Wilda Casado
WHAT DO YOU DO?
“I’m a designer working mainly with craftspeople/homeware brands. ”
I like to build open and honest connections with my clients in order to create thoughtful and compelling experiences for their brands and products.
I often have a hard time deciding what kind of “designer” I am. In my professional life, I work with big and small clients, doing lots of branding, editorial design, packaging, so a lot of digital + print. I really enjoy the process of getting to know and explore all of the possibilities each business/client has right on the other side of the door all while helping them open it up.
On the other hand, I dabble into the industrial design world as well! In 2017, my dad opened a wood workshop and after a while, I became interested in designing objects and furniture. For the past 2 years, aside from our day-to-day jobs, we’ve been working on launching our slow and sustainable homeware collection. I love designing mirrors, tables, chairs and all kinds of functional home objects.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
It all started when my dad bought me a camera and a subscription to Adobe Premiere Pro in 2013. I was 13 at the time. I started making fun videos with my friends and I thought “damn, I really like visuals.” I took the next “logical” step two years later at the age of 15 which was to become a photographer (don’t ask much about it hahaha), so I went to Youtube University, learned about editorial photography, all sorts of technical stuff as well and got to work. Then, when I was 16, my dad was like “hey, maybe we should go for the full Creative Cloud subscription.” At this point, I knew my way around Premiere Pro and Lightroom pretty well, but then I learned what Photoshop and Illustrator was, and just like that I was at the door of a whole new world.
It sort of came naturally to me, and not even 6 months in, I was already working with local brands designing business cards, invitations and all sorts of random stuff. I still loved photography and video very much, but I realized it was something I’d like to complement my design work with, rather than be a photographer or director alone.
Then, I graduated high school and contemplated going self-taught, but I wanted to learn more from industry professionals, so I went to design school and got a Visual Communications degree. I finished mastering Adobe and its crazy programs, took web design classes, learned about art direction and did all sorts of cool projects, all while working freelance as well. It’s been almost a year since I graduated and I’ve been working with clients mainly in the homeware industry, so I decided to open a platform where I can build connections and reach more of these people. So, that’s how I got here.
How do you stand out in your field?
I’m very flexible with my “style”, although it is important to have a general aesthetic that draws your ideal clients in, I feel like it’s also important to make sure your clients know it’s not JUST the aesthetic. It simply just doesn’t always tell the whole story. Watching my dad grow his business has led me to get some insight about the whole backend process and continue learning about the purpose of objects/furniture/products themselves. They’re experiences. Therefore, you have to make sure you’re communicating this effectively with your work.
WHAT ARE YOU WORKING ON RIGHT NOW?
Right now I am currently working on building my own online platform over at @helloimwilda on Instagram. I recently launched my website and I am working on providing helpful + inspiring content to the people that are coming along with me in this new journey.
On the other hand, I’m sourcing materials for some mirror samples I am building with my dad very soon.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
As I mentioned earlier, I don't believe a certain style or perspective is the solution to a good experience for brands/businesses, so my usual approach it to listen to the client and use the information given to take on a visual approach. Not only does this give me the possibility continue exploring with my work (it never gets boring), but it also makes room for unique branding.
I've gone from making things like Gunnar, a whole title sequence/trailer hybrid on Google Maps resulting in a very digital experience, versus creating Garamond, a linoleum print I carved myself about one of the first typographies ever created.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
Within the homeware industry I feel like I have mostly focused on furniture/wooden objects, but I love ceramics/pottery. I'd either really like to have my own collection or be the designer for an amazing ceramics studio.
WHAT IS FRUSTRATING YOU RIGHT NOW?
The struggles of building an online platform from the ground up. I have so many things to share and talk about and I genuinely love connecting with people, but I feel like it's so hard to build meaningful connections these days, but definitely being consistent about it and hopefully one day it'll seem like a silly phase I went through.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Oh my... I'd hire someone to do all the SEO and content marketing for me. I'd love to be able to focus solely on design work during the day!
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I would love to back 6 months and tell myself it IS the time to build your own platform and to let go of my fear of judgement.Time doesn't stop for anyone.
I oftentimes let my vision be clouded by the what ifs of things. What if people laugh at me? What if I'm not good enough? What if this is not the right time? But honestly, who cares if people laugh at me, I believe in myself and right now is the right time.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
Definitely the whole legal aspect of having a design business, I am dreading tax season just a bit this year!
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I am interested in working in any creative endeavor that comes my way, but to be specific, I'd like to work on an "all-inclusive" project for a brand in the homeware/furniture industry. I am looking for people that are past the logo and social media posts, let's think about what makes you stand out and let's make it an experience.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
I love working with businesses, independent studios of all sorts and even just people with an idea they'd like to develop that are forward-thinkers and conscious-minded.
Who is a creative that has helped you elevate your work?
Special mention to Puno, first of all, for introducing me to Squarespace website design and indirectly making me take the plunge. Hannah at @hannabrowncreative, who helped me solidify a social media strategy. And so many design studios that have motivated me along the way!
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
There is a form in my website where people can get in contact to talk about their project.
BUT, you can also directly email me at wildacasado@gmail.com :)
As to what I would like them to include, think of it as storytelling, tell me what (what's your project and what are you looking to create), tell me why (why are you doing it, what's your story, how did you get here?) and tell me how (what's your timeline and budget, any specific deliverables?).
HOW DO YOU STAY CREATIVE?
I stay present and curious.
This member profile was originally published in November 2020.