Meet Latoya Burris | Brand Design Expert

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

Hi Latoya, is there something you can share with us that those outside of the industry might not be aware of?
As a brand design expert, I often encounter misconceptions about my role. People frequently assume that my work revolves solely around making things aesthetically pleasing, akin to the realm of fine art. However, this perception misses the mark.

Here’s the truth: I am a commercial designer. My focus lies in creating brand identities and brand identity systems. Unlike fine art, which allows for diverse interpretations, graphic design serves a commercial purpose. Let’s break it down:

1. Purpose
– Fine Art: Fine artists express their creativity without constraints. Their work can evoke emotions, provoke thought, or challenge conventions. It’s open to individual interpretation.
– Graphic Design: My work, on the other hand, is pragmatic. I craft visual solutions that serve specific goals—whether it’s enhancing a brand’s image, communicating a message, or driving sales.

2. Audience
– Fine Art: Fine art appeals to personal taste and emotions. It’s subjective and often lacks a defined audience.
– Graphic Design: I consider the target audience, market, and business objectives. Every design choice is intentional, aiming to resonate with a specific group.

3. Medium:
– Fine Art: Artists use various mediums—paint, sculpture, photography—to express themselves.
– Graphic Design: My canvas is diverse: logos, packaging, websites, advertisements, and more. Each piece serves a strategic purpose.

4. Collaboration:
– Fine Art: Artists work independently, driven by personal vision.
– Graphic Design: Collaboration is key. I collaborate with clients, marketers, and other professionals to achieve cohesive brand experiences.

5. Commercial Focus:
– Fine Art: It’s about self-expression and exploration.
– Graphic Design: I create visual assets that drive business success. Brands rely on my expertise to communicate effectively.

In summary, graphic artists and fine artists coexist, but their paths diverge. So, to newcomers: appreciate the nuances. We’re not just about aesthetics; we’re strategic problem-solvers shaping the visual landscape of commerce.

Alright, so let’s move onto what keeps you busy professionally?
Since 2008, I have been deeply immersed in the world of graphic design, collaborating with a diverse range of organizations—not-for-profit, political, and commercial. My journey has led me through the intricate landscapes of design systems, advertising, and beyond.

What truly sets me apart is my unwavering ability to adapt to circumstances beyond my control. Allow me to share a couple of defining moments:

1. Hurricane Sandy at Chelsea Piers: During my tenure at Chelsea Piers, the wrath of Hurricane Sandy wreaked havoc on the piers. Despite the challenges posed by this natural disaster, I persevered. Each day, I embarked on a 4-5 hour commute to our new location in Stamford, CT, determined to contribute my skills and creativity.

2. Navigating the Height of COVID-19 at The Corcoran Group: When I joined The Corcoran Group, the world was grappling with the pandemic. Suddenly, my familiar studio transformed into a remote workspace. As someone who had never worked remotely in my 10-plus years as a designer, this shift was monumental. Yet, I embraced it. Through the trials and tribulations of the pandemic, I continued to grow and excel in my career.

Recently, I achieved a significant milestone—I was promoted to the role of Creative Services Manager at Corcoran. Additionally, I am actively participating in an internal program called LEAD, initiated by our parent company, Anywhere Real Estate. LEAD challenges me to evolve into an even better leader.

Challenges, I’ve learned, are not roadblocks; they are opportunities waiting to be seized. Each obstacle carries within it a silver lining—a chance for growth, resilience, and transformation. And so, I face each day with optimism, knowing that every challenge is a stepping stone toward progress.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?

Day 1: Culinary Delights and Local Treasures

1. Breakfast at Lancaster County Dutch Market: Kick off the day with a delightful breakfast at the Lancaster County Dutch Market. Here, you’ll find heavenly whipped cream and classic American staples like chicken and waffles, pancakes, bacon, and eggs. Don’t miss the chance to explore other vendors offering an array of tempting treats. The cozy ambiance and friendly locals make this a perfect start to your weekend.

2. Retail Therapy in Kentlands: After breakfast, head over to the charming neighborhood of Kentlands in Gaithersburg. It’s a haven for shopping enthusiasts! Explore boutique stores, discover unique finds, and indulge in some retail therapy. Whether it’s fashion, home decor, or artisanal goods, Kentlands has something for everyone.

3. Lunch at RanKen Noodle House: When hunger strikes, make your way to RanKen Noodle House. This unassuming gem serves up comforting bowls of ramen that warm the soul. Slurp up flavorful broths, tender noodles, and an array of toppings. It’s the perfect spot to refuel and share stories with your best friend.

Day 2: Cinematic Adventure and Gourmet Treats

1. Warehouse Cinemas: Spend your afternoon at Warehouse Cinemas in Frederick, MD. Not your typical movie theater, this place offers an elevated experience. Sip on draft beers, creative cocktails, or a glass of wine while watching the latest blockbuster. And don’t forget the gourmet meals! Try the Miggidy Mac: grilled chicken, cheddar cheese, crispy mac and cheese bites, arugula, and Buffalo ranch dressing. It’s a flavor explosion that pairs perfectly with the big screen.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?

Acknowledging Those Who Shaped My Journey

In this moment of reflection, I want to express my deepest gratitude to several remarkable individuals who have profoundly impacted my professional journey. Each of them has left an indelible mark, shaping me into the designer I am today.

1. Scott Schwartz, VP Creative Services at Chelsea Piers:
Scott, you were my guiding light when I stepped into the real-world challenges of design. Your practical wisdom, problem-solving skills, and unwavering support at Chelsea Piers laid the foundation for my career.

2. Douglas Davis, Mentor Extraordinaire:
Douglas, you pushed boundaries and ignited our creative flames. Your insistence on going beyond the ordinary, refining our ideas, and executing with precision elevated my craft. Thank you for raising the bar.

3. My Friends, My Canvas:
To my friends who entrusted me with their design needs: You provided me with opportunities to experiment, learn, and grow. Your businesses became my canvas, and I’m grateful for the trust you placed in me.

4. Late Mother, Patricia Lovelace Burris:
Mom, your lessons extended far beyond design. You prepared me for life—how to navigate its twists, how to hustle, and how to leave a positive impression wherever I go. Your spirit lives on in every pixel I create.

As I stand here, I carry the collective wisdom of these incredible souls. They’ve taught me that design isn’t just about aesthetics; it’s about impact, strategy, and purpose. So, to Scott, Douglas, my friends, and my dear mother—thank you.

And remember, as we forge ahead, let’s continue making positive impressions—one pixel at a time.

Website: https://www.toyaburris.com/

Instagram: https://www.instagram.com/brandsbytoya

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

Image Credits
P.B. Studios