We fell in love with Katie Evans’ designs when we first laid eyes on them. It’s not hard to adore her bright and colorful designs. Having freelanced, worked at kate spade, West Elm, and Gap, Katie is no stranger to hard work and late nights. Now working as the Art Director at Ivanka Trump, Katie is involved with social media, editorial stories, and marketing. We were very excited to meet with Katie at the Ivanka Trump office in New York City, which is powdery pink and filled with inspirational images and quotes. We are motivated by Katie’s creativity and hard work, and we know you’ll be just as inspired.
Carpe Juvenis: How do you define ‘Seizing Your Youth’?
Katie Evans: Taking chances and not being afraid to make mistakes. You’re young and now is the time to experiment with what makes you happy and what doesn’t.
CJ: You received your BFA in Graphic Design from the Maryland Institute College of Art. What sparked your love of design?
KE: I attended an arts magnet middle school and high school where I was a visual arts major concentrating in drawing, painting, and sculpture. In high school I continued those studies and did a crossover into the Communications department to take a graphic design class. CD album covers and booklets were what originally sparked my interest in design. I remember pinning them on my bedroom walls. I also designed a couple of covers for my friends’ bands.
When I was a junior in college, I still didn’t know exactly where I wanted to take my career. A professor gave me an assignment to spend a weekend collecting anything that I was attracted to. The next week I brought back a bunch of Martha Stewart’s Blueprint Magazines, editorial shoots from Lucky Magazine, and a bunch of fashion ad campaigns. My professor was like, “Duh, you should be in fashion.” I questioned her about how I could play a role in fashion as a graphic designer. She told me that fashion companies need graphic designers – they do the windows, the packaging, and the hangtags, etc.
CJ: You are the Art Director at Ivanka Trump. What does your role entail?
KE: Ivanka started her licensee businesses a while ago, and she recently hired a small team to revamp and bring new life to the brand. We recently launched our new site, ivankatrump.com, that includes articles on work, style, travel, home and play.
I concept all of our editorial content on the site and our social media channels. Everyone does a bit of everything here because we are so small, which is great because you can be involved with different aspects of the brand. Our team makes all of our ideas come to life. I still do graphic design which I think a lot of Art Directors don’t do anymore. It keeps me on my toes.
CJ: You freelanced as an Art Director, Graphic Designer, Illustrator, and Consultant for years while also maintaining jobs. How did you go about securing freelance work, and what advice do you have for those interested in freelancing?
KE: I originally started freelancing because I needed the extra money. I always had a steady job and paycheck to fall back on, and freelancing let me experiment and find out what worked and what didn’t. For my first freelance job, I was paid $500 to design 10 different stationery cards for a new company. Looking back on that now is crazy to me. I want to smack my 22-year-old self and ask what I was thinking! I spent so much time on those cards. It should’ve been $500/per design. When I figured out what I wanted my freelance projects to be, I was able to pick the ones I liked the most. Most of my jobs came from word of mouth with a mix of referrals from social media and LinkedIn. I did freelance as a career for a little bit, and then Ivanka Trump lured me back into the corporate world.
If you’re thinking about going strictly freelance, you have to be passionate about what you’re doing. You have to be a go getter or you will go nowhere. You also have to be organized because now you are a bookkeeper, assistant, answering emails all day, and you still have to pump out the creative. It took time, but I was able to figure out how long projects would take me and account for client feedback to get it all done in time to start my next project. It was tricky to find that right calculation, so being flexible was important.
When I first went full-time freelance, I had nine clients. It was a disaster on my side, but I put on a good face for my clients. I had no social life, I was overworked, and I will never make that mistake again. I think the happy medium was 3-4 clients, with 2 recurring clients and 2 rotating projects. I had to be very strict with my clients about deadlines so that it didn’t interfere with other jobs.
CJ: How did you stay organized and efficient while balancing freelancing with your corporate jobs as a Graphic Designer?
KE: Google. Google has helped me do everything. I used spreadsheets for my bookkeeping and the calendar for meetings and deadlines. I would have each client assigned a different color so I could visually see the different projects I had. It worked because I could access those files from wherever I was – whether it was on my computer or phone.
CJ: You’ve worked as a graphic and web designer at some amazing places such as kate spade, West Elm, and Gap. What are your biggest takeaways from these experiences?
KE: The biggest thing I learned was that if I’m not passionate about the brand and what I’m marketing, I can’t do my job 100%. At kate spade, I lived and breathed that brand. The projects were so much fun. The kate spade team was very small so I was able to get my hands on everything, from window installations to stationery collections to working on photo shoots. I loved that so, so much. Every day was different and I was building a great portfolio.
The other companies I’ve worked for were much larger and at those jobs I was hired to do one thing and that thing only. They had huge teams to do everything and I realized through those experiences that I thrive better in smaller environments where I can play a part in all aspects of a project. I like to see things from start to finish.
CJ: What is the best part about being a designer? The most challenging part?
KE: The best part is telling stories. Just being able to tell a story about what a girl is doing and what she’s wearing and what she’s thinking and feeling. Finding a way to bring that story to life is the best part.
The most challenging part is finding the balance between making something beautiful but also selling that product. It’s tough to be conscious of both.
CJ: Every day in your life must be different depending on your projects and the time of year, but what does a Monday look like for you?
KE: 7am: Rise and shine! Go for a run! #TeamIvanka is training for a half-marathon in April. Most of us are new runners and can’t imagine running 13 miles. So far 4.5 has been my most.
9am: Take the F train uptown. Read theSkimm on my ride up.
10am: Write out my to-do’s for the day. Respond to emails.
10:30am – 2pm: Plan our next editorial shoot, pull inspiration, select models, snap a photo of Ivanka for Instagram, and edit videos.
2:00pm: Lunch! If I eat too early the day goes by much slower.
2:30 – 5:30pm: Work with our Editorial Director to plan the next month of stories. Call people and brands that we want to collaborate with, design creative for our social media channels, a little bit of pinning to Pinterest.
5:30 – 6:00pm: Regroup with my creative team to make sure we’re meeting deadlines.
6:00pm: Out the door!
CJ: What should a teenager or young adult who wants to be an Art Director or Graphic Designer do now to set themselves up for success?
KE: Be multifaceted in your line of work. If you’re a graphic designer, take a variety of art classes and learn as much as you can. You’ll be more valuable to your employer. As a designer, explore print, packaging, publication, digital, and visual. It will set you up later in your career to think about a project holistically.
Also, be nice. It still blows my mind how small this world is.
CJ: What is your favorite book?
KE: I just finished reading You Before Me by JoJo Moyes. I laughed and cried.
CJ: Having a loaded schedule can sometimes be overwhelming. What do you do when you’re having a bad day and need to unwind or reset?
KE: I like to take deep breaths, go to the gym, and shop.
CJ: What advice would you give your 15-year-old self?
KE: Your career path is going to be hard work, but it’s going to be worth it. And pay attention in your foundation art classes! Find a way to enjoy it and embrace your art style. You may think they’re boring, but they’re teaching you the basics of art that will come up in every aspect of your job.
Image: Carpe Juvenis