California Based
Designer • Marketer • Creator
James Whaley
Skills & Expertise
Branding
Create a name for yourself! A corporate identity is more than a logo, it is a timeless idea that your customers believe in.
Illustration
From illustrations made in vector to digital paintings, I can create new works from a few descriptive words, better than and AI!
Design
The importance of composition can not be overlooked, simple layouts can make or break an entire marketing campaign.
Photography
Pictures can be worth more than a thousand words – they can define a generation and sell millions.
Videography
Video production is the center of every marketing campaign in today’s market. Make sure you are seen.
Typography
The smallest details can change the coposition of the entire peice. I always make sure to cross the t’s and dot the i’s.
My History
1995-1999: The High School Years
Sultana High School • Perris Lake High School
My Lifelong Pursuit of Art & Design Begins…
During my freshman year I took art class on a whim for an elective. That would be the spark that would change my life forever. I first learned that I could be an artist for a living, because of a field-trip to a local college. My mentor and art teacher, Mr. Samuels, took the entire class to the Art Center in Pasadena. I was immediately infatuated with this place. After many years of hard work and dedication, I would finally find my way here as a student.
Like many people in Gen X, my parents were separated so I had two homes, two different lives. At my mother’s home, I was the youngest with a family full of sisters. We lived in a nice area in the High Desert, even though we didn’t have much money.
My father’s home was in the ghetto of Perris, California. Here was where I felt more at home, and most of the friends I made here are still in my life today. I grew up as the hood’s IT kid, meaning I was fixing everyone’s computers and hooking up electronics. It became a very useful talent in my life.
Meaningful Classes & Projects
Traditional Art Classes
I had the same art teacher for several years (Mr. Samuels), and he became a huge influence and role model. He gave me a great foundation for creative art to flourish, a way to turn creative thought into a system of production. This sparked my interest in creating art and gave me some other tools.
Techniques Acquired:
- Art Theory
- The DaVinci Method
- Traditional Art Mediums
Digital Photo Manipulation Class
This was a special class for me, taken during my Senior year. Here I had my first taste of photoshop, which I immediately found natural talent for. Unfortunately, all of the artwork created during this time period has been lost, but I acquired skills I still use to this day.
Techniques Acquired:
- Photo Manipulation
- Digital Illustration
Professional Timeline
2000-2001: Associate Degree
Getting My First Art Degree
To be completely honest, I was not the model student. Although I would probably be considered an intelligent person, that was not reflected in my high school grades. Because of that, my options for college were somewhat limited. So my best choice to pursue my dream was to get my Associates Degree at Brooks Institute and possibly transfer after. My sights were set on Cal State Long Beach.
The curriculum they had established here was actually very well put together. The first semester was completely analog – no computers. We learned how they made magazines in the 60’s. Then we moved on to the modern stuff. My first degree provided a solid base to build on. During my time here I received the Dean’s List, Honor Roll, and Designer Showcase For Package Design awards.
Meaningful Classes & Projects
Art History
Learning about the history of art from the nicest old Italian professor you can imagine was an absolute gift-from-god. I learned so much about how humans developed written communication from cave drawings, and how to convey feelings with simple shapes and colors. The critique of art is more than just looking and judging what you see. What do you feel? How did the arctic convey that? Was it deliberate?
Techniques Acquired:
- Analytical & Critical Thinking
- Cultural Literacy
- Historical Contextualization
- Style & Technical Vocabulary
Graphic Design
Here is where I met my favorite professor, AVEN. He preferred not to be called “Mr” or anything like that, and he always wore all-black 3-piece suits. He made his come-up in Soviet Russia as a graphic designer. He had a very hardcore style of teaching, which motivated me to master my tools ASAP.
Techniques Acquired:
- Layout & Composition
- Visual Hierarchy
- Creative Problem Solving
- Attention To Every Specific Detail
- Adaptability
- Continuous Improvement
Software Proficiency Courses
Many of my initial courses were formal introductions to the industry-standard design software of that time. Most of that software has stayed as the standard, while others have changed. The most important skill I learned from these courses was how to translate my ideas into images using whatever software I have available.
