Today we’d like to introduce you to Darius Kelly.
Hi Darius, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstories.
Since I was young my goal was to be a doctor; growing up I would watch shows that centered around the medical field, in particular the show ‘House’ was my favorite. I had the same mentality when I went to college at Coastal Carolina University where I majored in Biology and switched to multiple majors in the medical field, in hopes to discover exactly what I wanted to do.
I struggled for three years in college academically which resulted in failing grades and having to decide between staying in college or dropping out. This is when I decided to change my major to something completely out of my comfort zone, and my life completely changed. Becoming a graphic design major was the biggest leap of faith that I’d ever taken in my life. Up until that point, I had no interest in art, design, and/or marketing. Having no prior experience outside of the average high school art class, I was determined to give this all of my effort. This decision was not only surprising to me but also to everyone around me.
At times especially early on as a Graphic design major, I felt out of place being in classes with people who have been passionate about design/art their whole life. Needless to say, that was my best semester at Coastal and the one which I enjoyed the most. I would spend extra time with professors and sitting in on other classes to soak up as much knowledge as I could.
With the success of that first semester I was eager to be around the arts full-time, which led me to the Art Institute of Charleston, the place that eventually made a designer. I am so appreciative of my time there; the environment was exactly what I needed. Being around highly talented and motivated students was the creative competitive environment that I needed.
Being surrounded by these very skilled designers and professors; I could feel the creative energy in the halls. This really made me dive deeper into the field; I developed my work ethic, efficiency, design process, and more. During my time there I won a design competition, was featured in the newspaper, and even began taking on professional clients; all which gave me confidence that I was not an imposter in this field anymore.
From this point on I began to network and develop relationships that turned into referrals and more professional work. I would attend as many networking events as possible; going to multiple a week or even in one day. That led to even more opportunities to do what I am passionate about; being a designer.
I attribute all of this to how I got to where I am today; having to learn from the ground up and being thrown into the field. I am very blessed and grateful for everyone who gave me those opportunities early on, as I continue to learn and grow my skills.
We all face challenges, but looking back would you describe it as a relatively smooth road?
No, it hasn’t but I’m happy with the road that I’ve traveled and where I’m heading. The things that I’ve been through professionally and as a student have continued to make me a better person and designer. I wouldn’t necessarily call them struggles but learning opportunities.
The biggest thing for me is that when I am faced with a learning opportunity; I try to put into action what the lesson taught me and improve the next time I’m faced with it. As you said, challenges happen to all of us but it’s more important on how we handle them.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
My company specializes in building brands that people love. I love the process of creating a brand; being able to help a business develop a visual identity that people will admire.
When working with people I feel as though I am able to relate with them differently because it wasn’t that long ago that I was unaware of all the design terminology and/or practices. I think this level of relatability is what makes a difference. When talking with potential clients to me it is more important to know them as a person as it is to know their business.
When developing a brand I provide a level of consistency with a touch of surprise.
I believe this attribute is a reason I have had clients for many years. They know that I’m going to give them a product that not only feels uniquely like them but is also fresh. I enjoy explaining to my clients the reason behind my choices and how I forecast using a design element in the future.
As a designer, we have a real responsibility to make sure we are putting our best in the world because we are the ones creating what people see. I enjoy seeing the excitement on someone’s face to be proud of their website, logo, ADs, and/or anything they use to grow their business. No one should have to have a logo, website, or any piece of brand/marketing that they don’t feel uniquely represents them.
What sets me apart is I don’t use templates because your company isn’t just a copy of someone else’s and neither will the work that DK. Design produces for you.
We all have different ways of looking at and defining success. How do you define success?
Success for me is working with clients and hearing them voice the pain points that they are having and being able to solve issues to overall improve the way people view their business. Turning these areas into strengths for people is very rewarding to see and be a part of.
For many business owners, their business is very personal to them because they love the services or products they provide. Which is one of the main reasons why they even started the business. Working with companies and organizations is truly a partnership, and I attach my success to theirs.
In the end I want to be looked at and viewed as one of the best designers in the world; I am passionate about what I do and will continue to always look for ways to grow and learn.
Contact Info:
- Website: www.designdkd.com
- Instagram: www.instagram.com/dk.designd
