Cantrell Shares His Experiences Founding a Boutique Design Studio, Illustrating His First Graphic Novel and Embracing New Opportunities
Growing up, Kevin Cantrell was always finding ways to create unique worlds. At 14 years old, he started working on his first book. While he initially wanted to be a writer, he brought his passion for storytelling to BYU’s graphic design program. In 2008, he graduated, got married, and started his first job after college working for Hint Creative in Salt Lake City.
Cantrell started out as a designer at Hint but worked his way up to becoming an art director. After spending six years at Hint, he started freelancing on the side. Clients hired him for his unique skillset, which combined lettering and typography with branding.
Over time, Cantrell worked on more projects, gained more recognition and attracted more customers. Feeling confident in his client base, he decided to leave his job at Hint Creative and launched Kevin Cantrell Studio in 2014.
“My wife and I were expecting our third child, which was intimidating since I was leaving my job and going solo,” Cantrell said, “but it felt right.”
In 2014, Cantrell won the ADC Young Guns Competition, which celebrated the top rising artists under 30 across the globe. He gained visibility from the competition and was contacted by a talent scout named Erik Attkisson. Atkinson represented and helped Kevin Cantrell Studio contact agencies and find customers. The two men have been working together as business partners ever since.
Cantrell began creating branding elements for hotels across Spain, such as the Cottonhouse Hotel in Barcelona. Another branding endeavor he took on was for Fetcham Park, one of the top wedding venues in the United Kingdom.
Cantrell describes his style as ornate and vintage, attracting clients who sell decadent products and services.
“I designed branding for more hotels and luxury spaces, and never looked back,” Cantrell said.
In all of his work, Cantrell aims to honor the values he learned as a student at BYU.
“I try to root my work in principles of truth, whether it's through the design or working with ethical clients,” Cantrell said.
After establishing himself as a successful graphic designer, Cantrell was contacted by the head of BYU’s design program, who asked whether he would be interested in teaching.
“A couple of professors had tried to get me to teach before, and at the time I had no interest in teaching,” Cantrell said. “But as you progress in your career, you want new challenges.”
Embracing the opportunity to teach, Cantrell completed an MFA program at Vermont College of Fine Arts and began teaching branding and typography classes at BYU. After completing his master’s degree, he plans to continue teaching while maintaining his practice.
Throughout his MFA program, Cantrell has been working on a graphic novel called “The Kovadrin Chronicles,” a project he began 25 years ago. He has been collaborating with his brother on it for four years.
“I've had an idea for a graphic novel since I was 14,” Cantrell said. “At first, I wanted to be a writer, but I'm not good at writing narratives and character arcs. My brother, Tyson Cantrell, who also graduated from the BFA program, loves writing and is incredible at it, complimenting my abilities seamlessly.”
While the story began as a novel, Cantrell decided to use his talents in art directing and illustrating to bring the literary feat to life beyond words.
“It's called ‘The Kovadrin Chronicles.’ It's like my magnum opus,” Cantrell said. “It's the culmination of the abilities I've gained over the last 20 years: typography, lettering, pacing, illustration and narrative. Branding is all about narrative, and what's the biggest thing you can brand? Well, a universe.”
Cantrell describes “The Kovadrin Chronicles” as “a cosmological fantasy universe based in LDS theology.”
Pulling inspiration from several languages, Cantrell created the Kovadrin Alphabet featuring letters he designed himself.
Cantrell says creating “The Kovadrin Chronicles” has allowed him to harmonize his talents with his religious beliefs. He credits BYU and the professors who connected design to the gospel for helping him intertwine faith and creation.
“I always try to stay centered on the gospel because it is the foundation of what I do,” Cantrell said. “Excellence and the idea of craftsmanship were shaped by my experience going through BYU’s graphic design program.”
Cantrell notes that navigating the realm of design is not as simple as wishing on a shooting star, but success comes through perseverance.
“Failure is part of growing and learning, and it's not just isolated to school,” Cantrell said. “As a species, we evolve through suffering and pressure. To become like God, we have to go through trials, and part of our transformation comes through that experience.”
Cantrell emphasizes that learning happens beyond a classroom. He believes that taking small steps in the right direction can build character and prompt growth.
“With how challenging the field of design is, if you want to be good, you have to be able to take feedback and learn from it,” Cantrell said. “Small, insignificant and daily choices enable you to achieve great things. And in the pursuit of excellence, we transform ourselves and the world around us.”
