We caught up with the brilliant and insightful Ben Loiz a few weeks ago and have shared our conversation below.

Ben, thanks for joining us, excited to have you contributing your stories and insights. We’d love to hear about a project that you’ve worked on that’s meant a lot to you.

During the pandemic, my wife, noticing the lack of diversity in the beauty market, began to research and list out as many Black-owned beauty brand as she could find. The list quickly grew to a few hundred brands—most of which you couldn’t find in department stores. She shared the list on social media and received an overwhelming response of support and even more suggestions.

At this point she realized her project needed to become something more substantial, but it didn’t have a name! So, we began working together to develop one. We were aiming for a name that was celebratory, memorable, and expressed the spectrum of skin and hair that was not being equally represented in the industry. We landed on Color May Vary and it fit the criteria. From there, we developed a logo, identity, online guide, and social media strategy to launch the brand.

Color May Vary has become the largest digital guide of its kind, celebrating the array of Black-owned beauty and wellness brands in the industry. This is one of my most meaningful projects not only because of the subject matter, but because I had the opportunity to team up with my wife and create something remarkable.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

I’m a designer specializing in branding and identity design. My Los Angeles based studio works with imaginative brands in the nonprofit, education, and creative space—helping them communicate and delight.

I also have a background in art, but for a number of years did not produce much of it. One day my son and I were at a museum in Los Angeles, and we came upon a little abstract watercolor painting by Paul Klee. I was inspired again, but there was a sign that said, “No pictures,” so I settled for taking a picture in my mind.

On the way home, I said to my son, “Let’s go to the art supply store.” He was on board, so we went and bought brushes, paper, and watercolors. I had worked with many materials in the past, but never watercolors. This would be something fresh and new.

We came home and just started painting. Even before I was a designer, I worked with letters in my artwork so it was natural to use letter forms as a starting point. I began to consider how words can express something of hope, faith, or the human experience, and have been painting these words ever since.

What do you think is the goal or mission that drives your creative journey?

I want to create work that has a “second leg.” What I mean by that is, as I work with brands I gain a share in their mission. For example, one of my clients, Project Ropa, services the homeless. On the one hand, our partnership helps them grow as an organization and allows my studio to continue to operate. On the other hand, as they grow and are able to fulfill their mission, my work has a part in that. Another one of my clients, The Society of Children’s Book Writers and Illustrators, supports the creation of quality children’s books. So through them, my work is able to help impact children around the globe. By these partnerships my ability to impact lives is magnified.

Similarly, I create personal artwork, simply because I enjoy making it. But, after it leaves my studio it has a second leg and is able to connect with people, inspire them, and even become a part of their life story.

What’s the most rewarding aspect of being a creative in your experience?

Every human being has the desire, curiosity, and ability to be creative. Over time, that spark is put out—sometimes by the education system, sometimes by their family, and sometimes by society around them. Now, I’m not saying everyone should be a designer or an artist. What a boring world it would be if everyone were the same. But, some young people who would like to pursue this path are not given the opportunity.

It’s rewarding to be able to do what I enjoy every day, and also help others along this path.

Contact Info:

• Website: www.benloiz.com
• Instagram: www.instagram.com/benloizstudio
• Other: www.shopotherthings.com

Image Credits
Kyle DeSean Johnson