Designer Voices Interview with Lisa Koroma
I’m excited. I’ve been wanting to bring some of my fellow designers’ voices to this blog for a while. While I love sharing my own experiences, one of the greatest privileges of being part of the graphic design community is getting to encounter and learn from talented folks who bring perspectives I could never have.
So this month I’m thrilled to have had the opportunity to interview Lisa Koroma. We met in 2016 when she was the Communications Design Manager for the National Industries for the Blind and I designed their annual report. In 2019, Lisa dove full time into her own design-for-good practice. We’ve kept in touch via LinkedIn and I’m a big fan of her thoughtful perspectives and bold, creative style.
Thank you, Lisa, for taking the time to share your experiences with me.
Christy: Lisa, the first thing I want to ask is how you got into design and communications. What drew you to this kind of work?
Lisa: I didn't start out wanting to do something creative. I didn't think there was a way to make money doing that. “That's just a hobby; I want to eat.” I wanted to be a pediatrician. My older sister told me to volunteer at a hospital to get a taste of the medical field.
I signed up to be a candy striper, and they placed me in the burn ICU pediatric unit. Within two weeks, I decided, this is not for me. I need to take a major shift and figure out what I'm going to do.
I talked to other adults, to mentors, to my grandmother, learning how to make money from my hobbies. That led me to design school. I originally started as an illustrator, but I joined illustration with computer technology, and that's what got me to design. I figured I'm doing something artistic and related to technology. It has a longer lifespan than just doing some career that I'm going to get bored and burnt out from.
Christy: You’ve worked as both a designer and as a manager. What do you enjoy about each? Do you prefer one to the other?
Lisa: I was originally hired in NIB to be a graphic designer and then I was promoted to be the communications Design Manager, which helped me to hone my skills as a project manager and a team leader. I really am appreciative of that, but the job was overwhelming at times. But it showed me I can do that myself.
I’ve always freelanced on the side, since grad school. It came naturally to find out what people need, and try to solve their problems creatively. I like handling projects from the beginning to the end because I'm a little bit of a control freak. In that way, I can assure everything stays on schedule, the quality is there and the deliverables are on point.
Christy: In addition to freelance business, you also have a project called Threadom. Tell me about Threadom.
Lisa: The Threadom clothing brand is a venture that started along with my younger sister who also is the product photographer for Lisa Koroma Designs. My older sister is a patent and trademark attorney and my younger sister is a photographer and videographer. We’re always finding ways to collaborate.
So Threadom is a black-owned fashion brand that provides African diaspora-inspired apparel to men, women, and children. We’re dedicated to using style to inspire progress and in the community plus bring awareness and generosity to little-known African and African Diaspora charities. We promote connection, unity and progress, inspire self-love and action, and just support community wellness overall. So, it's a cool project, and I get to use my love of fashion, design and social impact. It’s awesome.
Christy: That’s awesome! How do you stay inspired creatively? What helps you keep from getting burnout
Lisa: Vacations! Oh my gosh, plane tickets are my love language. I just love to get away. It energizes you in a way. So just get in now, taking trips, whether it's a staycation, or we're actually getting on a plane and going somewhere. That is inspiring to me. I always come back ready to go, you know, ready to work some more.
Christy: What is your ideal design project?
Lisa: I love mission-based work or design with a purpose. I like doing brand identity, being involved with developing the personality and archetype for a new brand. You get inspired when it resonates with the client and they hit all the points.
When you're involved with the branding, it makes the design materials and marketing materials so much easier to develop because you've been there from the beginning and you know that brand more intimately.
Christy: Do you have advice for young designers who are finding their own way in the industry?
Lisa: People ask, “how do I get started in design?” The only way to get started is to actually put your work in front of people – clients, your peers – and get feedback. I know that can be really scary, but it needs to be done. I know a lot of times as artists, we put heart and soul into something, and we take criticism personally, but in order to grow, you need to be open to feedback, good and bad.
Christy: And that’s essential in client work, too, learning to collaborate and not getting defensive or too precious about your work.
Lisa: Yes, you need to keep in mind that the overall goal is solving the client’s objective or the client’s goal. It is not your output. You are handing it over. So, it can't be so close to you that you can't release it, or take feedback to make it better.
I went to the Cornish College of the Arts. The design program was so intense. The first two years were serious critiques. We were learning how to take feedback and be open. And at that point I was freelancing, so I was getting on-the-job training as well. Clients were ripping stuff apart, and it was very helpful. It helped me learn to think critically. I mean, look, it's your project. I want it to go well for you. So, let me know. Be honest. The more honest, the better.
Christy: Lisa, I’m so glad we got to do this. It’s been great to get to know you because I think you’re awesome and you have a story worth sharing. One last question to wrap up: Is there anything I didn’t ask that you want people to know about you, or a message you want to send out into the world?
Lisa: Thank you! I think you're so awesome. This is an incredible opportunity because I'm starting to get asked to do more speaking, but typically, I'm very quiet and very private, but I'm starting to step into telling my story more. I appreciate you making me step outside my comfort zone.
To your question, I do want us to do more socially. There are so many things going on in the world right now and we can't just sit around and talk anymore. We actually have to be doers or at least support the doers. I don’t have the skill set to be a politician or any political activist, but just whatever capabilities you have, make sure you're involved in your community in some kind of capacity. We all need to do better for my future generations. Just find a way to do more.
About Lisa
Lisa Koroma is a creative director and graphic designer currently living and working remotely in Colorado. She excels at strengthening brands that serve. Lisa helps mission-driven organizations create designs that engage supporters to act, maximizing their social impact.
She earned a BFA in design from Cornish College of the Arts in Seattle, WA. Lisa has also earned certifications in project management and web development from Northern Virginia Community College. Over the last 20 years, she has perfected the art of listening to her clients’ needs and translating their desires into effective designs.
Lisa is passionate about leveraging her training as a designer and project manager to help alleviate the strain of the many hats our doers wear. When she isn’t directing and designing, Lisa can be found styling her thrift shop finds or doing DIY projects around the house. She is reinvigorated and inspired to create after taking vacations or volunteering with her family.
CHANGE MAKER OF THE MONTH
This month, I’m spotlighting and supporting City Dogs & City Kitties Rescue (CDCK), which rescues adoptable dogs and cats in overcrowded and high-kill shelters, where resources are severely limited. I had a friend recently pass away and adopting dogs was an important part of her life and she asked for donations to City Dogs DC in her honor.