Tell us a little bit about yourself, who you are, your background, and your work…
For as long as I can remember, I’ve loved drawing. In fact, my ‘early work’ sometimes got me into trouble—like when I drew all over the back of the faux leather driver’s seat in my parents’ Ford Pinto. (Pro tip: never give a child a crayon without paper!) My love for art and design has been a constant throughout my life—from grade school and high school into studying graphic design at George Brown College in Toronto, Canada (where I grew up), all the way to now.
Before launching my studio in 2015, I worked for creative firms in both Canada and the U.S. while also freelancing on the side. Today, I’m the Principal and Creative Director of Lisa Sirbaugh Creative, a multi-disciplinary branding and graphic design studio based in historic downtown Frederick, Maryland. Throughout my 30+ year career, I’ve had the privilege of partnering with amazing clients across various industries: food and beverage, home and garden, cosmetology, finance, health and wellness, creative arts and entertainment, non-profits, and more. It’s been an exciting journey filled with diverse projects and creative opportunities.
What was it that made you want to pursue a career in graphic design? What about this field were you most drawn to? What was your journey like?
I knew early on that I wanted a career in a creative field, but the question was, ‘What exactly—could I even make a career (and living) through art?’ At the time, I hadn’t even heard of the term ‘graphic design,’ let alone thought of it as a career path. That changed one day in high school when a classmate introduced me to a friend who was studying graphic design in college. It was eye-opening for me. Suddenly, it became clear that we were surrounded by graphic design. Everywhere we looked, everything we touched, there it was! Posters, magazines, logos, marketing collateral, packaging, you name it. I became fascinated by the thought process behind the work and how concepts came to life visually. I knew then that I wanted to be part of that world.
During my last year of high school, I earned an internship at a local print shop. That’s where I cut my teeth on real-world design projects and learned the ins and outs of production, pre-press, and printing. This was back in the good old days of paste-up, rubylith, and some of the earliest Macintosh models. When my internship ended, the print shop hired me, and I continued working there throughout college. After graduating, I got a graphic design position at a publication design studio, where I gained tremendous experience during my tenure there.
When I moved to the States, I had the opportunity to work at a few different firms, which allowed me to dive deeper into areas I’m most passionate about—brand and identity development, logo design, collateral design, and packaging design. My journey and experiences led me to launch my branding and graphic design studio, where I collaborate one-on-one with clients to help build unique brands.
What designers or creative minds influenced you growing up? Has this changed over the recent years? What types of style do you most admire?
Growing up, my mom was a significant influence in my life. She was an incredibly talented oil painter who, at one point, owned her own home décor and greenware shop. My brother was also quite creative and skilled at sketching. I’d constantly pester him into drawing Smurfs for me. I was also captivated by the work of Walt Disney and Disney artists. While I admired the finished artwork on screen, I really loved seeing their black and white working sketches.
In high school, I drew inspiration from artists like Escher, Magritte, Dali, and Picasso, with Escher being my favorite. College introduced me to the works of legendary designers like Saul Bass, Milton Glaser, and Paul Rand, all of whom have left a lasting impression on me.
Today, while I continue to be inspired by many talented creatives, I particularly admire the work of Mattson Creative, Kevin Cantrell, Malika Favre, Jay Fletcher, Stranger & Stranger, Chad Michael, Chermayeff & Geismar & Haviv, Design Army, and GS&P. I’m also a big fan of Tribe Design & Branding (full disclosure, that’s my husband’s studio). I’m inspired by each of their unique approaches and styles.
How would you describe your design aesthetic? What makes your style stand out from other designers/design firms?
My design aesthetic is typically clean and conceptual. While every client, brand, and project is unique, I’m dedicated to creating distinct and compelling brand experiences that are relevant and timeless—particularly in brand development and logo design. I focus on creating work that’s built on strategy, unique in concept, purposeful in creativity, and executed with meticulous attention.
As for what sets me apart in the creative community, I think that’s a question best answered by my clients. However, from my perspective, it’s the close collaborations I maintain with my clients, particularly during the discovery and strategy phases. This, combined with my conceptual approach, attention to execution, and focus on visual storytelling, helps bring their brands to life in an authentic way.
What hobbies or activities are you involved in outside of the design world?
Staying active is important to me, both for the physical and mental benefits. Making time for it while running a studio can be challenging at times, but I always make an effort to fit it into my schedule. My typical week includes weight training, cardio, and golf. During my morning elliptical sessions, I multitask and watch MasterClass, which helps to jumpstart my brain and inspire me for the day ahead. I also recently joined a women’s golf league, which has been a lot of fun.
While it may not be considered a traditional hobby, I love visiting vineyards with family and friends. Whether discovering a new one or returning to a favorite, it’s always a fun and relaxing experience.
Travel is another passion of mine, although I wish I could do more of it. I’m a big fan of the Caribbean, where I can soak up the sun on a beautiful beach and snorkel for hours in those stunning turquoise waters. One other destination I adore is Niagara-on-the-Lake—it’s such a charming area with some of our absolute favorite vineyards.
Where do you draw inspiration from? Are there hobbies that inspire your work?
