Graphic design is such an incredible skill to have, especially when you run your own company, have a blog, etc. I dabble and I think I’m decent, at best. By no means am I amazing at it, but I teach myself and do the best I can, and I love love love doing it. And I’m in awe of those who are experts in the field.
CKO Digital is a digital media agency specializing in graphic design, branding, social media, web design, photography, and videography. And they are the best in the business, in my mind. Their team is top notch and incredibly talented. In fact, they are the ones who did my podcast cover and graphic!
While CKO is based in Houston, they do work all over the country and have worked with mega brands and companies everywhere.
You actually might remember I interviewed the founders (and my dear friends!) Mishelle and Seth Bruce a while back. And today I’m SO thrilled to bring you an interview with CKO’s Luis Martinez, who is a graphic designer, and Hosanna Medina who is a graphic designer and social media expert. They are both incredible at what they do and I’m constantly obsessing over their work. So keep on reading for the importance of a design strategy, graphic design tips, other brands they admire in terms of design, and so much more, including some photos of the work they’ve done!
Did you always know you wanted to be a graphic designer? If not, when did you decide this is what you wanted to do?
Hosanna: I had no idea I’d get into doing anything design related until I was a sophomore in college. I was holding out on declaring a major because I wanted to pick something where I could be creative, flexible, and something I really enjoyed. I ended up picking Digital Media. This was my first introduction to anything related to graphic design. As I went through the program I realized that design fit the bill of what I’ve been looking for so perfectly.
Luis: Growing up I loved to draw and paint so art was always part of my life. In high school I won several awards and scholarships and I was good at it. Once in college I knew I wanted to do something in the Art field, but knew I didn’t want to be a “struggling artist.” On a late night deciding what I wanted to do for the rest of my life I searched the UH Careers under “ART” and that’s when I discovered Graphic Design. I didn’t know what it was, but I figured I’d give it a chance. Once I started taking courses I realized that it was for me. I could still be creative and actually make a living.
Did you go to school for graphic design or have you mostly been self taught? And if self taught, did you Google everything or how did you teach yourself?
Hosanna: So, Digital Media is actually a mixture of learning to use design tools, business strategy, and leadership. I never actually went to art school. Even though I wasn’t necessarily self taught I still learn a lot from tutorials, working with peers, and seeing workflow of people I look up to. Basically the learning never ends! But that’s the best part.
Luis: I did attend the UH Graphic Design program. It’s a 2 year block program for graphic design. It’s highly specialized for graphic design; so specialized that we rarely cover any other related parts of the design world, like business or marketing. I would also consider myself self taught on many things. I’ve always made it a challenge for myself to learn something new on every project. A new approach to strategy, a new software, or a different style of design (3D, Motion, etc).
What is your favorite part about your job? Least favorite or most challenging?
Hosanna: Most challenging part of the job is staying current. There is just so much out there. Especially when it comes to social media, the platforms are always changing. That goes into my favorite part, though, because I like an environment that challenges me and keeps me on my toes. Really the best part at the end of the day is just being able to create something out of nothing and that something has the ability to move an individual.
Luis: I would have to say that my favorite part of being a Graphic Designer is the array of fields that this career covers. As Massimo Vignelli said “If you can design one thing, you can design everything.” The possibilities are endless. Graphic Design is just the gateway to all the other fields of Design. The most challenging part of my job is finding a specialization. With so many fields I’d love to be part of there just isn’t enough time to be great at all of them.
What has been your favorite project you’ve ever worked on and why?
Hosanna: Recently I did a project for a brand called Minimo (shown above). Their brand is really fun and I was able to tap into that while creating content for their website and social media. We got to bring in all kinds of cute and fun props that made the photoshoots so fun to style. On top of all that, they are a skin care brand so the product itself is doing amazing things for the people who use them. It just felt good to promote their product.
