Experience

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  Littlefish Design

  • United States
  • Design Services
  • 1 - 100 Employee

  • Founding Principal and Director of Design at Littlefish Design

    • Jan 2006 - Present

  • Founding Principal

    • 2006 - Present

    Littlefish Design was founded in January of 2006 by Angela Matthews in Ann Arbor, Michigan. With experience in running environmental design departments for large architectural firms and prior experience of working in fabrication facilities, Angela carefully considered her field of practice. Shifting focus from large retail developments and fabrication details, she began to gain perspective on the larger practice of communicating through the environment. Reaching out to mentors from related design fields, Littlefish formed as a collaborative studio emphasizing the approach of “Learn, Think, Make.”We embrace “Learn, Think, Make.” When applied to projects, it means starting with research, observation, open minds and open ears. Learn everything we can from as many perspectives as possible. Ask a thousand questions. Then think. Strategize. Consider how many user touch points exist, what cues are in the environment, how messages are interpreted and how these things relate, reinforce, clarify, and/or conflict. Define the reason and logic behind the existence of elements. Look at the project 100 ways. After thinking about a system, then we begin to conceptualize the form of things. Then make. Make it wonderful, make it intriguing, make it feasible, but mostly, make it once.When “Learn, Think, Make” is applied to our process as designers, it means constantly learning about industries and learning about ourselves. Thinking about our people and our process, then making changes to maximize effectiveness and find fulfillment in our careers. Our guiding principles are simple: Ask questionsWhen in doubt, waitMeasure everythingRecognize other’s geniusBe honestRespect your limitsAbove all else, kindness

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  Wayne State University

  • Detroit, MI

  • Adjunct Faculty

    • 2007 - 2008
    • Detroit, MI

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  LS3P ASSOCIATES LTD.

  • Charlotte, North Carolina Area

  • Director of Environmental Graphics

    • 2005 - 2006
    • Charlotte, North Carolina Area

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  JPRA Architects

  • Farmington Hills, MI

  • Director of Environmental Graphics

    • 2003 - 2005
    • Farmington Hills, MI

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  Ford and Earl Associates

  • Troy, MI

  • Environmental Graphic Designer

    • 2001 - 2003
    • Troy, MI