Brad Holdgrafer is a creative director, designer, and storyteller passionate about fostering creativity in both children and adults. With a background in design and a passion for playful exploration, he co-founded Woset, a company that develops creative tools to spark curiosity and foster artistic expression. After relocating from Los Angeles to Tokyo in 2022 with his wife and two young children, Brad continues to explore new ways to inspire through hands-on making, collaborative storytelling, and open-ended design.
Beyond Woset, Brad has an extensive background in design and creative direction. He was previously part of Formerly Yes, a thoughtfully curated design shop in Los Angeles, where he helped shape a unique retail experience centred around intentional design. He is also the co-author of Walls, a visually striking book created in collaboration with artist Jay Cover. In addition to his work in product and brand design, Brad co-founded DCA Symphony, a Tokyo-based initiative that explores the intersection of design, communication, and architecture in collaboration with Keiji Ashizawa.
You moved from LA to Tokyo in 2022, how was that with two young kids?
When we moved to Tokyo from LA, the kids were two and four years old, and I imagine we had it easier than most. Covid was easing globally, so the kids hadn’t had much chance to build a community that we would leave. They always surprise us with what they are capable of.
“I am increasingly convinced that if children ran the world, it would be a much lovelier place.”
How do you encourage creativity in your children? Are there any specific activities or routines you do together to foster this?
Children are born with curiosity, which fosters creativity. As we age, our curiosity and, with it, our creativity fade. I think if you want to encourage creativity, you yourself have to stay curious and pass that curiosity onto your children. Don’t just teach your children what you know, but learn new things together.
Do you feel that growing up in a creative household impacts your children’s outlook on life or creative interests?
I don’t know much, but I do know children are inherently creative. They will turn anything into a game or art. Maybe don’t tell your kids what to make; instead, just give them the tools to make whatever they want and see what happens.
So talk to us about Woset, what inspired its creation and products?
Woset originally started as an excuse to work together as a family on a project that gave us complete creative control and to express that control together. No expectations, clients, or deadlines. The extension of the project came from all of our creative friends and family expressing themselves entirely through the world we were trying to build. Jay Cover lending his genius to the characters and their world, incorporating his Manx heritage, and Waka Waka lending his talents to the initial products, Mouthwash Studios building the digital world and, eventually, the team at Kakimori in Tokyo building the set of creative tools with us.
Would you say living in Tokyo has influenced your creative approach and the work you do with Woset?
The biggest thing Tokyo has done for how we approach Woset is that we look at “making” as not just the output of the things we make but also how and who makes them, and the deeper meaning behind creating tools for creativity.
Can you think of any places you’ve visited, books, films, products, or games that have had an impact on your kids’ lives?
I can’t think of any one thing! Small places always leave us happy, I think. Going to the Sento together (a public bathhouse often run by a family, with the customs passed down through generations) or a family trip on the Shinkansen (known to most as a bullet train). Even a little trip to the Conbini (a Japanese convenience store) surprises us daily.
Looking ahead, how do you see Woset evolving, and what impact do you hope it will have on future generations of creative kids?
I hope we can build creative confidence in kids, and give them the tools needed to prepare them for the world that we are about to leave them.
Big thanks to Brad (and Jenna) for helping us out with this article and giving some insight into the world of Woset. If you would like to find out more about the brand, head over to woset.world
