We were lucky to catch up with Elvis Torres recently and have shared our conversation below.
Elvis, thanks for taking the time to share your stories with us today Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?
I have been blessed to be able to earn my full-time living from graphic design. It all started in an unlikely place, that being Kandahar, Afghanistan when I was deployed there at 18 with the US Army. I came across a copy of Adobe Photoshop being sold on a blank disc at market run by locals. I knew there was 50/50 chance that the disc would either be truly blank or feature a copy of photoshop that wouldn’t work on my computer, but the risk was low as the price was less than $1.50 for the disk and decided to take the chance. To my surprise the disk worked, and I began teaching myself the program.
When I was deployed my unit spent all of our working time outside of the wire on missions and the remainder of our time on base hot, sweaty, and cramped into tents. Many soldier took that time to call home, play sports, or sleep and watch movies. I did all of these but also filled my time learning photoshop. I designed posters for fictional movie ideas, personal designs for other soldiers, and protoyped a website design all while overseas in a 100+ degree tent during my time learning.
When I arrived home the next year, I noticed a demand for the skill I had taught myself. After designing many poster, flyers, and album covers for free, I started getting calls from local promoters to design poster for their shows, and they were offering to pay me for my designs. This demand grew steadily as I better honed my craft eventually to the point where I began feeling that I was losing money by spending hours at my day job. In 2015 on a Friday afternoon I decided to quit my day job (line cook at an upscale Chinese restaurant) and pursue graphic design full time, a decision which I have not regretted a day since.
From day one it has been extremely rewarding as well as demanding. Some of the major steps along my journey have been getting my first billboard design placed, and being nominated for and winning several awards for my work. I’ve also had the opportunity to work with professional athletes on their branding and hire other freelance designers to work with in collaboration. I have also earned my Associate of Arts degree and am pursuing my Bachelor of Arts at Kent State University currently.
Knowing what I know now, I think it was very important for my business to grow organically the way it did. I learned on-the-job for many years before I went to design school and that was essential to my abilities as far as time management and client collaboration. I don’t think I would be half of the designer I am today without those relevant on-the-job training experiences. Doing free work before started a business gave me the skills to confidently start and grow my business without the peril of feeling imposter syndrome or the doubt of the market I was entering into.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
My name is Elvis Torres, I am a graphic designer and owner of Pixel & Pencil graphic design firm located in Akron, Ohio. I entered my industry as a self taught freelance designer, at first doing free graphics and mock ups of my original ideas and then responding to demand for my graphics as they got out. I provide services ranging from digital and print graphic design, branding, consultation, marketing design as well as printing services through my company.
For my clients I am a problem solver as needed. When they contact me to simplify they can present their situation as “My brand is ____, my products are ____, and I want to reach ____ audience. My job is to produce the content that fills those blanks and connects their brand and products to their target audience. What sets myself apart from others in my field is my unique vision and ability to view the problems presented from both sides of the seller/consumer spectrum. My clients are not always retail ready, and sometimes don’t even know what audience they are targeting but once I have my hands on the project I consistently can connect those dots and improve brand communication in the process.
I have been blessed to have lived a very full life in my 32 years and that further attributes to my versatility in working with brands of all sizes and in all industries. I was born in the lower middle class into a Puerto Rican family, I attended private school, as well as public school, I volunteered in the military, worked various 9-5 jobs including white collar office work, blue collar labor work, and worked in the food service industry. I’ve had the experience of attending small community college, as well as a large public university. I’ve lived in 5 states across various region of the United States, as well as visited 12+ countries in different regions, all of which have had influence on myself and allowed me to be able to learn and communicate well with varied audiences in various tones as a well rounded designer.
Throughout my time as a designer and entrepreneur some of the things I’m most proud of include winning “Graphic Designer of the Year” at the 2016 Legend Awards, and earning my Associate of Arts degree in 2020 and admission to Kent States visual communication design program afterward.
Looking back, are there any resources you wish you knew about earlier in your creative journey?
The best resource that I wish I had tapped into earlier in my creative journey is other designers! There is so much free knowledge available that can help a young designer if they just go looking for it. Every single lesson I’ve learned and the ones I am currently learning in design school is available for free via another designer either online or in a book. Most designers are not unwilling to give out all of their secrets and shortcuts. Personally, through an online video tutorial, or simply by sitting with and analyzing someone else’s work you can learn so much and make your work that much better. While in the current age everyone has their own personal brand and wants to be know for being unique, you must remember that there is no such thing as a totally original idea. Everything has been influenced consciously or subconsciously by something before it and taking time to research and learn things from those ahead of you can only benefit your work in the long run.
We’d love to hear your thoughts on NFTs. (Note: this is for education/entertainment purposes only, readers should not construe this as advice
Personally my view on NFTs is that they are 90% useless internet junk. Unpopular opinion? Maybe so. I think the market got inflated way too fast and all of the simple jpeg or png images being sold online hold no true value or equity. Technology is advanced passed any real value in owning a unique jpeg. We can all simply right-click, save as. The only true value I see in an NFT is in the source files. NFT designs that are truly dynamic, and when your purchase them include the original source files, and license to use, edit, and distribute them hold some value to me, but at the same time what makes that any different from hiring a graphic designer to make a design, and owning the rights to the files?
For example owning a picture of the Mona Lisa has no value, but owning the original source files to the Mona Lisa, AND all rights to distribute, display, and take pictures of the Mona Lisa would have immense value, as it would be an investment that could pay off tenfold. I feel like 90% of NFTs sold are just photocopies of the Mona Lisa, the other 10% of NFTs that transfer real exclusive rights and equity to designs that may garner demand is where the value is, but in a market flooded by 90% junk I’m not particularly interested. Also worth mentioning, I WILL design true NFTs with source files and all rights transferable if anybody reading would like to hire me to design them. Don’t let my negative opinion on the market discourage you, as I may be proven wrong and the rights to a great design always will hold value.
Contact Info:
- Website: elvistorresdesign.com
- Instagram: pixelnpencil