I draw inspiration from many different places. Some obvious sources include online design resources, industry annuals like Communication Arts and Graphis, and various books, including LogoLounge—naturally. I also find inspiration in unexpected discoveries along my travels, walking around different cities, and visiting art galleries and antique shops (I love vintage packaging, prints, and historical documents). Then there’s my fellow creatives. I’m constantly impressed by the work of brilliant photographers, videographers, illustrators, and designers. One of my favorite illustrators is the incredibly talented Malika Favre. Not only is her work ‘chef’s kiss,’ but her color palettes are beautiful. I often turn to her book for inspiration when developing color palettes.
What is your design process like? Are there things that would surprise us in how you get your work done?
It all depends on the type of project I’m working on, but typically, there’s a hefty amount of research and foundational work involved. Take brand identity development, for example. As you know, a logo is just the tip of the brand iceberg. My process includes three key phases: discovery, development, and deployment.
The discovery phase often includes a brand audit, stakeholder interviews, information gathering, and research. We follow this up by analyzing the findings, defining stakeholder goals and brand objectives, conducting further research as needed, and then developing key branding factors, messaging, brand strategy, and brand positioning.
Next, we move into the development phase. Here, I develop the brand identity itself, including the logo suite (primary, secondary, etc.), color palette, typography, and any associated assets. I do a lot of research and sketching before I take favorable concepts to the computer. From there, I refine the designs, conduct internal critiques, and narrow down and polish the final concepts. How many concepts I develop depends on each individual client’s needs and budget. When it comes to presenting the concept(s) to the client, I create various brand experience mock-ups to help them see how the brand identity looks and functions in real-world environments.
Finally, we enter the deployment phase. This can include a wide variety of brand touchpoints, from brand collateral and marketing materials to packaging, environmental design, apparel, and more. Every project is unique, but this gives you a brief look into my process.
Why did you decide to join LogoLounge?
Some of the studios I previously worked for were LogoLounge members, and I often turned to the books and website as an inspirational resource. Shortly after launching my studio, I attended a speaking engagement with LogoLounge’s own Bill Gardner—insightful and entertaining, as always. At the event, Bill asked me if I was a LogoLounge member and if I was uploading my work. With some embarrassment, I admitted that I wasn’t—yet. With everything involved in launching my studio at the time, I let that slip. Not to worry though, within days I was a member and have been ever since.
What work or works are you most proud of and why? Did such designs come easier than others?
Honestly, I’m proud of so many projects I’ve worked on. If I had to highlight specific types of work, I’d say I get excited about branding, logo design, and packaging design. To name a few projects that I’m particularly fond of include the brand work done for Buds Plant Boutique, Mews on Maxwell, Dash Hair Studio, Baviello Investment Management, Clean Green Simple, Pursuing Pinot, pianist Paul Warthen, and the wine packaging design projects done for Camp David U.S. Presidential Retreat and Catoctin Breeze Vineyard.
I wouldn’t say any of these projects come ‘easy.’ Each one is unique, presenting its own set of challenges, goals, and nuances. I push myself on every project to ensure the best possible outcome for the client and their brand—embracing the complexity and continuously striving for excellence.
What or who would be a dream project or client for you?
That’s a great question! While it’s not something new, it’s an area I’m passionate about—I’d love to do more branding or rebranding work for vineyards, distilleries, or beauty/cosmetology businesses. I enjoy working on their brand foundations and strategy, visual identity, packaging design, collateral, apparel, environmental design, and more.
I’d also love to dive into more private label packaging projects, like the wine series I created for Camp David U.S. Presidential Retreat. Not only was it an incredible honor to collaborate with these great folks, but I also enjoyed all the work that went into developing the design for this series and its various packaging components. It’s exciting to create wine or spirits packaging for a private entity with a unique set of goals, a different target audience, and a distinct creative brief.
Can you tell us about a current project you are working on and how it is going?
One project I’m currently working on is the branding for a new distilling company that offers RTD (ready-to-drink) canned cocktails. We kicked things off in the summer of 2023, starting with brand discovery, research, and strategy, followed by brand identity development. Since then, we’ve designed various packaging components, from cans and four-pack boxes to a master pack carton and point-of-sale display. While all this was being developed, the founders were hard at work finessing and finalizing the recipes for their inaugural RTD series. I just wrapped up all the packaging artwork last week and sent everything off to production. I can’t share more than that at this point other than, there’s still plenty to develop for the brand before launch, but it feels great to have reached this milestone in the project.
What are some of your personal and/or professional goals for the future?
Looking ahead, I aim to challenge myself creatively and explore new opportunities in brand development and packaging design, while continuing to build on the strong relationships and successful work developed with long-time clients.
What advice would you give to other designers, who are just beginning their career?
Over the years, I’ve heard some graphic design students express a desire to freelance or launch their own studio after graduation. My advice to those starting their careers is to avoid going solo right away. Instead, seek a position at an agency or studio to gain invaluable experience and insights. There is immense benefit in learning and collaborating in a team environment, where you can gain skills from creative directors, art directors, senior designers, and other creatives. Additionally, the exposure you can get from different types of projects and creative tasks will help build a strong foundation and develop skills essential for a successful career—ones I believe are difficult to acquire working alone.
In my experience, this essential groundwork supported the launch of my studio and continues to contribute to its success.