Daily Inspiration: Meet Federico Medina

Today we’d like to introduce you to Federico Medina.

Hi Federico, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My earliest memories of me are as a kid in elementary, drawing action scenes from movies and placing them on my teacher’s desk as a surprise. As a teenager, the 90’s graffiti scene fulfilled my need to express myself. I developed a unique tagging style that evolved into throw-ups and mural based characters, drawn onto loose pieces of paper.

After dropping out of high school and getting my GED, I enrolled in a trade school for graphic design. It was there that I found a new appreciation for art and design, which would eventually develop into art pieces based on digital (vector) illustrations. I started wheat pasting my digital illustrations and during this time, I introduced my wheat paste artwork to art galleries.

From there it evolved into illustration work to developing short films with a GoPro and expanding to DSLR, which led me to develop more of my art into photography.

My experience working in the skateboarding industry and art direction for an alt weekly like OC Weekly helped me build a distinct creative and operational foundation. It taught me authentic brand-building, grassroots marketing and community engagement, which has translated to launching my cannabis company Primos.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Unfortunately, the cannabis industry continues to face heavy financial and regulatory hurdles.

Thanks – so what else should our readers know about your work and what you’re currently focused on?
I specialize in marketing, graphic design and brand management.

Traveling plays a huge influence on my work. It exposes me to cultural storytelling that I could never find sitting at a desk. Immersing myself in new places helps me translate raw, real-world texture into concepts for campaigns and brands. A restaurants menu in another country can be so inspiring — experiencing new environments and observing how different cultures use typography and spatial design to communicate allows me to approach what I do with a broader, global perspective.

It’s important to not conform to standard formulas but to experiment and push my clients to expand their brand further.

In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
I envision a significant expansion of the cannabis sector driven by the easing or removal of legal restrictions. In turn, this growth would facilitate the normalization of cannabis and expand research.

Contact Info:

• Website: https://enjoyprimos.com
• Instagram: @enjoyprimos
• Facebook: https://www.facebook.com/profile.php?id=61589562476526

Image Credits
Photography courtesy of Primos.