Clarity as currency: Tomorrow always cuts the fluff, leaning instead on its modernist taste and tone

If you sift through the work of Tomorrow, a design studio based in Vancouver, it’s impossible not to notice the unassuming simplicity of their projects. The identities they’ve crafted over the years all share an essentialist tone – marked by a considered use of geometric forms, space and text, that says a lot by saying quite little. This visual slant, which might seem stylistic, is actually ideological. A little digging into the beginnings of its studio and its Founder, Greg Durrell, reveals a lot about the studio’s work. Durrell, from the very beginning of his career, was enchanted by the idea of modernism, best felt through his feature-length documentary ‘Design Canada,’ which looks back at how a group of European modernists shaped Canada's national identity in the 1960s through design. Years later, when he founded Tomorrow, this interest became an undercurrent that has marked every project the studio has picked up since. As Tomorrow launches a refreshed website, we invited Durrell to cast his eyes back to the beginnings of the studio, taking a moment to pause and take stock of the journey he’s been on. Here, he traces the path that steered him to Tomorrow, and tells us about the ideas that – after two decades of being in the business – keep him going in work and life.