Paula Hansanugrum

PAULA-HANSANUGRUM

EXECUTIVE CREATIVE DIRECTOR, CHASE DESIGN GROUP, LOS ANGELES CA

Paula is a Los Angeles native whose interests are as diverse as the city in which she was raised. With a background in fine art and business, she eventually found her calling in graphic design — earning a BFA with Honors from Art Center College of Design. Her experience working with brands in product development, housewares, and consumer packaging eventually led her agency-side to Chase Design Group in 2010. Paula has helped build and expand the agency’s creative vision and culture of thought leadership, while continuing to guide clients into the future. With a proven track record of building brands from the ground up, such as Califia Farms, while also helping established global brands such as Nestle, P&G, and Pepsico maintain distinction in the market, Paula has led the agency’s creative to new heights.

WHERE WERE YOU BORN AND WHERE DO YOU LIVE NOW?
Born and raised in Los Angeles and I now live in Altadena CA

DID YOU GO TO DESIGN SCHOOL?
Art Center College of Design

LEFTY OR RIGHTY?
Lefty for writing and righty for everything else

MORNING PERSON OR NIGHT OWL?
Night owl

FICTIONAL OR HISTORICAL CHARACTER YOU IDENTIFY WITH?
Sybil from Downton Abbey. She’s kind, compassionate and treats everyone with the same level of humanity no matter their station, and stands up for what she believes.

ARE YOU MUSICAL AND/OR DO YOU PLAY AN INSTRUMENT?
Only a few notes on the piano

FAVORITE BOOK?
I’m currently loving The Sun & Her Flowers by Rupi Kaur

FAVORITE MOVIE?
I’m always in the mood for some Pride and Prejudice. Also, anything David Fincher directs or Aaron Sorkin writes

FAVORITE TV BINGE WATCH?
Genius, West Wing, The Newsroom, House of Cards, Sherlock, Peaky Blinders, Stranger Things, Master of None. Also, Downton Abbey, most British or Spanish period dramas

FAVORITE SOCIAL MEDIA PLATFORM?
Instagram

FAVORITE FINE ARTIST?
James Turrell, Hiroshi Sugimoto and Monet, the way they capture and play with light, atmosphere, and time

FAVORITE CHARITY?
The Humane Society, ASPCA, Mercy for Animals

FAVORITE FREE TIME ACTIVITY?
Spending time with my husband, our two beagle rescues and our Persian cat

COLLECT ANYTHING?
Vegan cookbooks and sexy packaging

COLOR USED MOST OFTEN IN YOUR DESIGN?
I love all colors

TYPEFACE USED MOST OFTEN IN YOUR DESIGN?
Whatever works best for that particular project

DOES PRINT HAVE A ROLE IN YOUR DESIGNS?
Everything we design will ultimately get printed so we always take that into consideration

DESIGN MENTOR/INSPIRATION/HERO?
Margo Chase was both a mentor and a role model — the epitome of a strong, female creative. Having worked with her for so many years, I saw firsthand what a force of nature she was — someone who truly lived her life to the fullest — daring and fearless, relentless in the pursuit of her craft. She pushed and challenged everyone around her to always look beyond the obvious, to a place that often felt uncomfortable. It was only then we could arrive at something magical … something you didn’t even know was possible. She’s taught me so much about having courage in your conviction and being relentless in the pursuit of excellence. Her “Question Everything” approach is our guiding philosophy at Chase.

GREATEST STRENGTH/WEAKNESS AS A DESIGNER?
Strength: I’m endlessly curious. Weakness: There’s never enough time to do it all

ADVICE TO A YOUNG DESIGNER JUST STARTING OUT?
Dig deep, work hard, and be kind to others because talent is not enough. Design with integrity. You always want to start with substance, not style. Surround yourself with people who are better than you and learn from them. Stay curious and remember to have fun. Find things that inspire you outside of design. And, don’t take yourself too seriously!

IF YOU WERE NOT A DESIGNER, WHAT WOULD YOU BE?
A painter or interior designer

A MANTRA OR SAYING YOU LIVE BY?
Stay humble. Work hard. Be kind.

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APDA18