Meet Federico Yniguez | Graphic Designer

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

Hi Federico, how do you think about risk?
I believe that risk taking is necessary to elevate not just a creative person’s career but any person in life. While that’s easy to say, I know that it’s hard to put yourself out there, especially in a world so oversaturated with talented and amazing people. For years, I was known as the timid and shy kid in my classes; the kid that often didn’t say anything in class because they feared being wrong. Once I started designing and honing in on my craft, I gained the confidence to take risks. Sometimes it just takes research, knowledge, and practice to gain the confidence to take risks and make hard decisions. Ultimately, my expertise and knowledge allowed me to reach out to large companies and dream collaborators. I’d often even be able to connect with them and grow even if a project or position was not offered to me. You have to take risks to make anything happen in this life. Once you push past your comfort zone and your ego, you discover a whole new world of lush abundance.

Alright, so let’s move onto what keeps you busy professionally?
I think to start, I like to describe myself as a multi-disciplinary graphic designer. With a focus on branding and marketing, my craft is heavily in-tune with pop culture, news, and media at large. I’m very passionate about editorial design, fashion, technology, and activism.

I would say that my commercial design work, while accessible, still carries a lot of my identity, passions, and spirit. In my own personal projects, my intersections often take to the forefront. I often call them experimentations and trials – more meditative and curious than my commercial work.

I didn’t always have a style. I think as I came into my identity as non-binary, I started to develop a new taste for aesthetics and what it meant to be a designer. While communication is key, I think design also has the opportunity to be playful or unexpected. The best work often comes with nuance. In a way, I’ve come to be known for my liminal sort of design sense – a design aesthetic that creates an atmosphere of moodiness or energy. It makes me proud to bring the fluidity of my identities into a piece and color it through a lens only I can see through.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Being a homebody, this is a really difficult question for me. I would honestly probably suggest a night in. I’m really into skincare so I’d treat my friend to face masks and a movie. Probably something Hayao Miyazaki. Maybe we’d make some food beforehand, depending on the mood.

If I had to answer with a day out, I’d most likely suggest a beach trip. I think maybe we’d wake up early, go eat breakfast at IHOP or Denny’s, and then hit the road. I’m not a very complicated person when it comes to food. Often times, a good club sandwich is all I need to be happy. I don’t drive so I’d be the passenger princess playing notes from Kali Uchis’s and Lana Del Rey’s discography. Specifically, I’d love to go to the beaches in Orange County. When I was in college, my best friend Hannah and I would always spend time by the pier or the water. Maybe Huntington Beach if it’s not busy or exploring Crystal Cove at sunset. The sun hits the water just right at sunset when you’re at Crystal Cove. It brings back so many beautiful memories.

Overall, I’m not a high-maintenance person and my friends often are the same. We sort of relish in each others’ energy rather than the hype of “the best taco place” or “the best beach.” I could be at home with my friends and we’d all agree it’s the best night of our lives.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I have a lot of people in my life that deserve a shoutout but I think a major shoutout should be given to Lady Gaga and Kali Uchis. As a young designer, I looked to Lady Gaga for inspiration and culture. Her manifestos of love and support for her fans allowed me to become strong and bring my LGBTQ+ identity to the forefront of everything I do. As a young Latinx person, Kali Uchis empowered me through her music and attitude to embrace my heritage and make it a part of my practice. Both women have helped shape my identity and design practice but most importantly, they enabled me to be myself and trust my instincts.

I also have to thank my family for always supporting me. Being from a Latinx household, there’s often pressure to succeed and build upon the opportunity your parents have given you through their sacrifices. My family has always struggled, especially after the passing of my father and grandparents, so it’s amazing to see where we are now. I’m forever grateful to my Mama and Nella for picking me up when I fall, dusting me off, and sending me back out into the world.

Website: https://roho.xyz/

Instagram: https://www.instagram.com/roho.ai/

Linkedin: https://www.linkedin.com/in/federico-yniguez/

Twitter: https://twitter.com/RohoYniguez