Episode 42

Episode 40: Balancing Work and Life on the Fly with Alana Louise

Episode 40 features Alana Louise, an independent designer living in Austin, TX. She’s worked with incredible companies like Yeti, United by Blue, Austin Beerworks, and others. When Alana Louise is not designing, she’s on the river fly fishing. In this episode, she tells us how sharing her passion for fishing on Instagram helped her land her dream clients. Dan and Alana Louise also cover design systems and how they’re applied to packaging and what it’s like to be part of the local design scene in Austin. She also shares her thoughts on seeking citizenship in the US.

Because on my Instagram, I post pictures of whatever hike I did or whatever fish I caught—that attracts a certain group of followers. Then when they discover that I'm a designer, I think that's when that type of work comes in. Right now I'm working on a project with two outdoor companies that are collaborating on public land use. Which I'm a complete supporter for because the water I fish in is public and I would love it to stay that way.

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Dan: So welcome to the show Alana Louise.

Alana Louise: Hey Dan. Thank you so much.

Dan: Oh, thanks for being here. Taking the time.

Alana Louise: I think people are sometimes confused you know if Louise is my last name, but no it’s not. I actually have two first names and my first name is Alana Louise.

Dan: Oh no way. Okay. Right. So this is good to get right into or off the bat here. So your last name is not Louise.

Alana Louise: Yeah, my last name is Lyons.

Dan: Oh Lyons?

Alana Louise: Yeah, it’s kind of weird because I have always thought that Louise was my middle name, but I’m currently going through the process of applying for US citizenship and that’s when I learned on my birth certificate my first name is actually Alana Louise. So that’s, I mean that’s not something I’ve always known.

Dan: Oh, that’s interesting. So it’s two words as a first name.

Alana Louise: Yeah and I really don’t know why my parents chose to do that, but I guess that’s just an interesting fact.

Dan: I like it and you know, I assumed Louise was your last name, so that’s really cool. Actually, it’s funny, my mom has the same thing, Ruth Anne, it’s two words and it’s not a middle name and everyone called her Ruth instead. Does everyone, I assume most people call you Alana then?

Alana Louise: Mm-hmm (affirmative)- Yeah.

Dan: Not Alana Louise. So you just mentioned citizenship. Well let’s talk about, let’s just go there I guess like in terms of where you’re from and where you grew up and where you’re at now. I think that’d be cool to hit.

Alana Louise: Yeah sure. So I’m from the Philippines. I grew up in Georgia, however. So I guess that’s where I really consider myself to be from. I tell people I’m from the south because that’s where I’ve lived most of my life and that’s also where I met my husband Jake, he’s a brewer, which is another interesting thing because most of my work is with breweries.

Dan: Yeah. I definitely want to get into that because a lot of your work is of breweries. That was, that was going to be one of the questions like, how and why and do you love beer? That makes perfect sense though. So your husband is a brewer?

Alana Louise: Yeah.

Dan: Is a brewer at one of the companies that you’ve worked with or…

Alana Louise: Yeah. So he currently works for Austin Beerworks. He runs the barrel program there, but he actually didn’t work there while I was working on Austin Beerworks.

Dan: Coincidentally, you got him the job there right.

Alana Louise: Yeah. I guess to finish the first question though, I’ll hop back onto that subject. Yeah I’ve had a green card for so long and it’s always been my plan to just stick to my Philippines citizenship and just have a green card for the rest of my life, I guess. I don’t know, as depressing as that sounds, but, you know, recently I decided that it kinda sucks not to be able to voice your opinion in the country that you live in. I’ve lived here for most of my life and not being able to vote definitely sucks. So I’m going through that process now. I formally submitted my application last November, so it’s been a few months now of just getting emails that say no updates at this time from the Department of Homeland Security. So just crossing my fingers.

Dan: How long does that usually take, do you think.

Alana Louise: So it depends on what region you live in, or the region that you submitted your application, and I guess being in Texas submitting, I forgot if it’s in Dallas or Houston, but the approximate wait time is two years.

