BRAND AND CREATIVE DIRECTOR
TORAL ADVERTISING + DESIGN, SAN JOSE CA
Jose is a creative director in the San Francisco Bay Area with over 10 years of experience in startup, in-house, and agency environments. He has honed his skills in translating insights, analytics, and KPIs into a unified vision, allowing him to work on a wide range of tech, e-commerce, apparel, video gaming, and more. Some previous engagements include eBay, Corsair, HP, Microsoft, and Men’s Wearhouse.
From SMB to Fortune 50s, he takes the same collaborative approach, blending research, strategy, copywriting, design, and art direction. He sees creative work as an opportunity to foster partnerships with stakeholders to meet their goals in a thoughtful manner that helps build strong brands. Jose is based in San Jose and works across many regions and time zones.
LOOKING FORWARD TO 2025, ARE YOU OPTIMISTIC ABOUT YOUR DESIGN PRACTICE/BUSINESS? MORE GENERALLY, ARE YOU OPTIMISTIC THAT GRAPHIC DESIGN WILL CONTINUE TO BE RECOGNIZED AS BRINGING VALUE TO THE TABLE IN COMMERCE AND CULTURE?
The industry continues to shift, as does the focus on showcasing its value. Not all design gets its day in the sun. Some of the best work can feel invisible, and inexpensive design from online platforms distorts its perception. But nothing beats the value of quality creative. Helping clients see the difference and getting buy-in throughout the process when there are opportunities can be powerful. Speaking to intent, the why, and performance metrics, among other things, go a long way. So, yes, I’m still optimistic.
DO YOU THINK GRAPHIC DESIGNERS HAVE A SPECIAL RESPONSIBILITY TO USE THEIR TALENTS TO MAKE A SOCIAL IMPACT?
Having the will and opportunity to make an impact is one of the most incredible opportunities for a creative. Not everyone gets the chance to make a measurable difference, but an impact can be made in the details. So, if you can, do it.
I’m grateful for the opportunity to work with clients who genuinely care about doing right by customers and underserved communities around the globe. These clients give me a more profound sense of purpose in my work, especially when helping brands in otherwise “non-sexy” industries become more authentic and approachable.
HOW DO YOU SEE AI AND OTHER EMERGING TECHNOLOGIES IMPACTING THE FUTURE OF GRAPHIC DESIGN?
Like other emerging technologies, AI will become part of the everyday creative toolkit. I’m not concerned that it will reduce jobs. Instead, it will allow creatives to focus on their core functions, where we provide the most value — the part that tech can’t do well. AI has existed for some time, but now, with its vast popularity, more tools are available to help creatives streamline productivity and focus on creativity, strategy, and design.
WHAT ADVICE DO YOU HAVE FOR SOMEONE JUST STARTING A CAREER IN GRAPHIC DESIGN?
Being a student of design never ends. Continue to hone your craft. Learn from your counterparts and what they do, and take opportunities to help them meet their goals. Come prepared with solutions. When you feel you can’t add value, contribute with curiosity. Cherish your mentors and respect their time — they don’t get paid to care.