Techniques Acquired:
- Adobe Illustrator (My Personal Favorite)
- Adobe Photoshop (Digital Photo Manipulation)
- Dreamweaver (Web Design)
- QuarkXpress (Adobe Indesign)
- 3DS Max (3D Design & Modeling)
- Macromedia Flash (Animation)
Internship – Virgin Records, Beverly Hills
Somehow I was able to land an internship with Virgin Records, a music record label in Beverly Hills! I got the incredible opportunity to work on web-ad for Mariah Carey, NERD, Enigma, and The Gorillaz!
Techniques Acquired:
- Website Advertisements
- Strategic Campaign Publishishing
- Perks Of The Profession (Free Music!)
2001-2005: The Bachelor’s Hustle
Chasing My Bachelor’s Degree
With the courses and credits obtained for my Associates, I was able to transfer to Cal State Long Beach. This was my real goal since high school, and it was one of the best days of my life when I finally made it in. However, that didn’t happen right away.
While trying to get admission to CSULB, I needed to find a job. I started in the warehouse of a machine manufacturing company called Resina West Inc. They had just moved from New Jersey to Temecula. After some time I was able to use my design skills to get into the front office as the company’s official graphic designer. This was a great job to have while obtaining my Bachelor of Arts.
Meaningful Classes & Projects
Resina West Inc. Website
My first big project was to make a new website for the company that was rebranding from an acquisition and moving across the country. The successful completion of this project solidified my first real job as a graphic designer.
Techniques Acquired:
- Web Design & Maintenance
- Product Photography
- Writing & Content Creation
- File Structure & Organization
Life Drawing Classes
Settling into my new college/job schedule was hectic. The first real art class I had was life drawing. This is the classic art class you see in movies with a nude person posing for artists to draw. These classes are actually essential in training your mind to understand the human form. This is a talent that has proven to be impossible for AI to learn.
Techniques Acquired:
- Charcoal Drawing & Sketching
- Proportion & Scale
- Perspective Observation
- Gestures & Anatomy
Digital Media Courses
Media classes are always a mishmash of different mediums and styles. These courses helped me develop my skills in changing mediums quickly, making me more adaptable as a young artist.
Techniques Acquired:
- Software Proficiency
- Digital Illustration
- Audio Production
- Photography/Videography
- Technical Multimedia Training
Psychology 101
Although I took Psychology as an elective, it turned out to be important for my personal growth as an artist. Learning how minds can work to interpret art from a subconscious level also helped shape my artistic endeavors.
Techniques Acquired:
- Visual Perception
- Subconscious Color Theory
- Behavioral Suggestive Communication
Internship – Knott’s Berry Farm
My graphic design internship at Knott’s Berry Farm provided me with a unique opportunity to develop skills specific to the entertainment and hospitality industry.
Techniques Acquired:
- Themed Designs
- Signage and Wayfinding
- Client Communication
- Event Graphics & Management
Resina West Inc. Catalog (Capstone Project)
Another big project I worked on was to create a yearly catalog of the machine lines and replacement parts to be distributed to new customers across the country. I leveraged this project to also be my capstone project for my Bachelor’s Degree.
Techniques Acquired:
- Machine Shop Experience
- Product Classification
- Technical Drafting & Drawing
- Large Book Printing
2005-2008: Into The Daily Grind
The Career Path Continues
After finishing my Bachelor’s Degree, many more opportunities were opened up to me. I ended up leaving my current job for something with more room to grow. The best offer I had at the time was with a logistics equipment manufacturer in Corona, called ESL Power Systems, Inc.
This would be the first of many times I worked for a small business owner that owned several companies. Since I was an employee for one company, they asked me to do the work for all three. I am always happy to help out my clients, but now I realize I was doing the work of three people.
Notable Projects
ESL Power Systems Website
My first big project was to make a new website for the company that was rebranding from an acquisition and moving across the country. The successful completion of this project solidified my first real job as a graphic designer.
Techniques Acquired:
- Web Design & Maintenance
- Current User Interface Trend Research
- Niche Product Marketing
Electrical Systems LTD – Company Brochure
The second company, named “Electrical Systems” was more of a service than a product. We would create custom electrical cabinets and wiring for shipyards and harbors. The first main project was a detailed brochure that would sell the company and services to any local unions and businesses.
