, like most kids that grow up snowboarding and skateboarding, I was obsessed with board graphics and skate/snowboard company logos. Design had always intrigued me, but it was something I never believed I had the skills to actually do myself. When my brief snowboard career came to an abrupt halt I had to make a major life shift and design was the obvious choice, even if it took me a while to build the confidence to accept it. So at age 25 I finally decided to get my BFA in graphic design. That came with a lot of insecurities going back to school at an older age, but I truly loved studying and learning about design. I was also fortunate to learn from close friends that had been designing for years, and I did internships at various studios in Utah that really helped me to learn quickly and broaden my view of design.
1
9
9
3
When did basketball enter your life? Why was the sport so impactful to you?
W
T
I started playing basketball at a very young age. I think I was about 3-4 years old when I got my first mini hoop and became obsessed with it. This also meant I was introduced to the NBA during the peak MJ + Utah Jazz era, which made it almost impossible for me not to love the sport. The way Jordan played the game and looked on the court, my local team being so good, and my love of playing the sport, made it the perfect scenario. I remember begging my mom to have the NBA logo painted in my bedroom, which surprisingly she allowed. I wanted the sport in every aspect of my life. When I discovered skateboarding and snowboarding around age 14 I didn’t pay attention to basketball for many years. Luckily, I got sponsored by a goggle company called Ashbury and the owners of the company (Lance & Mike Hakker, and Nima Jalali) were huge NBA fans. We really connected over basketball and it brought back my love for the game and I started playing and watching it religiously again.
When I started practicing design I remember this specific book Actual Source created - a Kobe Bryant stat book. It opened my eyes to the overall potential basketball has in terms of creating. Also, the visuals and ideas that can come out of something you're passionate about seemed exciting to me.
1
9
9
3
What is your favorite basketball moment?
W
T
This used to be an easy answer, and I would always say when Stockton hit the 3 to send the Jazz to their first NBA finals ever. But one moment I keep coming back to lately is that game winner Dame hit in round 1 of the 2019 playoffs. It wasn’t game 7, it didn’t send them to the finals or even conference finals, but it truly felt like the most cold blooded game winners i’ve ever seen, not to mention his “bye bye” wave to OKC at the end. I love that shot.
1
9
9
3
What do you consider to be an underrated basketball moment?
W
T
This is so random, but there was a pre season Jazz game in 2012 where a player, Jeremy Evans, (who is no longer in the league) had one of the most athletic plays I've ever witnessed. I wouldn’t say it’s underrated considering it was a preseason game, but it’s cool as hell to watch.
1
9
9
3
What are your design philosophies? And how do they apply to Hoop Projects?
W
T
This changes often. I used to be very stuck in thinking there was a right way and a wrong way to design, which was very close minded. I no longer go into projects with that mindset, I think right now I am designing with the opposite in mind. I guess you could say a willingness to adapt and evolve is a philosophy? I think Hoop Projects allows me to do that. There isn’t a true set identity, it evolves from project to project. I am not forcing myself into any hard rules with it, otherwise I think I would grow to resent working on it. Hoop Projects acts as a sketch board in some ways. I have no set agenda or timeline in which I have to release products, if something feels right, I will move forward with it. I have about 3-4 projects in limbo right now, but recently one clicked, and after 2 years of not releasing anything, I have decided to make it happen within the next year.
1
9
9
3
Describe the projects you have done to date?
W
T
The first project was pretty loose, and more of a way to get the ball rolling to see how I could do this. The idea was to design around the 2002 Lakers team that went 15-1 in the playoffs. One of the more dominant playoff runs to ever happen. The items were 2 t-shirts (one designed by Sam Jayne, one designed by myself) and a pair of socks (designed by Jordan Awan). I am super grateful to both Sam and Jordan for helping me out on the first project. I still use illustrations Jordan drew for me on various sketches for Hoop Projects. They rule.
The second project was around Michael Jordan’s final shot with the Bulls to win his 6th championship. I created a t-shirt, and Stefan Marx illustrated a basketball. I had been a huge fan of Stefan’s work for some time so it was pretty amazing to work with him on this project. The basketball we created is more inline with where I want to go with Hoop Projects - limited edition, unique items. T-shirts are always fun to make, but something like a basketball, a pair of laces, a sports bag - that’s what really starts to excite me. That is the direction I am going with the third project, hopefully it all comes together how I imagine.
