Today we’d like to introduce you to Kevin Craft.
Hi Kevin, so excited to have you with us today. What can you tell us about your story?
Growing up I was really into story-telling, I loved comic books and made a few on my own. I taught myself photoshop on the side while I was in school to color them in. I knew I wanted to do some kind of profession that involved the programs and art. I decided I wanted to study graphic design at university.
Getting into my major was a whole other thing. At my first university, to get into my major you had to pass an end-of-year portfolio review based off of the intro classes you took in the fall. They turned me down and told me I should pursue a career in something else.
That really lit a fire under me because I knew this was what I was meant to do and really wanted to prove myself. I applied to several art schools in the US with a portfolio I did on my own and ended up getting into all the schools I applied to (VSA, Pratt, Parsons, and SCAD) with a scholarship at each. I attended the Savannah College of Art & Design in Georgia. Once I got into my major, I really fell in love with it and found it as a means to express myself creatively. I ended up graduating from SCAD with honors and even won several awards while I was there. Even afterwards, when I’m not doing it for a living, I do passion projects I’m interested in for fun.
I ended up getting a job working as an Interactive Designer for Bergdorf Goodman. This was a really great experience for me. My mentors really taught me the ins and outs of what makes a successful brand identity. From there I became an art director at different agencies here in Dallas.
After working in the field for about eight years, I decided to start my own business as a freelance brand designer.
Since starting my business I’ve been able to work with clients all over the world including the United States, Canada, and Europe. I’ve worked with a diverse range of clients in skincare, sportswear, spirits, tech, apparel, realty, CBD, and coffee. I truly love what I do and the creative freedom it gives me.
I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?
When I would work as an art director at agencies, it was very hard to justify anything I’d make for the client. In this way, there was a great disconnect between the client’s trust in the designer as they don’t get all the information to solve their problems.
When I started my own business, I knew that brand strategy was something I wanted to put a big emphasis on, especially when setting myself apart from other freelance designers. Through doing this I’ve gained a lot of confidence in my work and established better trust/relationships with the clients.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
In my career I’ve worked with all kinds of companies, providing bold designs that have meaning and serve a purpose. I traded conference rooms for coffee shops because I believe a personal approach is vital to a tailor-made design. Being nimble and thoughtful has always, separated me from the big guys. I like to think I’m like a design wolf, swift, focused, and a great listener. With me you’re never just another client on the roster, we’re partners in design.
We all have a different way of looking at and defining success. How do you define success?
I define success as getting the freedom to choose who you want to work with. One of the things I love most as a freelancer is that a lot of times, I get to pick my own projects and work on things that I’m really excited/passionate about. There isn’t an amount of money or a title that can really take the place of that.
Contact Info:
- Email: kevin@kevincraft.co
- Website: https://www.kevincraftdesign.com/
- Instagram: https://www.instagram.com/kevincraftco/
Image Credits
Adrian Hollinger
