Top Designer Jeanetta Gonzales

Known for creating art that delights and inspires, Jeanetta Gonzales is a Los Angeles-based designer, illustrator, and artist’s coach who has created work for a variety of clients including Target, The New York Times, Michaels, Crayola, Adobe, Facebook, and more. She is a talented surface designer and has created prints and designs for apparel, stationery, and home decor sold in major stores. She’s also a commercial illustrator, creates art for publications and, in addition to her client work, Jeanetta also designs products for her own shop.

Seeing and hearing a need for support for artists, Jeanetta regularly shares her experience as a commercial artist, designer, and business owner as a mentor, coach, by teaching at art colleges, hosting art retreats, speaking at conferences, and creating video lessons.

Jeanetta recently illustrated her first children’s book, Our Story Starts in Africa, written by Patricia Lawrence and published by Magic Cat Publishing (a UK imprint of Abrams Kids books).

Hi Jeanetta! Tell us about yourself - how did you get to where you are today and when did you first become interested in design and illustration?

I have been a creative person for as long as I can remember. I was an imaginative kid and teenager which led me to move from the East Coast to the West Coast to attend UCLA, where I studied Fine Art. I always knew that having a creative job was a must, so attending art school made sense as my first step. I later discovered graphic design and was advised to learn Photoshop to pursue it as a career. I was fascinated with design and it felt like a great fit for me. I could be creative, design and use my art skills too! I attended a small, local school where I received an additional degree in graphic design and then pursued design positions. I've spent over 24 years as a creative professional, with 12 of those years dedicated as an in-house graphic designer and package designer in a variety of industries like healthcare, consumer products, advertising, and toys. Fun fact - I was a Barbie Senior Packaging Designer!

Eventually, I found my way back to my true passion as an artist where I began illustrating and designing for products, publications, and brands. I license and sell my art for products like stationery, gifts, children's books, and apparel sold in major retailers and do partnerships and illustration work for brands. I've also been coaching artists for over 8 years, helping them grow artistically and in their careers. It is incredibly fulfilling and I enjoy sharing my expertise and guidance. I also teach classes on Skillshare.com and co-lead international art retreats.

**Designer and Illustrator Jeanetta Gonzales**

“Keep going, keep learning, keep growing, and keep creating.”

How would you describe your aesthetic and how has your design style changed over time?

My aesthetic is feminine, painterly, colorful, and energetic. When I started making art in 2012 I wasn’t sure about my style. I created using many different mediums and drew a lot of trendy things that I thought would be good for the potential clients and the market. I had no direction or defined style. As I began licensing my art for products in 2013-2014, I realized I needed to create a more recognizable style that would streamline my art-making process and reflect my interests. I wanted to attract ideal clients and create a body of work that felt cohesive and aligned with me.

*Products Featuring Art by Jeanetta Gonzales*

I started to hone in on what I liked to draw and the mediums I enjoyed using the most. This helped me create a go-to art-making process and a more consistent art style. Since 2016, I have been tightening it up more and more and feel like I am currently in another shift where my art is evolving again. I find it always evolves as your tastes and interests mature. I’d love to get back to painting compositions on canvas and paper and go back to the fundamentals to grow my skills even more.

Are there particular themes you like to explore through your work?

I love to draw plants and flowers, patterns, women of color, lettering and nature scenes.

Rebel Girls Book_Ruth Carter Portrait.JPG

What’s your creative process like when creating patterns? How do you approach choosing color palettes for your work?

I like to create patterns more organically. I have a loose plan or concept and paint the motifs. I have common colors I like to use and select the ones that feel right for the pattern I’m making. I love warm tones and harmonious brighter colors such as peachy pinks, soft and deep teals, and yellows. I don’t get too precious about painting the right colors as I know I can make changes to it in Photoshop. After painting, I scan it and design in Photoshop. I make sure the motifs are separated on different layers and I arrange them into different compositions until I like how it looks. It’s very experimental. I move around the motifs, resize, scale them, and if needed, I recolor them. I also adjust the final colors to make it the brightest and most vibrant.

Over the course of your career, you’ve created work for a range of clients including Target, The New York Times, Michaels, and Crayola. What’s your approach to creative collaboration on projects with client partners?

I think branding, experience, visibility, and my body of work have helped me attract bigger clients. I believe how you present yourself makes a huge difference if you want to be known as a personal brand. It takes time, but each win adds up and paves the way for more. It is something I’ve been building for a while. I have dedicated time to improving my presentation, portfolio, style, voice, and branding throughout the years. I believe it all factors in with being an artist that companies would consider.

