Before Sun and Shadows
Joelynd.com is a site that houses a cross-section of the creative work I’ve done as a graphic design and copywriting professional, as well as art that I’ve created because my muse started knocking. When it gets loud enough, I pull my eyes off my Mac and seek out some paint, paper or canvas, pencils, pastels and markers.
My professional career as a creative has been interesting. Over the last 20 years, I’ve designed and written for marketing campaigns and event promotions, created custom branding and identity packages, worked on new product launches, created both print collateral materials and web banners, designed landing pages and white papers, created thousands of ads, wrote a weekly advertorial column for a major newspaper called “Furniture Focus,” and have provided other creative services including video production and editing (as featured here) and social media content.
After working at the San Diego Union-Tribune for several years as a creative designer and copywriter for the advertising department, I spent several more at Asset Marketing Systems, a field marketing organization specializing in financial services. I worked as a Senior Graphic Designer and copywriter for their marketing team.
We won a couple of awards for the designs I created for their annual sales symposiums. I also designed their new corporate logo. There are several pieces I created during my tenure there on this website and you can see the latest version of their logo here as well: www.assetfmo.com.
I started Joelynd Creative in 2017 after leaving Asset. I learned a lot about running my own business and networking. I also volunteered and joined AIGA San DIego and became the copywriting director for a little over a year. Through that organization I met some really talented people made some good friends, too. Some of the writing I did for AIGA-SD can still be viewed here: https://sandiego.aiga.org/news/
During that period, I had some wonderful creative projects including designing and illustrating my second and then third children’s book with Anne Eichman. However, I wasn’t finding enough paying work to meet all my expenses…so…
My next corporate gig was as a content specialist for Lincoln Electric. There I worked with mechanical and software engineers, helping them to market orbital welding equipment from tracks to hand-held programming devices to the weld heads themselves.
I did a lot of product photography, wrote and edited technical manuals and designed web pages and ads for the corporate website: https://www.lincolnelectric.com/en-us/equipment/orbital-systems/Pages/apex-3-series-components.aspx and their division of Arc Products: https://mechanized.lincolnelectric.com/home/products/helix-m-series/helix-m85/
2020. COVID-19. Gas and oil prices plummeted. Like millions of people, I got laid off in March. While looking for another creative position, I did some portrait painting and took a front end web development class.
It wasn’t until the fall that I found something – this time at a law firm. I became the Content Manager for Sam Brotman. Working in a great downtown office, much of my time is spent writing and editing copy about tax law for the website. I also keep the firm’s marketing and promotional projects organized. I’m enjoying it.
This website is my virtual portfolio and art show until a real gallery space opens up (still a place of sun and shadows in my mind). It goes months without updates and I have a lot material yet to post on it. In the meantime, please feel free to contact me with any comments or questions. I still do occasional freelance projects. Cheers!