Alexa Boldy
WHAT DO YOU DO?
“I’m an art director, designer, yoga teacher and all round creative swiss-army knife.”
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
I grew up in rural Northumberland, amidst rolling hills close to the coast, super dreamy I know! There was no mobile reception or bus services for about 10 miles so growing up, you really had to make your own fun. This came in the form of water fights, den making and also tonnes of creative projects. I got the bug for photography at an early age and dove head first into making crazy sets, coming up with wild ideas and roping my friends into being my models. When I finished school, I headed to uni and studied Fashion Communication and Promotion, a blend of graphics, advertising and marketing, which after 3 years resulted in a high first class honours, woohoo! A bunch of internships at the likes of ASOS, ALLSAINTS and ODD lead to a career in Art Directing at ODD London and various freelance design roles.
HOW DO YOU STAND OUT IN YOUR FIELD?
I stand out because I’m always learning. It’s something I’ve found to be a superpower from yoga. There’s an idea in yoga that you’re always a student, you never stop learning and I think that travels into my design approach too. It allows me to think outside the box, see things from new perspectives, be an empathetic designer and also a collaborative king!
WHAT ARE YOU WORKING ON RIGHT NOW?
I’m working on some really exciting design projects for the likes of NIKE, some sustainable branding projects for an awesome strat-up as well as my own personal projects which include completing my yoga teacher training and developing my love child, Blythe and Wild, a creative space for finding slow and balance in our everyday lives.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I’d say my design style is pretty eclectic and really depends on the client. My personal projects drift towards the happy and colourful path. For art direction, you can check out my pinterest board which may give you an idea of my thought train.
WE ALL HAVE MULTIPLE SKILLS OR WORK IN VARIOUS INDUSTRIES, WHICH ONE DO YOU WISH YOU COULD FOCUS ON MORE?
Art Directing and branding for sustainable brands.
WHAT IS FRUSTRATING YOU RIGHT NOW?
I’m someone who wants to try out so many different things in my life and sometimes the hours in the day just don’t feel long enough.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Ooh that’d be lovely. I’d ask them to help me with the things I find less fun, the tax returns (obviously) the meeting planning and organising my reference files.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
10 years ago - My parents raising us in the countryside. It has impacted my life more than I could ever know. I’d tell myself to embrace the wild from a young age and use it as my superpower.
5 years ago - Recognise that University is a phase, work hard but don’t burn yourself out. Personal happiness and balance is key.
Now - Trust that you’re exactly where you need to be.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I’d talk to a trend forecaster about the future of creative work, where they see it/ us going amidst the saturation and impending doom of robots.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
Art Direction, Branding and Design projects, in a dream world you’d be a sustainable brand but I’m super open to all kinds of opportunities that find their way into my inbox. I’m a creative ninja and always look forward to when a brief presents a challenge.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
If we’re getting into the nitty gritty details, either a sustainable luxury accessories brand that needs help with the branding and art direction OR an athleisure brand that wants to be a bit different and not feel like ‘a brand’ but more a community, like girlfriend collective or outdoor voices. I love creating work that aligns with my personal ethics so more of that would be ace. Any takers?
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
This varies based on the client/ project and industry. For branding projects I charge upwards of £800 and for Art Direction projects I charge upwards of £1000. My daily fee is £300 and I occasionally take on smaller/ pro bono projects if it’s for a brand or cause that I can get behind.
WHO IS A CREATIVE THAT HAS HELPED YOU ELEVATE YOUR WORK?
A couple of people who inspire me… Quentin Jones, Erin Hover, Marcello Vehlo, Kelly Wearstler, Yosigo, Tim Walker and of course mega babe and world champ surfer Stephanie Gilmore.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Pop into my emails with the project you have in mind, describe it as best as you can( include any links you fancy) and what you’d like me to help you with. It’d be great if you could include your budget/ timeline and a funny GIF never goes amiss either. I can’t wait to hear from you!
HOW DO YOU STAY CREATIVE?
Prioritising balance in my life.
This member profile was originally published in August 2019.