Exploring Life & Business with Matt Titone of ITAL/C + Indoek

Today we’d like to introduce you to Matt Titone.

Hi Matt, thanks for joining us today. We’d love for you to start by introducing yourself.
I studied graphic design and illustration at the Savannah College of Art & Design (SCAD), then lived in NYC for a couple of years after graduating where I worked as a freelance art director and designer. I moved to California in 2006, where I continued my career path in the visual arts. Now I’m a co-founder and principal of the design studio ITAL/C and surf culture brand, Indoek. ITAL/C is a multidisciplinary branding + design studio based in Los Angeles, California, founded in 2012 by myself and Ron Thompson. Our clients range from Patagonia, Netflix, Google, Proper Hotels, Meta, Headspace, LA Phil, and Reebok among many others. In addition to my studio work, I have authored two best-selling “Surf Shacks” books featuring creative surfers and their homes. Over 60,000 copies of both volumes have been printed to date, they are distributed worldwide by Gestalten. I also co-authored “On Surfing,” another book published by Indoek that features my portraits of 25 surf luminaries. My personal art has appeared in group shows at galleries in New York and Los Angeles, as well as the Beach Life and Ohana Festivals in Southern California and the Gutstein Gallery in Savannah.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It has never been a smooth road, there have always been struggles. I remember leaving a high-paying job in NYC to move to California with no goal or prospects in sight. After six months, I almost drove back to the east coast with a maxed-out credit card and $8 in my bank account, but then a job offer came. Contrary to popular belief, starting your own design studio is not as glamorous or easy at it may seem. In 2012, I made 1/4 my salary of the previous year, but at the same time, I loved the adventure of starting a new business and the creative freedom that came with it. Our studio has had plenty of highs and lows over the years, but that comes with the territory. The biggest thing is to keep learning from your experiences along the way — treat every struggle as an opportunity to grow.

As you know, we’re big fans of ITAL/C + Indoek. For our readers who might not be as familiar what can you tell them about the brand?
ITAL/C is a multidisciplinary branding + creative studio. Our designers specialize in building brands from the ground up and leading established brands in new directions. We are designer owned and operated, meaning my business partner, Ron and I do most of the work ourselves. We are small and nimble, our clients tend to appreciate that about us.

On the other hand, our sister brand, Indoek is an entirely different creative entity. Celebrating coastal creative culture through projects, stories and wares, Indoek presents a curated perspective and considered aesthetic to the surfing lifestyle. Over the years, we have fought growth and taken a “one at a time” approach to every passion project — whether it’s been a film piece, a book project, product collaboration, art show, or photo series. Born out of a passion for aquatic activities and a frustration with an industry that tends to misrepresent them, our goal is to elevate surf culture and champion the creative personalities who have shaped it over the years. Indoek has benefitted from a low-pressure mentality as a home for the personal pursuits of Italic Studio. Slow and steady moves have gotten us here and that is the pace we are comfortable with. We started as a blog when that was a thing, evolved into a publisher of original content, and our next chapter is a physical space that serves primarily as an art gallery in Ventura County, California.

Contact Info:

• Website: https://italic-studio.com/
• Instagram: italicstudio