Today we’d like to introduce you to Erika Morales.
Erika, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Miami had a blossoming IDM music scene in the late 90s which served as catalyst for me as a designer in many ways. I remember coming across great record cover art and print design from the likes of Designer’s Republic, House at Intro and even stuff that Schematic Records was putting out which awoke a certain visual curiosity for me. Soon after, I took up a job at a Fortune 100 company that would pay my college tuition and used that time as a pause to figure things out, not jumping straight into college A couple of years into it I transferred into the creative department within the company where I actually learned how to use the design software and quickly started my job as a “Graphic Designer” Around the same time I enrolled in a Fine Arts program in college, after not finding any suitable graphic design programs locally. I had realized that knowing how to use the tools was not the most important aspect when it comes to being a good designer and that I needed to strengthen my conceptual thinking skills if I was to grow creatively.
The pivotal time for me came when I stumbled cross a book at the library by MetaDesign. I think I began to truly understand design and its function only then. The clarity of design and logical approach by this German studio made me appreciate design and realize the importance of clean / unobstructed communication. But understanding this did not mean I’d become a great designer by default. It meant I now had a responsibility and a challenge before me.
Nearing the completion of my studies and feeling it was time to branch out on my own, I left the company I’d been at for 8 years and decided to co-launch a studio with Julian Martin, whom I had met through a mutual friend while in college and got the chance to collaborate with. Julian had just moved back after 5 years living abroad in Paris / Barcelona. He had a background in film, dabbled in custom typefaces and was passionate about industrial design. We both had a deep desire to create an impact in Miami. Things we bonded over quickly.
After deciding on a name, we set up a small office out of my house and a few months later took up a small retail space on Madeira Avenue, in Coral Gables, which served as Lemon Yellow’s home for 7 years. At the inception of the studio, we were still figuring things out quite a bit, neither of us having come from agencies so lacking that background. This was however, a blessing in disguise in many ways as we had no preconceived notions of how things should run, something I believe helped us develop a methodology and approach that spoke to efficiency. I should also mention that an early collaboration with MadeThought in London around that time really opened our eyes as designers and I’d like to think, put us on the right track as we learned a lot from that experience.
Fast forward to 2018 and we’re now in our 13th year as a studio, having grown quite a bit and fortunate to have been able to produce a body of work we’re not ashamed of. That being said, we’re still developing in many ways and not resting on our laurels.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
As a design studio we faced many obstacles along the way, mainly, building a clientele from scratch and more importantly, partnering up with the right clients that would allow us to produce the kind of work we believed in as a studio. Then there’s the financial aspect of course. We didn’t pay ourselves a salary for the first 5 years.
Alright – so let’s talk business. Tell us about Lemon Yellow – what should we know?
We’re a Branding & Design studio focused on producing high-level, concept-driven creative for a broad range of clients, both locally and abroad. Since the studio’s founding in 2005, Lemon Yellow has come to be known for its consistently clean & logical aesthetic. Our work tends to be timeless and cuts out the fluff, while trying to stay away from trends. We also vet our clients and don’t take on every project. It needs to be the right fit.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
Our parents and friends who have always been there for us and believed in our potential. Our photographer and Art Director, Stephan Goettlicher, who brought his photographic / German aesthetic to the studio in 2008. Then there’s the likes of Josef Müller-Brockmann, Charles and Ray Eames, Wim Crouwel and Massimo Vignelli who we hold in high regard and influenced our approach. And again, MadeThought whom we collaborated with early on, while we were still finding ourselves as designers.
Contact Info:
- Address: 169 E Flagler Street #1100
Miami, FL 33131 - Website: http://www.lemonyellow.com
- Phone: 305 704 7096
- Email: hello@lemonyellow.com
- Instagram: lemonyellowstudio
- Facebook: Lemon Yellow
- Twitter: LYstudio
Image Credit:
Stephan Goettlicher
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