1
9
9
3
What are you working on next?
W
T
Right now things are on hold, and I was hesitant to say and show what the next project will be because I am unsure if production will create any hurdles that will force me to adjust my designs. But the ideas I have for it are real and conceived, so no harm in sharing the idea. Project 3 is a Mini Hoop + Ball that will come with a transfer sticker pack and book inspired by the NBA Slam Dunk contest. The sticker pack allows you to customize the backboard to your own personal liking and the mini hoop itself has an inset french cleat mounting system, which allows it to be hung flush against a wall or on a door. The book is a bit of an interactive experience that links to webpages showing Slam Dunk Contest highlights. I like the idea of giving people choices with how they use and show this piece. It almost becomes more of a piece of art rather than something you might actively slam on, but I see no issues with being able to shoot and do non-rim-grabbing dunks on it. We will see how production goes though :)
1
9
9
3
What is your dream collaboration?
W
T
Honestly, anything that allows me to make these unique objects. It could be specialty basketballs, posters, or mini hoops for an NBA Allstar weekend, a unique item to accompany a Jordan or Nike shoe release, anything that just allows me to keep creating in the world of basketball would be a dream.
1
9
9
3
What shoes do you hoop in?
W
T
I am actually not much of a sneakerhead, but I came across these Russel Westbrook “Why Not?” Jordan brand shoes and I couldn’t say no. So that is what I am currently playing in. I am loving them so far.
1
9
9
3
Where can people follow you and Hoop Projects?
W
T
Just like the Hoop Projects releases, my social media presence is a rare sighting right now. I don’t tend to share much of my work, but you can follow me at @willtuddenham for occasional posts, and Hoop Projects at @hoop.projects
Will Tuddenham
An interview by 1993 with Graphic Designer, Art Director, and creator of Hoop Projects, Will Tuddenham.
1
9
9
3
Who are you? Where are you from?
W
T
I am a graphic designer, art director, cat dad, washed up snowboarder and skateboarder, and a basketball enthusiast, originally from Salt Lake City, UT. Currently, I live in Los Angeles, CA.
1
9
9
3
How did you go from ex pro snowboarder to Art Director?
W
T
I think if you are a snowboarder or skateboarder, you inherently love creating and learning. Curating a video part with tricks and music is a way of creating art and expression of yourself. There is a lot of overlap from what I did in snowboarding, to what I do now. But I think design specifically came into my life because I had close friends that were graphic designers and I was always so drawn to their ability to create. Plus, like most kids that grow up snowboarding and skateboarding, I was obsessed with board graphics and skate/snowboard company logos. Design had always intrigued me, but it was something I never believed I had the skills to actually do myself. When my brief snowboard career came to an abrupt halt I had to make a major life shift and design was the obvious choice, even if it took me a while to build the confidence to accept it. So at age 25 I finally decided to get my BFA in graphic design. That came with a lot of insecurities going back to school at an older age, but I truly loved studying and learning about design. I was also fortunate to learn from close friends that had been designing for years, and I did internships at various studios in Utah that really helped me to learn quickly and broaden my view of design.
1
9
9
3
When did basketball enter your life? Why was the sport so impactful to you?
W
T
I started playing basketball at a very young age. I think I was about 3-4 years old when I got my first mini hoop and became obsessed with it. This also meant I was introduced to the NBA during the peak MJ + Utah Jazz era, which made it almost impossible for me not to love the sport. The way Jordan played the game and looked on the court, my local team being so good, and my love of playing the sport, made it the perfect scenario. I remember begging my mom to have the NBA logo painted in my bedroom, which surprisingly she allowed. I wanted the sport in every aspect of my life. When I discovered skateboarding and snowboarding around age 14 I didn’t pay attention to basketball for many years. Luckily, I got sponsored by a goggle company called Ashbury and the owners of the company (Lance & Mike Hakker, and Nima Jalali) were huge NBA fans. We really connected over basketball and it brought back my love for the game and I started playing and watching it religiously again.
When I started practicing design I remember this specific book Actual Source created - a Kobe Bryant stat book. It opened my eyes to the overall potential basketball has in terms of creating. Also, the visuals and ideas that can come out of something you're passionate about seemed exciting to me.
