Art Director & Brand Designer
First, I want to help them become truer to themselves as a brand and help them figure out what that is so that they can be more successful in the long run. Then I create designs that reflect that.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
I've worked as a brand and web designer for 7 years with both small local businesses and large international corporations. I've been lucky enough to work in a wide variety of industries ranging from food to entertainment to financial so I have a great sense of what it is that makes a specific industry unique.
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
A lot of designers, including brand & identity designers, don't keep the CEO's financial and business objectives in mind. While what we create might be visually remarkable and create a larger fanbase, it may not prepare potential users to become customers and that's the key to creating successful work. Working at a brand new company early in my career and with c-level executives directly later on gave me the unique opportunity to learn about how businesses actually make money and how design connects with that.
WHAT ARE YOU WORKING ON RIGHT NOW?
Currently I'm working on growing my own consultancy business, strengthening my online presence, and connecting with new clients.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
My goal is to create future-friendly designs and brands, meaning they're visually flexible enough to infuse current trends but classic enough they won't stand out as dated in 10-20 years. So you could say I believe in clean design with clear messaging in the forefront, with my site TheDesignExecutive.co reflecting this the most. A lot of beauty brands are doing this incredibly well right now, such as Glossier and Herbivore Botanicals. At quick glance you wouldn't know if they're from the 80's or 2017, but they could be relevant in any decade.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
While I've really enjoyed having so much variety in my career, I look forward to working with more female owned businesses. I think it's an exciting time for women to make their mark and I want to be a part of helping that grow.
WHAT IS FRUSTRATING YOU RIGHT NOW?
Getting around LA to network and get more face time with people. It's a big city with a lot going on, so navigating that alone can be an all day hustle. But that's also what gives this city its energy and vibrance.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Research creative events around LA, sign me up, coordinate my schedule, and drive me around so I can multitask while in traffic.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I'd actually love to speak with some economists to better understand where they think our future economy is going since it really reflects itself later in consumer behavior. That's the closest I could get to the Magic 8-Ball of business.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
Any business new or old who is looking for brand strategy or design development, as in growing their visual identity past just a logo or where they're at currently.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
Working with a client who is really open to the process and the belief that design can change their business for the better at the core, even for their employees.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
It's incredibly dependent on the project and I want to be respectful of budgets. I spend some time with a client to figure out if hourly rates or a monthly retainer best suites their needs. Everything in life is a negotiation!
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Email and a coffee is usually the best way to start the ball rolling to figuring out what your need is, what I can provide for you, and what our relationship might look like.
HOW DO YOU STAY CREATIVE?
Surrounding myself with beautifully designed things.
This member profile was originally published in March 2017.