We’ve said it once and we’ll say it again: our people are what makes Knack, Knack. While many of our clients already know this because they work with our account, project management, and strategy teams on a day-to-day basis, there are other members of our team who, though not client-facing, are behind-the-scenes stars of the show.

Meet Loren Mader, an uber-talented member of the Knack creative team. In this Q&A, you’ll learn a bit about her journey into the world of design, her diverse experiences, and more.

Tell us a little bit about your career journey to date—how'd you end up as a designer, and how did you end up at Knack?

Although my high school dream was to be a fine art painter, my father, a pragmatist, nudged me toward a more practical career path in graphic design. My education in Long Beach, CA wasn't just theoretical: our program offered real-world experience working with clients and agencies across the US and even in Hong Kong. Thanks to this and my eight internships, I landed a job right out of school at an agency in Newport Beach. Since then, I've worked in advertising and in-house positions across Washington and California, on a wide range of projects for clients in industries like casinos, banking, healthcare, tech, and tourism. The most multifaceted role I had was with a local municipality’s communication team. We handled everything from concept to delivery for all city communications to residents, even running our own print shop and TV station. I learned a lot, including operating the switchboard for live city council meetings and event photography. I was excited by the opportunity to learn more as a designer in the corporate world, which led me to Knack. Knack offered the perfect balance between my career goals and family life, and so far, it's been a fantastic fit.

What's your design superpower?

My superpower is taking complex client information and content and transforming it into clear, visually engaging layouts.

What's your favorite design tool and why?

Silly but true, the eyedropper tool is a lifesaver for me. I'm terrible at remembering numbers in my head, so it helps me with everything from text size to color swatches. And let's not forget the red squiggle line—everyone loves a good grammar check!

Walk us through your typical design process. How do you approach a new project?

My process starts with meticulous organization, channeling my inner detective. Whether it's a flurry of open windows or a detailed notepad sketch, I gather everything for the project on a single plane. Research comes next, followed by my creative brainstorming—years of experience allow me to prototype ideas in my head, then I refine a few favorites into digital mockups for team review. Once we're all on the same page, I flesh out the design, ensuring all "must-haves" are present before presenting the final creation to the client.

Where do you find inspiration for your designs?

Staying constantly observant fuels my design inspiration. From social media to the mail piling up, everything in my daily life becomes a potential source of ideas. Websites, other agencies, and even television offer endless inspiration. In a competitive marketplace, staying ahead requires surpassing your competition. By keeping a watchful eye on what others are doing, I can develop more compelling and visually arresting designs that attract and retain customer attention.

What's the most challenging project you've worked on at Knack and how did you overcome it?

The most challenging project I've tackled was a 74-page AWS Benefits Guide we recently delivered. With over 1,000 embedded links, it demanded extreme organization and focus. Channeling our CEO Catherine's mantra of "calm efficiency," I worked through the document, ensuring all links were programmed correctly. The client's satisfaction made the extra effort well worth it.

What trend in design are you most excited about?

The future of design with AI truly excites me. I've already witnessed its potential to elevate existing creative concepts. While I'm curious about its learning speed, I firmly believe AI won't replace human creativity. I think the biggest innovation will come from synergy between human design and AI’s capabilities.

What's one piece of advice you'd give to aspiring agency creatives?

My advice? Stay curious and open-minded. Creativity thrives in the gray areas—what one person loves, another might not. Embrace the unknown, keep exploring, and never stop learning!

When you're not designing, what are you passionate about?

Our family loves spending time outdoors, whether it's gardening in our yard or exploring the stunning Pacific Northwest mountains. We definitely take advantage of the region's incredible outdoor spaces and natural beauty.

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Loren's story is a testament to the power of curiosity, adaptability, and a willingness to learn. From her early days as a fine art enthusiast to her current role at Knack, her design journey highlights the importance of embracing new experiences and challenges.

We hope you enjoyed this conversation with Loren! Stay tuned for more interviews with the Knack team coming to our blog soon. Want to see what it’s like having someone like Loren work on your partner marketing campaigns? Contact us here.

Meet the Knack Team: A Q&A with Loren Mader, Senior Designer