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Outside a rustic coffee shop, the L.A traffic becomes ambient noise to the cool and confident voices of Dawn Lee and Sophiea Kim. This pair of ultimate girl bosses exude energy wearing a contemporary black pantsuit mixed with streetwear and an all-black look paired with a leather jacket. They speak and present themselves with determination, passion, and enjoyment for their business. Looks and laughter are exchanged over the journey only they’ve endured navigating their company. Together this duo employs creativity, business, and friendship in their vision and work for graphic design.
Dawn Lee Design Studio or DLD Studio is a one-stop shop in the world of graphics. Dawn Lee (founder, art director, and lead designer) and Sophiea Kim (co-founder and business developer) formed DLD Studio in 2018, located in Downtown Los Angeles. Their team creates long term relationships with their clients and provide a wide range of services from strategy, design, and promotion. They’ve worked with content creators Jenn Im, LaurDIY, Marianna Hewitt, and beauty brands like Colourpop and Fenty Beauty, just to name a few. |
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How did DLD Studio begin?
“I graduated in 2015 from University of Southern California (USC) and started freelancing to figure out myself and the type of work I wanted to do. I had realized I had a passion for design outside of a standard company environment. At the time, I was interested in the Youtube industry and watched a lot of Jenn Im and her peer’s videos. As I was watching them, I noticed that I could help and improve her banner graphics since it was evident that Jenn had a clear understanding of aesthetic and her own style. I decided to email her while working at a coffee shop to offer my services. Surprisingly, before I had left the cafe she responded back and was open to meet and discuss what I could bring to the table. I began working with her and because she has established a platform of over 2 million people, in return my work gained more eyes and became more public."
“I graduated in 2015 from University of Southern California (USC) and started freelancing to figure out myself and the type of work I wanted to do. I had realized I had a passion for design outside of a standard company environment. At the time, I was interested in the Youtube industry and watched a lot of Jenn Im and her peer’s videos. As I was watching them, I noticed that I could help and improve her banner graphics since it was evident that Jenn had a clear understanding of aesthetic and her own style. I decided to email her while working at a coffee shop to offer my services. Surprisingly, before I had left the cafe she responded back and was open to meet and discuss what I could bring to the table. I began working with her and because she has established a platform of over 2 million people, in return my work gained more eyes and became more public."
Jenn Im's Youtube Banner by DLD Studio
“There isn’t a formal business plan, but what we do have is the dedication to our clients and delivering a beautiful aesthetic that pinpoints their personalities.”
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LaurDIY Vlog Intro
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What is your design process when meeting with clients and producing content?
“I had to really figure out and know my specific style. Then when you add in clients and work with so many people, you have to be able to navigate and keep each client’s individuality. For us, it’s extremely important to meet our client in person and get to know them. To be able to have a conversation and build that relationship, it really helps me understand who they are as people and what they're trying to put out. This process allows me to visually translate that knowledge I have of them into their branding. |
At a certain point instead of fitting our aesthetic to companies, we decided we’re going to be loyal and deliver good work to get clients that will appreciate and respect what we do and put out. There isn’t a formal business plan, but what we do have is the dedication to our clients and delivering a beautiful aesthetic that pinpoints their personalities.
In the design process, there needs to be a level of trust of knowing that we’re capable. We look at what you need, ask ourselves if we can take you there, and when we’re confident we say “yes.” We want to relieve any stress for the client and will put ourselves out there and figure it out in order to do so. The relationship we like to cultivate and receive in return involves communication, respect, and growth.”
In the design process, there needs to be a level of trust of knowing that we’re capable. We look at what you need, ask ourselves if we can take you there, and when we’re confident we say “yes.” We want to relieve any stress for the client and will put ourselves out there and figure it out in order to do so. The relationship we like to cultivate and receive in return involves communication, respect, and growth.”
In such a large and broad mediascape with new technology and everyone wanting to stand out, how do you differentiate the visuals you produce?
"When I started working with Jenn I was creating thumbnails for her. I learned how to create and train my eye to portray something that catches people’s attention within a short amount of time and limited space to click for that video. It was great practice, and that skillset and idea can be applied to everything we create. For example, when we do packaging it should be so tempting for the customer to open it up. It sets the tone to want to love the product and the experience for the client and their customers.”
Where and how do you find inspiration or get into a creative flow?
