Fast-paced turnarounds and companies with impact give Erica Randhawa energy. With a background in fashion design and many years of agency experience under her belt, the illustrator and web designer-turned art director brings a unique perspective to Pattern’s team. She shares why she jumped at the chance to help build Pattern from the ground up, how she pushes the boundaries of design on the daily in her current role, and why sustainability and diversity keep her stoked.
Tell us about your background. How did you decide to join Pattern?
I studied fashion design at UC Davis; I was really into fashion and apparel. After I graduated, I worked for a large, well-known designer for about three to four years. I figured out that the big corporate life wasn't really for me. During my free time, I started doing a lot of digital-based designs and digital illustrations. Design was just so much more fun than what I was doing for my real work. That love of graphic design initiated my transition away from fashion. I got an internship at an agency called Fluid, a web design agency focused on the eCommerce experience. And that's where I met Pattern Co-founders Mike Janiak and Isaac Newton.
I learned a lot at Fluid for seven years. I progressed from intern to art director, and I really loved what I did. Once Mike and Isaac started their own agency, it sounded unique and exciting. I was excited to move to a much smaller agency where I already knew the people and knew I loved working with them. Joining Pattern at the beginning gave me the chance to shape our culture and the work we took on. It was an amazing opportunity.
What does it mean to be a senior art director at Pattern?
As the Senior Art Director, I create mood boards at the very beginning of every project and help shape the look and feel of the websites we design. Before we start designing, we discuss our plan with our clients and ask them about other brands they're inspired by. And we bring our own inspiration, too. This year we started a repository inspiration using InVision. Whenever we’re in a rut, we go to our InVision board, which is full of typography, layouts, animations, illustrations, and photography to help spark creativity.
"Working in digital, you get to see things turn around a lot more quickly. I can have an idea in my head, and by the end of the day, we’re all reviewing the experience together."
The nice thing about being at Pattern is that I get to be part of almost every project from start to finish. I still get to be hands-on, even though I’m the Senior Art Director. With Pattern, that means I get to contribute to high-level creative concepts and also get hands on with design. But with Pattern, I get to contribute to high-level creative concepts. Also, the vision is clearer at Pattern because decisions are made efficiently. Things don't get muddied down as much through an endless chain of command. Working in digital, you get to see things turn around a lot more quickly. I can have an idea in my head, and by the end of the day, we’re all reviewing the digital experience together.
Tell us about a recent project that you really loved?
One project that went live just a few weeks ago is Natreve, a wellness company that makes plant-based protein, uses recycled plastics, and buys carbon offsets. Beyond their mission, Natreve was a fun project because the client really trusted us from the beginning and encouraged us to be bold with our creative concepts. We were able to bring our vision to the table without too much oversight. That creative freedom allowed us to explore a whole range of options and we created something full of geometric shapes, fun animations, curved typography, and an overall whimsical feel.
What qualities help a team member thrive at Pattern?
We love candidates who aren’t afraid to experiment and take risks. We like to show multiple options to clients, so it’s important to be able to work quickly and on your toes. I also think a successful designer is able to think about how elements move and how the user interacts with every part of a website or app. Seeing motion design, visual design, and user experience come together matters a lot.
One of the reasons I joined Pattern was because I already knew that I really liked everyone who works here. We all really respect each other and our roles in each project. We're all friends as well. We're interested in what's going on in people's lives, and we genuinely like hanging out after work. Everyone works hard, and we also really respect work-life balance. Pattern people trust that if you have other things going on, tasks will still get done. I love having that balance in my life.
"I love working with clients with values that mesh with ours. When each project goes live, we get to be proud not only that we designed something cool, but that we were part of a company that's doing something good for people and the planet."
What have you learned during your time at Pattern?
The way I work now is very different from how I used to work. At Pattern, we move at a much faster pace. You would think that the work might suffer as a result. But what I've learned is that Pattern’s approach is actually better because we're trusting ourselves, not second-guessing ourselves. I’ve learned to trust the process. Working quickly can actually be a good thing, especially when you want to design something that's on-trend. It’s important to design for what’s current and relevant and you want to see it built within a few months so that it feels fresh and interesting.
Also, Mike and Isaac provide positive reinforcement that keeps us going, even while solving the hardest challenges. They're really strong in their convictions and have a clear vision for what they want Pattern to become and what we stand for. We only take new work if it's something we believe in. It’s important to jive with our clients, too. Typically there is a very business-type relationship between client and agency. But Isaac and Mike relate to clients as people, in a way that puts everybody at ease.
What gets you stoked?
I love working with clients who have a B Corp certification, which means they meet high standards of social and environmental performance with public transparency and legal accountability. One B Corp we work with frequently is female-led, female-founded Equator Coffees. We were tasked with elevating their digital brand aesthetic in an increasingly competitive coffee market while highlighting the many ways they use their business as a force of change. Another great company is Kinship, a cosmetic brand that makes clean, cruelty free products. They're focused on diversity and sustainability as well. I love working with clients with values that mesh with ours. When each project goes live, we get to be proud not only that we designed something cool, but that we were part of a company that's doing something good for people and the planet.
What's next?
Things are so uncertain right now that it’s hard to say what next year will look like. I hope at some point we are all back together in the office collaborating in one room, and I’m excited to see the team expand. I’m energized about bringing on new, exciting clients and projects that take us outside of our comfort zone and expand our portfolio.
Want to join Erica on our next project? We’re looking for freelance designers and project managers to join our team. If crafting award-winning digital experiences for emerging and established consumer brands is your thing, get in touch!
About Pattern
Pattern is a digital design & e-commerce agency that helps brands succeed in the experience economy. We design modern brands, eCommerce experiences, products & platforms that help founders, disruptors and visionaries find their place at the intersection of culture, community & commerce.
