Elaine Chernov
Elaine Chernov
Design Director / Founder of Shipshape Studio
Rancho Park, Los Angeles, CA
www.shipshapestudio.com
instagram @shipshape.studio
WHAT DO YOU DO?
“I love to bring my experience with huge brands to help startups and small + medium-sized businesses thrive.”
We partner with our growing companies to support all their growth goals through exceptional creative rooted in laser-focused strategy. We kick off most projects by establishing a clear brand strategy and positioning (or honing the existing ones). We then build brand identity and messaging systems that can grow and evolve as the business grows—and design digital experiences and products that are intuitive, delightful, and lean. To help drive traffic to the business, we're proficient in all forms of marketing: content strategy, social media campaigns, CRM, print, direct mail, experimental—we've love doing it all.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
I started my career at big ad agencies and design studios in 2005. Since 2012, I've run design departments at tech startups until going out on my own full-time in 2017. I work with some of the best talents I’ve met in the industry: writers, designers, illustrators, ux researchers, ui designers, motion graphic artists, videographers, you name it. Our sweet spot is supporting quick growth before startups hire an in-house creative department but while they have a variety of creative needs.
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
If you're a really great designer, you're taught to always do your best, most creative work. If you're a really great AND experienced designer, you understand that great work is only done with a really great process in place. When you've had a lot of experience, you understand that design is a means to an end, and it needs to solve a problem for the business that’s hiring you. I strive to have a great process, to produce the best work, but also to keep my clients’ business goals in mind.
WHAT ARE YOU WORKING ON RIGHT NOW?
We are supporting our clients needs with a few rebranding projects, ongoing brand marketing support, producing and shooting video content for ads, and working through some UX/UI issues they are having.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I really try not to let my personal preferences get in the way of a client's positioning. Their brand, their positioning, and their goals drive all of my work. I've worked on Coors Light ads targeted at African American men, even though I’m not an African American man and I don’t drink Coors Light.
That being said, I do tend to partner with a lot of women-owned business over the years.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I’m ramping up to do more UI/UX and product design. Because I started my career in 2005 in advertising, I've always been pushed into the brand marketing space based on experience. But since 2012, I've worked with product design teams and now have a great UX Lead on the Shipshape team to take our user interface work to the next level. Best of all, we know how to UX-map, prototype, get feedback, and iterate quickly.
WHAT IS FRUSTRATING YOU RIGHT NOW?
In regards to my work? Not a whole lot. Some people got real problems. ;)
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Laundry and babysitting?
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
When I was in high school, my math teacher really thought I should take programming classes. I wish I'd listened to that back then.
Then again in design school, it was sort of not cool to do too much web design. Everyone would pigeonhole you as a web designer, they said. I wish I would have just whispered, "That just means there's demand for it" in my own ear.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I’d probably talk to a business coach! It’s not easy to move from just being creative to being a business owner. I’ve done alright but could probably use some expertise there.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
Brand Design: New companies who want a memorable identity or existing companies who need a refresh.
Product or UI/UX Design: Taking an app idea from just an idea to prototype, to funding, to launch.
Brand Marketing: Companies that need help with content marketing, social media marketing, CRM campaigns, print, packaging, direct mail, or just ongoing creative support.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
Our most successful clients are funded startups that have a need for a variety of creative work (brand id, brand marketing, UI/UX) but don’t yet have a need/budget for an in-house creative department. We are able to bring real experts to the table (including writers, who designers can’t replace) to give you focused, strategic, and delightful creative work.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
I've created this handy form to answer this question.
A simple email describing what they’re looking to do would also do: hello@shipshapestudio.com
HOW DO YOU STAY CREATIVE?
Go outside and play.
Dance and tickle my children
'til they pee themselves.
This member profile was originally published in October 2017, Updated December 2020.