Today we’d like to introduce you to Karen Deer.
Hi Karen, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I created lufuluv as an antidote to the negativity I was seeing online. I wanted to pour myself into positive messaging and imagery. The illustrations, typography, photography, and patterns I create are licensed for a wide variety of products including fashion, stationery, and decor. I am bringing my personal aesthetic and vision to life for others to enjoy.
My passion for art and design started early. I studied studio art at NYU and entered the workforce as a web designer. I picked up skills on the job including user experience design, UI development, and illustration. My first corporate experience was at MTV, where I created web and on-air graphics for a wide range of music-themed playlists, radio stations, as well as created and maintained brand guidelines. I spent many years of my career in leadership roles within various entertainment-focused companies from Fortune 500 like Viacom to small startups developing solutions for clients, including the NBA & Blizzard. Eventually, I transitioned to product management. Taking a 360 view of the websites and mobile apps I was designing led to this natural progression. I managed the work of teams of engineers and eventually led a team of product managers as Journey Owner at City National Bank.
My latest career endeavor leverages many of the skills I developed along the way and includes running a company as the owner, producing and copyrighting original artworks for licensing opportunities. I have a particular affinity for home decor, having bought and sold multiple houses, including an AirBnB in Joshua Tree, which I did all of the decorating, earning 5 stars from guests and accolades on the awesome look of the place. The design work I do for lufuluv lends itself to home decor and many other applications. I am inspired by travel, nature, as well as culture, and lore. I am excited to share these passions with the world!
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
There have been many obstacles and challenges along the way in building my business. The biggest hurdle is maintaining focus and self-determination. Continuing to pursue my dream despite many months of work preparing my portfolio has been the hardest. I love what I do, and that keeps me going. Self-doubt creeps in. I need to constantly remind myself to persist.
I include themes of persistence in my work as a personal reminder and to help others keep going! My collection, “Pioneer Persevere” is about the pioneering spirit that brought settlers to California. I strive to emulate that grit.
My goal is to inspire others with my artwork to follow their dreams and never, ever give up!
Can you tell our readers more about what you do and what you think sets you apart from others?
My work features hand-drawn illustrations, photography, typography, and patterns. I bring my personal experience adventuring in nature, with collections that are decorative and inspiring. I pull from culture and lore that are deeply relevant to me in my life. I hope to bring joy and a positive outlook into the lives of others by adding flair to product designs from home decor to stationery, accessories, and fashion.
For example “Life’s Better at the Beach” is an homage to the simple pleasures of going on a beach treasure hunt. It features illustrations of found objects I’ve personally discovered including shells, sea glass, and polished stones. The photography for that collection includes some very special off-the-beaten path beaches from my travels. All these designs, motifs, and photos lend themselves to travel accessories, home decor, and summer fashion.
Another example is “Make a Wish!” that brings the wonder of childhood to a more sophisticated grown-up level. It features the magical dandelion and the simple act of blowing those seeds, imbued with the symbolism of our hopes and dreams.
All my subjects are drawn from direct first-hand experience but have a universal quality that appeals to a broad range of people. What makes my work stand out is that unique perspective combined with a desire to connect and bring others together in joy and empathy.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
My mentor Debra Valencia has been essential to my progress as an artist. I met her as a student of her class on Design Licensing at the ArtCenter. I was so impressed with her career, as well as the breadth and depth of her experience that I reached out to her for coaching. Her ongoing input has kept me accountable for making consistent progress. Her feedback has elevated the quality of my work and helped steer me in a direction that is both commercially marketable and authentic, a secret sauce I am continuously trying to perfect.
As far as advice to those seeking mentoring, I encourage you to reach out to those who have traveled the path that you aspire to. Your journey will surely be different and unique but those who have successfully come up before you will have valuable lessons to help you get there faster, avoid common pitfalls, and open doors to contacts you wouldn’t have access to.
It can be frightening to approach a successful individual you admire. With an attitude of humility and a desire to learn you will find most are willing to spare at least some of their time and attention to bolster a newcomer. Put aside the fear of failure or embarrassment and make that first move to contact them. Most people have social media that makes them more accessible than ever but don’t take it personally if they are not able to reciprocate. There are many reasons someone may not be available. Just make the effort and move on to find others who are open to providing guidance.
Joining networking groups is another way to gain a community. Find organizations, Facebook groups, and other opportunities to be a part of the conversation. As a newbie, your perspective is just as valid as the established players, just a bit more fresh and unpolished. Remember your value. You are worthy!
Contact Info:
- Website: https://lufuluv.com/
- Instagram: https://www.instagram.com/lufuluv/
- Linkedin: https://www.linkedin.com/in/karenldeer/
- Other: https://tiktok.com/@lufuluv
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