GRAPHIC DESIGNER, FETZER VINEYARDS, HEALDSBURG CA
With a background in fine art and illustration, Heidi began her design journey in the 90s era of Crystal Pepsi and dial-up internet. After creative detours into textile design and metalsmithing, she found her way back and discovered her love of print and packaging design. She has a knack for visual storytelling and pushing boundaries with label design in the wine industry, and her work has received design awards from GDUSA and San Francisco Chronicle. She’s also a naming wizard and loves a good brand strategy session. Ask her about her passion for beautiful paper stock, complicated dielines and maxing out press stations, and you will see she’s found her calling.
WHERE WERE YOU BORN AND WHERE DO YOU LIVE NOW?
Born and raised in Detroit MI, live in Santa Rosa CA
DID YOU GO TO DESIGN SCHOOL?
I took a few Adobe classes but I’m mostly self taught
LEFTY OR RIGHTY?
Lefty
MORNING PERSON OR NIGHT OWL?
Insomniac
FICTIONAL OR HISTORICAL CHARACTER YOU IDENTIFY WITH?
Lydia Deetz from Beetlejuice
ARE YOU MUSICAL AND/OR PLAY AN INSTRUMENT?
The ukulele
FAVORITE BOOK?
My 100 year old copy of ‘The Rambillicus Book’ that belonged to my grandma
FAVORITE MOVIE?
Any movie I can actually finish
FAVORITE TV BINGE WATCH?
Portlandia or random historical dramas
FAVORITE SOCIAL MEDIA PLATFORM?
Instagram
FAVORITE PODCAST?
The Dollop
FAVORITE FINE ARTIST?
I don’t have a favorite but I love discovering new artists. Recently Alejandro Durán who’s Washed Up series features art installations using ocean trash
FAVORITE CHARITY OR CAUSE?
NAMI
FAVORITE FREE TIME ACTIVITY?
I enjoy risking my life surfing the Northern California coast, mixology, iPhone macro photography, overambitious art projects
COLLECT ANYTHING?
Tarot cards, vintage barware, textiles, plants, cast iron pans, swedish clogs, big earrings, surfboards… it’s not hoarding if your stuff is cool.
WHICH AREA OF GRAPHIC DESIGN IS GROWING THE MOST?
Print. Don’t ever let anyone tell you print is dead
DESIGN MENTOR/INSPIRATION/HERO?
I have been blessed by an abundance of creative mentors
GREATEST STRENGTH/WEAKNESS AS A DESIGNER?
Strength: Eye for detail Weakness: Overthinking
ADVICE TO A YOUNG DESIGNER JUST STARTING OUT?
Check your ego. Ask for feedback and seek positive mentors, make connections in the industry and learn from them. Never underestimate the importance of taking a break from your screen. Balance.
IF YOU WERE NOT A DESIGNER, WHAT WOULD YOU BE?
An organic farmer or an archeologist
A MANTRA OR SAYING YOU LIVE BY?
“Onward.”
