Meet Fernanda Ruiz | Digital Designer

We had the good fortune of connecting with Fernanda Ruiz and we’ve shared our conversation below.

Hi Fernanda, any advice for those thinking about whether to keep going or to give up?
You don’t. It’s a matter of whether you want to keep going to see your plan succeed or fail, in which any case it will be a learning experience and it will only take you further ahead in life, never back. Failures are lessons, and there’s a lot of value in them. If you want to give up that’s also OK as long as it gives you peace of mind in the end.

Please tell us more about your work. We’d love to hear what sets you apart from others, what you are most proud of or excited about. How did you get to where you are today professionally. Was it easy? If not, how did you overcome the challenges? What are the lessons you’ve learned along the way. What do you want the world to know about you or your brand and story?
I majored in Graphic Design in 2014 but I started delving into web design and development when I did an internship at the administrative offices of a dental clinic group in 2012. I was taught how to code in order to assist in the creation of landing pages and promotional banners, amongst other things that required coding. Naturally, I learned the rules of designing for the web, and since my interest was more on the design side of things, I managed to use code as a tool for creativity, instead of as a technical aspect. After that I started specializing in web and digital design, and a few years later I ended up making it my sole focus.

It’s tricky to list out what I think sets me apart from others because I still struggle with selling myself and my work to others. I know that what started getting people’s attention was my experimental work with creative coding, especially when I started posting it on Instagram. This kind of work is pretty uncommon in Mexico, so a lot of eyes were set on me, and it really helped me land the type of work that I really like to do, as opposed to the more “standard” stuff. I wouldn’t say it was challenging because I started doing this out of boredom with what I was doing at that moment, it was playtime for me. What has become difficult to do is to explain to others the type of work that I do, as I’m constantly being asked if I’m a developer, or if I want to develop other people’s designs (which I don’t do).

Lessons I have learned along the way? Value your work. If you don’t assign real value to it, you’re giving permission to other people to do it for you, and they might value it at their convenience. It’s hard especially when you’re starting out, but you will learn with time once you acknowledge the time and effort you have put into it. Another important lesson I learned is to set boundaries when working with other people, boundaries that benefit everyone and that will eventually lead to a healthy working environment.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
My favorite coffee shop is Stumptown in Santa Fe Avenue, and for the best LA pancakes I go to Cafe Stella in Sunset Boulevard. I would dedicate an entire day to visit Santa Monica and/or Venice Beach, and I’d also take my friend to watch the sunset in Hermosa beach (it’s not very close but it’s worth it in my opinion).

I’d also take them to the Hollyhock House by Frank Lloyd Wright, it’s a beautiful house and you can book a tour where they explain the inspiration behind the architecture and interior design.

And last but not least, I would take them to Universal Studios because why not.

Who else deserves some credit and recognition?
Shoutout to the people that put me in this career path without realizing the impact that it would have on me: My parents who gave me my first computer to play with; Julio César Montenegro, who taught me how to design and develop for the web; Rik Bracho, who saw my potential when I didn’t and kept me on this path; and to my designer friends, Gabriela Jaime, Marifer Flores, Luis Aboyte, Jonathan Quaade, Georgina Ayala, etc. who cheer up my work and snap me back to reality when my imposter syndrome kicks in.

Website: https://fernandaruiz.work

Instagram: https://www.instagram.com/fernandaruiz.work/