Catherine Soulé
Art Director / Graphic Designer
Los Angeles, CA
www.catherinesoule.com
instagram @catsoule
twitter @catsoule
Q What do you do?
“I craft identities and campaigns for fashion, beauty, and lifestyle brands. I design logos, print collateral, websites, social ads, and OOH as well as Art Directing original photography and video for advertising campaigns.”
I work with writers, producers, strategists, photographers, stylists, and other designers to bring ideas to life elegantly.
I also make great playlists, know the art of the thrift, and enjoy tending to my garden in Los Angeles.
Q What steps did you take to get to where you are now?
It started when I learned InDesign for the high school newspaper… or coded my myspace page? I’ve been a design nerd since the beginning.
I moved to New York City at 18 to study design at Pratt (and even did a summer pre-college course at 17 to escape small town California any sooner). Since then, I’ve held in-house roles with leading brands including Calvin Klein, J.Crew, Goop, and New York Magazine. I’ve also worked with design studios and agencies on projects for the likes of Adidas Y-3, CVS, and Anthropologie. With each role, I have learned how to be adaptable and curious while honing my creative point of view. Today I am grateful to have a blend of experiences and have worked with many talented people along the way, lending insight into various aspects of the business and creative process. A decade later, and I am a multi-faceted creative who knows the value of good work and good people.
Q How do you stand out in your field?
By continuing to practice art by my own ethos and taste: channeling inspiration into creating things that I wish existed, with intentionality and a joie de vivre.
Q What are you working on right now?
I’m working on a brand identity refresh for a young girls’ lifestyle empowerment brand. It feels great to work on something purpose-driven, and I love to find opportunities that align with my personal values: promoting community, sustainability, and liberation for marginalized people.
Q What’s your style?
In 2022, I designed my own brand, Mister Parmesan, in the form of a vintage-inspired food merch. Looking for an outlet, this project allowed me to express joy and humor freely - important aspects in my creative practice.
That being said, I know that my best work is yet to come. I value experiences and spaces that make you skip a breath, and my taste is informed by a blend of influences from art history and contemporaries. I am interested in the intersection between fine art, nature, and commerce.
Some favorite artists would be Judd, Gonzalez-Torres, and O’Keefe.
Contemporaries like Genesis Belanger, Eny Lee Parker, and Julia Fox inspire me.
Current obsession of brands that I wish I made include Extra Vitamins, Broccoli Mag, and California Dirt.
Q Out of all your slashies, which one do you wish you could do more often?
I would love to focus my time on Art Direction, especially for brands that want to push creative boundaries and get a little weird.
Q What is frustrating you right now?
At the moment, the creative job market is feeling especially tough. I know many people are saying this and have been, so I take comfort in that community. But with the rise of AI, underpaid and undervalued work, and a highly competitive market, frustration abounds.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I would have them be my admin agent: marketing my work, handling outreach, contracts, and invoicing. And I would give them a raise :)
Q What do you wish you could have told yourself, when, and why?
Much of my career has been a journey learning to trust myself and my instincts. I wish I could give myself this reassurance earlier in my career - that you are doing it right, and your gut won’t lead you astray.
Q If you could talk to an expert to gain more insight on something, what would it be about?
Lately I’ve been looking for ways to integrate spatial and industrial design as a part of my practice. I would love to pick the brains of designers/fabricators and gain insight on processes for prototyping.
Q What kind of opportunities/projects are you looking for?
Brand identities and campaign Art Direction! I am open to working with design studios or brand-side roles, ideally for companies that align with my style.
Q Describe your ideal job/client/collaboration.
Nike x Patagonia x the Whitney: Best-in-class design with commitment to purpose meets fine art. This would be dope.
Q: What is your rate?
I work on a sliding scale: startups, Fortune 500 companies, and nonprofits would all be priced differently and according to scope, but the below are some good benchmarks. Consultations are free. A branding project can be $3000+ A full 360 campaign can be $5000+ If I am working as an independent consultant I have a day rate of $800+ Get in touch for a custom quote!
Q How should someone approach you about working together?
Email me! A bit of background or a friendly note are a great place to start. A budget and scope are even better! But I’m always willing to customize a plan, depending on the client needs and scale.
Q Who is a creative you admire?
I am trying to collaborate with many of my talented friends, especially Shaun Lucas on some still life shoots. His lighting is impeccable!
Q Oh! and… how do you stay creative?
Reading books, seeing art, forest bathing. As Rick Rubin says, “pay particular attention to the moments that take your breath away.”
This member profile was originally published in July 2024.