What information do you need from a client before you can start work?
Before I start any design I need details of the project. Budget, look and feel, timing, etc.
What do you love most about your job?
I love being creative, it is not a job, but a hobby, the best combination!
What inspired you to start your own business?
My dad is a very accomplished, award-winning Architect in Los Angeles, so the arts was something I was always interested in. Architecture was not something I wanted to pursue, but my graphic design is and was very influenced by his design philosophy, “Less is More”.
I came upon Graphic Design by accident. I was enrolled in college as an Art Major, but took time off to figure out my career. I met a guy at a Sushi Bar who had designed the logo, menu, etc. for the restaurant, he offered me his business card and told me I could come work for him while I figured out what to do, so I worked there part-time. I went back to school majoring in graphic design, and after I graduated he gave me a full-time position at his Agency. I learned more from working there than I did in school, it was like a “Graduate” program for me. I eventually worked for another Agency as a Junior Art Director, and in the first two weeks I worked there, one guy quit and the other guy was fired, so now I was the Principle Art Director! While working at the agency I learned about photoshoots, typography, layout, and dealing with clients. My main account was with Baxter Pharmaceuticals.
I stayed there for 2 years and after speaking with my father, decided to venture out on my own. My dad bought me my first Mac computer, in 1993. I sat in front of this machine in my living room for 2 weeks, with no clients! I got a call from someone at Baxter in the Marketing Department that really loved my work from my previous employer and they asked if I could take them on as a client. I almost fell off my chair. Eventually, my business started to grow and I found more clients from a variety of industries. I have had the opportunity to work with such diverse clients as Cedars-Sinai Hospital, Navy Seal Foundation, BAFTA, and Concern Foundation For Cancer Research, to name a few. For the past 25 years, I have valued each client, each experience, the positive and the negative, and the most important thing is that I look forward to my job.