Cassandra Scholnick
Cassandra Scholnick
Graphic Designer / Art Director / Weird Video Artist
Los Angeles, CA
WHAT DO YOU DO?
“I concept and execute creative for 360 campaigns including digital, social, experiential, ecommerce, mobile and print - mostly for beauty brands. ”
I also make weird videos and gif's on instagram.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
After high school I didn't know what I wanted to do with my life (like most people). I knew I liked art but I didn't think I was a good enough "artist" and hadn't really found my medium so I was too intimidated to go to art school. I instead went to FIDM (Fashion Institute of Design and Merchandising) because they offered a program tailored towards the beauty industry - which I was passionate about at the time. And also because this was the era of groundbreaking reality shows like The Hills, and it looked so glamorous (spoiler - reality tv is fake). I got a lot of internships with different beauty companies through FIDM starting off in marketing departments but quickly transitioned over to creative/art departments since my skillset in design was much stronger than my marketing skills.
How do you stand out in your field?
I'm not a "clean" designer. I more of a "more is more" type of person. In the beauty space for a long time a lot of people really wanted that "clean, elevated, simple" design which always looks great but as the space became more oversaturated it kind of became a sea of sameness. I feel like brands now are having more fun with design because of the need to stand out from the pack and this has helped gravitate some clients towards me.
WHAT ARE YOU WORKING ON RIGHT NOW?
I'm currently freelancing at the moment for a few beauty client's. Despite my efforts to break free from the beauty space.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
My style is feminine, colorful, a little weird. I like to take commonplace items and normal things we interact with everyday and present them in odd, unexpected ways. I like mixing digital elements with analog elements.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
Art direction for photography.
WHAT IS FRUSTRATING YOU RIGHT NOW?
Getting paid is usually a challenge. Making unnecessary design edits just to make people happy is always frustrating :)
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
The previously mentioned edits I don't want to do.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
If I could go back in time I would tell myself that I'm good enough and to follow my intuition and not compromise just because I want to make the "smart" choice. And also that the beauty industry is kind of the worst.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
What I should be charging for certain things! This has always been my biggest struggle. When I talk to other creatives I feel like I'm not charging enough but clients always want to low-ball me or feel like I'm charging too much.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
More brand identity opportunities, more photoshoot/art direction gigs, and of course more opportunities to make weird videos
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
I love working with brands that align with my personal aesthetic or are brands I would actually buy their product - the work and ideas always come easier when its something I can personally relate to
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
My freelance hourly is $60 an hour but I also do flat fees by project, just depends what it is. I'm always willing to negotiate depending on budget as well.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Email is good! Including the scope and budget is always a great starting point
HOW DO YOU STAY CREATIVE?
Consuming as much art as you can (film, books, going to museums, etc). I think just continually making stuff is the key. Even when you aren't feeling creative, I think pushing yourself to make something and trying different mediums helps.
This member profile was originally published in April 2020.