Paloma Avila
Paloma Avila
Graphic designer / Art director / Founder of Half & Twice
Madrid, Spain
www.halfandtwice.com
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WHAT DO YOU DO?
“I am a graphic designer, art director, entrepreneur, and founder of my own studio called Half & Twice.”
also host Ladies, Wine & Design in Madrid; collect beautifully designed products, which I later photograph and showcase on my inspirational blog The Garret; interview a bunch of people I admire; and try to get involved in as many side projects, collaborations, and networking opportunities as possible. Life is short! :)
At Half & Twice, our job is to help brands and companies increase their visibility with a visual presence that appeals to their target audience. We do this through creative consultancy, art direction, branding, websites (We're Squarespace Specialists), creative content, social media strategies, and graphic design.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
It all started when I decided to weave my passions into my professional and personal life. I studied graphic design at university and after graduating, I moved to New York to continue learning, and exploring design. It was an incredibly inspiring time and I came back to Madrid full of ambition and ideas. That’s when I decided to take the plunge as a freelancer. It was a little nerve-wracking, particularly having only a few years of experience in the industry, but it just felt right, so I went with my gut and decided to pursue my dreams.
Another really important thing has been perseverance, to continue working, even when things get tough. Continuously collaborating, sharing, and connecting with people has been invaluable, and has helped me grow as a person. I think it’s important to always be looking for ways to learn and grow. I am looking forward to what the future has in store.
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
Perseverance and the capacity to adapt and evolve. Hard work is what gets you where you want to be, and I find that people are often afraid to make mistakes. Which is a shame, because allowing yourself to fail sometimes is good. It’s how we learn and grow.
WHAT ARE YOU WORKING ON RIGHT NOW?
Half & Twice is, and will always be, a work in progress. Right now, we’re focused on getting involved in new collaborations, while continuing to work on client projects. Every few months, we look back on our progress and plan our next move, and we’ve recently started to offer long-term services for brand strategy and management.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
Clean, minimal, fresh. I believe design should be simple, functional, and aesthetically pleasing. It is essential to convey the right message and create a cohesive experience, so paying attention to details is crucial.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I’d love to further explore other creative fields, such as illustration. Going back to school to learn some new skills is on my to-do list as well.
WHAT IS FRUSTRATING YOU RIGHT NOW?
As much as I like making my own decisions, it can also be a little frustrating. Sometimes I wish I had a business partner to help balance out my strengths and weaknesses. Sharing the workload of running a studio would also be handy.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Exactly that! Figure out how to make my day easier and help me with it!
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
When I was starting out as a freelancer, I would have said, “Be patient. It’s okay to feel lost sometimes. Just rest, tomorrow will be a new day.”
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
About the nuances of running a business. When I signed up to pursue my dream of running a design studio, I was sure about the design side, but figuring out the business management side was a whole different story. I’m pretty much self-taught in that respect, so gaining some insight from an expert would be awesome.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I’d like to get the opportunity to work on more long-term brand strategy and management projects, ideally with companies who share the same interests. Having a good relationship with a client, no matter the field, is always a top priority.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
A positive person, who trusts me as a professional, who is looking for a collaborative experience, who is communicative, and who is, of course, nice to people and serious about the work.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
My hourly rate is 100 euros per hour, only for very specific tasks, assistance, or teaching classes and workshops. Short-term services usually range from 1,500 to 3,000 euros. The annual plan for brand management is on a per project basis, starting at 10,000 euros a year.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
You can contact me directly at sayhello@halfandtwice.com. To start a project with us, please fill out this questionnaire and we’ll get back to you with information about rates and availability.
HOW DO YOU STAY CREATIVE?
By taking time out to get inspired. Collaborating with other creatives. Attending events and networking with people in the industry.
This member profile was originally published in December 2017.