Alright – so today we’ve got the honor of introducing you to Tony Ortiz. We think you’ll enjoy our conversation, we’ve shared it below.

Tony, looking forward to hearing all of your stories today. Can you share a customer success story with us?

In 2016, while working as a graphic designer at a local vehicle wrap company, I had the pleasure of meeting Fredo Pimentel, a master plumber with a vision but lacking a brand to market his endeavors. Fredo approached us with his company, Drain Surgeons, seeking a brand identity that would set him apart in the competitive plumbing industry.

After presenting Fredo with three logo concepts, he swiftly gravitated towards the first one. However, Fredo had an additional request—to have an avatar of himself incorporated into the design. Inspired by his profession and passion, I crafted a dynamic comic book-style avatar featuring Fredo wielding plumbing tools like a superhero. The concept resonated deeply with him.

As we wrapped his vehicle with the newly designed branding, Fredo shared his excitement about the significant investment this represented for his business. The results were beyond expectations—kids were captivated by the Drain Surgeon character, eagerly snapping photos and sharing them on social media, effectively turning Fredo’s vehicle into a mobile marketing sensation.

Moved by the impact of the branding on his business, Fredo expressed his gratitude in a heartfelt handwritten letter, acknowledging how I had given his thoughts a voice through the design. Over the years, Drain Surgeons expanded its fleet, with multiple vehicles proudly featuring the iconic character. Fredo’s satisfaction with the branding led him to refer me to several of his peers, resulting in fruitful collaborations and lasting friendships.

Fredo’s journey from client to friend exemplifies the transformative power of effective branding and the profound connections that can emerge through creative collaboration. It’s a testament to the enduring impact of thoughtful design and meaningful relationships in business.

Tony, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Since I was just 13 years old, graphic design has been my passion. It all started with designing a Sonic the Hedgehog website, and by the time I reached high school, I had already begun building a paid portfolio. However, it wasn’t until I experienced a layoff from Circuit City in 2008 that I fully committed to pursuing my passion. The uncertainty of traditional employment drove me to start my own business, Tony Ortiz The Designer, LLC. I realized that relying on a single employer for long-term stability wasn’t a guarantee, so I took control of my career path.

Through my business, I offer a range of services, including graphic design, video editing, and motion graphics. My approach is rooted in transparency and proficiency. I guide clients through a comprehensive process to solve branding and logo design challenges, ensuring that their vision is accurately translated into visual assets. What sets me apart is my ability to handle multiple disciplines without outsourcing, providing clients with a streamlined and cost-effective solution.

One of my proudest achievements is the branding and vehicle wrap project for Drain Surgeons. This project not only elevated the brand’s visibility but also led to multiple referrals and lifelong friendships. It’s moments like these that remind me of the impact my work can have beyond just visual aesthetics. Looking ahead, I’m focused on scaling my business by duplicating myself and outsourcing tasks. This will allow me to better serve my clients and continue delivering high-quality results across various industries.

Any fun sales or marketing stories?

I found myself at a networking event, not for my own brand release, but for a colleague’s. Despite the spotlight being on someone else’s work, I saw an opportunity to stand out. As we went around introducing ourselves, I mentioned to a woman, who turned out to be the wife of a media buying agency owner, that I was a designer. Little did I know, that conversation would change the trajectory of my business.

A day or two later, I received a call from the woman’s husband. He informed me that his wife had recommended me to bid on a project they were working on for a global brand’s ongoing marketing efforts. Seizing the opportunity, I promised to call back after my next meeting. With my physical portfolio in hand, I dialed him up while en route to another meeting.

As fate would have it, the media buyer and his team were holding their meeting at the same coffee shop where I had mine. I left my portfolio with them and proceeded to my scheduled appointment.

Less than 24 hours later, I submitted my concepts, competing against half a dozen other designers. To my delight, they chose me. This project not only solidified my portfolio but also enabled me to expand my team briefly to execute the project. It was a pivotal moment that propelled my business forward and underscored the power of seizing opportunities in unexpected places.

Is there something you think non-creatives will struggle to understand about your journey as a creative?

Absolutely, doubt is an inherent part of the creative process, much like in stand-up comedy where performers brave the stage knowing they’ll face criticism. As a designer, doubt often creeps in, not just about the direction of a project but also about my own abilities and worth. Being so deeply invested in what I create means that when things don’t immediately click, it can be tough not to take it personally.

For non-creatives, it might be challenging to grasp the emotional rollercoaster of the creative journey. It’s not just about producing work; it’s about pouring your heart and soul into every project, only to face uncertainty and self-doubt along the way. It’s a process that requires resilience and a willingness to push through the doubts to bring ideas to life. So, next time you encounter content created by someone who’s poured their all into it, consider giving it a bit of attention – you never know the journey they’ve been through to create it.

Contact Info:

• Website: www.tothedesigner.com
• Instagram: @tothedesigner
• Facebook: https://www.facebook.com/tothedesigner2
• Linkedin: https://linkedin.com/in/tothedesigner
• Youtube: https://www.youtube.com/channel/UCpXj9VPl7r_RUWb5Vs5ftzQ

Image Credits
WeLiveTV – Tim Foster McKinney Media – Carter McKinney