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Meet Diane Santamaria of Soapboks in Pasadena

Today we’d like to introduce you to Diane Santamaria.

Diane, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I’m originally from Queens NY. I’ve always remembered making art of some kind. I had great art teachers in high school at Benjamin Cardozo. They helped me get into programs at Cooper Union for high school kids. It helped me realize that I wanted to be an artist. But what kind of artist would I be? I had no idea. Then I applied to Pratt Institute for college and my world opened up. Graphic design appealed to me because of the many ways you can express your ultimate vision. It was about generating the best ideas and marrying it with expressive creative. That is still how I work today. I’m all about the idea/concept with my clients and my personal work.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Nothing worth doing comes easy. My first job was not exactly what I thought I would be doing, but it was a start. I learned a lot about things I would have never thought to learn. Being informed and willing to learn makes for a great designer. I would say always work in an environment that pushes your limits and acknowledges your contributions. Struggles are always going to exist in your career. Be with people that see past the struggle and help you succeed.

Alright – so let’s talk business. Tell us about Soapboks – what should we know?
My tagline pretty much sums it up… “Start small with big ideas”. I’ve work for big brands and small independent startups and what sets me apart is that I treat each project with the same amount of integrity and value. My mission is to bring longevity and voice to brands and businesses. I’m most proud of the trusted relationships I’ve cultivated with my clients.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
Oh my goodness, I’ve been fortunate to have many peers and mentors who believed in me when I struggled. My friends and family have been a constant source of encouragement. Sometimes being a creative entrepreneur can be a lonely experience. Coming to LA and leaving my tribe was hard. But I’ve met great people here and started to create a new west coast tribe.

Contact Info:

  • Address: 472 South El Molino Avenue Pasadena CA
  • Website:
  • Phone: 3479226173
  • Email:
  • Instagram: @soapboks

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