What is your favorite medium to work in and why?

If I had to select one, I think it would be gouache. I often use watercolor because it's quick, I enjoy the way it bleeds, and its transparency. It’s really pretty. When I work in gouache, I work slower and apply paint differently than watercolor, blending it more and creating a slightly different look. I find it more challenging and it pushes me in a good way.

You regularly engage with the design community and share your expertise as a teacher, through Skillshare courses, interviews, coaching, and more. Why is this an important part of your work and what’s your philosophy on the importance of community in design?

I believe it’s time to share my expertise and give back. I have amassed a lot of experience over the years, seen it all from working at small boutique firms, large corporations and start-ups, worn many hats, and had to be quick on my feet. I have worked for others and, for the last several years, for myself, navigating the ups and downs of working solo. Because of this, I have developed a lot of techniques to be efficient, problem solve and find the spark in my work when it died from burnout.

I can assist artists in overcoming challenges more quickly and provide helpful tips to ease their journey. I provide valuable resources and examples to help them see and approach what’s possible. I love to share my knowledge. I have also taught at two art colleges in Los Angeles and speak, teach, and write for brands and artists’ courses. For the past 8 years, I have been providing one-on-one coaching to artists from around the world and hosting free monthly calls with my email subscribers. During these calls, I hold tutorials, panel discussions, art reviews, and Q&A sessions.

Can you tell us more about your coaching practice?

I view coaching as providing guidance for creatives to succeed in their work and/or careers. It is a safe space to be vulnerable about their challenges to help them find solutions that align with their goals, work, and brand.

I believe that coaching should meet the creative where they are at. I like to identify what phase in their journey they are and guide them from there. I spend time getting to know them, their work and what their needs and challenges are. From there, we can start to address their needs from a clear and strategic place. I love seeing my clients go all in and do the work. There’s always a lightbulb moment that happens when they see the possibilities for themselves and things become clearer. I also do mindset work with my clients as it is necessary to help them move forward with more confidence and courage.

My coaching is based on many years of experiencing the challenges and triumphs of working in-house and for myself as a designer and illustrator. I am very familiar with the patterns and common struggles creatives face and have developed ways to navigate them.

What’s been one of the biggest career lessons you've learned so far?

One of the biggest career lessons I’ve learned so far is to believe in yourself. If you don’t, you won’t be able to make it through the challenging times or be able to pivot when necessary. Believing in your goals and the power of your vision, your why, and your determination will make you unstoppable.

Where do you find creative inspiration?

Everywhere! I can’t turn off my design eye. I see color palettes everywhere and notice the shapes of the leaves, the shadows on the ground, and the textures on the walls. I also love trend shopping and going to my favorite stores to look at patterns and products. I love gift shops, boutiques, and card shops. I like to research and see what’s out in the marketplace, what the trends are and how they are being used on products.

Do you have any favorite design resources?

An oldie-but-goodie I like is going to Pinterest to look for inspiring images and resources. I love Uppercase Magazine for its endless eye candy and industry info, and Instagram for following visual artists, artsy companies, client news, trends and styling inspiration.

What advice would you give to artists and designers just starting out?

I would tell new artists and designers to:

Know your why and vision. Keep a vision in mind or on paper of what you are doing and where you see it going. Your vision can evolve but keep it close. During tough times it will keep you moving forward. When you have a vision you know where you are going. Without one you will work aimlessly. Ask yourself, “What are your goals? Why do you want this career? Why is it important to you?". The purpose you uncover will be your why.
Keep going, keep learning, keep growing, and keep creating. Know that you are in the beginning stages and are in a learning period. You need to discover what you like to create, how you like to create, and most importantly - make a lot of work to develop your style and a body of work that brings you joy! There will be a phase of ugly work so don’t let that stop you. You are still learning and will come through the other side. You can always work with a coach to get unstuck or find clarity!
Make sure you are having fun. Making art for a living is fun and rewarding. Once creativity becomes about money, survival, or impatience, the joy is lost. If you find this happening, take a step back and reevaluate the situation. You may have gotten off track.

Thank you for sharing with us Jeanetta! To view more of Jeanetta’s work, visit her website, follow her on Instagram, and explore her coaching sessions, Skillshare courses, and video lessons.

Jeanetta was nominated by Noun Project. All images courtesy of Jeanetta Gonzales.

Jeanetta Gonzales