Alexandra Adams
Web-Designer / Brand Designer / Creative Director / Founder of ALEXADAMSNY
Remote / New York, NY / Limassol, CY
Q What do you do?
“I am a freelance Creative Director, brand and web-designer who recently started my own company called ‘AlexAdamsNY.’ ”
I absolutely love what I do! In a nutshell, I am responsible for the look and feel of entire projects, while sometimes overseeing multiple projects at a time. AlexAdamsNY offers services that include designing websites, branding, photography direction and videography for various companies. I work closely with my clients from the beginning to the end of each project. At the start of a project, I sit down with my client to outline their vision for their brand, and learn their needs for visual representation and marketing. As the project development continues, I design or revamp the website, to authentically embody my clients' visions and encapsulate the essence of their brand. In addition to website design, I take charge of directing and producing various elements such as videos, photos, logos, and business cards, ensuring a cohesive visual narrative. Prior to finalizing the aesthetics, I meticulously assess every component, guaranteeing not only a visually striking end result but also content of sufficiently high quality.
Ultimately, I make sure that my clients branding marketing needs are met, while ensuring that their product or brand is authentic. Importantly, my goal is to exceed my clients expectations, and to make them feel that their product / brand is represented, and that they are proud of who they are and what they do.
Q What steps did you take to get to where you are now?
My journey has been a dynamic and multifaceted one. Starting with International Development studies at McGill in Montreal, I later transitioned to cinematography and broadcast journalism at the New York Film Academy. My professional career kicked off in Hollywood, as a production assistant on the TV show 'Criminal Minds,' leading to collaborations with HBO, Sony Pictures, and Disney. Despite my success in Hollywood, I felt a creative void, and pivoted toward documentary filmmaking. Upon my return to Manhattan, I worked as a bartender to support my creative pursuits. This shift led me on a global journey exploring diverse locations such as India, Senegal, Tanzania, St Lucia, Montserrat, Kenya, Tanzania, San Francisco, Hawaii and beyond. Eventually, I played a key role in an African Safari company in East Africa, handling various responsibilities involving web design, content design and development, as well as guiding film crews across Kenya and Tanzania. The unforeseen challenges and the sudden evaporation of the tourism industry brought about by the COVID-19 pandemic prompted me to adapt. During this time, I studied for the foreign service exam, took on freelance roles in web design and wildlife videography, and ultimately founded my own company.
For over a decade, I have been designing websites for clients across various industries from acupuncture and photography to safaris and medical advocacy. I’ve also created documentaries on music, wildlife, young artists and medical charities in Africa. My journey reflects a continuous process of learning, adapting, and embracing diverse opportunities. Beyond personal growth, it's about visually telling the stories of smaller companies making a positive impact. By crafting creative digital brands, I strive to amplify their presence, making them accessible and discoverable on a global platform.
Q How do you stand out in your field?
What sets me apart from others is my unwavering dedication to designing impactful websites that visually stand out and authentically represent my clients and their brands. I possess natural creativity, strong analytical skills, and the ability to connect dots quickly. My social nature and strong communication skills make me a unique collaborator. I value the client-designer relationship, recognizing that branding is an evolving process with ever-changing visual preferences. My multicultural upbringing, extensive travels, and college education instilled in me a deep appreciation for diversity, allowing me to connect with people from various backgrounds and create an inclusive work environment. I'm committed to lifelong learning, staying informed about global affairs to better understand clients' visions. Coupled with my passion for aesthetics and visual storytelling, I make sure to thoughtfully integrate cultural elements into projects, finely tuning to client needs and resonating with diverse audiences. As a designer and freelancer, I recognize the importance of staying ahead in a competitive field. I prioritize staying updated on the latest technologies, tailoring them to each project's needs for an enhanced user experience. Speed and efficiency are key aspects of my work; I'm known for delivering projects well before deadlines, fostering trust and client loyalty. This, coupled with my admiration for authenticity, clean design and high standards, forms the foundation of my approach, ultimately aiming to produce extraordinary work that persuades clients' audiences to choose their product.
Q What are you working on right now?
At the moment, I am working on three different projects. As the Head of Tech of Abortion Coalition for Telemedicine (ACT), a prominent medical advocacy group based in New York, I lead the design of their website. Additionally, I created a Public Service Announcement titled 'June 24 Action' in response to the overturning of Roe v. Wade. The goal of this project was to raise awareness and advocate for key issues in the current socio-political landscape through a compelling short animation. I’ve recently been hired as a contractor for BioGlitz, a biodegradable glitter company. I am in the very early stages of refreshing their brand with a visually stunning website that highlights their innovative products and commitment to sustainability. Lastly, I'm developing a website for a California farmer, showcasing their identity, offerings, and ethos. This farmer actively supports LGBTQIA+ rights in San Francisco, operating in both Nevada County and San Francisco. I'm thrilled with the progress of these projects, and it's truly exciting to witness how initiatives in medical advocacy, environmental sustainability, and local agriculture are being transformed into compelling and innovative digital experiences!
