Meet Brad Woods | Greeting card publisher & designer

We had the good fortune of connecting with Brad Woods and we’ve shared our conversation below.

Hi Brad, we’d love to start by asking you about lessons learned. Is there a lesson you can share with us?
My career has taught me many lessons along the way. Oftentimes they’ve been small, gradual hints at what might be best for me and my greeting card design studio, Maginating. More likely than not, they’ve been lessons that grow over time, layering upon each other as I’m gently guided through the process of being a small business owner these past fifteen years. One of my most profound lessons came when I realized that my success wasn’t predicated upon the size of my paycheck. Over time I’ve gradually discovered that personal satisfaction isn’t achieved through how much I make, my job title, or what things I possess. Instead, I’m finding that the contributions I make within my industry and society as a whole are much more compelling. This lesson remains deep in the forefront of my thought every day as I strive to base my decisions on one foundational query. As that applies to the products my studio creates, that question is largely, “Is this greeting card design championing childlikeness; does the combination of its visual and written message empower others to embrace and express their innate childlike qualities?” I know it’s a big ask for a little folded piece of paper but I feel it’s an achievable goal. To me, greeting cards can have a profound impact on families and within relationships. Because of this, that metric is always at the top of my list. I am grateful for this gentle lesson and hope Maginating’s small contribution helps foster a love of childlikeness in those who purchase or receive our products.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
Maginating champions childlikeness to empower others to embrace and express their innate childlike qualities. We do this by striving to find joy in every moment, cherishing innocence, exercising a healthy dose of whimsy, emphasizing kindness with all those we encounter, and by embracing any opportunity we can find for make-believe. For the past fifteen years, those qualities have been expressed through award-winning greeting cards, mini cards, and art prints and for that we are super-mega-grateful. But greeting cards haven’t always been my creative outlet. I began my career in the animation industry, working on a variety of projects including production design on Eek the Cat, 3D computer animation on Mars Attacks! and Jurassic Park: The Lost World, and production development & design on a revival of Gertie the Dinosaur, just to name a few. Even though I managed to work in a variety of fields within the animation industry, I wasn’t finding much satisfaction in the process or the end product. Eventually, I found myself turning to other creative outlets and exploring other artistic endeavors. In 2006, seemingly by accident, I discovered letterpress printing. I was immediately hooked and bought my first platen press! Shortly thereafter, once I’d learned the ins and outs of this antiquated printing art, I launched a career in greeting card production and design from our tiny Los Angeles garage. It’s been a long and interesting road. Coming from the creative side of the industry, it took me some time to better understand the necessary balance between expressing myself creatively and managing a company. Even after all this time, through the ups and downs that come with every small business venture, there’s nothing I’d rather be doing. I love the paper industry, its people, and the product, and am grateful for the opportunities Maginating’s had to contribute to this important form of expression and connection.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Here are a few of my favorite things to do in LA:

1. Zuma beach in Malibu: Specifically the southern-most end of the beach… beyond the sand and onto the rocks. If you wait for the tide to go all the way out, you’ll be able to continue walking along the coastline, exploring the many tide pools, hidden beach areas, and other lovely sights and sounds. And if costal exploration isn’t for you and you choose to simply sit on this beautiful beach, there’s a pretty good chance you’ll be able to spot dolphins surfing and playing in the waves!

2. Venice Canals: Built in 1905 by developer Abbot Kinney as part of his Venice of America, this “neighborhood” is beyond cool. We love to walk through this picture book-esque community, across pretty arched bridges, and along the quaint sidewalks beside the canals, enjoying the architectural juxtaposition of 1920’s craftsman cottages and ultra-modern hulking abodes and everything in between.

3. The Original Farmer’s Market (3rd & Fairfax): This is home to one of our favorite restaurants, The French Crepe Company. This permanent open-air market began in 1934 and is home to over 100 grocers, restaurants, and specialty shops.

4. El Capitan Theatre: This stunningly restored 1926 movie theatre, across the street from the world-famous Grauman’s (TCL) Chinese Theatre, is a Disney-owned masterpiece. Much more than a simple movie-going experience, moviegoers can enjoy the pre-movie show, including a live wurlitzer organ performance and a song and dance number with costumed Disney characters.

5. Mel’s Drive-in: If you’re a fan of the classic tv show Happy Days or remember George Lucas’ pre Star Wars hit, American Graffiti, you’ll love to sit back and relax in this super-retro diner along Sunset Boulevard. Great food, great music, and great atmosphere.

6. Six Taste Food Tours, Little Tokyo: In our opinion, the very best way to fully appreciate this part of town is to see it through the eyes of the Six Taste Food Tour. A splendid way to spend a day learning about Japanese-American culture, heritage, and food. We can’t recommend it enough!

7. Don Antonio’s Mexican Restaurant: Proudly serving the best Mexican food for 39 years, Don Antonio’s or “The Cave” as we affectionately call it, is a local hidden gem. We love its low lighting, fabulous food, and ultra-fake cave-like interior.You have to see it to believe it!

8. TV Show Taping: I encourage everyone to take the time to attend a TV show taping. From talk shows, to game shows, and sitcoms, this is your chance to be a member of a studio audience! Sure, you’ll have to wait in line outdoors under the blindingly hot LA sun for a pretty long while before being allowed onto the sound stage, but it’s totally and completely fun and I can’t recommend it enough!

10. Canter’s: Opening in 1931, this 24 hour Fairfax District diner is a can’t-be-missed dinner destination. If you ask me (and you love deli food), this can’t be beat!

11. Diddy Riese: Diddy Riese Cookies has been serving high-quality cookies, brownies, and ice cream at ridiculously low prices since 1983. We highly recommend their make-your-own ice cream cookie sandwich. Super fresh cookies and delicious ice cream!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would not be where I am today without the love and support of my wife, sister, parents, and fellow card publishers. Their unwavering love, patience, generosity, and encouragement are invaluable, not only to the success of my business but in all aspects of my life. I am eternally grateful.

Website: www.maginating.com

Instagram: @maginating

Other: Email: hello@maginating.com

Image Credits
Collective Photo & Click Photography