Dan: Oh wow it’s that long, geez.

Alana Louise: Yeah.

Dan: My goodness, it takes forever and obviously you’ve lived in the US for a long time and again you mentioned, so having a green card does not allow you to vote. You have to be a citizen of the US. That’s got to be tough to basically feel like a citizen right but not-

Alana Louise: I love telling people, you know, it’s taxation without representation because I do pay taxes, but I can’t just make my recommendation on how I feel like the taxes I pay should be used.

Dan: Wow. Right, of course. Geez. Yeah, it is. It’s like you’re living in colonial America.

Alana Louise: Pretty much. No but I love being, I guess living here. I haven’t actually been back to the Philippines in a while and I’m mainly waiting to get citizenship before I actually leave the US, but yeah.

Dan: Wow so having a green card and basically living here, has that because you’re a freelancer, has that affected your freelancing work at all or does that not matter at all?

Alana Louise: No, actually that part of it hasn’t affected me in a negative way or anything.

Dan: Yeah that’s good at least.

Alana Louise: I’ve just been able to do work I guess like any other freelancer.

Dan: Right. Yeah, I mean I guess I was thinking more from like a tax or business angle, but I suppose that it probably doesn’t if you’re just paying taxes, and it’s mostly the voting and the officialness of it.

Alana Louise: Yeah. The only thing that I’ve noticed, at least that has affected me is just the voting issue.

Dan: Yeah and that’s a big one. It certainly is. Especially now and I think, so I could see why while you’re anxious to get through that process. It’s interesting because we were talking earlier about, you know, a couple of people I’ve talked to maybe even on this podcast are sort of going through the same thing in applying for citizenship and you know, I’ve been sort of asked a few times to help the process. Like provide documentation on, you know, this person is a designer with a certain company or they’re freelancing or whatever and you know, to just sort of like make a case for getting their citizenship. So it’s, it seems like a very timely thing and maybe…

Alana Louise: So applying for a green card is one thing, but, applying for citizenship, it’s definitely expensive. I took a picture of the stack of paperwork I had to submit and I think it weighed three pounds total. I’m not sure, I can’t remember. Yeah and you know, I had to prove my marriage with my husband. I have every single plane ticket for every place we’ve traveled to together. I have just every single thing proving that we actually love each other, but you know, he and I went to prom together, so I’m not really worried there.

Dan: That’s got to be difficult to have to do right? I mean…

Alana Louise: Yeah. Especially if you don’t realize how in depth the process is. Initially I used a lawyer, but of course that’s also expensive, so I’m completely doing it with I guess just myself and my husband applying together.

Dan: I mean, hats off to you and anybody out there that’s going through all that trouble and expense to do it. Hopefully everyone realizes that it’s not easy, it takes a long time and effort and money and yeah, I hope they get back to you quickly.

Alana Louise: Oh, thank you. Yeah. I already have like a jacket that I plan on wearing at the oath ceremony. Drew Laken, another designer here in Austin and I, while we both worked at homes workshop, we designed this really awesome satin jacket for Austin Beerworks and on the back is an eagle holding a snake and it’s like the most American thing ever and I’m totally going to wear that at the ceremony.

Dan: That’s amazing. Oh, and do you have a photo of that we can share with the…

Alana Louise: Oh yeah, I’ll definitely share it with you.

Dan: Okay awesome. That would be super cool. I was like, I can picture it in my mind and that’s super cool. Now how, so you grew up in Georgia and now you’re in Austin, Texas, which we’ve actually, we’ve interviewed a few people from Austin and it’s like this hobby. I always bring this up in that like what is going on with Austin because there’s so many great designers there and I think I’ll just pose the question to you too, you know, do you think that there’s a reason why there’s so much design talent there? Also I’ve always thought that like the businesses in Austin, whether it’s a brewery or whatever, have always like you know, appreciated, good design and the branding seems to always be, you know, right on the money. So I just wonder what your thoughts are on Austin as a design pool of talent.