Q What’s your style?
I have a versatile design style that adapts from clean and minimal to bold and audacious. My designs are applied across various industries, catering to unique client needs respective of their industry whether in health, tourism, arts, education, activism, and so on. I believe in avoiding a one-size-fits-all approach and I tailor designs to each brand's unique digital ecosystem. My focus is on a client-oriented approach, ensuring their brand is at the heart of every creative decision. I appreciate diversity and I aim to bring out the distinct voice of each brand in the digital landscape. My work with projects like Abortion Coalition for Telemedicine (ACT), East African ventures and BioGlitz showcases this philosophy. I've handled medical advocacy with a clean aesthetic for ACT, while using graphics and videography to address a hard and controversial topic; and I combined traditional old-school romanticized styles with a contemporary twist for East African tourism projects. For BioGlitz, I am considering an elegant yet bold and unconventional look, embracing the artsy spirit of their brand.
Q Out of all your slashies, which one do you wish you could do more often?
I've always found myself balancing multiple skills and exploring different industries, each with its own set of challenges and rewards. However, if I were to pinpoint one area that I wish to focus on more, it would be web design & branding development. Recognizing my own value has been a journey, leading me to focus more on this area. Designing visually appealing and user-friendly websites brings me immense satisfaction as it combines my creativity and technical skills. I see the field's constant evolution as an exciting opportunity for continuous growth and staying up-to-date with technology. Positive feedback on past projects reinforces that this isn't just a skill that I enjoy but also an area where I can make a meaningful impact.
Q What is frustrating you right now?
Currently, my intense focus on client projects is hindering the growth of my clientele. While I excel in creative design, I struggle to effectively promote and expand my business. I recognize the need to balance project commitments and actively attract new clients. This balance is frustrating, but I'm actively exploring strategies to improve my self-promotion skills and find a better equilibrium.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
If I could hire someone at $20/hour, I'd have them handle administrative tasks in my job. This includes promoting my talents, marketing my skills, and advertising my company. They would use the landing pages I design to reach more clients. They'd also manage my social media presence, including Pinterest, creating engaging content and optimizing keywords. This frees me up to focus on creativity and design. However, considering the scope, the rate might need adjustment over $20/hr.
Q What do you wish you could have told yourself, when, and why?
Looking back, there's so much I wish I could have shared with my younger self, particularly at the beginning of my career. First and foremost, believe in yourself and be confident on this journey. In such a competitive industry, assertively seek fair compensation for your skills without doubting your worth. As a woman in a male-dominated field, be mindful of societal expectations and do not lower your prices or compromise your boundaries to please others. Setting a fair value for your skills is not just essential but empowering. As a freelancer without the financial support that businesses and larger corporations have, I’d also warn my younger self about potential exploitation. I once completed a job diligently, but the print and framing company unexpectedly changed their plans and offered me only 10% of the agreed payment. This highlights the risk of not getting paid as promised. Freelancers need to be assertive in protecting their financial interests and consider legal safeguards, which they may lack compared to well-funded professionals in big businesses.
Q If you could talk to an expert to gain more insight on something, what would it be about?
If given the chance to speak with an expert for insights, I'd focus on two key areas. Firstly, I'm eager to delve into effective strategies for expanding clientele and business development. I'm particularly interested in unconventional approaches used by successful professionals, seeking innovative ways to attract and retain clients. Also, I'd seek recommendations for reading materials, courses, and trade shows to stay updated on the latest design trends and keep improving my skills in web design and creative direction. Secondly, I'm keen on understanding the latest advancements in artificial intelligence and their implications for my career and the design industry. Gaining insights into AI's developments, ethical considerations, and future trajectories would enhance both my professional and personal knowledge, keeping me strategically aligned in the field.
Q What kind of opportunities/projects are you looking for?
As a seasoned web designer and creative director of my own company, I am genuinely enthusiastic about opportunities that allow me to leverage the full spectrum of my services and diverse skill set. I'm particularly passionate about videography and video editing in creating compelling and dynamic content for websites - whether it involves capturing a brand's essence visually or producing educational content. While my primary focus is on web design, I’m open to various collaborations, even creating websites without adding my own creative content. I also appreciate projects that offer travel opportunities, allowing me to dive into various settings that act as sources of inspiration for original design ideas. In essence, I am receptive to a broad spectrum of projects that entail collaboration across diverse professional sectors.
Q Describe your ideal job/client/collaboration.
I thrive in collaborations with passionate individuals or organizations that value integrity, clear communication, mutual respect; and that honor our contractual agreements. My ideal job would involve my expertise in videography, video editing and branding that I can fully implement in a web design. Whether it's partnering with a creative entrepreneur, an impactful charity, or a forward-thinking company addressing global challenges, I seek collaborations that present creative challenges and offer an opportunity to make a meaningful impact. My ideal job also involves creatively directing well-funded projects, either solo or with a talented team. I'm equally excited about opportunities in different countries, and contributing my skills to causes like animal rescue charities. For example, I'd create their branding, develop their website, and make engaging videos to connect donors with the unique stories of the animals they support.
