Sarah Ryder
WHAT DO YOU DO?
“I’m a visual designer, which, I’ve learned, means graphic design + web design / UX / UI. I like to make things that are beautiful, interesting, and intuitive.”
Recently, I’ve been focusing on marketing, web design, and identity design for fashion, wellness, and lifestyle brands.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
My background is in art. I’ve spent many many years visiting museums, taking art classes, and invested in personal projects. Creative expression and art-making has always been my primary passion, but I also have this very academic and disciplined side. In school, I found as much pleasure in painting as I did with typing up beautiful and thorough study guides for exams, and making detailed color-coordinated diagrams. I didn’t realize it at the time, but these study guides (as well as calendars, schedules, resumes… anything I could visually organize on a page) were my introduction to graphic design.
I pursued art in college, studying art history and studio art at Barnard College at Columbia University, but the transition to graphic design was quite natural. I feel really grateful to have discovered a field that allows me to be visual and expressive, but also satisfies my strive for organization, attention to detail, and desire to be analytically challenged.
How do you stand out in your field?
I think my background in art and especially art history has a huge impact on my approach to design. Even though my work tends to be quite minimal and structured, I view my process like that of an artist. Even when I’m designing something as systematic as a website, I look at a project as one coherent body of work. I like to draw visual connections within a piece, reference meaningful art and design movements, and play with metaphor. I’m obsessed with tactility, color relationships, and working through roadblocks with my hands. I work really well with clients that also have creative backgrounds, because I feel like we speak the same language, even if we apply it to different fields.
WHAT ARE YOU WORKING ON RIGHT NOW?
I recently transitioned from my full time position as the Visual Brand Designer at Care/of to 100% freelance. That transition also involved a cross country move from New York City, where I had lived for 8 years, to LA. It’s been really exciting to finally give my side projects the time and attention they deserve, and be able to expand my breadth of work by meeting new clients and creatives. I’m currently freelancing at Clare V, where I’ve been creating content for the marketing team and redesigning their website, specifically focusing on e-commerce UX. I also freelance for Marbury Co, where I specialize in brand identity and web design. Additionally, I’ve been spearheading a handful of solo projects— namely, the brand identity for a brand new gin distillery, and a packaging project for Marigold Sweets.
I’m a New Yorker; I like to stay busy!
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I am really fascinated by the unique personality of brands, and pride myself in the ability to quickly grasp an identity and adapt my design style accordingly. My work ranges aesthetically, from the approachable and lighthearted attitude of Care/of to the more highbrow and cerebral tone of NeueHouse.
Personally, I’m drawn to simplicity and clarity, but also like to have fun. My favorite work incorporates lots of white space, intriguing composition and alignment, and something that pops— maybe an unusual color or experimental use of typography. My Pinterest gives good visual insight to my taste and style— I use it to organize my design inspiration.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I’m such a typography nerd, and would love to work more on hand lettering and maybe even design a typeface one day. Photography is another skill that I think I’ll constantly be trying to improve.
WHAT IS FRUSTRATING YOU RIGHT NOW?
I’m very introverted, so while networking and making new client connections is so important for me, its not something that comes naturally.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Scheduling project timelines to my calendar is a little more balanced.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
Focus more on personal connections, instead of getting so wrapped up in your own work. I think collaborating with passionate people is the best way to produce quality work and widen your network, and I wish I embraced that earlier.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
Social media. The world of strategy and algorithms is pretty foreign to me, but plays a huge role in what I make.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I’m interested in a wide range of projects — brand identity, web design, print, etc.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
I want to work with people that appreciate design and recognize the value it can bring to their business. I’m really interested in innovative clients that are shaking up an industry or challenging a norm, and are consequently not afraid to try something new with their design.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
In general, my hourly rate is $60 and my day rate is $400. Flat rates vary per project.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Email! What’s most important for me is that we have similar taste in design, so I’d love to know your influences and visual style up front.
HOW DO YOU STAY CREATIVE?
Travel and exploring cities. I’m super inspired by architecture and signage.
This member profile was originally published in November 2018.