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For the past four semesters at San Francisco State University (SFSU), I’ve had the opportunity to use the volunteer time afforded to all employees of Sans Serif, to present to third-year and graduate graphic design students, which I call “Own your experience.” I was invited to tell them my story and engage in a conversation about how to create their own experience as they enter their new career. Many students in the program are immigrants with English as their second language, and many are working paid jobs and as caregivers to family members while they attend school. Beyond the creative aspirations of their chosen path, there’s always the reality of the need to create income as quickly as possible. I hope that my sharing of industry information and business experience can provide some guidance and inspiration for the students, and also drive learnings for our company.
I’m the Managing Director of Sans Serif, a full-service graphic design agency with specialty experience in event branding and marketing. We have 15 full-time employees, many freelancers, and Fortune 100 clients.
My design career began as the receptionist for a graphic design agency in Palo Alto, California in 1996. This was still early days for computer graphics; color print-outs were made through a third-party vendor, and I had 34 phone lines to answer for a team of about 40. It was during the dotcom boom, and we were tech-start-up-branding specialists.
Once I got the hang of the phones, I was keen to learn more, so I filled any gaps in our agency offerings. I became a specialist in annual report proxy law, I was the only project manager and proofreader on staff, I was the print buyer and the job trafficker, I curated the stock photography library, and I was a personal assistant to the principal (which taught me how to anticipate client needs). At other agencies, I went on to be an account executive, account manager, and account director. Over 18 years, I had worked in pretty much every role within an agency except that of a graphic designer!
Eventually, I became the Managing Director of Sans Serif, a full-service graphic design agency. Now, I share my experience with students, emphasizing the importance of understanding the business side of design, being adaptable, and continually seeking knowledge. My non-traditional path proves that with determination and the right mindset, success in the creative industry is attainable.
This varied experience positions me to speak helpfully to students embarking on a career in graphic design; on how to build the career of their dreams, and what they may realistically face on their own journey. I’m probably going to be the only teacher they have who is not a graphic designer, and I think that is important because this is a business, it is a practical discipline, and the students are becoming professional visual communicators.
I have been regularly presenting to students in the Graphic Design 3 program, the mandatory final stage of completing a Bachelor of Science in Visual Communication Design at SFSU. These students have spent two years getting a general certificate, setting them up to specialize in graphic design for their third and final year.
We begin the open discussion portion of the class with a few prompts: What is your focus? Have you interned? Do you want to work freelance, start your own agency, work at an agency, or work “client-side?” I share our current business model and process and ask them where they see themselves. I also ask them what their greatest worries are as they prepare to enter this field.
Each time we meet, the conversation shifts in a new direction depending on the students. We usually discuss the pros and cons of the various options they have before them, such as how to be your own project manager and what job titles really mean. Sometimes we cover salaries and timesheets. Other times we talk about what to charge, how to estimate and negotiate fees and scope, how to speak to clients about process, and how to invoice.
Overall, the theme “Own your experience,” aims to explore how students can intentionally enter the workforce and confidently enjoy their work, collaborate, delegate, find the right cultural fit, and realize that their self-worth is not tied to how many hours they work.
I tether the discussion to a few key points that are always relevant:
At Sans Serif, we feel privileged to work in this industry and with our clients. This work offers us the opportunity to be creative, collaborate, and connect with people we genuinely like and enjoy working with. By consistently delivering outstanding work, building relationships over decades, and assembling a team of exceptionally talented and driven individuals, Sans Serif has thrived since its founding in 2011.
In recent years, we have focused on understanding our privilege—our well-earned, longstanding relationships and networks—and how we can diversify the design industry we work in. We recognize that our sphere of influence, though small, is powerful. Much like teachers who learn as much from their students as the students learn from them, we have been shaped by those we teach. They have expanded our perspective on design and its potential to do real good in the world.
Our deepened understanding of diversity and inclusion in design has helped us see, honor, and maintain diversity within our team, driving our vision. While we were already knowledgeable about Web Content Accessibility Guidelines (WCAG), we have now made accessibility a focal point of our work, passionately committed to upholding these standards in our designs.
We recently revamped our interview and hiring processes to incorporate diversity and inclusion best practices, resulting in a growing, diverse network of pipeline talent. This includes my sessions at SFSU and our pro-bono work for Mission Bit, a San Francisco-based computer science education non-profit. These connections widen the pipeline, plant seeds for future collaborations, and enhance our processes, team, and designs. For first-generation students, students of color, and immigrant students, practical insights—such as project management, budgeting, agency expectations, and showcasing experience and portfolios—are invaluable.
Experience and networks are vital resources. Through my teaching experiences at SFSU, I am expanding my own and Sans Serif’s networks while intentionally making them more accessible to all groups. Design and communication are enriched by a wider range of perspectives and reaching a broader audience. Ultimately, design and communication are about connecting people, and our team is dedicated to making those connections deeper and wider for everyone.