Alana Louise: Yeah, I really don’t know what it is. I kind of moved here without knowing anything about Texas and not knowing anyone in Austin. My husband and I moved here. The first job I had here was in a small IBM team and at that time, I’m going to be doing a lot of name dropping so I apologize to everyone, but Bethany Hack was on that team and she no longer lives in Austin. I think she’s in the bay area now, but I mean the reason why I moved here is to work on a team with her and I really had no idea what I was getting into. I didn’t realize Austin had this appreciation for good design and I think that extends beyond just the designers. You see businesses everywhere with like incredible murals or really great packaging and I think just being surrounded by that makes everyone appreciate design as a whole, I guess in this town.

Dan: Yeah. No, that’s a great point. I think you’re right in that like the businesses and the people there do appreciate it even though they’re not designers themselves. Like I think you might’ve hit the nail on the head there because sometimes that’s not always an easy battle to convince someone that they do need good branding and packaging. There just seems to be a lot of that in Austin, which is great for folks that are living there. That’s amazing.

Alana Louise: Yeah. It’s

Dan: … folks that are living there. That’s amazing.

Alana Louise: Yeah, it’s definitely great for designers because it just creates some reasoning as to why someone needs a rebrand, for example.

Dan: Yeah, exactly.

Alana Louise: Yeah.

Dan: I’ve got to ask you what your favorite fishing spot is?

Alana Louise: Oh, man. Yeah. For people who don’t know, I love to fly fish.

Dan: Yeah.

Alana Louise: I’ve only been fly fishing for just over a year now. My favorite spot …

Dan: Maybe that’s a bad question.

Alana Louise: I guess it kind of changes.

Dan: Is that a secret thing that you don’t want to give up?

Alana Louise: No, not at all.

Dan: Okay.

Alana Louise: It used to be this river that goes through Austin called the Colorado River. It used to be that river, but for some reason the city keeps dumping more water in it so the flows are really fast. If you’re on a canoe or kayak you’re just getting pushed down the river and not really able to spend time at a certain spot. Recently, it’s been this state park here called Pedernales Falls. What I love about fishing there is that the water is just so clear and you could see a fish or just the shadow of a fish, and cast to it, and instantly have a fish on the line.

Dan: What? Oh my gosh.

Alana Louise: Yeah, it’s pretty crazy.

Dan: Wow.

Alana Louise: I totally recommend people to go out there just to even hike, and look in the water, and see how many different species you could spot because it’s so easy.

Dan: I always love the idea of fly fishing, in particular because there’s this certain artistry to it, it looks like to me in the way you cast and everything. Is it difficult? You’ve been doing it only a year and it’d be cool to get a perspective. How easy is it to get into, I guess?

Alana Louise: Yeah. The person who taught me how to fly fish, his name is Shea McClanahan. He actually works for Herman Miller as a salesman.

Dan: No way, wow.

Alana Louise: He’s also a fishing guide and the way he described fly fishing to me compared to conventional fishing is that conventional fishing is more like a mosh pit. You’re just throwing your lure out there and just constantly smashing into the water; whereas fly fishing is more like an opera.

Dan: Yeah.

Alana Louise: For me, fly fishing is … I always tell people that it’s very meditative because you’re constantly doing the same motion and it’s hard in that you have to really focus on what you’re doing, and watching where your arm bends, and how much time you wait before you move your arm forward, and things like that. It takes a lot of thought.

Dan: Yeah, so it’s not just about getting the fish, right?

Alana Louise: Yeah.

Dan: It’s about the time that you’re out there and being in nature I would assume and all that?

Alana Louise: Yeah, definitely.

Dan: Yeah.

Alana Louise: I would love to just get everyone into fly fishing if I could, but it is hard and it is expensive.

Dan: Yeah, equipment and everything, bait, all that stuff.

Alana Louise: yeah.

Dan: I guess not bait. Flies, right? They’re flies?

Alana Louise: Yup.

