• What’s the skinny on you? Tell us your story.
My name is Joann Sondy, graphic designer & owner of Creative Aces. For ~ 20 years, my specialty has been in the business-to-business arena; creating materials for senior-level management of publicly-traded companies to communicate with investors and financial media. These materials include: annual reports, investor presentations, fact sheets and profiles. As of late, since the financial markets have tumbled, I'm re-packaging my creative services from serving a niche market to offering niche services.
• What is it that drew you to a life of graphic design?
Since I was young I always wanted to "be creative". I think the process of turning ideas into something tangible is magical. Funny, when I was young I wanted to work for an advertising agency; but somewhere along the way I found a different path.
• Where did you collect your design education?
I have studied art since high school and received my BFA from DePaul University. The study of fine art has provided the foundation for my continued education through individual courses and independent study. I am currently working on a December 1st deadline to submit my portfolio and letter of intention to Savannah College of Art Design for Master's study in Graphic Design.
• Are you a team player, or are you a solo creative?
I like to think of myself as part of my client teams, but when it comes to the creative process and execution I work solo. I'm fortunate enough to ask for input from my husband who is a career photographer and we can bounce ideas around and explore solutions.
• Are there any qualities you wish for in a project, or, describe your dream job?
I don't like making wishes for future projects. Instead, I like to learn from previous experience and move forward. For example, I was the creative director for the Bay Harbor Concours d'Elegance for five years. I was responsible for a wide range of materials from postcards, posters, magazines, websites, signage and more for this unique car & boat show. The relationship that I had with the director (a former car designer) allowed me to push myself and my creativity in new directions.
As for a dream job -- I'm embarking on creating that now and I'm not quite ready to put parameters on it yet.
• What primes your creative pump? Where do you find your best inspiration?
Any creative has to have their "antenna" up all the time! Depending upon one's particular style (ie grunge, floral, metallic, minimalistic) we always need to be observant of our surroundings to drive our passion. My go-to for inspiration are vintage/classic magazines and posters from the 1920s - 1950s. Something about the manner in which these materials were created by hand that gives me pause.
I also find a great level of inspiration from designers who are younger than myself. Their talent continues to amaze.
• We have all had projects that didn’t go well or were quite the challenge. What have you learned from these scenarios?
Ask for help! I recently had a project take a quirky turn because someone saw something in the image I had chosen that I just didn't see. When I spoke with others on the account we where able to find a solution to appease the critic and the client.
• If you happened upon enough cash flow to retire today, what would you do?
Good question. I'm in the beginning stages of building a foundation for my later-in-life career so I can move out of the way for younger designers. I plan on creating an e-magazine & community to showcase artistic talent, develop workshops/materials for artists who struggle with the hurdles of being an introvert and contribute a portion of the revenue to fund a collegiate scholarship.
• Any advice you care to divulge to students who are currently in training?
Study the fundamentals & history and find your own unique style. (If you're planning on going solo, take a few business courses so you'll be able to manage your own business.)
• Last chance, is there anything we missed you’d like to impart?
As a right-brain practitioner... you are a HUGE part of creating a new economy! Go create something spectacular.
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