Wendy White is Founder and Creative Principal for TRYBE Creative, a Bay Area graphic design agency specializing for over two decades in the food, wine and spirits industry. TRYBE balances creative and technical expertise with solid hands-on experience in digital, print and photography. Wendy is committed to listening to and understanding the long-term vision of clients, and accurately, consistently, reinforcing the design goals in all visual media. Her design work has been recognized with awards nationally and has been showcased in publications, including GDUSA. She is proud of the creative relationships formed with clients, many that have continued since TRYBE’s inception. When working on projects, whether an established brand, or a client coming to the table with fresh new innovations, each day is a thrill of collaboration. Taking ideas from concept to truth. Wendy is passionate about art and supporting local artists, and is on Board of Directors for Arts Benicia, a community based non-profit organization providing exhibitions and programs in the San Francisco Bay Area Community.
Looking forward, are you optimistic about the role of graphic design in business and society?
I have an amazing opportunity to work with companies, of all sizes, with a like-minded approach to creative relationships. This ‘what’s next’ conversation has come up often lately — and I believe there is huge optimism for the role we will continue to play in visual messaging through graphic design. Many ideas come to the table with an initial goal and I always make sure the conversation includes questions to expand beyond that goal. Making certain to address how the project fits within its intended audience and what are the impacts. There are always opportunities to take something to the next level. We as graphic designers have to ask the right questions at the right time. Take time to dig deep — the effort is worth it.
Have the challenges of the past two years changed the way you approach your work?
Yes, the last two years have required a few adjustments in the way I communicate with my clients. I am hands-on and like to work at client locations frequently — and this has been a challenge due to restrictions. Although technology has allowed us to work through some of these challenges, I make sure voice-to-voice meetings are key. This connection is very important to me. Also, work-life balance is a daily target. As we evolve together as a society, through this time in our world, a positive, kind approach will be key to all of our success. I work to bring this attitude to every table I sit at.