We recently connected with Joelle Tortorella and have shared our conversation below.

Hi Joelle, thanks for joining us today. So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

In the ever-evolving world of graphic design, there are several trends that have been shaping the industry lately. One prominent trend that I’ve observed is the increasing emphasis on accessibility in design. As an experienced senior graphic designer and art director, I have seen firsthand the positive impact that design with accessibility in mind can have on people of all backgrounds and abilities.

Design accessibility is about creating designs that are inclusive and easily accessible and understood by a wide range of audiences. This trend recognizes the importance of making information and visual content accessible to everyone, regardless of physical or cognitive limitations. By implementing accessible design practices, we ensure that our creations can be enjoyed by a wider audience and contribute to a more inclusive society.

Throughout my career, I have had the privilege of working on various accessibility projects catering to diverse audiences. From point-of-sale materials to educational assets, I have witnessed the transformative power of ensuring adequate access to information for individuals. Whether it be a deck instruction’s manual or support materials for teachers, the impact of inclusive design is profound.

While the trend towards accessible design is undoubtedly a positive development, there are still challenges to overcome. One concern is the need for increased awareness and education within the design community. Designers need to understand the principles of accessibility and stay current with best practices to ensure that their work truly meets the needs of diverse users. Given its significance, I strongly believe that it should be considered a core course in the academic requirements for the new generation of designers. By incorporating inclusive design principles into their education, future designers will be better equipped to create designs that are accessible and inclusive by default. This shift in education would not only empower designers to meet the needs of diverse audiences but also instill a sense of responsibility and social consciousness within the industry.

The acknowledgement that our design work has the potential to assist individuals in accessing information and resources is truly transformative. It goes beyond aesthetics and encompasses a commitment to equal access and inclusion. By making accessibility a fundamental aspect of design education, we can foster a generation of designers who prioritize inclusive design principles and contribute to a more equitable and accessible society.

I firmly believe that incorporating accessibility into design is not just a trend, but a responsibility. It is an opportunity to push boundaries, challenge norms, and create designs that resonate with a broader audience. As we incorporate accessibility into our design process, we can help shape a more inclusive and accessible future for all.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I consider myself a multifaceted professional who has embarked on a remarkable career journey. From my role as a marketing manager to my ventures as a graphic designer, visual artist, entrepreneur, researcher, editor-in-chief, and mentor, I have acquired a wealth of experience and expertise. My passion lies in the nurturing of ideas into brands, encompassing marketing strategy, storytelling, content creation, and creative direction, all infused with a profound understanding of the world and a discerning eye for design.

Over the years, my projects have taken me to various corners of the globe, allowing me to leave my mark in countries such as Canada, Brazil, Spain, Chile, the USA, Mexico, Kenya, Rwanda, Austria, France, and Portugal. It is through these international encounters that I have developed a genuine love for connecting with people and sharing the wealth of knowledge I have acquired.

When it comes to design, my approach is fueled by an unwavering passion for engaging diverse audiences. I embrace cutting-edge principles, including UX design, accessibility, and design thinking. I believe in the power of design to bridge gaps and create experiences that resonate with individuals from all walks of life.

Throughout my career, I have had the privilege of representing clients across a wide spectrum of industries. These industries include luxury goods, food and services, non-profit organizations, sports, retail, mining, education, tourism, energy, agribusiness, pharmaceuticals, and technology. Furthermore, I have delved into research focused on cultural heritage and indigenous art, seeking to deepen my understanding of the intricate connections between design and culture. Additionally, I make it a point to dedicate my time to pro bono projects for esteemed non-profit organizations such as the American Cancer Society, Ronald McDonald House Charities, and United Ways. Here, I lend my expertise to create meaningful impact.

From the analog to digital realms, my experiences encompass the entire creative process, allowing me to effectively manage production, foster fruitful client relationships, analyze online data, develop and manage brand assets, and craft masterful graphics that leave a lasting impression.

Complementing my practical skills are my educational achievements, which include an MBA, a Visual and Creative Arts degree, and senior standing in the Bachelor of Arts in Design and Applied Arts program at the University of Hawaii at Hilo. Moreover, I hold a Bachelor of Business Administration in Marketing with Honors from Universidade Gama Filho in Brazil, solidifying my foundation in the business and marketing aspects of the industry.

In recognition of my commitment to excellence, I have obtained certifications in privacy training, creativity and innovation development, digital skills, user experience, AODA accessibility training, and enterprise design thinking. These certifications attest to my continuous pursuit of knowledge and dedication to delivering exceptional design solutions.

