What is your name/nicknames?
Leo Ayden Broadhead. None of which are names that lend themselves well to nicknames. ‘Leo’ is kind of an old man’s name, so I went by ‘Ayden’ in my early years to appear more youthful. Now people simply refer to me as ‘Leo,’ ‘Leonard,’ or (rather inventively) just ‘Broadhead.’ I’ve been trying to get people to call me ‘Hoagie’ with little success.
How would you describe your position?
Much like the blacksmiths and carpenters who came before me, I am a maker. Only instead of fiery forges and whirling table-saws, I have Firefox and whirling apple wheels. While times may have changed since the Broadheads of yore, one thing has stayed the same; I’m still creating, crafting, and building new and awesome materials every day! As a designer, I get to take the broad, abstract vision of a brand, melt it down to a malleable idea, and hammer the hot molten visuals until it’s one solid identity. Like some kind of Graphic Designsmith, or a Brand Identitysmith. Just with more fingers.
What are your academic credentials?
I have a Bachelors of Fine Arts in New Media from the University of Lethbridge, and an unfinished application to Harvard.
What do you do in your spare time?
Head west. I always keep an extra pair of boots in the car for any spur-of-the-moment adventures. Our Rocky Mountains give us some of the best views in the whole world. Plus, the little rocky mountain towns also cook up some of the best food and drinks money can buy. Which is really why any of us put up with those gruelling hikes, right? It’s not the view at the top – but the beer at the bottom!
Who or what inspires you and why?
Ghost signs, highway diners, and the Trans-Canada Highway. There are so many hidden gold mines of good design tucked away in the dusty corners of this massive country! I love stumbling across those little faded and forgotten nuggets of artistic beauty. Oh, and Goalie masks!
What was your favourite sitcom growing up?
The Red Green Show taught me everything I ever needed to know about automotive repair, home improvement, and interior decorating. I still keep a couple rolls of duct tape in my car in case I need to make any emergency roadside repairs!
If you were only allowed to listen to one music album for the rest of your life, what would it be?
Throw on the Tragically Hip’s Yer Favourites and I’ll groove through that cover-to-cover any day of the week.
Write the story of your life in six words.
Broad head, big heart, tiny legs.
If you could eat anything right now, what would it be?
A club sandwich. Er, no, an eggs benny!
What is your most prized mundane possession?
A previous boss of mine gave me the hockey card collection he’d been collecting since the early 90s. There must have been 5000 cards, both opened and unopened, spanning everybody from Mess to Dougie Gilmour. There was even an authentic Lanny McDonald autograph scribbled on a hotel envelope that was sandwiched between a Felix Potvin and an Eddie Belfour. I’m not sure who ‘Michelle’ is, or why Mr. McDonald was sending her his best wishes, but it’s mine now and I’m keeping it – Sorry Michelle!