Techniques Acquired:
- Electrical Layout Design
- Customized Service Marketing
- Electrical Industry Standards
ESL Power Systems Product Spec-Sheets
Another big project was to update all of the product spec-sheets. These were the bread-and-butter of marketing in this niche industry. They would be put together with submissions for local government jobs and union contracts.
Techniques Acquired:
- Government Bidding & Submittals
- Direct Mail Marketing
- Document Organization
Trade Show Booth Design & Setup
My first trade-shows were related to the capping business (Resina), but now my task was to run the entire event – Book the locations, rooms, transportation, booth design & setup. It was a daunting task, but one that I enjoyed quite thoroughly.
Techniques Acquired:
- Event Planning
- Trade Show Booth Design & Setup
- Industry Networking
- Sales Negotiation
2008-2010: The Master Plan
Becoming The Master Of My Domain
During my job at ESL Power, I had decided to keep my education going. The best way to accomplish this was to go for my Master’s. Then I remembered the place that sparked my passion. I had to get into ArtCenter!
After a couple of years of dedication, I finally got admitted in 2008. I was so excited to get back into academics, especially at this school! The day of my graduation and obtaining my Master’s was another of the best days of my life. This was a dream I somehow managed to accomplish, despite how impossible it seemed.
I also switched jobs to accommodate my new schedule. On weekends I would spend my time making automotive shirt designs and color separations for a local screen-printer. It wasn’t much, but it paid for my books and all the ramen and cheap pizza I ate.
Meaningful Classes & Projects
Graduate Studio Practice
These intensive classes focused on personal artistic development, creating our own personal and distinct styles. Working in so many varied areas of design was how I developed my own cohesive body of work.
Techniques Acquired:
- Advanced Drawing, Painting & Sculpture
- Photography & Videography
- Artistic Experimentation
Advanced Art Theory
My thoughts about how art affects the human mind would be tested in these advanced courses. While some of my connections were correct, most were way off. While these classes helped me correct my course of study, they also helped me learn not to set anything in stone and always keep an open mind.
Techniques Acquired:
- Advanced Art Critique & Analysis
- Researching Theoretical Frameworks
- Scholarly Research & Articulation
- Deeper Contextual Understanding
Professional Printing Courses
To prepare students for real jobs, these courses were to train us on current industry standards. I had an obvious leg-up because I had already been working for many years. That being said, I did learn quite a bit from a more formal education.
Techniques Acquired:
- Keeping Up With Industry Standards
- Advanced Composition
- Conceptual Development
Philosophy
During my education I took many different electives and interdisciplinary studies. However, my favorite was Philosophy. I learned the important difference between external messages and internal perception.
Techniques Acquired:
- Classic Studies & Relevance
- Debate Through Visual Communication
- Contemporary Cultural Practices
Internship – VICE Media
VICE Media may have a poor reputation these days, but back when I was doing my internship they were still little rebel darlings in the public eye. My skills were utilized mostly for grunt-work in design. Like article layouts and advertisements for small businesses.
Techniques Acquired:
- Blog Design & Maintenance
- Digital Journalism Campaigns
- Advertising Standards
Bob’s Big Boy T-Shirts (Capstone Project)
Towards the end of my time in school for my Master’s, I was granted the opportunity to create t-shirts for Bob’s Big Boy! This was a great opportunity to use this project as a capstone to my Master’s Degree and get my name out in the real world at the same time.
Techniques Acquired:
- Classic Car T-Shirt Design
- Color Separations
- Screen-Printing
- Folding and Packaging T-Shirts
2010-2020: The Language Designer
Learning The Language Of Marketing
Soon after getting my Master’s, I was offered a position with a newly local language and interpreting agency named “The Language People”. This company had just created a local office in Temecula, California and I started there as their graphic artist.
This was the first position where I also had complete marketing tasks along with my graphic design work. Turns out they are very similar and I am great at both. Over time I also became the manager of the written translations department as well. During my time here, the overall sales and profits went up an average of 30% each year.
Notable Projects
Language People Website
The biggest part of my new job offer was getting the company website done within 1 WEEK! This was a high-pressure situation and I didn’t know what would happen if I failed. In the end it doesn’t matter, because I got it done.