I take immense pride in the accolades bestowed upon my marketing collateral, which serves as a testament to the unwavering dedication, boundless creativity, and meticulous attention to detail that I pour into each project.

Ultimately, I want prospective clients, followers, and admirers to recognize me as a versatile and seasoned graphic designer. I am driven by a steadfast commitment to delivering extraordinary design solutions. With my diverse background, industry expertise, and unwavering dedication to accessibility and inclusivity, I am confident in my ability to craft visually captivating and impactful designs that not only solve problems but also resonate deeply with diverse audiences.

What’s a lesson you had to unlearn and what’s the backstory?

One lesson that I had to unlearn was the belief that my worth and potential for success relied solely on external validation and the approval of others. This realization emerged from a significant moment in my educational journey in Brazil.

As a senior majoring in business, I had ambitious aspirations to pursue a master’s degree. Filled with excitement and confidence, I eagerly approached the dean of the program I was interested in and arranged an interview. However, the response I received shattered my dreams and left me profoundly disheartened. The dean expressed their belief that I did not fit the mold of their institution and bluntly informed me that I lacked the qualifications they were seeking.

The impact of this experience was profound, as I allowed it to dictate my self-worth. The prejudice and rejection I encountered on that day caused me to doubt my abilities and undermined my confidence. I internalized the notion that I was somehow inadequate, solely based on someone else’s opinion.

Despite this setback, I persevered in my career, securing a position as a marketing assistant in a multinational company. I swiftly ascended to a managerial role and eventually pursued an MBA at Brazil’s top-ranked institution, where I graduated with honors. While I achieved professional success, a sense of emptiness persisted within me.

Years later, I made the courageous decision to relocate to Canada and establish my own design agency in an entirely new market and cultural context. It was during this transformative journey that I challenged the notion that external validation held the key to true success. Instead of seeking validation from prestigious academic institutions, I dedicated myself to honing my skills, cultivating meaningful relationships, and delivering exceptional services to my clients.

Through the pursuit of entrepreneurship, I discovered a profound sense of fulfillment. I poured my passion into my work, engaging with clients, learning from experiences, sharing my knowledge, and investing in personal and professional growth. I came to the realization that genuine success and fulfillment emanate from within, fueled by an authentic passion for what I do and the positive impact I can create.

This transformative journey taught me the invaluable lesson that external validation does not singularly define my worth or potential. I learned to embrace my unique path, harnessing my experiences, skills, and creativity to forge my own way forward. The lesson I had to unlearn was that my value as both a professional and an individual is not contingent upon the opinions of others, but rather on my unwavering self-belief and the meaningful contributions I can make in the world.

Nowadays, I derive immense joy from pursuing my passion for the visual arts, seamlessly blending my creative endeavors with my professional expertise. I take immense pride in the resilience and determination that propelled me to where I stand today. It is my sincere desire for potential clients, followers, and admirers to recognize that my journey serves as a testament to the power of embracing one’s unique path and defining success on one’s own terms.

Can you tell us about a time you’ve had to pivot?

Navigating the business landscape in Latin America as a young, ambitious woman came with its fair share of challenges. I encountered bias and prejudice on a daily basis, facing unfair negotiations, exclusion from male-dominated environments, and encountering political agendas that hindered my progress. These experiences were not just disheartening, but also put my safety at risk. It became evident that my future prospects in Brazil were shifting, prompting me to search for a fresh start elsewhere.

The desire for safety, respect, and control over my own future led me to make the bold decision to become an immigrant, leaving behind my culture and family ties. Having traveled extensively and gained a broader perspective on various issues, I recognized that some of the challenges I faced were more localized in nature. Embracing this new chapter meant leaving behind clients, employees, and the emotional and physical legacy I had painstakingly built. It also meant being physically distant from my loved ones.

Now, over a decade later, not a day goes by where I don’t reaffirm the conviction that my choices were the right ones. I take immense pride in the courage I summoned to confront those challenges head-on and I am deeply grateful for the warm embrace I received in my new home. Along this journey, I had to unlearn preconceived notions, adapt to new cultures, and continuously expand my knowledge and skills. The transformation has been profound, and I now feel a sense of wholeness and fulfillment that eluded me before.

This pivotal decision to start anew has shaped my life in immeasurable ways. I have discovered resilience I never knew I possessed, built a diverse network of connections, and broadened my horizons both personally and professionally. While the road was not without its difficulties, the rewards have been plentiful. Today, I stand as a testament to the power of taking risks, embracing change, and following one’s instincts.

Contact Info: 

• Website: hilo.hawaii.edu/campuscenter/hohonu/