Isaac Carlos was born in the city of Jalpa in Zacatecas, Mexico and moved to Houston, Texas as a child. His passion for art led him to move to Kansas City, Missouri in 2013 to attend the Kansas City Art Institute where he graduated with a BFA in Graphic Design.
Isaac originally pursued a degree in fine art, but switched his focus when he realized it was less accessible than graphic design and he wanted to channel his creativity towards work that was functional in an every day environment. He has received recognition for his work as a Cary C. Goodman Grant recipient and was one of the GDUSA Magazine Students to Watch in 2017.
In his free time, he enjoys cooking Mexican food, making art, dancing with friends, and hosting watch parties for boxing events.
Q: When did you first become interested in design?
A: It would probably be when I was a sophomore in high school. I was always interested in art, but then I took a class called Digital Design with a very inspiring teacher that really changed the way I approached my creative process. I loved making things with digital tools and something about it felt fresh and exciting. It felt like I had more control, like I could get more work done in the same amount of time than when I was painting.
Q: Why did you want to join the Tohi team?
A: Tohi is a captivating brand to me because Tohi genuinely values the health of their customers by providing a product that benefits the lives of their customers. Tohi is on a mission to add something refreshing and enjoyable to the market, which is something I am proud to be a part of.
Q: What do you like most about your job at Tohi?
A: I love the environment. It’s smaller, more personable, and you get the sense of working towards something that matters. It doesn’t feel like I’m in a sea of people that are all replaceable.
Q: What has been your favorite project that you have worked on so far?
A: My favorite project so far has been working on the Aronia Berry Harvest video. Editing video has always been something that I want to do more of, so this was a great opportunity for me to do that.
Q: How does your role as a designer overlap with the other roles on the team?
A: My role as a designer overlaps with the other roles in a very organic way. I think we all work closely to each other to ensure we succeed in our common goal and vision for the brand.
Q: What emerging design trends are you seeing for 2020?
A: I have been seeing a lot of designers taking the time to customize or all together create their own expressive typefaces. I’m also seeing a lot more reflective and abstract work that isn’t tied to a specific brand or product, but to the designer themselves. I think there is also starting to be a much bigger appreciation towards product photography and design documentation. Now it’s starting to be more about how to present your work in a beautiful and thoughtful way.
Q: What elements of design are you hoping to implement more of in the Tohi digital strategy?
A: I’m hoping to bring another perspective to the Tohi digital strategy that will help expand what our digital definition is. I would also like to include more motion to our digital strategy such as videos and animations.
Q: What is your favorite Tohi flavor?
A: At the moment my favorite is The Original. I bounce back and forth between them but I think The Original will always be a top contender for me.
Q: Where do you draw inspiration from as an artist?
A: It kind of depends on where I am in the moment or what my goal is with what I’m working on. Sometimes it’s purely exploration of form and material, sometimes I’ll watch a movie or eat a meal that I really connect with. Usually I draw a lot of inspiration from my culture. I’m really into history and how it can inform us in the present. One thing about my process that is constant; I always ask as many questions as I can.