"I appreciate all forms and kinds of visual entertainment, especially reality television. It’s pretty much an extended Youtube because it’s real people and then a bit staged. The shows are a visually stimulating experience that takes my mind off design complications, and it replenishes my brain. Vanderpump Rules has a slow motion, very dramatic opening credits and that’s to tempt and bring the viewer into the show. When you watch television, you can learn about transition effects, the use of B-roll, and how clips are recorded. Korean pop music is also highly produced content from the album covers, music videos, and merchandise. It’s easier to understand these aspects because when you put your soul into creative endeavors and dedication into the final product it’s clearly recognizable.”
"When I started working with Jenn I was creating thumbnails for her. I learned how to create and train my eye to portray something that catches people’s attention within a short amount of time and limited space to click for that video. It was great practice, and that skillset and idea can be applied to everything we create. For example, when we do packaging it should be so tempting for the customer to open it up. It sets the tone to want to love the product and the experience for the client and their customers.”
Where and how do you find inspiration or get into a creative flow?
"I appreciate all forms and kinds of visual entertainment, especially reality television. It’s pretty much an extended Youtube because it’s real people and then a bit staged. The shows are a visually stimulating experience that takes my mind off design complications, and it replenishes my brain. Vanderpump Rules has a slow motion, very dramatic opening credits and that’s to tempt and bring the viewer into the show. When you watch television, you can learn about transition effects, the use of B-roll, and how clips are recorded. Korean pop music is also highly produced content from the album covers, music videos, and merchandise. It’s easier to understand these aspects because when you put your soul into creative endeavors and dedication into the final product it’s clearly recognizable.”
Insert Name Here Packaging
From your Voyage LA interview, you mentioned your time as a freelancer and workflow being interrupted when handling the business side. How is business integrated into the creative field of graphics?
“For me, like many other creatives, you need to be in a zone to produce work. It takes time to get there and create something. In 2017, I received more inquiries and felt burnt out between communicating and creating. I found myself for more than half the day crafting emails and going on phone calls. It’s difficult and a unique balance for an artist to make ends meet and at the same time produce good work in a constrained time frame. You’re not a machine and you don’t know when creativity comes, and if the product is good or done. To just think and convey your own perspective into a physical piece that’s understood the same way takes a long time. This was a moment where I decided it was a good time to consult with someone and brought Sophiea on board.
There are certain processes in the business side of things that can be uncomfortable to ask or say no to. We brought in a lawyer and legal assistance to put into effect a solid contract that protects us in a specific area versus a general contact you find online. This established a foundation and transformed us from college graduates into actual professionals. A piece of advice we received from Jenn was that as a talent you don’t want to negotiate your own worth. Being able to delegate and assign others for specific roles lets everyone take things more seriously. We currently have a team of junior designers and outside contractors to form a trusted community around us for the business and creative aspects.”
“For me, like many other creatives, you need to be in a zone to produce work. It takes time to get there and create something. In 2017, I received more inquiries and felt burnt out between communicating and creating. I found myself for more than half the day crafting emails and going on phone calls. It’s difficult and a unique balance for an artist to make ends meet and at the same time produce good work in a constrained time frame. You’re not a machine and you don’t know when creativity comes, and if the product is good or done. To just think and convey your own perspective into a physical piece that’s understood the same way takes a long time. This was a moment where I decided it was a good time to consult with someone and brought Sophiea on board.
There are certain processes in the business side of things that can be uncomfortable to ask or say no to. We brought in a lawyer and legal assistance to put into effect a solid contract that protects us in a specific area versus a general contact you find online. This established a foundation and transformed us from college graduates into actual professionals. A piece of advice we received from Jenn was that as a talent you don’t want to negotiate your own worth. Being able to delegate and assign others for specific roles lets everyone take things more seriously. We currently have a team of junior designers and outside contractors to form a trusted community around us for the business and creative aspects.”
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What has been difficult with expanding DLD studio?
“This industry is so fast-paced with quick changes that bring different challenges alongside being a woman. We want to spread the message that you can be your own boss and pave a unconventional way for yourself. We’ve had instances where comments have been made on our appearance and being younger girls. Don't listen to what other people are telling you how you should appear in a specific job. As long as you know you're doing a good job and delivering then you’re just as professional. With your own company, you need to keep in mind the type of energy you want to bring in. A reason I think we have grown so fast and stayed focused is that we’re equally working on personal growth; the two go in hand and hand.” |
Jenn Im's Youtube video "My Perfect Imperfections" animation
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“Don't listen to what other people are telling you how you should appear in a specific job.”
