Welcome Omar Morales, Wayward Kind’s Creative Director

Welcome Omar Morales, Wayward Kind’s Creative Director

2020 brought us so many exciting new additions to our team, and we are thrilled to introduce you to our Creative Director, Omar Morales! 

As a designer, Omar has held a wide variety of roles, and his work has been influenced by interactions with researchers, designers, engineers, printers, stakeholders, and executives. At the heart of his experience and creative approach is collaboration and empathy.  

Check out our Founder Jules Taggart’s interview with him! 

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Jules: Who has influenced your body of work? What did you learn from them? 

Omar: The cliche design leader is Jony Ive of Apple. Most designers would probably find incredible inspiration from his design aesthetic but what draws me to him is his career trajectory. 

He moved from designer, to creative director, to entrepreneur. He manifested change in his life, envisioned this push and pull of form and function. His very life is the embodiment of his design inspiration, the Bauhaus tradition. 

Secondly, I admire his amassment of knowledge and his ability to work so fluidly with the fast paced nature of technology. Over the course of his career he has molded the idea of ‘beauty’ to fit the most prominent spaces of modern life: web design, household items, workplace aesthetics. 

Jules: As Creative Director at Wayward Kind, what opportunities do you see for our company’s growth? 

Omar: I want to cultivate a pool of talent that elevates our team not just with their well established skills, but with their capacity to generate ideas, innovative forms, and new processes. Design moves so quickly with the incredible pace of technological development, so we are in constant demand for new ideas. 

The pool of talent I want to bring to Wayward Kind must have diversity: in experience, in education, in life. And because design is a fast-paced element of our industry, this team has to be collaborative, and open to learning from, and teaching one another. 

Jules: What are you nerding out on right now? 

Omar: Oh, trying to find that balance of the best operational, leadership, and management frameworks that honor both time constraints and creative needs. How can we set the capacity and measure the work that needs to be done for each client creatively while establishing an iterative process? 

Jules: How are your personal values aligned with Wayward Kind’s core values? How does this impact your work?

Omar: I come from a multicultural, nuclear family. A very diverse and inclusive family. And that experience informs my designs, my approach to user experience, my leadership style. But I reached a point in my career where I wanted and needed my work to have impact. I love helping organizations convey the change they are seeking to make in a visual medium. 

Jules: One of the things I love about your work thus far, is your ability to build culture, and to build a team that loves what they do, feels challenged, and is constantly learning. How do you go about doing that and what do you love about the team you’re building? 

Omar: Empowerment. I strive to make sure my team feels they have the ability to go outside of their discipline and feels secure in knowing that curiosity is a core strength. I am constantly asking myself how I can feed and nurture my team’s curiosity. How I can help my team members get to where they need to go, both in their present work and their professional lives. 

Jules: What are you excited about in 2021? 

Omar: Cultural iconography is changing. Groundbreaking icons become trends, and for so long the cultural images have been too narrow. In 2020, a Pandora’s box of new forms was unleashed in which we can see ourselves, and it widened the horizon of perspectives from which we can see and empathize with the world.

Design will follow that democratization of perspective and knowledge. And because of the response the majority of the world had revelations brought to light, we have made space for marginalized perspectives to become trends, which then become normalized. 

We are living in a space of infinite opportunities to design for the diverse world with which we live in. 

Lightning Round: 

Jules: Do you have any rituals? 

Omar: Practicing mindfulness and presence. Focus is important for me to cultivate during the work day and in my personal life. The apps I use for this are Headspace and Calm. 

Jules: What is your favorite way to start the morning? 

Omar: I like to set my intentions for the day. I clear my head and set an agenda and goals for each day. I like the feeling of completion. 

Jules: What is your favorite way to end the day? 

Omar: Holding my wife’s hand. 

Welcome to Wayward Kind Omar, we are so happy you’re here. 

Looking to re-brand? A website update? Get in touch with us to see how Omar’s creative vision can take your ideas and turn them into reality.

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