My process is very hands on, pulling inspiration from everywhere; travel, magazines, personal original artwork and my own material product testing. Then ideas start to form within functional parameters namely end user profiles and proposed materials. I find that working within parameters enhances my creativity and creates unique organic products.
Preparing for seasonal collections requires staying focused on an overall theme, color or feeling.
Sketching out scenes and visualizing how the particular product will fit into the overall space is as important as designing the product.
These detail drawings for our rugs manufactured in Guatemala are the first step in communicating size, color and texture.
Working with natural materials, all details and specifications need to be relayed to the manufacturer to ensure as little revisions as possible.
The most exciting part of the process, getting initial images of the finished product. Determining if any details need to be tweaked before the final sample is sent.
The Finished Product
From the beginning, I am envisioning the space a product will live, what purpose it will have and who my target customer will be. When I am able to put finished product and visual marketing together my job is done!
Product Design | Hard Goods
Original products I have designed for serving, entertaining and home accessories.
Marbled Resin Salad Servers
Product Design | Soft Goods
Original products designed for the home and fashion space.
Designing products as part of cohesive collection is an important part of versatile design. Creating a statement with an entire collection yet letting each shine in their own light creates a strong link to marketing/ visual branding and ultimately... Sales.
Not limited by a season or location, color and pattern are endlessly inspirational to me. I love finding unique color combinations in the smallest details of nature as well as clean organic patterns and interpreting them into modern products.
Art Direction & Imagery
Telling visual stories and setting a mood for your customer is an increasingly more important job. When I design a product, it is not complete until it's story has been told.
Image by 2nd Truth Photography
Branding | Ads
Bold, image focused branding and advertising to solidify your brand and your products with your customer.
Art direction, image + styling and graphics by Araya Jensen
Retail / Interiors
A successful launch of the Willful Goods studio/showroom brought my education and experience full circle. I enjoyed selling, designing, managing and providing service to some amazing customers in my 12 years of Kitchen & Bath design experience, winning multiple design awards and features in publications along the way.
My functional design experience along with an eye for timeless design brought me to create the Willful® brand. This education and experience and has given me the unique ability as a Creative Director to look at design in a full picture, successfully manage all the pieces that make up a successful brand or product introduction.
I believe travel is an essential part of designing a global product. Gaining inspiration from near and far is a part of my design process, always taking in the colors and patterns from beautiful markets, ancient traditions and unique landscapes, processing them and funneling them out into unique designs.
I have traveled to many places across the world, meeting artisans and building relationships including; Europe, Thailand, Guatemala, Mexico, India and across the US.