Catharine Dahm
Catharine Dahm
Art Director / Designer
Los Angeles, CA
www.catdahm.com
instagram @cathdahm
WHAT DO YOU DO?
“I’m a designer, art director and photographer. ”
A journalism student turned design Swiss Army Knife. I have experience in Art Direction, Graphic Design, Packaging Design, Print Design, UI Design, 35mm & digital Photography for brands such as Anthropologie, Cult Gaia and Moon Juice. I’ve traditionally worked full-time for a singular brand but am transitioning to freelancing full-time.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
I went to journalism school for writing, so I've taught myself everything I know about design. From cold emailing people to land my first design job in Shanghai to working full-time for Anthropologie and Cult Gaia, I've been pretty scrappy with getting my foot in the design door. I love design and art direction so I'm constantly working on projects for fun when I'm not at work. It's something that will always be part of my life, which makes it exciting. I know that's I'll never tire of learning more about this industry and all that is encompasses.
How do you stand out in your field?
I stand out in my field because of my work ethic and ability to learn new things quickly. I'm only 25 but feel as though I've managed to get a fair amount of experience under my belt by just putting myself out there and not being afraid to try new things. That being said, there is so much for me to learn and I want to spend my life mastering my craft. I'm not afraid to take on new projects or new clients and learn as I go. Maybe it's that Midwestern attitude? :)
WHAT ARE YOU WORKING ON RIGHT NOW?
Right now, I'm freelancing full time for Moon Juice and working on building two companies. Evascape is a home decor brand for the Modern Nomad. We create home products for millennials because they're constantly moving around and renting homes and they need decor they can take with them (and that is sustainable for the environment!) I'm also building a sustainable clothing brand with a friend and former clothing designer at Free People. We're creating beautiful timeless pieces that fit every body size, are made from deadstock or recycled materials, and are made here in LA.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
My style is always evolving but I'm a more timeless designer. I love big, bold typography with clean and minimal space. Brands that inspire me for design are Need Supply, Ritual, Glossier, Seed, Noto, Acne Studios and Celine. Here are links to my design and art direction boards on Pinterest, those are a good place to start!
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
Creative Direction, absolutely! My brain naturally thinks of projects holistically, so I'd love to be able to build this arm more.
WHAT IS FRUSTRATING YOU RIGHT NOW?
I'm new to LA, I've been here for 4 months so right now I've been trying to break into the freelance market. I'd love to be able to do it full time but still need to pay my bills!
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
I would have them headhunt for me for new clients as well as help me organize my days. I'm currently working about 14 hours a day, so help with organizing my schedule would be a dream.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
Don't worry about it, don't be afraid to go for it, take risks and travel more. You meet the best people when you travel and put yourself out of your body a little bit. Life opens up when you do.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I'm a big fan of process and have a tendency to freak out when I don't feel like I'm in a state of flow. I'd ask them how they eased their anxiety when it felt like things were moving slower than they would have liked.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I'm looking for Creative Direction, branding, and design projects. Really, anything that can introduce me to more creatives in LA and open up opportunities for collaboration. The best ideas are fed through inspired people, so I'd love to be in that energy.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
My ideal collaboration would be working with a new brand/existing brand to work on their overall messaging, look and feel of the brand. I'm a huge fan of brands that don't feel like brands. It's all about human connection with design so I'd love to work on a project that was creating a brand to connect with people in a genuine way. Much in the way that Glossier, Warby Parker and Outdoor Voices have done.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
It definitely depends on the project. For graphic design, my rate is $60/hour - Art direction is $80/hour - Creative Direction is $90/hour. If the project is longer or set on a monthly basis, my monthly rate can range from $7000-9000.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
I'd want them to be open about what they're trying to accomplish and open to a collaboration. I value honesty and authenticity in clients so it's all about finding a fun way to work together!
HOW DO YOU STAY CREATIVE?
Exploring Los Angeles and new cities!
This member profile was originally published in 2018.