Valeria España | Design + Branding

Design Vale Studio

Valeria’s delicate branding reflects minimalism and clarity. With pastels, greenery, and soft lines, Design Vale Studio is truly beautiful. Valeria is one of the most joyful people I know! She creates and lives in Guatemala City.

GM: Tell us about your present creative expression(s).

VE: I’m a graphic designer with a passion for branding concepts, high-quality print products, and vector art. I love to design creative business stuff to support other entrepreneurs and great businesses. 

I love to create meaningful and authentic design for businesses or individuals. It makes my heart happy. Expressing my creativity through this is not always easy, but it is always an exciting journey.

GM: You’ve just begun your own design business Vale Studio. Tell us about what you do and how you got started. 

VE: In my small business, I craft something that feels natural to the brand or person and connects with their demographic.

Here’s the short story of how Vale Studio started. Some of my friends saw my designs and encouraged me to open my own business but I wasn't sure. For a long time I wanted this, but after working for other design companies I felt it would be very complicated and costly to open and depend on my own business. But last year I started crafting a project during quarantine. I found some inspirational brand accounts on Instagram and some entrepreneurship podcasts and the spark just went off for me. I began the journey of being able to express my own style, create something of my own, and help the growth of other significant businesses.  The list was endless! I had so much more time and nothing to lose, I decided to go ahead and try it. Now, here I am with my own design studio. 

GM: What are a few things you value most when it comes to design? 

VE: Two things that I value the most when designing are my time, and my essence as a creator.

GM: What aesthetics are you drawn to when you create a brand?

VE: When I start to create a brand, I like to ask a few questions in order to make something meaningful and beautiful.

This is how it looks when I establish a design aesthetic:

1. Create a Moodboard. It's a great way to start brainstorming for branding.

2. Build a persona. This helps you understand the ideal people you’ll be working with in the future.

3. Understand design styles. There are many styles to consider: minimal, classic, retro and many more.

There is much more to talk about when creating aesthetics for a brand, but these three steps are some of my top ones.

GM: How do you stay inspired?

VE: I love going for a walk and listening to good music--it relaxes and inspires me. I also follow design trends on Pinterest or Instagram, and I listen to podcasts of entrepreneurs and artists who inspire me to continue learning.

GM: What does your creative workspace look like? What is your ideal atmosphere for creating?

VE: I love having a space that looks nice. Flowers and a good cup of coffee make my workspace perfect. Besides working in my house, I love to go to coffee shops and discover new places and flavours.

GM: What is something you want others to know about the creative process?

VE: It is a space where I connect my inner world with God, and I find myself creating stories and trying new things without worrying about what the outcome will be. 

One of the things that I have been doing for a long time is using a sketchbook and at least three days in my week. I draw, write, or sometimes I just draw the first thing that comes to mind. It always looks different, but it's part of the process. 

GM: What are you currently working on?

VE: I am currently working part time at Design Vale Studio, and part time in the administration area of my church. Two different worlds, but at the end of the day they come together. But for the near future I am thinking of going full time at Vale Studio creating more creative things and opening an online store.

GM: Challenge us/ Give a creative charge.

VE: To start and complete a creative challenge can be the best thing you ever did. So my challenge for you is that for at least two days—or every day—look for a place that makes you feel comfortable, take a sketchbook or a notebook, and draw the first thing that comes to your mind or something that connects with you. If you're feeling brave enough to show it to the world you can post it somewhere—either on social media, or simply to your refrigerator.

Creativity is a way to share a message we truly care about that otherwise may not have been heard. Creativity is a form of illuminating what’s important that gets easily looked over or forgotten. 

GM: How can we follow what you’re doing?

VE: Follow my work on Instagram and facebook at Design Vale Studio @vales_tudio