We’re excited to introduce you to the always interesting and insightful Carolina Ibarra-Mendoza. We hope you’ll enjoy our conversation with Carolina below.
Hi Carolina, thanks for joining us today. One of the most important things small businesses can do, in our view, is to serve underserved communities that are ignored by giant corporations who often are just creating mass-market, one-size-fits-all solutions. Talk to us about how you serve an underserved community.
I’ve designed my business to support the marginalized communities I know best, particularly in East Los Angeles, California. In a recent project called “East LA Moves/El Este Se Mueve,” I utilized my design practice to represent and uplift this underserved community through brand identity development and marketing strategy. While Latinx representation is abundant in East LA, one notable issue is the lack of visibility and safety for pedestrians amidst the dominance of cars. This disparity is a matter of representation and a pressing safety concern.
Our mission was clear: to foster a culture of support for active transportation in East LA while honoring its rich cultural heritage. Leveraging my deep connection to the community, I ensured that our campaign resonated with residents of all ages. I designed bilingual materials, including logos, posters, food guides, and calendars, to reach a wider audience effectively.
The outcome was a vibrant brand identity that captured the essence of East LA’s culture. Our visually striking bus shelter posters and custom artworks showcased the diverse ways residents move around the city, instilling a sense of pride and ownership within the community.
This project didn’t just create awareness; it catalyzed a cultural shift towards supporting active transportation, making East LA’s streets safer, more inclusive, and reflective of its unique identity. By focusing on active transportation and pedestrian safety, we addressed a critical need in the community while celebrating its rich cultural heritage. This initiative exemplifies my commitment to creating meaningful change through design, directly impacting the lives of those in underserved communities.
Learn more at: www.imcarolina.com/east-l-a-moves
Carolina, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’m Carolina Ibarra-Mendoza, a Los Angeles-based Chicana Creative Strategist and Brand Designer advocating for social justice through design and creating visually compelling narratives rooted in authenticity. My work isn’t just about design; it’s about creating meaningful connections and telling stories that matter. With a background in both design and gender studies from the University of California, Davis, and a Master’s in Graphic Design from Otis College of Art and Design, my approach to design is grounded in a deep understanding of social dynamics and cultural contexts.
What sets me apart is my intersectional feminist design practice. I believe in transparency, collaboration, and equity, and I infuse these values into every project I undertake. My mission is to empower marginalized communities through design, whether it’s by developing inclusive brand identities or creating impactful marketing campaigns.
My journey into entrepreneurship wasn’t a straight path. After an internship at verynice design studio (the first example of a social enterprise in the design industry) and freelancing at Cashmere Agency (renowned for its top award-winning multicultural campaigns) I was inspired by Cashmere’s fun and impactful work in the entertainment industry and verynice’s radically equitable business model. These experiences led me to build my own business, blending the best of both worlds to create meaningful and equitable design solutions.
One of the projects I’m most proud of is working with Leslie Labowitz and Suzanne Lacy on the AgainstViolence.Art website. This project was pivotal and validating as I had just turned down a full-time opportunity at Cashmere Agency to pursue opportunities that aligned more deeply with my feminist values. Creating the website felt like an aha moment, where I finally reached my full potential by merging my specialties in design and feminism into one project, one vision.
Leslie Labowitz praised our collaboration, stating, “Carolina Ibarra-Mendoza, my graphic designer, and I had a synergistic working relationship that crossed the generational gap to create a multilayered site that reflects the essence of Ariadne: A Social Art Network. Carolina was invaluable. Her design skills helped me to communicate old ideas in a new way that I hope will inspire and keep the torch burning.”
This experience underscored a critical insight: how stories are told and by whom matters significantly. Designing the feminist archive website involved transforming boxes of evidence of thought-provoking art activism from the 1970s into a narrative digital experience, helping an artist convey their story effectively to the next generation. This insight has driven my passion for assisting small businesses and organizations that need my design expertise.
Many vital businesses and organizations in our communities struggle the most with self-care. Their brands are outdated, their websites are neglected, and some have no social media presence. These organizations are left unknown or underestimated by supporters and future investors. Their reach is limited, therefore, their care is limited. I want to empower the businesses and organizations that serve our communities.
But my work extends beyond just business. I’m deeply committed to giving back to my community. From mentoring at Las Fotos Project (2014-2017) to actively serving on the boards of two nonprofits—the Feminist Center for Creative Work and the Montebello Historical Society—I’ve always prioritized community support. I provided pro bono design services for the Montebello Historical Society to help preserve and promote local history. I also shaped my business around the ability to give back by providing discounted design support for the arts nonprofit LA FREEWAVES. Through these efforts and collaborations, I demonstrate my dedication to using design as a tool for social change.
Interestingly, when people talk about niching, it’s often about the type of design you do—book, web design, or branding. But how I view design is much informed by my understanding of intersectionality—things overlapping, impacting, and informing one another. I like to say I specialize in intersectional feminist design because the output has varied so much. I feel freedom in design and love when projects take on a life of their own and inspire new works.
