Member Spotlight: pley.ground
Gabriel Lopez, founder of pley.ground, has been a long time TPC member—he actually started at our Pioneer Square location but now has a private office at TPC Belltown. We are excited to get to share a bit more about him and his awesome designs with you all. Keep him in mind if you ever are in need of an incredible graphic designer! — Bonus: he’s got some of the best style around 😎
Can you tell us a little bit about yourself and what you do?
I originally come from the Central Valley of California and moved to Seattle in 2007 where my career as a graphic designer began. I started off at Amazon creating digital advertisements and then went to Starbucks where I illustrated gift cards, coffee packaging and in-store displays. I have since built a design portfolio creating brand identity systems, illustrations and websites for companies such as The American Cancer Society, University of Washington, Marine Conservation Institute, El Centro de la Raza and more. The work I have completed for El Centro de la Raza is on permanent display at The Sea Mar Museum of Chicano/a/Latino/a Culture.
In my free time, I hone my skills as a type designer and enjoy cooking and photography.
What inspired you to pursue creating pley.ground?
My experiences working in the corporate world and previous business partners led me to pursue pley.ground. I felt, for the most part, extremely restricted to fully express my potential as a designer and as an authentic person. “Pley” comes from the wanting to have fun with the work and pushing the perceptions of what design should look like. “Ground” is a constant reminder though, that everything we do as designers is for someone else. As hard as we want to be conceptual, we must keep ourselves grounded.
What are some of the biggest challenges you face in your work, and how do you overcome them?
Couple of things. The public is more familiar with bad design than good design. And so they are conditioned to prefer bad design, because that is what the public is used to. The new becomes threatening, the old reassuring. In these cases, I would have to educate the clients on what design is and what it should do for them. They can rely on trends for short term solutions, I however, want to bring them long-term solutions.
Also, I don’t get taken too seriously at times, because physically I am not what some clients expect. It is “impossible” for someone who looks like me or comes from the background I have to do great design. In those cases, there is no point in arguing or convincing clients to go for me. I simply move on to the next.
How has having a separate office helped you in your business or work?
It’s comforting to have a space that I can call my own, to surround myself with books and art pieces that inspire me. It’s a space where I can be me completely.
Can you walk us through a typical day in your work life?
I am a total creature of habit, so my workday has basically been the same forever. I start work at 9 am M—F, but I’m usually in there office at 8:30 just to get my mind set for the day. I love to answer emails and have my meetings in the morning, just to get those out of the way. I then review my intern’s and other team member’s work, that way they can have their feedback sooner rather than later. I work until noon, then go walk. Walks are rejuvenating and inspiring. Inspiration doesn’t come from sitting at the computer looking through Pinterest or Google Images. The walk is such a great way to break up my day and I feel ready to sit at my desk again afterward.
If I, or any team member achieve they goals before 5PM, I reward them with the rest of the day off. For the most part, I almost never work weekends. Life’s too short for that nonsense.
What are some of the projects or achievements that you're particularly proud of?
In the beginning, the re-design for Volunteer Park Conservatory was a dream come true. I’d also say having my design work up in a museum is pretty cool. Never thought that would happen, simply because I don’t do this for recognition and praise.
How do you stay motivated and productive when working in a coworking space?
It’s about finding the balance. Know when to be heads down working, and knowing when you are tired and need a break and go interact with some of the people in the space.
What advice would you give to someone just starting out in your field?
Be aware of who you are as a person and what beliefs you strongly align to. Seek clients that align to those beliefs too. Also, before heading off on your own, work somewhere and learn. To this day, I use practices that I have picked up at the corporate spaces I have worked at.
Are there any upcoming projects or initiatives that you're excited about?
An identity system for a local non-profit that I can’t name yet is something I am happy with. Also, I have been working with Nordstrom to create a modified, custom typeface that will be used in summer campaigns. Just happy to have it out in the world.
How can people get in touch with you or learn more about your work?
Knock on my door. Haha
Or find me online:
https://pleyground.design/ — Currently working on a re-fresh
Instagram: https://www.instagram.com/pley.ground/
Fill in the blank-
The best Belltown spot to grab lunch is
Maíz at Pike Place.
What could you talk for hours about?
Type design 🙂
If money was no object what would you be doing all day?
I’d still be designing, but I’d be hopping from one country to another as I do it. Also, I’d be even more selective on whom I take on.
