Elevating Design Horizons: The Artistic Journey of Latoya Burris
In the vibrant tapestry of New York City, where dreams are woven and ambitions take flight, a visionary creative force has been quietly redefining the landscape of graphic design. Meet Latoya Burris, a native of Queens, New York, whose journey from the bustling streets to the forefront of visual innovation is nothing short of remarkable.
Latoya's artistic odyssey began at the CUNY New York City College of Technology, where she embarked on a transformative path, ultimately earning a Bachelor's Degree of Technology in Communication Design. Fueled by an unquenchable passion for graphic design, she has navigated the industry's dynamic currents for over a decade, honing her craft and amassing a legacy of brilliance.
Her story is one of unwavering dedication and creative conquest. A luminary in her field, Latoya's track record is a testament to her indomitable spirit. A fervent seeker of fresh challenges, she planted her creative roots at Shapely in 2004, becoming the visionary catalyst behind the brand's resplendent transformation. With an artist's touch, she breathed new life into Shapely's identity across diverse touchpoints – from the digital realm of social media to the captivating canvas of the brand's website. This metamorphosis saw Shapely rise as the vanguard resource for plus-size events and lifestyle media, adorning itself with the laurels of premier prominence.
Yet, Latoya's canvas extends beyond Shapely's confines. Embarking on a spellbinding chapter at Chelsea Piers, a storied sports and entertainment sanctuary straddling the heart of New York City and Stamford, Connecticut, she wielded her artistic prowess to sculpt captivating narratives. Her project management acumen merged seamlessly with her design virtuosity, yielding award-winning campaigns that left an indelible mark. Collaborating with luminaries like renowned photographer Scott McDermott, she breathed life into campaigns like "Does Your Gym Inspire You?" – an artistic symphony that resonated far beyond the gymnasium.
As an Art Director at Shapely, Latoya's narrative is an ongoing tapestry of innovation. At the forefront of her creative journey lies the audacious venture of expanding brand consciousness through Shapely's "Fatty Friendly" digital compendium. This trailblazing guide shines a spotlight on size-inclusive brands strewn across the nation, weaving a rich fabric of diversity and empowerment. Her anticipation for the future is palpable, a sentiment underpinned by her unwavering confidence in her ability to empower the plus-size community.
Outside the realm of pixels and vectors, Latoya finds solace and joy in her roles as a mother to two teenage daughters and a cherished friend. As an active member of the Graphic Artists Guild, she orchestrates connections with kindred creative souls, fostering a vibrant community of imagination and innovation.
Latoya Burris' journey is one of forging connections, igniting imaginations, and defying limits. To delve deeper into the symphony of her creativity, visit her digital atelier at toyaburris.com. As Latoya reshapes perspectives and redefines norms, her story continues to be an inspiring ode to the boundless power of artistic vision.
Who is Latoya Burris?
QSM: Tell us about Toya.
Toya: I believe in being true to yourself and to your values. I am a loyal person, and I am currently learning to master being loyal to myself and my principles, especially when it comes to self-respect and dignity. As a mom to two teenage girls, it is very important to me to set the example and standard of self-love and show them how to be true to themselves.
QSM: What is your role in Shapely Events and how did you come to be a part of it?
Toya: I lead the creative direction and expression of the brand at Shapely, ensuring that it is consistent and cohesive. You can see my work on our website and lifestyle content.
I began my career at Shapely when I was running my own online hub and resource for Caribbean events. Iya, the founder and Chief Brand Officer, came to me and asked if she could use my idea to serve a different audience: the plus size community. I was immediately on board and thought the idea was a perfect fit for this underserved market.
Shapely has since become the premier one-stop resource for plus size friendly events. I believe so strongly in Shapely and its mission that I asked Iya to join the team. We have been rocking ever since!
QSM: Your journey in graphic design spans over a decade, and you've been instrumental in refreshing Shapely's brand identity. Can you share some key elements you've focused on to establish Shapely as a premier event listing resource for plus-size events and lifestyle media?
Toya: The most important steps in shaping the identity of the Shapely brand were to understand our audience and discover what was important to them. This meant being authentic and making sure that Shapely's brand and values resonated with our audience. Once I empathized with our plus size audience and gained knowledge of their needs, I was able to make the right choices in terms of visual identity. Everything from copy, tone, colors, and photography was influenced by learning and determining what was important to the audience we serve.
I also believe that I have high standards when it comes to the work that I put out in the world. These values were also adopted into the Shapely brand. The standards that we have fostered as a brand have earned us the privilege of having earned the trust of our audience as well as business partners as a plus-size authority.
QSM: Your experience at Chelsea Piers involved both project management and design services. How did your time there shape your approach to managing projects and enhancing brand visuals at Shapely?
Toya: My time at Chelsea Piers was essential to my growth as a designer and manager. I began my career as a graphic designer at Chelsea Piers, where I learned the things that college doesn't teach you, such as how to work quickly and efficiently in the real world. In the real world, you may not have 6 months to complete a project—you may only have 24 hours or even less. I learned a lot about functional design solutions and how to be more efficient during my time at Chelsea Piers.
I brought everything I learned at Chelsea Piers to Shapely, where I work more efficiently and effectively with a team of two. Everything from the design process to choosing the right project management tool (Trello) has improved how we run the Shapely brand. I'm grateful to Scott Schwartz, the Vice President of Creative Services, for his mentorship. He was essential to my professional development.
QSM: As an Art Director, you're currently working on Shapely's "Fatty Friendly" digital guide. Could you give us insight into the concept and goals of this guide, and how it contributes to size-inclusive brands across the nation?
Toya: Iya and I created the Fatty Friendly guide as an online resource for plus size people to find size-inclusive places and brands. We want to expand the guide by offering it to our audience and also providing a B2B component to help other brands become size-inclusive.
QSM: Being a member of the Graphic Artists Guild, you're part of a community of creative professionals. How has this network influenced your growth as a graphic designer, and how do you believe creative collaboration benefits your work?
Toya: The Graphic Artists Guild has been a valuable resource for me. Their Graphic Artists Guild Handbook: Pricing & Ethical Guidelines helped me to price my services correctly and understand the business side of graphic design. I've also enjoyed the opportunity to continue learning through their workshops and seminars. And I've made some great connections with other creative professionals through the Guild's networking events.
QSM: Balancing your professional career as an Art Director with being a mother of two teenage girls must be demanding. How do you manage to maintain a healthy work-life balance and continue pursuing your passions outside of work?
Toya: As a working woman, I believe it's important to work with businesses that share the same values as me. At Shapely, work-life balance is a top priority for both me and leadership. I've been able to respect my children's needs and create boundaries by blocking out time for them and for myself. It's as simple as scheduling quality time with my girls, or taking some time for myself to relax and recharge.
I may be an oddball, but I don't believe any job is more important than my personal time with my family or myself. If a job requires me to sacrifice my personal time, then it's not a right fit for me. I encourage everyone to find what's important to them and to make sure that their job aligns with those values.
All images shot by Philip Drew @photosbypdrew
