PRINCIPAL CREATIVE, PIEDMONT BRAND CO., WILLOW SPRING NC
Brad Stoneking is a lot of things. He’s a dad, a husband, karaoke god, agent of chaos, and, of course, a Graphic Designer.
Starting out as a poster designer in 1998, Brad has spent the last 25 years growing his talents and reputation as a creative savant, working for multiple agencies, across various industries, all while building a solid freelance roster.
In 2020, at the height of a global pandemic, Brad decided to leave agency life behind, and set out on his own, under the banner of Piedmont Brand Co. Brad lives by the creed that “Everyone deserves good design,” a principle that fuels his small-yet-fierce agency. As such, he champions accessible and impactful design, specializing in brand identity, illustration and packaging.
His design work has been recognized nationally and has been showcased in publications, including GDUSA. In 2016 he co-founded Last Friday in Clayton, a monthly community event that celebrates local art and culture. Brad is also an active participant in many design conferences across the country, including Crop Cons, where he will be the Emcee in 2024.
TL;DR: Brad is a designosaur on a singular mission: to build an agency that stands as a testament to good design and to the timelessness of creativity.
As we pivot into a post-pandemic era marked by societal challenge and change, are you optimistic about the future of Graphic Design to support and shape commerce, culture and causes? Why do you feel the way you do? Are you optimistic about the future of your own firm?
I feel that proper craft and an understanding of design fundamentals has taken a back seat to mass-produced, disposable moments of content. We, at Piedmont, believe that good design will always push commerce, culture and causes forward, but good design requires understanding the “WHY” so you can execute the “HOW.” As long as humans rely on visual communication, Graphic Design will endure. As long as I can hold a pencil, Piedmont will endure. But I worry for those who are quick to call themselves graphic designers without a firm grasp of the fundamental principles of design.
We are seeing an increased focus on Package Design to advance the brand, tell the story, amplify the experience, forge an emotional connection. Do you agree with this observation and, if so, what advantages does packaging have over other graphic communications?
The rumors are true. Package design is going through a renaissance right now. Long before the internet, we used to have to leave our homes and physically buy things to make a connection with packaging, but now there are entire YouTube channels dedicated to the unboxing experience. For me, the ones that stand out most are the projects where the package gets to enjoy a life beyond delivery, like a seemingly innocuous cell phone box that converts into a nightstand dock, or a food package that has sunflower seeds embedded in the biodegradable container. I firmly believe that creating a tactile response is vital to building an authentic brand. In an age where advertising focus tends to be digital-first, I feel that brands that lean into curated experiences with thoughtful packaging will have a deeper, more meaningful connection with their intended audience.