Luis: One of my favorite projects I’ve worked on is for Kult Activewear (shown below). Developing a brand from the ground up was something that I really enjoyed. From strategy, branding, and website design, to establishing the look and feel of the photography, I was part of the whole process. It really helped me grow and see the whole picture.
What other companies / brands do you look to for inspiration or just ones you absolutely love the design / branding of?
Hosanna: Everlane and Glossier – I just love these companies overall. Branding on point!
Luis: I look to other branding agencies for inspiration. One agency that comes to mind is Anagrama. They are based in Mexico City and have offices in Japan and the US. They are really great at what they do and love showing off their projects. I’m constantly on the lookout to see what they come out with next.
Can you talk a bit about the importance of a clear design strategy for your brand? Why is it so vital to a brand’s success?
Luis: Strategy is so fundamental; there’s no brand without it. All you have is a meaningless pretty logo. Harsh, I know. A clear strategy will help you drive the brand, make it timeless, memorable and scalable.
I’m obsessed with the CKO Instagram account – how did you come up with the theme / vibe and what do you think about when posting? Do you plan everything out in advance?
Hosanna: Thank you! We really enjoy coming up with content for CKO. We actually have fun doing the social and I think that it shows. The themes and colors come from our new branding that’s been a slow transition. The vibe always goes back to the desire to inspire creativity in our followers. We try to plan what we will post out a week in advance, not too far out since a lot of what we post is about current clients and events in the office and what not.
What are your favorite apps for Instagram scheduling, if you use any, and Instagram photo editing, if you use any?
Hosanna:
Scheduling: At the office we use Sprout Social – they are great and really easy to pick up. It also allows you to generate reports and export them so that helps with showing the results to our clients.
Editing: LIGHTROOM – this app is insane. The app is so close to being exactly the same as the desktop program as far as the tools and what you can do with them. I haven’t used VSCO cam since I started using Lightroom. VSCO cam is great, but you don’t get as much control in that app.
What are your favorite IG accounts to follow?
Hosanna:
@Zhenyary – Her photos are so unique, great colors and composition.
@Kinlake – Crazy creative duo with fun animations.
@Cloverandcrow – Love the way she talks about process and everyday life as a designer running her own studio.
@Apple – Really enjoy the way they play with color and textures in their photos. Storytelling is a huge part of their content and it’s great.
@Madelinekate_illustrates – Talented illustrator that shows process with each piece she puts out.
For someone who isn’t necessarily the most well versed with graphic design and isn’t ready to invest or doesn’t have the funds to do so yet, what tips would you give them to get started? Programs you recommend to get started with?
Luis: Graphic Design is a visual language that requires lots of practice. Learning to see is going to be the biggest challenge. There’s a company I have been following since 2016. They focus on challenging the idea of design schools by changing the way you are taught design. They focus on a lot of the things we don’t get taught in Design School like business and marketing. They also have a ton of principles of design videos that someone wanting to get into graphic design should definitely watch just to get their feet wet. You can find them on all Social Media platforms by searching: @Thefuturishere.
What are your top graphic design tips, in general?
Hosanna:
Keep learning and practicing.
Work on developing your unique style.
Trust the process.
Concentrate on what’s behind the design.
Don’t be afraid to say no.
Luis:
Learn from more experienced designers.
Ask questions, even if they seem simple. For example: Whats a vector? What’s a Pantone?
Don’t get lost in the details. You’ll get better with practice.
Design in black and white.
Never forget the fundamentals.
Current favorite font?
Hosanna:
Favorite font right now is Columbia Sans – I like the approachable feel it has.
Current favorite color scheme?
Hosanna:
I can’t pin-point a specific color scheme, however, I’m a big fan of this color combination generator website khroma.co – I recommend it all the time!
Favorite motto / quote you always try to live by?
Hosanna:
“Be just and merciful and brave.” – C.S Lewis
“You are braver than you believe, stronger than you seem, and smarter than you think.” – Christopher Robin
Thanks, Luis and Hosanna!
Follow CKO Digital on Instagram here.
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