Framework Feature: The Yellow Loft

The Yellow Loft Founder, Katrina Luong

The Yellow Loft Founder, Katrina Luong

  1. What do you do?
    We are a boutique print, packaging, and design studio. We specialize in branding + packaging and offer to a select clientele marketing collateral and space design. We have niches in health and beauty (makeup + skin care), fashion, and food and beverage.
     

  2. Why the name?
    I had an idea that I wanted a name that was personable, friendly, and creative. The space being a loft and yellow being happy. It made sense!
     

  3. What inspired you to create Yellow Loft?
    I have had a passion for the industry ever since college. There's something about tactile, tangible qualities. I kinda geek out about manufacturing and printing. I really enjoy how things are made.
     

  4. How did it start in college?
    I have a BFA in Visual Communication. I taught for 2 years at Cal State Long Beach. It's interesting to share your perspective and get fresh perspective back when you teach. I originally started the business in Long Beach and through time it evolved and the more I took on full ownership of the creative vision. I focus on people and the work - I believe money and success will come later. 
     

  5. Who were your mentors?
    I’ve always had design professionals I’ve admired, but they weren’t my fuel. Back when in school there were more guys than girls in the field. What really motivated me in college was my class had a lot of guys. There were guys who felt insecure with a girl being better. There were moments where their moments of insecurity was projected onto me and that fueled me to do better. Being a female minority, and even more, a female entrepreneur, drove me to do my thing. I know my self worth, I know what I can do, and I believe in cultivating a team.
     

  6. What inspires you?
    I'm inspired by a lot of other studios. There is this man who runs a studio in Greece called Mouse Graphics. There is also a studio in Mexico City that does beautiful work - AnaGrama. I tend to like more international work than local work. The people I surround myself with inspire me, too. My team, staff, friends - they're all an inspiration. Being at the Unique space as our office space drives me as well. I feel a strong desire to position myself as a substantial creative force to reckon with. What's also inspiring is being acknowledged for the work that we do. A personal motto has always been not looking to be well known, but what’s more important to me is being worth knowing.
     

  7. You're killin' it with what you're creating with your clients. How do you do it?
    Mentality. I'd say the mentality is more: what do we need to do to get stuff done? I give a lot of creative direction and I love mixing things up!
     

  8. What are you working on right now?
    - Mexican tile project
    - Wrapping up a style guide for Forever21
    - Packaging a product in ceramic
    - Launching a few beauty brands
    - Picked up donut packaging deal!
     

  9. Describe your white unicorn client/creative collaboration.
    Doing non-client work! Doing something we think is beautifully designed and we think is something we would want for ourselves. 

  10. Where are you five years from now?
    The Yellow loft has expanded and evolved our portfolio so its like “hot shit”
    That may not necessarily be exponential growth. I'd also love to be able to work remotely and travel for a month on end - as long as the work gets done! 
    We definitely have more creatives on our team that are thriving and producing creativity and be able to do it anywhere in the world.

Framework Feature: Weekend Society

Jason and Andres (L-F), Founders of Weekend Society.

Jason and Andres (L-F), Founders of Weekend Society.

Website | Instagram | Facebook | Twitter

  1. What do you do?
    We are advocates for a specific lifestyle and state of mind. “The Weekend” State of mind: to live in a way that you never grow boring. The weekend doesn’t start at the end of the week. There are opportunities everyday - creative, adventurous manifestations of our passion projects.

  2. What inspired you to create Weekend Society? 
    After discussions with each other, we began to explore what shape of what we were creating was going to take. A lot of what we are advocating is “to do”. We wanted a medium to share these messages of our name and mission in the most visible and impactful way. We saw clothing as the perfect fit.

  3. Why the name?
    We settled on the weekend terminology because it embodies a commonality we had.  Coming up with “society” took a while. We asked ourselves, “How do we represent a collective group of people that all stand for the same thing?” Society encompassed that for us.

  4. Who were your mentors?
    Our mentorship came from different forms and different groups. Andres had many relationships with awesome graphic designers like Shepard Fairey. I (Jason) drew mentor moments from my background in music and writing. People we met along the way, who shared what they've learned in clothing and the fashion industry, were also great mentors.

  5. Did you dabble in any other creative areas other than fashion?
    Jason: For the start, it was books. I won my city’s young authors competition in the 2nd grade. Then I started doing music in my “angsty” years and my writing really manifested in high school and onward through city competitions I took part in.  It was in college where I hit the writing front full force - it's also when I began playing in bands full force, too. I eventually had some thing published. Creating this fashion line was one of those moments that allowed me to take all this knowledge - publishing, writing for music - and create what is now Weekend Society with Andres.

    Andres: I majored in graphic design and have always been interested in drawing and sketching. I was thinking about wanting to design cars, then saw where you have and don't have creative control. The eventually led to now, being able to have that freedom with Weekend Society

  6. You're killin' it. How do you do it?
    Growing organically. We came in from the start saying, “We are going to organically grow.”
    We wanted to bring an intentionality to every aspect of what we do. From social media that began an active following, to keeping an organic approach to spreading our brand across different channels and business aspects, out intentionality keeps us authentic.

  7. What are you creating now-a-days?
    Fall items. Shorts, shirts, layers. We're working on the wholesale side of things and moving toward getting our brand into stores - keeping in mind organic growth and being intentional where we want our items.

  8. Describe your white unicorn client/creative collaboration. What happened?
    Pure Vida bracelets down in San Diego. It was a collaboration where intention was the first thing we talked about. We Created a Weekend Society Pure Vida bracelet and promoted it across both channels. It was a great opportunity where both of us were able to share about the other’s mission that essentially reinforced our own mission. We both equally enjoyed what the other is up to, stands for, and creating in the world. It's definitely one of the most exciting partnerships to date.

  9. Any fun collaborations moving forward?
    We are working with a blogger whose latest project is documenting her adventures in a trailer she travels in with her boyfriend. She photographs everything she does and her exploration of the world. She thought of design elements that she liked and we are looking to creating a piece with her. She's a society member and really connects with our message. Creating something with our society members on their adventures is a great collaboration in itself.

  10. It's 2020. Where is Weekend Society?

    We have a much broader presence in 15-30 year old demographic. People have an association with what Weekend Society is and stands for. We have hit a point where people outside of Los Angeles and beyond California are starting to see our stuff. Whether it's at an event, or in a store shopping, or walking by someone wearing our stuff.  By 2020 we are growing the "weekend state of mind."