Ray FERRARO

What was your very first job? 

My first design related job was a creative internship with a large international supermarket chain. My first produced design piece was a “meat of the week” poster. The meat of the week was crab by the way.

Please describe, in your own words, what your job is and what work it entails. 

In my current full time job, I oversee all of the graphic design / visual design and design standards for the Shopbop and East Dane brands. As a previous (and current freelance) art director and creative director for small projects and global fashion/retail brands, I’m responsible for setting and cross- collaborating to set visual stands for all graphic design, photography and overall brand identities.

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

When I was a kid growing up in Canada, I was convinced I would be drawing comic books for a living. It’s a bit strange to think that those superhero doodles lead me to now, where my career has been focused on creating visual identities for high end luxury and fashion retail brands. But in the end, when I think about my general gravitation to creating, and towards all things aesthetic and a general love for fine art, music, fashion, storytelling etc. it all makes sense in some way.

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

I think when you’re a visual or creative person, your mind is always working in overdrive and perhaps the most productive times are when you’re not behind a computer. Galleries, magazines and Instagram all help me pull visual ideas together but it’s the time spent with friends/family, traveling or just allowing yourself time to view the world in a curious way is where most of the inspiration comes from. I also try and throw myself into uncomfortable situations as much as possible. When you’re uncomfortable your senses are heightened it’s amazing how much the experience triggers your memory and observation skills.

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

I would say it was working along Reed Krakoff to design his brand identity from top to bottom. Though the brand folded unfortunately, the experimentation and ability to draw upon my favorite design, culture and fine art references to integrate it into the brand’s DNA allowed me to then move on, and do that for the larger more commercial brands I worked on like Ann Taylor and Theory.