The Designer Behind the Brand

“Creating is about sharing ideas, sharing aesthetics, sharing what you believe in with other people.” –Shepard Fairey, street and mural artist

I’ve often said: With a good graphic designer, a small organization can conquer the world.

In the marketing arena, a strong visual identity can elevate a lesser-known company to big-name status. With proper art direction, a skilled designer can use photos, emotions, and company strategies to create compelling imagery, act as visual storytellers, and build cohesive brand experiences.

A brand strategy isn’t just a logo, nor is it just a sleek new website or social media presence. Think of it instead as the company’s emotional blueprint. It is a long-term communications approach that maps out exactly who you are, what you stand for, and how you talk to the world. Strip away the design assets, and what remains is the foundational compass that aligns with your primary business goals.

One of the joys of living and working in a small town on the edge of LA is collaborating with many talented people. I met Heli Swensson through her work with the Grand Vision Foundation, and a successful partnership was born.

Heli was born and raised in Finland and moved to London to study English, a journey that eventually led her to San Pedro, California. After raising her children, Sari and David, she pursued a career in graphic design and spent 14 years commuting from San Pedro to Santa Monica, where she created video packaging and promotional materials for the entertainment industry. Heli is the proud grandmother of two wonderful granddaughters, Quanah and Zenith, and graciously answered my questions for this article.

How did you get started?
Heli Swensson: I got started the old-school way—before everything was digital. I was drawn to design early on because it combines creativity with problem-solving. Over time, I built a career in the home entertainment industry, working on packaging, marketing, and visual campaigns. These experiences gave me a strong foundation in storytelling and audience engagement.

What would you say to 15-year-old Heli?
Swensson: I think 15-year-old me would be surprised I stayed in it this long—and probably relieved. I’d tell myself not to worry so much about getting everything perfect early on. The path isn’t straight, and that’s okay. Every phase—especially the unexpected ones—shapes you as a designer.

What is your advice for young designers?
Swensson: Learn the fundamentals—typography, layout, hierarchy—they matter more than trends. Be curious, stay adaptable, and don’t rely solely on software to do the thinking for you. Also, learn how to listen.

Good design isn’t just about making things look good—it’s about solving real people’s problems and getting the message across. Just as important, be dependable: Deliver your work on time and communicate. If a client calls, pick up the phone. Being reliable and responsive will take you just as far as your design skills.

What is your contractor advice?
Be clear about expectations from the start—scope, timelines, and communication. That prevents confusion later. Also, value your work appropriately. When you’re starting out, it’s common to charge too little, but your time and experience have real value. Clear communication and professionalism will go a long way.

What campaigns are you most proud of?
Earlier in my career, I worked on large-scale entertainment campaigns reaching wide audiences, and [it] was incredibly rewarding. More recently, I’ve found a lot of meaning in my work with local nonprofits in San Pedro—helping tell their stories, support their missions, and connect with the community. That kind of impact feels deeply personal and lasting.

What inspires you?
I’m inspired by real-world impact—seeing how design can help organizations communicate, connect, and grow. Working with nonprofits in the San Pedro community has been especially meaningful. It really does feel like one big family, and I feel lucky to be a small part of it through my work. I also still get inspired by everyday things—signage, packaging, typography—good design is everywhere if you’re paying attention. spt