So, whether you’re launching a new brand, organizing an event, or telling a story through art, I’m here to help you make an impact. Let’s collaborate and create something truly meaningful together.
Any fun sales or marketing stories?
I have a story that illustrates why I ventured into working independently and starting my own business. This story also highlights my creative approach and the importance of taking risks.
Around the time I graduated from Otis College, I began freelancing at Cashmere Agency, a vibrant hub where I had the chance to work on marketing for some of my favorite shows, including Atlanta and Legion on FX. The thrill of watching these shows before their release and creating marketing material was thrilling. The experience was invaluable, especially working alongside sharp and friendly colleagues.
Typically, the creative director would have a specific concept approved by the clients, and my role was to execute that concept. However, there was one particular day when everything fell into place perfectly. I finished my tasks ahead of schedule, and given my connection to the target audience, I felt inspired to take an extra step.
One of Atlanta’s episodes featured an in-universe commercial for cereal, which cleverly satirized police brutality, a critical issue especially highlighted during the Black Lives Matter movement. The commercial depicted a manic wolf character, akin to many beloved cereal mascots, who was harshly confronted by a police officer; that scene, blending humor with a powerful social message, left a strong impression on me.
I felt this commercial had more to say and saw an opportunity to create a unique graphic—an arrest mugshot of the wolf. This wasn’t part of the original brief, and I knew it was a risk. I submitted my idea alongside the approved assets, anticipating potential backlash but believing in its value.
In the ensuing meeting, my unexpected addition raised eyebrows. The initial reaction was concern, as it deviated from the protocol. Yet, after some discussion, the team presented it to the Atlanta creative team. The feedback was mixed, but ultimately, they embraced it. The graphic resonated well on social media, entertaining fans and amplifying the show’s critical social commentary.
This experience taught me the importance of taking risks and speaking up for creative ideas, even when it means stepping outside established boundaries or protocols.
Designers often feel reduced to mere “pixel pushers,” but our role in creative problem-solving is crucial. This experience reinforced my belief in the value of being involved in the creative process from start to finish. Ultimately, my passion for pushing creative boundaries and my drive to take risks led me to start my own business. Now, clients come to me for comprehensive creative direction, and I cherish the responsibility and freedom to bring bold, original ideas to life. This independence has been one of the most rewarding aspects of my career, allowing me to fully express my creativity and make a meaningful impact through design.
Looking back, are there any resources you wish you knew about earlier in your creative journey?
Absolutely! One of the best resources is the power of community. Finding a supportive network makes all the difference, especially when starting or working independently. Check out the Freelancers Union for those interested in freelancing or becoming an independent service provider. Their organized speakers and free resources create a resourceful and helpful community, which became essential as I settled into working for myself.
Here are some of my top recommendations:
As a Latina designer, I’ve connected with several communities that have been incredibly beneficial:
+ [for femms] Freelancing Females: A vibrant network offering support and advice for women freelancers.
+ [for Latinas] We All Grow Latinas: A community that uplifts Latina creatives and entrepreneurs, fostering connections and growth.
+ [for brand designers] Better: The Brand Designer Podcast: A platform that provides valuable insights and resources for brand designers.
For top recommended books on the topic of freelancing:
+ Graphic Artists Guild Handbook: Pricing & Ethical Guidelines
+ Company Of One: Why Staying Small Is the Next Big Thing for Business by Paul Jarvis (Author)
+ Freelance, and Business, and Stuff: A Guide for Creatives by Amy Hood (Author, Illustrator), and Jennifer Hood (Author) (twins!)
Another invaluable resource comes from my work at verynice. They partnered with Reginald to offer pay-what-you-want toolkits and methods, which have reached readers, and users across 175+ countries. This collaboration is a testament to the power of accessible resources and community support: www.reginald.co
These communities and resources have been instrumental in my journey, providing me with the knowledge, support, and inspiration needed to thrive in my field. For anyone embarking on a similar path, I highly recommend seeking out and engaging with such communities—they truly make all the difference. For additional links to valuable resources, visit my website at www.imcarolina.com/links
Contact Info:
- Website: www.IMCarolina.com
- Instagram: https://www.instagram.com/i.m.carolina/
- Facebook: https://www.facebook.com/imcarolina.creative
- Linkedin: https://www.linkedin.com/in/imcarolina
- Youtube: https://www.youtube.com/@i.m.carolina
- Other: https://www.pinterest.com/imcarolinas/
Image Credits
(Personal Image) Event photography by Monica Orozco for LA Freewaves. Photo taken during the “feMMMes” event branded by Carolina Ibarra-Mendoza on June 22, 2024, at LA State Historic Park. (Additional photos) Brand photoshoot by Ale Sone at the LA State Historic Park, 2024. Selfie with Jeanette Degollado, Anne Bray (Director of LA Freewaves), Sara Daleiden, and Carolina Ibarra-Mendoza. This was taken during the Santa Monica Cultural Affairs’ Art of Recovery Initiative for the “Belonging in Santa Monica” project. Historical portrait by John E. Powers of Carolina Ibarra-Mendoza, Montebello Historical Society Board of Directors.