Artist Spotlight w/ Ana Moreno
Nov 1, 2022
First, can you tell us a bit about yourself?
I’m a freelance lettering artist and illustrator from Colombia. I actually went to Uni and graduated with a BA in Industrial Design, but halfway through I realized that wasn’t my thing. So, I started as a graphic designer and became an illustrator in the process. Of course, there’s a lot of an industrial designer in me, I can say, the way I approach situations and solve problems and the way my mind works are basically because of my education.
I’m a huge fan of traveling and I try to spend all my money going places, exploring new things, and trying new food. I know, I’m such a millennial.
As for my work, my illustration style is full of solid, vibrant, and highly saturated colors, sharp shadows, contour lines, and of course, funky letters everywhere. Buuut, I’m always trying new things, and exploring new techniques and my work is constantly evolving, so let’s see in a few years how it's going.
I think one of the biggest lessons I’ve learned in this journey is that if you want something (like truly want it) you have to work 300% for it. Otherwise, it isn’t gonna happen. You have to be very perseverant and constant, and always eager to eat the world.
Can you tell us about your experience and the role you are primarily filling?
Since I started my journey as a freelance graphic designer, lettering artist, and illustrator I’ve worked on a wide range of projects such as lyric videos, packaging, editorial design, branding, product illustration, murals, and more.
Basically, everywhere where you can put on some lettering and illustration to catch the audience's attention.
I’ve been fortunate to work for clients such as Universal Music, Eminem, Zara, Pandora, Domestika, FounderSix, TGC, Macmillan Publishers, and more. Right now, I primarily find myself in 2 roles: Creative Directing and Illustrating.
If you could speak directly to the resourcing gods and powers that be, what would be your ideal project?
Right now, I would say my ideal project would be creating illustrations for a campaign that brings together a wide range of things like products, digital ads, graphics for animated videos, packaging, digital assets, and so on.
Something where I can fully explore all my creative capacity on different media and where I can share a powerful message with the world.
Do you have any dream clients?
Of course! I would love to work one day (very soon I hope) with Google, Nike, and Coca-Cola. I love the messages they share with the world, messages of empowerment, inclusion, perseverance, and unity.
Lastly, do you have any memorable stories, life lessons, or tall tales you can share from your adventures as a freelancer?
Being a freelancer is definitely a roller coaster of emotions and experiences.
I think one of the biggest lessons I’ve learned in this journey is that if you want something (like truly want it) you have to work 300% for it. Otherwise, it isn’t gonna happen. You have to be very perseverant and constant, and always eager to eat the world.
Over the last 4 years, I've achieved so much in such a short time, and if I look back, it’s because of those dreams I’ve worked so much on.
Of course, there’s one more lesson. Take care of yourself, your mental health, and the people around you. Being 300% into something doesn’t mean you aren't going to destroy yourself in the process. This I learned the hard way.
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