1
9
9
3
What is your favorite basketball moment?
W
T
This used to be an easy answer, and I would always say when Stockton hit the 3 to send the Jazz to their first NBA finals ever. But one moment I keep coming back to lately is that game winner Dame hit in round 1 of the 2019 playoffs. It wasn’t game 7, it didn’t send them to the finals or even conference finals, but it truly felt like the most cold blooded game winners i’ve ever seen, not to mention his “bye bye” wave to OKC at the end. I love that shot.
1
9
9
3
What do you consider to be an underrated basketball moment?
W
T
This is so random, but there was a pre season Jazz game in 2012 where a player, Jeremy Evans, (who is no longer in the league) had one of the most athletic plays I've ever witnessed. I wouldn’t say it’s underrated considering it was a preseason game, but it’s cool as hell to watch.
1
9
9
3
What are your design philosophies? And how do they apply to Hoop Projects?
W
T
This changes often. I used to be very stuck in thinking there was a right way and a wrong way to design, which was very close minded. I no longer go into projects with that mindset, I think right now I am designing with the opposite in mind. I guess you could say a willingness to adapt and evolve is a philosophy? I think Hoop Projects allows me to do that. There isn’t a true set identity, it evolves from project to project. I am not forcing myself into any hard rules with it, otherwise I think I would grow to resent working on it. Hoop Projects acts as a sketch board in some ways. I have no set agenda or timeline in which I have to release products, if something feels right, I will move forward with it. I have about 3-4 projects in limbo right now, but recently one clicked, and after 2 years of not releasing anything, I have decided to make it happen within the next year.
1
9
9
3
Describe the projects you have done to date?
W
T
The first project was pretty loose, and more of a way to get the ball rolling to see how I could do this. The idea was to design around the 2002 Lakers team that went 15-1 in the playoffs. One of the more dominant playoff runs to ever happen. The items were 2 t-shirts (one designed by Sam Jayne, one designed by myself) and a pair of socks (designed by Jordan Awan). I am super grateful to both Sam and Jordan for helping me out on the first project. I still use illustrations Jordan drew for me on various sketches for Hoop Projects. They rule.
The second project was around Michael Jordan’s final shot with the Bulls to win his 6th championship. I created a t-shirt, and Stefan Marx illustrated a basketball. I had been a huge fan of Stefan’s work for some time so it was pretty amazing to work with him on this project. The basketball we created is more inline with where I want to go with Hoop Projects - limited edition, unique items. T-shirts are always fun to make, but something like a basketball, a pair of laces, a sports bag - that’s what really starts to excite me. That is the direction I am going with the third project, hopefully it all comes together how I imagine.
1
9
9
3
What are you working on next?
W
T
Right now things are on hold, and I was hesitant to say and show what the next project will be because I am unsure if production will create any hurdles that will force me to adjust my designs. But the ideas I have for it are real and conceived, so no harm in sharing the idea. Project 3 is a Mini Hoop + Ball that will come with a transfer sticker pack and book inspired by the NBA Slam Dunk contest. The sticker pack allows you to customize the backboard to your own personal liking and the mini hoop itself has an inset french cleat mounting system, which allows it to be hung flush against a wall or on a door. The book is a bit of an interactive experience that links to webpages showing Slam Dunk Contest highlights. I like the idea of giving people choices with how they use and show this piece. It almost becomes more of a piece of art rather than something you might actively slam on, but I see no issues with being able to shoot and do non-rim-grabbing dunks on it. We will see how production goes though :)
1
9
9
3
What is your dream collaboration?
W
T
Honestly, anything that allows me to make these unique objects. It could be specialty basketballs, posters, or mini hoops for an NBA Allstar weekend, a unique item to accompany a Jordan or Nike shoe release, anything that just allows me to keep creating in the world of basketball would be a dream.
1
9
9
3
What shoes do you hoop in?
W
T
I am actually not much of a sneakerhead, but I came across these Russel Westbrook “Why Not?” Jordan brand shoes and I couldn’t say no. So that is what I am currently playing in. I am loving them so far.
1
9
9
3
Where can people follow you and Hoop Projects?
W
T
Just like the Hoop Projects releases, my social media presence is a rare sighting right now. I don’t tend to share much of my work, but you can follow me at @willtuddenham for occasional posts, and Hoop Projects at @hoop.projects