Sofia Guajardo: Senior Art Director, Mild Salsa Snubber, Oaxacan Old Fashioned Apostle
What’s your role at PC?
I’m the Senior Art Director of the team. In a lot of ways, my job is like being a translator. Strategic design is all about finding the ideal way to communicate a brand’s point of view to audiences through a visual language. When done right, it’s a truly magical thing. Creating and spreading joy through my work is a huge motivator for me.
What drew you to a career in design?
Although part of me is all about analytical thinking, I need to work with my hands to feel truly fulfilled. Graphic design seemed like the perfect combination of both. It’s the art of translating a message into something visual and immediately recognizable.
As a Graphic Designer, you probably have some opinions on coffee.
Is there a Graphic Designer that doesn’t? For me, it needs to be black and it needs to be extremely hot. I have zero tolerance for a lukewarm cup of coffee. Some people ask me how I don’t burn my mouth. I think I’ve just built up a tolerance over the years.
If you’re looking for a great cup of black, pour-over coffee and fresh baked pastries, I highly recommend Rex on 57th and 11th. They know their stuff and the staff is very welcoming.
You grew up in a small town in Mexico. What was it like to move to NYC?
I graduated from UIW in San Antonio, so I had some experience with city living before moving here. My professors were helpful with the transition since they were also from Mexico and gave me an immediate connection to home. They helped me gain the confidence I needed to take a shot at working in NYC, the Mecca of all things design.
When I first moved here, I hated it. But I was also employed at a massive Fortune 50 company in their internal design department. The work was much less collaborative than what I find fulfilling. It works for plenty of people, just not for me. Changing my job changed my relationship with the City. I fell in love. Living here has helped me grow in ways that once felt impossible.
Are the rumors true? Is it impossible to find good Mexican food in NYC?
You can find solid Mexican food in NYC. Great Mexican food, though? Nothing compares to home. I’ve come around to realizing that no salsa here will be spicy enough for me. It’s a sacrifice I’m willing to make. Whenever I’m craving the good stuff, I ask my mom to ship a batch to me. She never fails to deliver.
What are your favorite things about living in NYC?
I can’t just say “everything” and leave it at that, right? If I need to get specific, I love the art, the architecture, and the people. New York is one of the few places where you will never run out of artists to connect with. Inspiration is everywhere.
You mentioned you love going to gallery openings in Chelsea. Is there a local artist you find inspiring?
Hands down, Sharon Kendrick. Her work is incredible. I first knew her as one of my supervisors at a previous job, but she retired and exclusively works on her own art now. Even if I didn’t know her personally, I’d still be a huge fan.
Where do you go to slow down?
Right now, I’m in Midtown. The vibe changes from block to block, which means I can find the exact spot to match my mood pretty quickly. When I really need to unplug, I walk by the river or go to Central Park to paint with watercolors or draw. Sometimes you just need to stop, take a breath and refocus.