Hi I’m alex noelani :)
A San Diego native, I grew up painting, drawing and overall creating since toddler-hood. Fast forward to high school graduation, the only thing that made sense for me was to go to fashion school, aka FIDM and get a degree in Fashion Design. Well, drawing and designing apparel while studying color theory was defiintely a fun way to experience college, but I wasn’t sure if I had selected the right career path after completing my program. After a move to Los Angeles, interning for designers like Brian Lichtenberg, women’s contemporary labels WREN Studio (sold at Nordstrom) assisting in line production, sourcing, etc. I was more intrigue by graphic design, the web branding and social media aspects of running a fashion brand. From Lynda.com to Youtube tutorials, I transferred my innate drawing abilities combined with my fashion designing background into graphic design, slowly gaining my skillset in Photoshop, and Illustrator, While at WREN, I requested to assist on a few graphic design projects getting my foot in the door. Next thing I new, I was being paid outside of my internship to design e-mail campaigns, web banners, posts for social, product photography editing and using photo manipulation for different project needs.
Wrapping up the end of my life as an intern in fashion line production and assistance, I had built a decent portfolio to land a graphic design position with Los Angeles based women’s line, Faircloth & Supply (featured in VOGUE). From digital content for web and print to e-commerce site design and product photography, I had become a full-time graphic design and branding designer.
Since then, I’ve worked with multiple clients in San Diego and Los Angeles, from fashion and lifestyle e-commerce companies and fashion brands to such as: Tapiture (also part of theCHIVE), Valleau Apparel, Mimi & Lu jewelry; home interior design and staging companies JAXON Home, KV Homestaging and Marshall Design Group, to working with VICE magazine Art Director Dersu Rhodes on branding material for clients such as Platefit. Over the course of a few years, I established new brand direction, web and social media presence, marketing strategies for multiple clients.
An unexpected turn in my path occurred while working at Underground Elephant: I was exposed to lead generation and data-driven design for corporate client ads, landing pages and CSS coded mobile interfaces that were both eye-catching and user-friendly. Designing in this capacity fueled my desire to learn UI/UX, where design meets function and large scale problem solving.
Underground Elephant was an amazing experience, but I craved the branding process and content creation. So, I transitioned from Underground Elephant back into the branding realm, once again, but this time, at GUESS? Inc. national headquarters in Los Angeles.
In 2015 I was contacted to join GUESS? Branding & Licensing team for their national re-branding initiative. My varying experience made me the perfect fit to design branding concepts, products and complete branded fashion presentations for GUESS? as well as all sub-labels (G by GUESS, GUESS Factory and high-end label, MARCIANO). They also made me head of Gift With Purchase (GWP) design for all brands, designing and sourcing new gift with purchase products with input from buyers. The overall experience at GUESS? was a milestone in my career, where I learned a plethora of design, branding and licensing knowledge. GUESS? completion for re-branding for all labels (to be launched in 2017), came to a close almost a year later.
Today, I’m re-branding companies, designing websites, developing social media strategy, brand direction and UI design for a wide range of clientele. In 2020, I will be completing my UX Design Certificate at UCSD in order to be the ultimate hybrid designer combining a fashion branding background with the technical knowledge of User Experience and User Interface design, ready to design on a whole other level.
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