Figure out what inspires you and find a way to do it, no matter how hard it may seem.
- Coburn Dukehart, Picture and Multimedia Editor, NPR
Avid surfer, illustrator and San Diego native, I thrived in a creative environment growing up which led to attending FIDM for Fashion Design and Product Development. Post-FIDM, I loved the process of concept to creation of apparel, but opportunities in fashion design were limited in San Diego which led me to pick up small design jobs for local surf labels and boutiques, designing custom graphic prints.
Little did I know that my designs would become best sellers for these clients, which peaked my interest to further my graphic design knowledge. I jumped feet first into online tutorials, took night courses for Illustrator, Photoshop and InDesign. After acquiring a new skill-set, My creative hunger was not satiated in any way in San Diego, so I packed up and moved to Los Angeles with no job in line, only money saved. A typical L.A. story, I was able to land 2 part-time freelance positions with women’s contemporary labels WREN Studio (sold at Nordstrom) and Faircloth & Supply (featured in VOGUE) as their main graphic designer. I designed digital content for web and print as well as manage their e-commerce sites and product photography. I was exposed to fashion branding and importance of curated content for each label; then I fell in love with work for the first time.
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 and KV Homestaging; to working with VICE magazine Art Director Dersu Rhodes on branding material for client Platefit; to corporate SaaS design agency as Multimedia Designer. For the fashion and lifestyle clients, I designed a variety of digital and print content, photography for product and lifestyle and updating each brand’s look.
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 brandingrealm, 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 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 and designing websites, printed content and apps for clients. I continue to evolve as a creative problem solver, using different forms of design strategy to meet client needs while delivering beautifully crafted products.
Maybe we’ll be curating your creative vision next - anything is possible. Hope you enjoy exploring my site!