Hydro74 is a Orlando based designer, otherwise known as Joshua M. Smith. The soul purpose of my career is to push the boundries in doing what I feel is relevant to the market as well as extract various elements and trends to be able to offer them up in my own personal work. But let’s be honest. I do what I love because I love it. Not because I have to do it, nor am forced to do it, but rather passionate about doing what I do. I firmly believe in having set style tones, yet a sense of diversity to make any various project unique to the demands that are set forth.
Typography is far more than just a simple addition to a product or brand, it is what sets the tone for the entire piece. Each letter has a way of reacting and uniting to form meaningful, powerful words that embrace a sense of emotion or power. With that knowledge, producing pieces that best represent the needs is what Hydro74 prides itself on to help other brands find their identity and voice, philosophically and aesthetically.
Apparel is a amazing medium that is widely embraced by masses to best symbolize one’s individuality while conforming to various cliques. This is something I fully understand and appreciate. Even to the point that a close friend & I put on a T-Shirt Gallery Show that grows in attendence and online with each new version that is produced. Apparel is everything that is meaningful in design because it is a common bond everyone shares and voices our most inner feelings without having to openly state it each and every time we speak. It is the true cog in the wheel of conformity that allows us the illusion of individuality and our own personal choice to be unique in this very common world.
Complexity and a fluid organic approach is what is highly valued in each and every piece. A Illustration to me is something that tells a story with out words needed. It builds a bond with the viewer who will either get it, or find it horrible, yet, the interaction is what is desired when doing a piece. Some Illustrations are trend based iconic structures meant to embrace the masses to encourage sales, while others are explorations turned to symbolic ideas on paper or fabric. Illustration is something I find deep meaning in.