by Erika McCarden
If you attended “Altadena’s 125th Birthday Celebration,” this year, chances are you’re already familiar with the work of Hugo Arteaga, He designed the souvenir program for the event, which featured a collage of historic photographs and literature about the city.
“The commemorative booklet was actually my first solo project for Altadena, which was a lot of fun to work on,” said Arteaga. “I worked with Michele Zack on it, and it took a long time getting it just right. We really wanted it to be more than just ads, but rather a nice keepsake.{
Arteaga also designed a postcard from the collage within the booklet, which caught the eye of the local Webster’s Fine Stationers owners, who are currently selling them in an exclusive deal with Arteaga.
A former manager of design services and publications at St. Jude Medical Center, Artega recently started Hugo Arteaga Graphic Design.
Arteaga recently shared some of his insights and tips on starting and maintaining a successful, independent business.
- Stepping out on faith: I sensed my position at St. Jude Medical was being phased out, and now it’s gone. I always did freelance work on the side, so I had a small client base that I could start with. Sure, there are ups and downs, and when I’m working a lot it’s really great, but realistically, there is some downtime, and I know that will vary from season to season.
- Maintaining a competitive edge: Truthfully, there are a lot of freelancers out there. And, really it’s kind of like the acting field, meaning there are thousands of jobs and everyone wants that role, but ideally it comes down to what someone is really looking for, and just how well you promote yourself creatively.
- Staying creative: I do a lot of work for my son’s first grade class like creating newsletters, which doesn’t have any rules. I take walks, and study billboards, and wonder what was the thought behind the design — why was it appealing, and how could I have made it better? I also take a lot of pictures.
- Words of wisdom: If you’re considering going out on your own, the one thing I’d advise is to stay creative for yourself. Remember that you have no rules, so have fun in whatever you do.
Arteaga has lived in Altadena since 2001, and is also a member of the Palm Street Area Residents Association (PSARA), which holds an annual Holiday Toy and Food Drive in partnership with the Altadena Sheriff’s Department. This year, the neighborhood drive was held right in front of Arteaga’s home.
by Erika McCarden
If you attended “Altadena’s 125th Birthday Celebration,” this year, chances are you’re already familiar with the work of Hugo Arteaga, He designed the souvenir program for the event, which featured a collage of historic photographs and literature about the city.
“The commemorative booklet was actually my first solo project for Altadena, which was a lot of fun to work on,” said Arteaga. “I worked with Michele Zack on it, and it took a long time getting it just right. We really wanted it to be more than just ads, but rather a nice keepsake.{
Arteaga also designed a postcard from the collage within the booklet, which caught the eye of the local Webster’s Fine Stationers owners, who are currently selling them in an exclusive deal with Arteaga.
A former manager of design services and publications at St. Jude Medical Center, Artega recently started Hugo Arteaga Graphic Design.
Arteaga recently shared some of his insights and tips on starting and maintaining a successful, independent business.
Arteaga has lived in Altadena since 2001, and is also a member of the Palm Street Area Residents Association (PSARA), which holds an annual Holiday Toy and Food Drive in partnership with the Altadena Sheriff’s Department. This year, the neighborhood drive was held right in front of Arteaga’s home.