Girls In Tech

Solana Crawford

Founder & Chief Design Officer at DESIGN about TOWN

Being born and raised in Argentina by an architect mom, and a father who is an engineer and runs his own firm, coupled with her immense ability to multi-task and diversify her work (she is even an accomplished actress, as well), it is no wonder that Solana Crawford – now a California transplant – is the Founder and Chief Design Officer of her own company, one of the most innovative design firms in the Bay Area: DESIGN about TOWN.  With an impressive client list ranging from VSP (vision insurance company) to TechCrunch (the Crunchies, TechCrunch Disrupt), and Tribal Fusion, Crawford’s DESIGN about TOWN (DaT) does website design & branding and even handles smaller clients, such as a local winery, Flowers Vineyard and Winery.   Their specialty:  Brand development and expansion.  So, you see:  It’s about much more than a just a website!

I caught up with Solana in her San Francisco office, recently, and I was quite interested to find out about her path that led her to such a place as her now award-winning company – a place far-removed from her native Argentina.  With over 17 years of experience in the print design and advertising fields, over 12 years in the web design and interactive world, she also has a strong background and focus in terms of Design Practice and Consulting.  Here is what she had to say:

On Her Start in the Field of Graphic/Web Design

SC:  After receiving a BS in Graphic Design from the University of Buenos Aires, Argentina, she had already had business experience working within her father’s engineering firm.  Moving on to work for Mix Publicidad, where she was their Art Director.  She then went on to start her own firm, Digma, as CEO and Creative Director.  In between, she worked for Salutia, where she oversaw not only their branding in Argentina, but also their Mexico and Brazil projects.  This included work with ElSitio.com and CNNEspanol.com.   All this, before moving to the U.S., and re-establishing herself here, where she quickly progressed in her endeavors,  eventually going on to establish her own firm, here, as well.

CO:  Once you made the move to the U.S., did you always know you would have your own company here, too?

SC:   Yes, while working at Matsco I learned immensely from those I worked with and for; and once I knew that I had learned all I could from that experience, I knew I was ready to move on.  Starting my own design firm was thus a natural extension and career progression for my experiences and expertise at that point.  Having learned and grew all I could from that experience with them, I thought:  “I’m ready to do this again!”  And, having had the experiences I’d had prior to Matsco, this also made sense.

Before working at Matsco, I had the opportunity to work with many smaller companies as a freelancer. It was the fall of the dot com, but still a lot to do in terms of print and web design and advertising.  This was huge because this is how I learned about a different consumer society, how to sell my ideas in a different language, how to communicate with a different audience, and what the small business and corporate expectations were.

On DESIGN about TOWN and Their Work

CO:  On the DaT website, you state that you’re specializing in Brand Development and Expansion.  Can you expand on that?

SC:  Sure, it’s all about capturing what a company is all about.  You listen to them, and listen some more!  And, once they answer all those questions – (And, at this point, my team and I know all the right questions to ask) – you know what they stand for and what they wish to convey to their customers.   It’s all about knowing them inside and out; and then knowing how to visually convey this to their target audience in an effective manner, while staying on track with their business goals.

For example, if they come to me and say that they need a mobile app. branded; I will first tell them:  Well, then you need a company branding, first.  Once that is established, we can take that and apply it to their mobile app.  It all starts with the company’s brand, (graphic system, color and font choices and all).

On Giving Back in her Community

Being a big believer in giving back to the community, she went on to teach Graphic Design at “Universidad de Ciencias Empresariales y Sociales” in Buenos Aires.  Here in the US, you will see her helping amongst other things, with communication strategies, brand expansion and engagement as a member of the Board of Directors for the Randall Museum (www.randallmuseum.org).   There, as she describes, it is a place where she believes in “making people feel comfortable” while enjoying their experience there.  For, when they are comfortable and not feeling like they are in a “library-style” museum, this is when they really learn.  She also contributes by designing some of the museums outgoing communications.

About DESIGN about TOWN:

Overall, DESIGN about TOWN is about a 5-step process:  from Kick-off and Research/Brainstorming, to Refinement and Production Development, the team goes step-by-step with the client, listening to all their needs and wants and addressing each, systematically.  They emphasize a collaborative approach, where the client has as much input as their team.  “Once we collaborated and finalized the design direction we bring the designs to life. Your designs are delivered in different digital formats for you to utilize, and enjoy.”

They have won numerous awards, including:

VSP; SeeMuchMore.com Fall enrollment campaign 2010 | 2011 Webby Award, 2011 Communicator Award, 2010 Davey Award and W3 Award

Pivot Conference 2010 website | 2011 Communicator Award, 2010 W3 Award

YouAreSanFrancisco.com | 2011 Communicator Award, 2010 W3 Award

Flowers Winery and Vineyard | 2011 Communicator Award

 Web Design
DESIGN about TOWN :: Self Promotion, American Graphic Design Award 2006
W3 Awards 2006, Silver
NeuroVision :: Biotechnology, W3 Awards 2006, Silver

Software Design
NeuroVision :: Kids vision treatment software, International Davey Awards 2006, Gold

Corporate Image
DESIGN about TOWN :: Letterhead
American Graphic Design Award 2006; International Davey Awards 2006, Silver

Advertising
NeuroVision :: Consumer Newspaper Ad Campaign; International Davey Awards 2006, Gold

Promotional
NeuroVision :: Promotional Card for Tradeshow; International Davey Awards 2006, Silver

Packaging
NeuroVision :: Software Packaging, Campaign; International Davey Awards 2006, Silver

Outdoor
NeuroVision :: Outdoor;International Davey Awards 2006, Silver

 

To read more about DaT:  click here { www.DESIGNaboutTOWN.com}

And, next time you see one of these logos, I bet you will think of Solana and her team … I know I will!  Thank you, Solana.

 

by @christine1oneto

follow Solana at:  @SolCraw or @DESIGNaboutTOWN