Q What is your rate?
My web design services are tailored to meet a diverse range of needs, ensuring that each client receives a customized solution. Basic website development starts at $5000, providing a solid online presence. Comprehensive packages, ranging up to $20,000 may include extras like branding, photoshoots, videography, and video editing to create promotional videos and marketing content. The final cost depends on the complexity of the design and the specific requirements of the project. A 50% upfront deposit is required, with the rest due before the website goes live. Travel expenses are extra for on-site work. I offer discounts to solopreneurs and non-profits - aligning my goals of supporting small businesses and making a positive impact on meaningful causes. Delving a little deeper, I provide a thorough branding service, covering everything from colors and fonts to logos, business cards and more. Clients get a brand bible for consistent use across all platforms. My photography and videography services include expert direction for various shoots, covering products, models, and content for promotional videos, landing pages, and future marketing efforts. My workflow begins with a 30-minute consultation where clients share websites they resonate with or find inspiring for their brand, providing valuable insights regarding their taste inspiration and vision. The design process involves two rounds of edits before final looks, giving clients control over changes until they're completely satisfied with their website. Clients can make future modifications at an hourly rate of $175. All websites are designed to be fully responsive across all devices for optimal user experience.
Q How should someone approach you about working together?
Aspiring collaborators are welcome to connect with me through my website, www.alexadamsny.com, and scheduling a 30-minute consultation or by contacting me via email. A brief introduction, along with a project or collaboration outline featuring goals, timelines, budget expectations, and specific requirements, is greatly appreciated during this initial communication. This sets the stage for me to better understand their needs, paving the way for a more in-depth discussion. In a subsequent conversation, we can delve into the potential for collaboration, exploring finer details of our prospective partnership. When landing on my website, I encourage prospective collaborators to familiarize themselves with my services and pricing. While this exploration provides a preliminary idea, a more detailed discussion during our subsequent conversation ensures clarity and alignment between our expectations and the proposed collaboration.
Q Who is a creative you admire?
There are several professional creatives that stand out to me that I would recommend any day.
SPRY BRY - @sprybry I wholeheartedly recommend SpryBry, an incredibly dynamic and innovative creative professional with a decade of expertise reshaping media into contemporary and emotionally resonant experience. Armed with a filmmaking background, SpryBry excels in videography, photography, directing, producing, writing, drone operation, camera operation, editing, acting, and voiceover. This comprehensive skill set allows him to approach projects with versatility and creativity, delivering outstanding results. SpryBry specializes in an impressive range of industries, including fashion, cosmetics, events, travel, yoga, wellness, restaurants, hospitality, luxury vacation rentals, and real estate. Notably, SpryBry's work often takes him to unique destinations, and he excels at remote collaboration, demonstrating his capability to bring creativity to any project, regardless of location. Whether you need user-generated content or unique concept development, SpryBry is the go-to creative professional to elevate any project to new heights.
REEM ABDOU - @dreeemy I highly recommend Reem, also known as DREEEMY. She is the visionary founder of 'The Collective BAE.' Established in 2016, this nonprofit organization is dedicated to uplifting women, BIPOC individuals, and fostering global transformative experiences. Under Reem's guidance, The Collective BAE has evolved into a transnational network, creating spaces for gatherings and showcasing the impactful work of diverse creatives and change-makers. Operating as a fiscally-sponsored 501(c)(3) charitable organization, it significantly contributes to historically marginalized communities, reflecting a commitment to positive change and inclusivity. Reem's visionary leadership makes her an exemplary creative professional for those seeking positive transformation and inclusivity.
NATHAN DUFOUR OGLESBY - @nathanology_ Nathan, transitioned from a school professor to a lyrical artist. He uses his platform to educate the world on various issues and current topics. Through his music, Nathan engages audiences with thought-provoking philosophical content, transcending traditional education boundaries to inspire awareness and understanding.
SAMANTHA WILSON - @samanfahwilson @jackalopeland started her own company designing clothes by hand and started her line called ‘Jackalopeland.’ Jackalope Land, is a small clothing company that proudly embraces ethical practices and a commitment to the environment. In essence, it’s a rebellion against fast fashion. Hand-crafted in Bali, her line ensures fair pay for a mainly female team. Each garment plants twenty-five trees, offsetting carbon emissions and supporting Forest Garden Systems in Sub-Saharan Africa. Purchases also aid in cleaning 5kg of ocean trash, combating plastic pollution in Indonesian rivers through a partnership with Sungai Watch.
Q Oh! and… how do you stay creative?
Music, dance, meeting people and moments of solitude.
This member profile was originally published in March 2024