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Rising Stars: Meet Sherdellah Anunciado

Today we’d like to introduce you to Sherdellah Anunciado.

Hi Sherdellah, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
So in grade school, I actually taught myself how to use Corel Draw at a very young age – this was a pioneer illustration program in the ’90s. When I entered junior high and high school, I found myself designing custom calendars for my schedules and youth group events. I knew I wanted to do something with art, design and computers, so when I entered SDSU, I chose to double major in Computer Science and Graphic Design. Long story short, I decided I did not to code for the rest of my life. I dropped the extra three years of Computer Science and finished with my Bachelors in Applied Arts and Science in Art with an emphasis in Graphic Design.

After school and handful of design firm internships, I found myself working for an online printer in Orange County. I decided to move back to San Diego but the company wanted me to continue working remotely. It was a great transition that moved us into opening another design team office in San Diego. They promoted me to manage a team of graphic designers. But after five years, the recession of 2009 forced this company to let go of our office and a handful of designers at the corporate office. Clients wanted to know where I was going so I could help them finish their design work (but continue printing with the printer).

Lo and behold, these handful of clients turned into referral after referral and I soon found myself registering for my freelance graphic design business, Sherdellah Designs. Since then, I have helped start-up businesses and organizations with their custom branding identities, marketing collateral, catalogs, and brochures. My design style caught the attention of friends (and friends of friends) who were getting married and I found myself also designing wedding invitations and detail stationery for their special occasions.

Present-day, I continue serving businesses and celebrants, but I thrive working with publications and editors in magazine layout and advertisement design. I also lead social media, marketing, photography and video documentation with my husband for our second business, Action Drone USA. In all things visual, I love making ideas come to reality!

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Running a 1-woman freelance graphic design business hasn’t always been easy. I’ve come across challenges from demanding clients to complicated projects to flaky vendors, and to top it all, the business of running a business. Let’s just say, being a Creative, it’s not everyday that I jump at the mundane task of diligent bookkeeping.

Appreciate you sharing that. What else should we know about what you do?
I don’t draw. Surprising as that might sound from a graphic designer, but not all designers are created equal… but that’s the fun part of it! I like to use the analogy of a composer or music conductor. By integrating different music elements (wind, strings, or drums), a graphic designer can use different visual elements from other artists like illustrators, animators, painters, or photographers to infuse a final piece that translates the client’s vision.

My expertise is in the print world. I may have some experience in web design, but I love to design pieces that become tangible. Seeing the printed end result and the experience that brings to my Clients eyes (and hands) is an experience I won’t get from designing something meant to be digital. I once handed a heavy box of completed wedding invitations to a couple and they just cried at how perfect the invitations came out full circle. As a composer watches his audience enjoy the final musical score, is similar to how I feel when I see random people holding my finished pieces. Whether they are magazines, invitations, or a postcard, there is no feeling quite like feeling something tangible.

Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
One thing I love about life is that I never stop learning. I love being inspired by personal development creatives like Marie Forleo, Gabby Bernstein, Jasmine Star, or Bréné Brown. I also am intrigued by the psychological aspect of human behavior that is covered by NPR’s Hidden Brain with Shankar Vedantam.

I’ve also been learning to practice gratitude and giving, so listening/reading The Minimalists Joshua Fields Millburn and Ryan Nicodemus grounds me back to a place of thankfulness.

Contact Info:

Image Credits
(Laser cut invitation and program) Photo credit: Narrative Images Photography

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