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ELEAZAR HERNANDEZ
CREATIVE CIVILIZATION
In less than a decade, Creative Civilization has established itself as an emerging powerhouse for advertising in the southwest. Eleazar Hernandez played a significant role in that success. As creative director, Hernandez leads the agency's team on such accounts as the NBA's San Antonio Spurs, American Cancer Society, Kaiser Family Foundation, Toyota Motor Manufacturing, CPS Energy, Hearst Publishing/ San Antonio Express-News and many more. His high creative standards and passion for excellence led Creative Civilization to numerous Addy and Telly Awards. Hernandez pursued his graphic design degree at New Mexico State University. Since then, he has lead an in-house creative department; freelanced in New York for clients like Anne Klein, Stephen Kretchmer, the New York State Museum and Planned Parenthood; started his own design practice (Hernandez Design Studio); taught upper-level design courses at Sage College of Albany; and, finally, landed the creative director position at Creative Civilization.
Was graphic design your first career path?
Sure. That is, if you mean after eight years in the Air Force and the 12 years I spent in college trying to find myself in various majors like architecture, secondary education, coaching and pre-med. Oh, and I can't forget the three years I spent preparing for a career in professional wrestling. But after all that, graphic design was definitely my first choice. I have always loved to draw and be creative. However, when I first considered going to college, I never believed that I could make a living being creative. Fortunately, not only have I been able to make a good living, but I have also found something that I am truly passionate about.
Which project in your portfolio are you most proud of?
I have several ads and a brochure that I designed for a jewelry designer in New York. The shape of his jewelry and the colors we used in the campaign are phenomenal. The man was incredibly meticulous. He demanded perfection and didn't have a problem vehemently expressing his displeasure with anything less. I look back at that time and am thankful that I went through that. Whether positive or negative, I learn things from every client and assignment.
Where do you turn for inspiration?
Often I get lost in bookstores or the public library, just wandering from one section to another. Other times, I try sketching ideas while watching late-night cartoons, holding creative brainstorm sessions with my team or putting the problem aside for a fierce game of foosball. Other than that, I just try to stay current with everything that is happening in the world, from graphic design and current events to pop culture and even street art. Anything can produce unexpected results and new ideas.
What is your worst habit?
I am usually very chatty and like to laugh. However, the more stressed I get, the quieter I become. People at the agency have learned to steer clear of me when I am quiet. I also have a tendency to give the members of my team nicknames. Some of the people I have worked with end up with names like "Quackerjack" or "Miss Thang." My particular favorite is "Shiboinkin'."
Should graphic design be an instrument for positive social change?
Absolutely. Graphic design is about art and communication; it gives us the tools to voice our values, visions and ideas, and it helps determine the path of our future. Many people think that graphic design is just for decoration, but it can be a powerful agent for change. It has been used to promote almost every major agenda, from endless war to peace, social justice and ecology. Designers should be committed to socially responsible work and progressive values. At least part of our time should be devoted to serving organizations, groups and movements that are dedicated to building a better world.
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