Flair |fler| 1. A special or instinctive aptitude or ability for doing something well.
Happy hump day everyone! On today's flair we have Joanna from Waterfall Creative. I stumbled upon Joanna's work via her blog nearly two years ago; she would share all sorts of DIY's and creative goodies that kept me coming back for more. Fast forward two years later, and she's running this amazing creatives conference that have most of us designers talking, but I'll let her talk more about that...
P.S. How fabulous is that surname of hers?!
In a few sentences describe yourself and what you do.
My name is Joanna Waterfall, I’m an artist with a free spirit currently living in Los Angeles with my rad husband, Nolan, and our two crazy cats Pickles and Mochi.
I’m a lover of people. All kinds of them. My heart is full when I see men and women not only content, but excited and fulfilled by how they are living their day to day lives. I help entrepreneurs do this by giving their dream business some good looking visual branding through my design studio, Waterfall Creative. And I bring women from all over the world together to talk and hear from world-changing creatives who are kicking booty and spreading good. My hope with this is that women can connect with what makes their heart beat fast, and find a way to use their gifts, skills and talents to spread goodness all over the world, and in turn, come alive and bloom!
How did you first get into design? What's your favorite part about it?
I’ve been an artist most of my life, and have been doing graphic design since 2009, when I switched my major in college from fine arts to graphic design and digital media. I love branding as a whole. Really diving into the minds of client’s audiences and figuring out what makes them tick, what visuals would appeal to them. I love that I have the ability to be creative and make a living at the same time!
Do you have any creative heroes that you admire & have inspired you? Who & How?
I know this sounds cheesy, but Taylor Swift is a huge hero of mine. I am constantly in awe of her ability to brand herself and stay true to culture. She’s had an insane ability to stay creative as an artist and true to herself (or at least appear to) despite she’s a mega star. I find that a lot of things can cloud our view of our artistic side once we start focusing on making things a business, but she seems to have stayed true to her artistic side while making a crazy successful business out of it. I really am inspired by how gracefully she’s come of age in the public eye. Essentially, I just think she’s a branding genius and it’s on my bucket list to meet her- anyone have any connections??
Apart from you design studio you run a lovely blog. What motivated you to start one? Has it had an influence on your success?
Oh my blog. I’ve had a love hate relationship with it- but we’ve kept it real over the years :) I started with Live Journal back in the day. I started a real blog when I studied art abroad. Mostly so my mom and Aunt could keep up with my adventures. I’ve been journaling since I was 8 years old, and have always loved to write. I think blogging just became an extension of that. After I came back from abroad, I realized I really loved sharing my words and thoughts with people. It was a way to express myself and creativity without any clients or people telling me how to do it. So I continued, and have been doing it on and off for 7 years now! Wow I feel old.
What is your favorite piece of work you have done and why?
I think The Yellow Conference has been my favorite piece of work. Although it’s not one piece necessarily, it’s an ongoing discussion, a platform, a place that brings people together. I do all of the design and did all of the branding, so it was really fun for me to dream big and see this small idea I had come to life.
Tell us a little bit about Yellow Conference.
Yellow is a gathering for creative women who want to use their gifts, stories, talents skills to serve the greater good. We just want to make the world a better place! We gather women from all over the world to connect, get inspired and see examples of women and men who are actively making a difference in the world. Oftentimes, if we can’t see it, we can’t become it. So we provide a space for people to see real, genuine men and women who are kicking booty in the world and doing it for a good cause. It’s a super inspiring time!
Do you have a dream/goal that you wish to aspire?
I want first and foremost to develop my character and become the woman I was meant to be. I’m always trying to get rid of fear, laziness and work on my self-discipline and ability to relate to those around me. That’s an ongoing goal I always will be working on! As far as a more tangible goal- I would love to write a book one day. I would love to build Yellow up into being more than a conference. I would love to travel the world. And of course, meet Taylor Swift.
If you could go back in time to when you started freelancing, what would you have done differently?
I would have had more confidence in myself. Looking back, I was doing pretty well for a young freelancer. But I was always comparing myself to others, and I think it really held me back. I would say- chill out! You’re doing awesome and stop looking at what everyone else is doing!
If you could live and work anywhere in the world, where would you go and why?
This is a tough question because so much of it would depend on the circumstances! I would love to live and work in Bali- just cause it looks amazing from the photos! I grew up in a small beach town and am a beach bum at heart. But I’ve found that the people you have around you are more important than any physical location. I’d love to be around my family, my cats, and people who creatively inspire me to be better in my work and life.
Early bird or night owl?
NIGHT OWL. As much as I try to fight it, I will always be a night owl.