Techniques Acquired:
- Quick Turn-Around Web Design
- Time Crunching
- High-Pressure Performance
DEAF Events & Marketing
One of the projects I am most proud of is working with the DEAF community as part of my time with Language People. Designing for a DEAF audience is a very different prospect than anything I had worked on in the past.
Techniques Acquired:
- Reliable Visual Communication
- Non-Verbal Design
- Video Interpreting
Foreign Language Design
After a year with the company, I was given the opportunity to expand my role with the company to include management of the entire written translations department. Because of my skilled management of marketing, I was asked to help this department become profitable. After a few months, it was a well-oiled machine, producing 30% more profit each year.
Techniques Acquired:
- Business Development
- Human Resources & Recruitment
- Project Management
- B2B Sales & Marketing
VRI – Video Remote Interpreting
VRI was a completely new product in development at Language People. Connecting DEAF people to video interpreters within seconds whenever they need it. I created the user interface, as well as recruited interpreters, and monitored the team for months during development.
Techniques Acquired:
- Software UI/UX Design
- Collaboration With Engineers
- DEAF Application Design
2020-2023: Solar Powered Marketing
Bright Solar Power • Nutrition HD • Option One Solar • Chaparosa Roofing Inc
The Sun Keeps Shining
My tenure at the language company was amazing, but it was ended when I decded to move back and be closer to my family. After moving back to the High Desert, I found that the job market here was actually quite small. After a few months I was offered a position with a local solar broker. Then two years later, I offered a position with an actual solar installer.
Owners of these local solar companies always had other businesses, and I worked with those businesses to provide my marketing and design services as well.
Notable Projects
Option One Solar
I was offered a new position, just as the other solar businesses were being sold off. It was the perfect time to change positions without any problems. The new company had much more room for growth and was much bigger. During my time there we grew more than 300%, before the disaster in Sacramento changed everything.
Techniques Acquired:
- Real Solar Industry Training
- Marketing & Creative Direction
- Street Team Management
- Dealing With Wild Success
- Videography Direction
Chaparosa Roofing Inc.
Option One Solar did so well with the new marketing campaigns the owners were able to expand their company by purchasing a local 50-year old roofing company. This was a unique opportunity to turn an ancient brand into something new and see how well it will affect the sales directly. The company grew over 200%.
Techniques Acquired:
- Roofing Industry Standards
- Rooftop Videography & Photography
- Orientation & Presentation Design
- Presenting At Chamber Of Commerce
- Collaboration With Local Government
Sun Energy CA (aka Bright Solar Power)
As my first solar company position, I had a lot to learn about the industry. Unfortunately, my employer at the time did not provide much information about the solar market, so I was self-trained. With my marketing strategy the company did very well for a couple years and was sold to a competitor.
Techniques Acquired:
- Solar Website Design
- Solar Advertising Campaigns
- SEO Marketing
- Local Business Commerce
- Gaining Advantage In Contested Markets
Nutrition HD
The owner of Sun Energy also had a health supplement business. In order to make it successful we wanted to integrate the brick & mortar shop with an online store. I created the online store while updating the shop with a completely new Point-Of-Sale system, new products and displays.
Techniques Acquired:
- Store Display Design
- E-Commerce Website
- Health Product Photography
- Amazon Product Standards
2024: The Next Chapter
Opening My Own Studio
That brings us to the present day. After getting laid off because of solar industry changes, I have decided to open my own studio. This is the place for all of the side-work that I do and have always done. I have always provided some work for personal clients, but it has not been the main focus of my career.
This is what I am focusing on now. However, if the right offer comes along for a full-time position, I will always consider it.
Personal Interests
Information Tech
As soon as I could afford parts, I’ve been a PC Building Enthusiast. I love to research new tech. It’s about time for a new build…
Audio Tech
When listening to music, movies, or sports, I prefer immaculate sound. The videos I produce have the same quality.
Video Games
Video games have always been my hobby and often influenced my work. My dream-job would be working in the FGC industry.
Music
How can I describe how important music is to my life? It enhances every emotion and action. I could not live without it.
Friends
My friends and family are very important to me and I spend much of my time with them. I am always ready for new friends!
Table-Top Games
The challenge and creativity you can find from these types of games are great outlets and sources of inspiration as well.