Shayla Hufana is a Filipino-American artist, designer and art director with a BFA in Graphic Design and 15+ years of professional experience. She was born and raised in Seattle (Beacon Hill area) and resides in Kent, WA with her wife and son. In 2011, she founded her studio, ConceptShell, to provide clients with art, design and consultation to help amplify their brands and lift the voices of those who make a difference in this world– especially those in the Black, Indigenous, and people of color (BIPOC) and LGBTQ+ communities. Shayla is passionate about creating original and inclusive designs with intention, curiosity and empathy.
Outside of ConceptShell, Shayla is currently a Sr Art Director and Design Manager at Cognizant on the Global Brand & Creative team. Previously, she worked as Sr Designer and Art Director at Boeing for six years on projects such as airplane liveries, airshows and executive finance presentations. One of the key project initiatives she worked on was the Travel Confidently with Boeing website to support the airline workers and flying public through the COVID-19 pandemic.
Shayla has produced award-winning advertisements, brand identities, environmental/experiential designs, infographics, websites, animations, videos and more for a diverse range of clients in different industries worldwide. A few clients include City of Seattle, Google, Nordstrom, Whole Foods and WNBA’s Seattle Storm. Her works have been featured in local/online art galleries, design magazines and in Seattle’s PublicDisplay.ART newspaper. To learn more about Shayla, visit concept-shell.com or follow her @shayla.ad on Instagram.
Looking forward to 2023, are you optimistic about the role and impact of Graphic Design and Visual Communication in Business? Culture? Causes? Have the events and disruptions of the past few years changed the role or trajectory of Graphic Design?
Yes, I believe non-designers are beginning to understand how valuable graphic design and visual communication can be especially when it comes to embracing diversity and accessibility. People like to see themselves in work projects and keep their cultures alive. Recent sociopolitical events have greatly influenced graphic designers around the world like myself to think more deeply. I’ve felt heavily affected with the rise in Asian hate crimes, US school shootings, killing of George Floyd, war in Ukraine and execution of Mahsa Amini. I want to amplify important information to make an impact for positive change through my art and designs.
Most influential graphic designer(s) or art directors(s) of the past 60 years?
Saul Bass. I grew up watching all kinds of movies with my parents and love Saul Bass’s work, especially the art on Anatomy of a Murder and the artwork done as a tribute to him in Catch Me if You Can. Carolyn Davidson. I wanted to be a basketball star when I was a kid. I loved wearing and collecting Nike and Michael Jordan sneakers. When I found out that a woman designed the Nike logo (inspired by Nike, the Greek goddess), I shared this with people when Nike was brought up. It made me feel proud to be a graphic designer. I hope to create and work with brands that become legendary.
Damon Nakagawa (WA), Marissa LaDuke (WA) and Thomcat23 (PA). These are amazing creatives who I’ve been honored to work with and learn from.
Favorite or most influential design project or campaign in any medium for the past 60 years?
I’m a sucker for ad campaigns that make me tear up like “The Song” Apple Christmas Commercial, “To the New Parents” Etsy Holiday Campaign (UK), Bretman Rock Nike “Be True” Proudly in Motion Campaign and Colin Kaepernick and Nike ‘Just Do It.’
Most influential design products, services or technology of the past 60 years?
Apple iPhone/iPad/Watch, Boeing 787 Dreamliner, Wacom tablets, solar-powered tech, the sit/stand desk …