Meet Tamara Gould | Creative Designer & Fine Artist

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

Hi Tamara, how has your perspective on work-life balance evolved over time?
This is something that I think about quite a bit. I’ve come to the conclusion that there is no such thing as “balance”. Rather, it has to do with focus. What I focus on and when. In order for me to get anything done in the way that I want it done, to the level that I want it done, I have to give it my full attention. It could be how to reply to a tricky client, or what color palette will work best across 2D, 3D and the digital dimension, how I can make my daughter’s track meet and still have my scheduled zooms and meet the print deadline. An analogy that resonates with me is skiing down moguls. You must have everything in sight all at once, while constantly shifting focus – how is my form? which pathway is the smoothest? which pathway is the most enjoyable? how can I keep upright? will I hit that tree? will I run into that kid? I’m always moving down that hill, facing obstacles, making decisions, and trying to enjoy the ride on as many fronts as I can find.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
What sets me apart: I believe in magic. I believe that there is a vast universe of information that we humans don’t have any idea about, and that connections are made that are beyond our understanding, making the impossible seem magical and possible at any time. I don’t feel the need to understand everything, I have faith that the answers come in myriad ways. It’s my job to allow them to come and to trust that they are good answers. And I love experiencing this magic.

What am I most proud of: Being able to hold many different and often conflicting ideas together at once. It’s challenging, and I used to feel that it was a weakness, but I’ve come to embrace it as a major strength. It is being open minded and welcoming new ideas and embracing them. And this keeps me interested and excited about life.

How did I get to where I am today professionally: I’ve never charted my course. I learn as I go along what I need to learn to move on to where I wish to go. I’ve always followed my interests simply because I can’t do it any other way.

Is it easy, are there challenges: No, it is not easy, and yes, there are challenges each and every day. Some challenges can be foreseen, some come out of the ether. I get by by reminding myself that with these challenges come ever more opportunities to learn. I remind myself that I can do hard things. That being a professional artist and designer takes courage and whatever these challenges are, they are part of the pathway. Then I hold my breath and go.

What have I learned along the way: No one has all of the answers, we are all making the best decisions that we can at that given moment. That the only one who has the right answer for me is ME. I listen to advice, I seek counsel, I read, I pray, I draw and meditate. And then I make my own decisions because that’s the only way that feels right to me.

What do I want the world to know about me and my brand: My work is about making the world better for people. It’s about sharing positive ideas, imagery, intentions, and beauty to bring greater understanding across cultures and beliefs. There is no idea too small or large that people cannot grasp. We can all learn from each other, and we can all enjoy and understand sophisticated ART and DESIGN. I am energized by these ideas.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I am answering these questions two months after the biggest natural disaster in the United States, that began in my community. I live in Topanga. Malibu and Pacific Palisades were part of my everyday life. My daughter is a student at PaliHigh, I’ve spent many hours each week in the Palisades. My family and I treasured our dog walks at the Malibu beaches. We know so many people who have lost everything in these places, arguably among the most beautiful and desirable places to be in the world. And here I am, my home and studio in Topanga stands strong, as does our neighborhood and greater Topanga Canyon. I appreciate the incredible natural beauty even more in view of this recent fire catastrophe. Come hiking in Topanga, visit the Inn at the Seventh Ray, the Topanga Living Café, check out La Chingona Tacos, visit the shops in the town center. The authentic romantic beauty that is our every day.

My larger community is Los Angeles, there is almost anything you could imagine right here to do. Just start driving and see where it takes you, I’ve done that and you won’t be disappointed. Every day of the week you could see world class museums, eat at excellent taco stands and 5 star restaurants, go to Venice for a full spectrum experience with sand between your toes… Food and culture from every corner of the world. And everyone has a story to tell.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I have been very fortunate in having been influenced by a multitude of people over the decades. My parents have always encouraged me to pursue art; my UCLA Fine Art instructors and brilliant renowned artists, Nancy Rubens, George Herms, Tim Hawkinson; friend Sheryl Lewin for her unconditional support and singular perspective; Elizabeth Asawa, my invaluable friend, sounding board and counselor on my creative journey; I had the tremendous opportunity to be both instructed and employed by Deborah Sussman who introduced me to the idea of bringing ART into the ENVIRONMENT; my husband, artist, Juan Rojas Aguilar is my champion and my devil’s advocate; also Jon Jerde, Tammy McKerrow for their creative brilliance in architecture; Barbara and Manny Bouza – she for her incredible poise and attitude, he for his friendship and humor; there are so many more, but I will leave these as my foundation. As far as organizations, the Association for Women in Architecture and Design and the AWA Foundation have been beautifully and hugely supportive. Books, music, movies, art: YES. I mine for inspiration in everything that I see, read, hear, and quotes run through my mind at all times. I love learning and experiencing.

Website: https://www.wakingstate.com https://www.vexanddelight.com

Instagram: https://www.instagram.com/wakingstatedesign/ https://www.instagram.com/vexanddelight/

Linkedin: https://www.linkedin.com/in/wakingstatedesign/

Other: Please note that I have 2 websites, one focused on my design business, Waking State Design, and one focused on my art business, Vex and Delight.

Image Credits
Juan Rojas Aguilar, photographer of my portrait

All other photographs were taken by me:
– Classical California KUSC at the 2024 Grand Avenue Arts All Access;
– the watercolor workshop I conducted at the Ronald McDonald Camp for Good Times at Idyllwild, Ca for University of Southern California and Adolescent and Young Adult Cancer Program;
– Lucky Dragon Hotel & Casino signage and wayfinding;
– oil painting (3ft x 6ft on canvas)

The Malibu/Topanga Smart logos and Classical California KUSC 2024 Annual Report are digital files.

The watercolor painting is a scan of the original painting, as is the “vexed” drawing