A recent graduate from Pennsylvania College of Art and Design with a BFA in Graphic Design, Dyneisha Gross is a super talented young multidisciplinary designer with a love for lettering and colourful punchy designs. Now based in the DC Virginia area, she works as a Junior Designer for the advertising and PR giant, Ogilvy and runs inclusive greeting cards and goods company ElevenThirtySeven.
During her junior year at college, Dyneisha worked for a large non-profit organisation focused on fighting to protect and expand reproductive freedom for all Americans. It was here where she realised the impact design can have in creating a purpose. She hopes that in the next five years design becomes more widely accessible and that it continues to be used as a catalyst for change. It was also during this internship that she found the confidence to be fully comfortable with every part of her identity as a “young black lesbian woman” and bring it into her designs — a confidence that has allowed her to take risks in her education and career and create work that truly represents her.
We caught up with Dyneisha to find out a little more about her design journey so far and things she wishes she’d known at the beginning of her career.
How would you describe yourself as a designer and your design work?
Ya know, I use to second guess myself for loving ‘too many’ things and never having one specific craft that Iremained loyal to. Then I realised my many creative loves together make me exactly the person I am — anoutgoing ambivert who can talk at a mile a minute or be reserved and minimal. As a designer I am verypractical, I love the research and repetition part of the creative process before landing on the perfect direction. However, to remind myself that nothing is perfect, every once in a while, I’ll make a passion project with limited critiques or redo’s, and this has prepared me well for the industry.
“My work doesn’t follow a specific style as much as a feeling. Everything I make is punchy and colourful plus it represents a quirky part of me.”
Can you tell us a bit about how you’ve grown and developed throughout your education and career so far?
One of the biggest challenges was the culture shock that came with attending a small art and design college in Pennsylvania. Being a minority student in not only my race but also my sexual orientation and gender putme in boxes that I was bound to break. Although small and mighty, I had always felt like I was missingsomething. Choosing to be prideful of my sexual orientation but quiet on my race and how important it should be in spaces where I’m considered part of a minority, became the norm. I grew tired and my work suffered for it.
I took a break to rediscover myself, which I’ve learned is something designers should do about as often as they update their resumes, I chose to do an internship in my junior year working for a large women’s repro non-profit in Washington D.C. (hence D.C changing my design life). This experience allowed me to tap into the social design and impact side of the industry and I grew almost immediately as a result. I learned that I could be the designer that makes beautiful things while also creating purpose and being a part of making change. I was tasked with lots of fun projects, including designing projections, stickers, and pins for San Francisco pride; graphics for social, and quick web graphics that confronted the disparities women face in the pursuit of choosing.
The goal was to continue to be a designer without having to compromise any part of myself. I took this newfound power, skill, and drive back to college at the summer’s end and discovered the voice I had been looking for during my first two years of school. Learning that my love for design does not have to be one-dimensional is what pushed me to take risks in my education and now in my current career. I’m working inAdvertising and PR and I get to put all of my skills into practice without leaving any part of me behind.
“I learned that I could be the designer that makes beautiful things while also creating purpose and being a part of making change.”
What do you know now that you wish you’d known when you started your design career?
I started living by the quote: “Be afraid and do it anyway.” This is especially important since I graduated during a pandemic and struggled a little in finding a perfect career fit. During the pandemic, being at home all the time, people started to realise that we aren’t all so different; that celebrities and public figures live similar lives to everyone else. Whilst in lockdown, I missed the interactiveness that comes with being a part of a creative community, so I took the opportunity to reach out to people who inspire me.
From Carly Ayres at Google design to designer and lettering artist Cymone Wilder, I sent messages or signed up for online morning coffee events just to pick their creative brains. Be afraid early, learn the lessons presented, and take them with you on your next journey. Learn from those around you no matter what the level, as everyone has something to contribute. I let fear stop me from excelling and realising my full potential early on and later learned to chase every good opportunity. While fear can cripple us, we can all manage to find our footing because there is no allotted timeframe for becoming a creative.
“Learn from those around you no matter what the level, as everyone has something to contribute.”
Where do you think the design industry is heading in the next five years and how will you adapt?
My favourite part about being a designer and creative is that no one ever really knows what will become thenext big trend. It’s like fashion. Russell and Champion, one of Walmart’s staple brands for years, became atrendy new style worth over $60 a pop. Upscale thrifting one man’s trash is a Gen Z’ers treasure. Assomeone who wants complete control and knowledge of the future in my personal life, I enjoy the fun of not knowing what will happen in my creative life.
Design is ever-changing but my biggest hope in the next five years is that design is more accessible to others and that we continue to highlight the way design and art can be used as a catalyst for change. For me, I hope to continue having creative conversations with people who inspire me and that I continue to grow with design and never get old or lose track of what’s “cool”.
Name your top three she/her or they/them creative crushes currently working in the industry?
- Meg Freaking Lewis! She might as well be my spirit animal. I attended an Adobe talk and since then I have loved everything she stands for. Being your true self, all things color, and creating something that best fits you and who you are. In design, it’s easy to get swallowed in trends and technicality but she reminds me to make the thing that people will probably hate, because, I can.
- Lauren Hom! I am a big fan of lettering and design but my undercover dream was to be a pastry chef. Although I haven’t made it to Europe to learn the teachings of the perfect croissant, Lauren is constantly sharing and teaching her followers just how easy it is to merge two or more loves gracefully.
- Cymone Wilder! I have recently fallen in love with all things Tennessee (that’s beside the point) and I had the chance to talk to Cymone for 30 minutes. In a time of chaos for me, I enjoyed her chill aura and love listening to her talk about her work! After talking to Cymone, I realised the hills we climb to get to where we are don’t have to be super traumatic, crazy, or wild. There are a thousand ways to design and letter and she is someone I refer to when I need to scale it back but still remember to make things impactful and fun.