Paulina Laroya
Q What do you do?
“I make people’s visions into something other people can see and experience!”
I do this for brands, websites, and other things that people need stunning visuals for, like events. I'm also starting to learn how to create Instagram AR filters and love it so far.
I sometimes livestream my design process on twitch.tv, and I also run instagram.com/backbipoc.
I've also recently started to work with a design studio, Well Fed — my first time working with a design studio, which I'm sososo excited about!
Q What steps did you take to get to where you are now?
I've spent about 14 years so far learning how to design, and for most of that time I didn't realize I actually wanted my career to be design-focused. Whether that was because of imposter syndrome or not, I'm still not quite so sure, but thanks to a lot of encouragement and finding lovely communities, I'm leaning further into using my eye and exploring different styles.
I gotta give a shoutout to a cute little design community I found on Neopets when I was in middle school who gave tutorials on Photoshop and HTML/CSS coding just for fun, who made me see their work and think, "hmm, I can do that too!"
When I was a web intern in college, I told my boss I knew how to design, and they hired me to be the main graphic designer, where I learned everything I know about print and a bunch of technical terms I would've taken years to learn otherwise. I didn't go to school for design, so what really made all the difference is being exposed to designers that do NOT gatekeep and are genuinely happy to answer questions, help others, and see more designers grow into themselves.
Q How do you stand out in your field?
I have an instinctive tendency to want to put a twist on different styles. When I'm working with a neutral palette, I like to add in a bright color. When working with a rather classic style, I like to throw in a funky font. A "twist" can happen in so many ways. Naturally, that all helps my projects stand out. I like to say that people who work with me get a good mix of what they love plus a little of what they didn't know they'd love.
Q What are you working on right now?
Oh gosh, so many things! I've gotten so excited about learning new things, especially over the past few months. My "wishlist" of skills is never-ending. I already mentioned working on Instagram AR filters, but I'm also starting to explore other web-building sites like Webflow and EditorX, playing around with 3D on Blender, and more.
I'm also trying to get back into a regular posting schedule for backBIPOC and stream more, all while working on the really cool projects I'm doing with Well Fed.
Q What’s your style?
I haven't found one stand-alone style that I can call my sole "thing," and I don't shy away from that fact. If you look through my Instagram, everything's very exploratory. I feel like my style changes with every new canvas I open up, yet everything still feels very me. Sometimes it's less is more, sometimes it's more is more.
But of course, there are a few things I like to gravitate towards, especially for personal projects. I always love a good chartreuse, yummy textures, and a lot of playing with type. Yeah, a picture is worth a thousand words, but why not throw in a couple words that make up their own picture?
Q Out of all your slashies, which one do you wish you could do more often?
If I had more opportunities to do packaging design and/or work with events, I would be ECSTATIC. I also really like to do non-digital things like playing around with cross-stitching, embroidery, beading, and tapestry weaving, so if I can find a project that allows me to integrate that, that would be insane.
I'd also looove to dive into art/creative direction!
Q What is frustrating you right now?
It irks me when I see gatekeeping in design, especially among self-made freelancers! And/or any mindset that makes others feel like they aren't "established" enough to help each other, price themselves well, etc... We don't want that here! Support each other, lift each other up, please!
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
To have someone to help me with backbipoc.com to find more amazing brands and to bounce ideas off of would be so wonderful. Social media upkeep as well.
I can say I'd also want them to take care of the anxiety-inducing tasks like cold-emailing but then I'd feel bad putting that on them!
Q What do you wish you could have told yourself, when, and why?
To the Paulina that existed at any point between 2013 and now: just put something out there!!! Create! Don't be scared to make something you won't like later, don't be scared to share that link to your website! And just know that your growth won't be linear... sometimes you'll learn a ton in a day, sometimes you'll feel stagnant for weeks — and that's okay. (Also, price yourself appropriately 🙂)
Q If you could talk to an expert to gain more insight on something, what would it be about?
Oh lord, where do I start? I guess to keep it simple for this, I'd want to talk to someone who could help me apply and integrate accessibility more into what I do!
Q What kind of opportunities/projects are you looking for?
I'm open to projects in Squarespace web design, and projects that fall into general graphic design like apparel, posters, events, and other special projects. Also open to brand design projects, although my availability for those depends on the time of year!
Q Describe your ideal job/client/collaboration.
I love projects with a lot of trust and excitement about the project. When a client is really excited about the possibilities and allows me to explore with little to no limitations, it truly makes for the best outcome because I love to play around with new ideas.
Q How should someone approach you about working together?
You can contact me through my website! You can message me on IG too for a chat before we eventually move into email. I love a friendly convo, so don't feel pressured to be too formal!
Q Who is a creative you admire?
Kel Lauren and Elliot Ulm 1000%
Kel's videos on YouTube and their insights on social media have been super impactful for me and my mindset as a designer.
Elliot's community (TypeHaus) is the best thing I've found and joined out of my entire time in the design world. All my appreciation and respect also totally goes out to every fellow designer I've interacted with in the TypeHaus. I didn't post very much of my work on IG until I met most of them, and doing so has brought me a lot of confidence and opportunities that's really impacted me and my work ♥ (I'm also now part of the TypeHaus stream team!)
Even though I'm new to the studio, I've already really enjoyed my time so far with Celeste & Lou from Well Fed, and of course e-meeting Puno and being in the ilovecreatives community was the total catalyst into helping myself really trust that I could design for a living!
Q Oh! and… how do you stay creative?
By not worrying about pretty vs. ugly, or whether my exploration fits a "coherent style"
This member profile was originally published in October 2021.