Designer insights with Ilana Griffo

Ilana Griffo is the founder of Sugar and Type, her design studio which is based in Rochester, New York. Ilana loves to work on impactful, bold yet playful design projects, in particular handlettering tasks. She focuses on brand identity and design, helping her clients to develop their brand and find their unique voice. She is passionate about minimal and delicious design elements, occasionally embracing a touch of sass for her slightly inappropriate greeting cards. So we are proud to bring you the Designer Insights of Ilana Griffo.

Designer Insights with Ilana Griffo

Image Credit: 1) Hygge & West 2) Target 3) Maewoven (Etsy) 4) Terrys Fabrics

5) Urban Outfitters Additional Photos) Natalie Sinisgalli, Audra Zaba Photo

- Transcript -

1) In your own words describe your unique style and creative aesthetic?

I’m drawn to clean lines, classic, simple and comfortable qualities, and a touch of handmade.

2) When starting a new project, what is your creative process?

Part of being a designer is being a storyteller. I love to open a conversation with my clients and figure out what story we’re trying to tell. And sketching, lots of sketching.

3) Out of the creative people you have worked with, who is it that you respect and admire the most?

My sister, Danielle Sara. She inspired me to start my studio, and she’s got a complete opposite approach to her creativity, and it fascinates me. I love collaborating with her because we work in such different ways, and it let’s us explore something completely unique when we work together.

4) When looking for inspiration is there a particular thing you do to get inspired?

Exploring! Getting outside, trying new things, and stepping away from the computer leaves me so inspired to get back to my desk with a fresh mind.

5) What has brought you to this point in your career? And what is your advice for people looking to follow in your footsteps?

Following my curiosity has had a huge impact on my career, and asking a lot of questions. And of course, a lot of hard work. I encourage people to do everything with passion.