WHAT DO YOU DO?
I like to help others put their best foot forward when it comes to brand identity, personal portfolios, and new product launches
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
I was lucky to be born into a family that cherishes all things art and creativity. I’m the granddaughter of a dancer and aerobics pioneer, the sister to a musician, and the daughter to 80s nostalgia aficionados. Growing up, listening to all sorts of music and being encouraged to be creative has informed everything I do and am drawn to.
I was a ballerina for 10 years, transitioned into musicals in high school, and once I got to college, I started producing and performing my own electronic pop music under the name L.A. Girlfriend. I hold a degree in fine arts, but have always loved graphic design, so I decided to make that my career after I graduated.
I started as a freelancer working for a variety of clients. I have many interests, so making the decision to work with different projects/budgets/personalities was the best way to build out a well-rounded resumé. 10 years later, I eventually made it up to art director, and have worked with media companies, non-profits, skincare brands, and fellow music makers.
Nowadays, I like to focus on the things that spark the most joy (music, flower arranging, speaking engagements, and web design for the most part.)
How do you stand out in your field?
Heavy Metal ballerina with an appreciation for Baroque art and 90s Versace makes for an interesting POV. Besides leaning on my personal tastes/style, my favorite thing to do is to disregard preconceived notions of what something should look like, and instead, embrace experimentation. Never discount an idea that seems impossible or different!
Having a fine arts background makes me unique in graphic and web design cases because I don’t like to stick to academic design conventions. I prefer when design is expressive like fine art, but also creates a new experience for the audience in an accessible, functional way. My motto is “learn the rules, then bend them in your favor.”
WHAT ARE YOU WORKING ON RIGHT NOW?
I’m working on my next L.A. Girlfriend album, practicing my DJ skills and playing with new CSS so my websites are straight-up 🔥🔥🔥. In progress are more Squarespace spec sites because I just can’t get enough; I have so much fun making sites, I'm hooked! I’m hoping to further evolve all of my graphic design knowledge into web design - so far it’s been magical learning new ways of executing old tricks.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I lean toward being immersive, yet also have a huge respect for minimalism and letting things “breathe.” I love when design is experiential...also when it isn’t overthought. Big text is A-OK in my book, as well as interesting font and image/video mixing.
A couple of projects that represent me are my https://www.lagirlfriend.com/ site and my portfolio. In addition, I’d love to create work like this: https://aben.as/, http://brunswickmusicfestival.com.au/, and https://wonhundred.com/
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I really want to be a CSS witch! I’d love to get to a level where I could style by memory and not have to rely on copy/pasting from my notes. I feel like CSS is like a wild west of sorts - like an endless opportunity to create new styles - so it’d be cool to take a deeper dive!
WHAT IS FRUSTRATING YOU RIGHT NOW?
Getting to the point where I can survive on playing music and making Squarespace sites. Yee ol "work smarter, not harder" ya know? Being a musician is like playing the very very very long game, never knowing what will catch and when. And having your own design business comes with its own challenges. Working this hard, it is INEVITABLE that I will make it happen, but it’s frustrating not knowing when that lucky break or big budget project is going to come through.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
I would loooooooooove to hire someone to take on some of my adult responsibilities so I can spend more time doing passion projects. Nothing ruins the day more than forgetting to pick up groceries, do laundry, or make doctor appointments. Adulthood sux sometimes!
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I would go back to college and tell myself to party more. I had a buttoned-up attitude toward college experiences and stuck to being an A+ student. My last semester, I made the decision to do more and ended up going out and making friends. Ultimately, I was afraid of people, which is a shame because I probably would’ve had a lot more fun. But lesson learned!
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I’m a big believer in energies and the Universe, so it’d be interesting to get more insight on the subconscious and the different ways we’re affected by our past experiences. There is a lot we don’t know about the Universe and the memories that our bodies hold on to without us consciously knowing. What would the human potential be if we figured out how to stop holding ourselves back?...(one of the deep thoughts I like to have throughout the day.)
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I’m looking for Squarespace design opportunities in music, fashion, and retail, primarily! I’m focused on being more active in the web space, and I’m highly interested in projects that are related to launching or unveiling new products. Happy to help in tightening up current sites as well!
Additionally, art direction is a muscle I’d like to use more, especially when it comes to making sure brands are presenting themselves in the strongest way possible. I find developing brand aesthetics to be quite fun.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
My ideal client is someone who understands the creative process, respects timelines, and trusts me as a designer to deliver to a high standard. Clients come to me specifically for my style, so I cannot stress enough how important it is to have trust and space. I appreciate straight-forward communication and when clients have an idea of what they want, but are also open to something they might not have thought of. In terms of collaboration, knowing the strengths of all parties involved and trusting each other to “do their thing” is when true magic happens.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
My hourly rate is $50 and I like to work with projects that have a $500 minimum budget. Depending on the scope of work, I estimate the total costs associated with a project, but then charge hourly. Sometimes additional asks pop up, but I always work closely with clients to ensure that we’re staying within budget. No surprises here!
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Email is preferred with a brief project description, budget, and timeline! I also like to see reference images/sites at the get go to better understand your hopes and dreams for your project. I always want to make sure we’re on the same page about design expectations ahead of time! Also, send me your go-to karaoke song.
HOW DO YOU STAY CREATIVE?
Annual visits to Disneyland.
This member profile was originally published in October 2019.