Mindy Nguyen
Creative Director of ilovecreatives Studio
Los Angeles, CA
Q What do you do?
“I am a visual designer with a love for brand identity.”
This entails the logo, typography, color palette, basically all forms of how the brand visually communicates itself. Whether it’s print, web, packaging, I always aim to design with intention and deeper meaning.
Q What steps did you take to get to where you are now?
It all started when I got a Sega Pico (anyone else have this magical baby laptop as a kid?). I would spend hours on the games that involved drawing. Your girl has been using a tablet to create since the early 90s!
Just kidding, we’re not gonna go that detailed today. Although, I’ll give you one more golden nugget from the past. In 4th grade, I took a Photoshop class at science summer camp (Yes..I know..). My big accomplishment was photoshopping myself in a photo with Billie Joe Armstrong from Green Day. One could say I was destined for design...
Fast forward–I went to Ringling College of Art & Design and got a BFA in Graphic Design. During school, I interned at a creative agency in Nashville and BET Networks in New York doing motion design.
After graduation, I moved to SF to work at LinkedIn on their Creative Studio team. We were responsible for ideating and executing all major brand campaigns. One of my personal highlights was art directing a 360º video campaign featuring Airbnb, ASOS, and Hugo Boss.
After a couple years, I decided to make the pivot back to a more design-focused practice and have been a Senior Designer for Use All Five, a studio located here in LA.
I also just recently went part-time freelance and am now freelancing 2 days a week!
Q How do you stand out in your field?
I make an effort to really understand what my client’s story is, what their brand is all about, and why they’re passionate about what they’re doing. My goal is to design with deeper meaning at its core.
I also grew up in a Buddhist center that my mom ran, so that sense of being very aware of the people around you, your actions, and their outcomes is inherent within me.
Q What are you working on right now?
A handful of things – a full on branding, web, and packaging project for a new skincare line for moms. I just recently wrapped up e-comm web design for a clothing designer based in Brooklyn. I also work with Boyish Jeans, NORA the Agency, and a few others.
Q What’s your style?
For personal style, I gravitate towards a mix of muted and unique colors, bespoke typography + elements, and a touch of minimalism. Check out my pinterest to get a better feel for my vibe.
When working with clients, I tailor my design solution to a unique style that will help the brand reach its full potential. For me, color is an aspect you will get a very considered approach for. I think it has such a powerful influence on the relationship between your brand and audience.
Q Out of all your slashies, which one do you wish you could do more often?
Art direction for photoshoots.
In my free time, I would also love to do more tangible work for myself like macrame, weaving, or learning wheel-thrown ceramics.
Q What is frustrating you right now?
Not necessarily frustrating, but since going part-time freelance, I’ve been going through those jittery feelings when you start something new. However, I have faith that’ll stabilize in the months to come!
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I would hire someone to help me with finances and keep me honest about staying on top of them.
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Q What do you wish you could have told yourself, when, and why?
Ask more questions. Don’t be afraid to reach out to people you admire and when you get the courage to do so, don’t take it too hard when they don’t answer. Follow up, girl!
Q If you could talk to an expert to gain more insight on something, what would it be about?
It would be rad to talk to a psychologist about best practices for understanding people and how to best make them feel heard. I want to get to the point where I can really understand a client’s vision when they don’t know how to articulate it. Boom. Inception.
Q What kind of opportunities/projects are you looking for?
Looking for freelance projects that involve brand identity, art direction, and print.
Bonus points if the client’s brand has positive social impact at its core.
Q Describe your ideal job/client/collaboration.
An ideal situation would be working with someone that is on the same wavelength as me – where the client becomes a collaborator and partner. Clear communication. Trust. Similar aesthetic / personal style. If we can get to a point where it feels like a mind meld, that’s the sweet spot.
Some dream projects:
branding a flower/botanical shop or florist
jewelry designer (i.e. https://wwake.com/ or https://wkndla.com)
wine/alcohol packaging
cookbook (especially if it involves breakfast foods)
tea brand or tea room
branding for a conference (bonus points if it’s directed towards creatives and/or women)
Q How should someone approach you about working together?
Shoot me an e-mail at mindmnguyen@gmail.com or fill out this project inquiry form! Looking forward to it :)
Q Who is a creative you admire?
We love building long-term relationships with our clients. Plus, a sense of humor is also always ideal!
Q Oh! and… how do you stay creative?
By learning something new every day.
This member profile was originally published in October 2019.