Ashley Santoro
Ashley Santoro
Designer / Illustrator / Lettering Artist
Welland, ON
www.ashleysantoro.com
twitter: @imashleysantoro
instagram @imashleysantoro
WHAT DO YOU DO?
“I’m a college educated graphic designer who found her niche in illustration and lettering! ”
I work with freelance clients across North America on a variety of projects (but not limited too) book covers, branding, print design, editorial illustration, and custom lettering.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
I graduated from college in 2013 with an associates degree in Graphic Design - Digital Media, focusing on print design. In 2014 I landed a job with a nationwide print company as a finishing specialist, with hopes of working up to designer. After 6 months I switched to print, where I learned digital and offset print, where I sometimes had the opportunity to design. Once a position became available, I moved into the designers seat and was there for 2 1/2 years. I felt incredibly burnt out, and needed a change. I started focusing on freelance in my off hours and went full time in 2017. Haven't looked back since!
How do you stand out in your field?
My knowledge of print and it's processes are definitely rare in the saturated digital world that we live in now. I love designing tangible goods such as books. My focus on illustration and lettering has allowed me to take on bigger projects, for example a book series. I think I stand out because of my variety of skills, but also using my technical skills that bring everything together at once. I have more responsibility to the entire finished product. For example, in the beginning of my freelance career, I was often asked to create titles for book covers, where now I am being asked to create full covers and jackets.
WHAT ARE YOU WORKING ON RIGHT NOW?
Lot's of book covers, genres including: young adult, rom-com, romance, new adult and self help. I also have a couple illustration and branding projects under way.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
The book cover gallery in my portfolio definitely speaks to my taste and style the most. I like bright, fun to look at design that is tied together and polished. My personal favourite is the book "Sweet Mercy". I'm very proud of how that cover came together at the end.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I'd love to focus more on illustration and grow further into my style.
WHAT IS FRUSTRATING YOU RIGHT NOW?
I'm finding marketing difficult. It's hard to find the right people to put your work in front of. I'm active in hunting down Art Directors and Creative Directors of work I admire but it's very time consuming and sometimes daunting to cold email people.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
I wish I could! Hmm.. I think I would hire someone to help me with marketing my work and organizing a solid plan for getting more eyes on my portfolio.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
When I first started feeling comfortable to freelance, I wish I could've told myself to just let the work happen. Stop worrying about your illustration and lettering style. It comes with time and practice.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
If I could talk to an expert, I'd ask for insight on how to not get bored of your own work. Especially with illustration. Typically you're being hired to draw something in a style you already have done before. I find it hard not to veer off that path occasionally.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I'd love more illustration work or book covers!
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
My ideal project has a solid mood board behind it. I always find a pinterest board, pdf, or even an email with images from my client is so helpful in the beginning when I'm getting out my first ideas. It helps develop the tone and feel of the project.
A great client/or collaboration is open to giving constructive criticism. I always believe 2 heads are better than 1. Other pluses are solid communication and willing to try new ideas (even if they're completely out there).
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
My hourly rate is $50. I typically work on a by-project basis. But I do base this loosely off my hourly rate.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Email is great! Having a brief of the project and a budget is a great place to start.
HOW DO YOU STAY CREATIVE?
Live well + Try new things = Creativity
This member profile was originally published in June 2020.