Gurleen Kaur
Q What do you do?
“I’m the founder and the lead designer of goomi labs, a brand design studio focused on creating beauty and belonging for passionate wellness brands through imaginative and empathy-driven design.”
Q What steps did you take to get to where you are now?
Growing up, I spent many days drawing, painting, and surfing the web. My interest in creativity and technology eventually led me to learning about web design, and I learned all about html, css, and how to code basic sites. Initially, I thought this would be my future career, until I learned about graphic design through a favorite blogger of mine. I was enthralled by the prospect of graphic design and would it could be, which led me to formally study graphic design at California College of the Arts, where I received my BFA.
I always had the dream of starting my own studio someday, and after working for various agencies, studios, and companies, I decided to make my dreams a reality and haven't looked back since!
Q How do you stand out in your field?
In addition to my design aesthetic and approach to branding work, my background both personally and professionally have helped bring a unique perspective to how I work. I value empathy and understanding quite a bit, and really make it a point to understand my client's brand story and how I can help bring their visions to life. I love embedding symbolism and metaphors into all the work that I do, as meaningful imagery and heartfelt designs are pillars of my process.
I also have a lot of creative pursuits apart from design work, like drawing and writing, and these continue to influence my work and push my thinking. I love pulling in elements from new skills I've learned, like adding playful illustrations of expressive typography to really enrich a brand.
Q What are you working on right now?
I'm currently working on a branding project for a wellness coach, which is super exciting as it's right up my alley! I also have a couple of personal projects in the works which are always a joy to create, as I have a chance to experiment and create freely.
I'm also taking some courses at the moment, as I love learning new creative skills. I'm planning on adding some of these skills as new services to the studio in 2022!
Q What’s your style?
My work is quite varied, but I'd generally describe my style as imaginative, bold, and thoughtful. I love using strong colors and expressive typography/illustrations to create unique and symbolic brands. I've also been told that my work tends to be emotionally evocative, which I strive for, as empathy is a core value of my studio and all of the work that I do.
Q Out of all your slashies, which one do you wish you could do more often?
3D design + illustration! Not every project needs some kind of pattern or illustration work, but it is always a pleasure when I have the opportunity to integrate either digital or analog illustrations into a brand. I'm especially partial to watercolor, as I feel that it has such an ethereal quality.
3D design is something I have been learning slowly and it's an incredible field with endless possibilities. I hope to offer 3D design as a standalone service in the future!
Q What is frustrating you right now?
Being able to balance working on my own business and and client projects! Running a business and focusing on client projects takes up most of my time, and sometimes it's hard to make time to focus on creating blogposts, newsletters, and social media content. I've been experimenting with batch planning recently and it's going well so far!
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Social media management and marketing!
Q What do you wish you could have told yourself, when, and why?
It doesn't have to be perfect, just start! This applies to so many things in my life, I feel like I was often paralyzed by fear and was so afraid of taking the first step, that it held me back from progressing and creating the happiness I sought. Being brave and going after your dreams can be a difficult journey, but it is always worth it.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I'd love to learn more about how to scale a business + grow a team, since that's something I potentially envision for the future! Type design is also something that has long been on my list to really learn more about, it's a dream of mine to design and release my own typeface!
Q What kind of opportunities/projects are you looking for?
I specialize in brand design + strategy and work with companies & individuals in the wellness sphere that prioritize mental, spiritual, and physical well-being. Some dream clients that I'd love to work with include: wellness coaches, yoga studios, herbal tea brands, kombucha brands, or a vitamin brand. I would also love to work with a natural beauty or skincare company!
Q Describe your ideal job/client/collaboration.
Working with businesses that are passionate about what they do, value empathy, and understand the impact and value of design. I'm dedicated to creating stand-out brands that are meaningful and rooted in strategy, and it's great when clients appreciate and seek these qualities as well. It makes for an enjoyable process when clients can trust me, my process, and be open to new ideas!
Q: What is your rate?
It really depends on the project and scale/scope of work! I offer VIP Days/Design Intensives starting at $2k a day.
Q How should someone approach you about working together?
You can fill out my contact form or email me if you have any specific questions!
Q Who is a creative you admire?
Jamie Starcevich. She is such a wealth of knowledge and her course Spruce Your Studio has been super helpful in establishing an easy branding process. She is so generous with her insights into processes, business advice, and working with clients. She also creates really beautiful work and has an inspiring business journey!
Q Oh! and… how do you stay creative?
Going for walks, listening to music, drawing/painting.
This member profile was originally published in November 2021.