How do you think graphic design will change or trend towards in the future?
“I think 3D computer graphics and animation will become more popularized. It’s more of an experience for users and we’ve also applied this in our work. Our site was updated with this in mind, and we’re constantly evolving how we communicate. Change is good and we need to be able to adapt and update ourselves.”
What are some ways you’ve been challenging yourself recently in design and evolving?
“We recognized that we feared change, but in order to move forward in this industry, you need to overcome personal fears as well. You don’t usually see behind the scenes and it takes a lot to muster up the courage to overcome these fears and be a better self for your life and business. Having our chit chats on Instagram TV and starting our Youtube channel took a lot of back and forth discussion on putting ourselves out there like that. We also want to teach girls to stand behind their work and prices but know when to adapt and change. You can also have different interests and that doesn’t dilute your professionalism. They intersect and can influence other parts of your work. Your childhood memories can be a great starting point to find what you truly enjoy and to find healthy outlets for your time.”
“I think 3D computer graphics and animation will become more popularized. It’s more of an experience for users and we’ve also applied this in our work. Our site was updated with this in mind, and we’re constantly evolving how we communicate. Change is good and we need to be able to adapt and update ourselves.”
What are some ways you’ve been challenging yourself recently in design and evolving?
“We recognized that we feared change, but in order to move forward in this industry, you need to overcome personal fears as well. You don’t usually see behind the scenes and it takes a lot to muster up the courage to overcome these fears and be a better self for your life and business. Having our chit chats on Instagram TV and starting our Youtube channel took a lot of back and forth discussion on putting ourselves out there like that. We also want to teach girls to stand behind their work and prices but know when to adapt and change. You can also have different interests and that doesn’t dilute your professionalism. They intersect and can influence other parts of your work. Your childhood memories can be a great starting point to find what you truly enjoy and to find healthy outlets for your time.”
“We also want to teach girls to stand behind their work and prices but know when to adapt and change. You can also have different interests and that doesn’t dilute your professionalism."
Wild Thoughts - Fenty Beauty YouTube thumbnail
What advice do you have for students who are interested in freelance design or starting their career?
“You need to believe in your work and have persistence. At first, the money may not be there, and freelancing is unpredictable. You need to be willing to risk it for growth in your company. It’s going to be a high risk and reward situation. To start off as a freelancer is for a certain type of personality; it’s not a one size fits all and shouldn’t be glamorized. If you’re going to go this route be smart financially and have a plan. Sometimes people don’t realize how hard it truly is to make a living wage, receive work, and have people trust you simultaneously. Each judgment call you make is your own and there’s no supervisor or fixed rule to oversee you. If you don’t follow through with your responsibilities, it’s not going to be okay. There have been so many times when we didn’t believe in ourselves and again, you must battle those fears. If you’re going to let roadblocks define you then I don’t think freelance design should be an immediate path. On the other hand, if you’re not happy now in your job or in general not happy, start now. You’re going to end up doing it anyways so always pursue what makes you happy."
“You need to believe in your work and have persistence. At first, the money may not be there, and freelancing is unpredictable. You need to be willing to risk it for growth in your company. It’s going to be a high risk and reward situation. To start off as a freelancer is for a certain type of personality; it’s not a one size fits all and shouldn’t be glamorized. If you’re going to go this route be smart financially and have a plan. Sometimes people don’t realize how hard it truly is to make a living wage, receive work, and have people trust you simultaneously. Each judgment call you make is your own and there’s no supervisor or fixed rule to oversee you. If you don’t follow through with your responsibilities, it’s not going to be okay. There have been so many times when we didn’t believe in ourselves and again, you must battle those fears. If you’re going to let roadblocks define you then I don’t think freelance design should be an immediate path. On the other hand, if you’re not happy now in your job or in general not happy, start now. You’re going to end up doing it anyways so always pursue what makes you happy."
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“You need to believe in your work and have persistence. At first, the money may not be there, and freelancing is unpredictable. You need to be willing to risk it for growth in your company. It’s going to be a high risk and reward situation."Dawn and Sophiea return to DLD World-their new office space to fill with animated graphics and textures. In the two-story branded atmosphere, their team meets and holds graphic design classes. They create content to educate and inform students, design enthusiasts, and professionals via Instagram and Youtube. The burgeoning streets and sounds of Los Angeles remain as a background to their colorful world.
To view more of DLD Studio’s work visit: https://dld.studio |
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