Meet Siul Maduena | Creative Director & Multidisciplinary Designer

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

Hi Siul, why did you pursue a creative career?
I pursued an artistic career because it’s the most authentic expression of who I am. I really wouldn’t know who I am without pursuing a creative career to be honest.

I never really thought twice about it and went full steam ahead once I was able to pick up a pencil. I found myself drawn to creating—whether through visual art, design, or storytelling. It was never just about the final product; it was about the process, the freedom to explore different perspectives, and the opportunity to communicate something deeper and be understood by people going through the similar paths in their life.

As I grew older, I realized that creativity was the way I could connect with both myself and the world. It became a way for me to channel my thoughts, experiences, and emotions in a way that felt meaningful. Pursuing an artistic career was not just a choice, but more of an inner calling. I couldn’t imagine doing anything else that would give me the same sense of purpose and fulfillment.

In every project I take on, there’s an element of self-discovery, and I’ve learned that art has the power to not only tell my story but also to inspire others and create a lasting impact. For me, a creative career is about pushing boundaries, innovating, and continuing to grow as both an artist and a person while showing a bit of myself.

Let’s talk shop? Tell us more about your career, what can you share with our community?
What sets me apart from others is my ability to view every project through multiple lenses—I don’t just consider what the end product will look like; I think about how it will be received and experienced by different audiences. This holistic perspective enables me to create deliverables that are not only aesthetically pleasing but also effectively communicate and resonate with all those involved.

My biggest accomplishment that I am proud of was being part of reviving a concert while in college managing two concerts while in college at the University of California, San Diego. While I was a graphic design intern for Muir College, I was able to become the chair of their concert and lead such big experiences. It was arduous, but once you experience the thrill of revitalizing an experience that has been missing for so long, and seeing people smile, laugh, and dance, you realize you are helping make memories. To create a space that people want more of each year, you come to realize that you had a part in that. After the success of managing and directing those concerts, I realized the power of creative leadership and how it could open new doors. This experience directly influenced my path into freelancing, where I took on even more dynamic roles, from illustrating children’s books to designing large-scale projects.

To get where I am now, doing freelance work, it was not easy in the slightest. I have worn many hats professionally —from movie theater employee to social media management and corporate branding—all within two years, among many other opportunities already stated, which have helped shape my approach to creativity. Each role brought invaluable experience, but none of them came without challenges. The internships I got were pivotal in opening doors that led to projects I never imagined working on. As more goals were checked off my professional bucket list, challenges did arise for each one—concert budgeting, work-life balance, and even self-doubt.

Every new achievement brought its own set of hurdles, whether it was time-management, balancing work with life, or battling self-doubt. Coming from a small town, I’ve always had big dreams, and while the path hasn’t been easy, those challenges have been transformative. I focused more on my need to create and use that as the force that drove me to develop the raw tenacity needed to overcome it all. It’s been a never-ending cycle of creating, living, and repeating since then.

I learned many lessons along the way, but to be more specific, all the lessons can be encapsulated in one of the following themes: trust, collaboration, and community. By supporting each other and fostering an environment of inclusivity, we can create something greater than ourselves. Without people putting their trust in me, I wouldn’t be here at all. These experiences have shaped not only my approach to work but also the core values of my brand. The lessons of trust, collaboration, and community are at the heart of everything I create.

That’s why my brand is driven by creativity and empowerment, always aiming to create experiences that resonate with people on a deeper level. I believe in crafting genuine designs that not only last but also feel timeless. As I look to the future, I’m excited about the potential to expand my projects and collaborations, continuing to explore how art and design can create meaningful experiences for audiences.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I personally enjoy educational and historical places. During the day, you can’t go wrong with a visit to the Getty Museum—it was the first place I went to in high school, and I’ve returned many times since. The gardens and the stunning view make it a favorite of mine. (Side note: I highly recommend taking one of the shuttles!)

For other museum recommendations, I’d suggest LACMA and the La Brea Tar Pits Museum if you have time for a weekend trip.

As for food, there’s a great taco spot on Vermont Ave and W 2nd St, right in front of the AutoZone. Their tacos and drinks are amazing, and they even have dessert options right there too!

Who else deserves some credit and recognition?
I want to dedicate my shoutout to my younger sister, Ailed. Anyone who meets her quickly realizes that she will 100% make sure you leave with a smile after even just a conversation.

Watching her grow has been a joy, and she’s been my biggest supporter. Her boundless imagination and creativity are refreshing and remind me of my own journey. Even at her age, she surpasses the skills I had at that point and I’m grateful to have created such a supportive space for her. She has shaped many topics I explored since she was younger, always asking me questions like, “Why are you doing this? What made you want to do this? Where did this come from?” She has that innate curiosity, a skill that takes years for many to develop.

Living and continually experiencing life involves asking question introspectively and then influencing your surroundings by either creating spaces or seeing others stories and being inspired. Together, we are doing what those before us couldn’t; truly live and embrace our passions. I truly can’t wait to see what she decides to pursue.

Instagram: https://www.instagram.com/siul.wrk

Linkedin: https://www.linkedin.com/in/siul-maduena-541154247