Dan: I’ve been watching this show ‘Wicked Tuna’ it’s called, on National Geographic. Just a little plug for it because that’s what I’m watching right now and it happens to coincide with this.

Alana Louise: Awesome.

Dan: It’s great. It’s about tuna fisherman right near where I live here on the north shore of Massachusetts, out of Gloucester. They go out and fish for tuna. Just looking at the whole process is fascinating to me. The amount of detail that goes into just something that seems so easy is throw a hook in the water and then catch a fish. There’s so much more that goes into it. I just noticed from your Instagram, for instance, it’s funny because going through your feed, it’s like your work and your love for the outdoors, it looks like, are meshed together in a way.

Dan: In a way that’s really, for me, hits home, because I’m very much into outdoorsy things and design. It seems like you’re living the dream in terms of working with outdoorsy companies, and creating art, and illustration, and that kind of work that’s related to all that. Was that a process to get there or just something that naturally happened together?

Alana Louise: Yeah. Okay, this is my assumption because I’m not 100% sure why I got this lucky, but I think because, on my Instagram, I post pictures of whatever hike I did or whatever fish I caught, that attracts a certain group of followers. Then when they discover that I’m a designer, I think that’s when that type of work comes in. Right now I’m working on a project with two outdoor companies that are collaborating on public land use.

Dan: Oh, great.

Alana Louise: Which I’m a complete supporter for because the water I fish in is public and I would love it to stay that way.

Dan: That’s super cool.

Alana Louise: Yeah. It just gets people excited when they realize that I’m passionate about similar things.

Dan: Yeah, right. That makes sense. It’s very organic then. It’s who you are and part of your personality. You think that’s what attracts the clients to you? Because they see, oh, this is someone who gets it?

Alana Louise: Yeah. I think that’s why.

Dan: That’s great. You’ve worked with a lot of well-known companies in that space like Yeti, which I wanted to talk about a little bit, that project. How you got hooked up with them. I guess they’re based in Austin, is that right?

Alana Louise: Yes. I love Yeti, oh my God.

Dan: Likewise.

Alana Louise: They actually reached out to me on Instagram. They just slid into my DMs for real. That’s really how I got this project. I think the reason why is because the person who reached out to me saw that I love the outdoors.

Dan: Wow.

Alana Louise: Yeah. Oh my gosh, when I just saw that little thumbnail or the preview of the message of was like, “Hi, this is so-and-so from Yeti.” I was just like, “Oh my God.” My heat just stopped, and I passed out, I reawakened I guess, I was like, “Wow. This is awesome.”

Dan: That’s amazing. So it just happened? Obviously, they followed you for a reason, whether it be the photos you’re sharing or the work that you’re sharing there. To me, the lesson is be who you want to be, whatever platform you’re on, right? Put out stuff that you want to do more of, maybe, right?

Alana Louise: I definitely suggest doing the type of work that you’re most passionate about, whether it’s for yourself or for a client because that’ll just draw more people in who like the same things.

Dan: Yeah. That makes sense, totally. Specifically, the Yeti project, you get this DM from them, “Hey, you want to work with Yeti,” and you love Yeti already, I assume probably at that point. What happens next then?

Alana Louise: Of course with any … Well, not any. Some people have reasonable timelines, but the timeline for this project was crazy. I did a set of three posters for Yeti for their South by Southwest showcase.

Dan: Yeah.

Alana Louise: I did a lot of variations of the three posters to be applied on different applications like if they need a Facebook event cover image or if they need a Square version for Instagram. I did all of it and it was, oh my gosh. I just wanted this to be so good because I freaking love Yeti. I’m drinking out of my Yeti tumbler right now.

Dan: Are you really? Awesome.

Alana Louise: Oh my gosh, they were so generous, too. Beyond the fee that we agreed on, they were just like, “Yeah, come to the event, we’ll give you free food, we’ll give you free stuff.” I got a really awesome, huge chain stitched patch that they had done by this local company called Fort Lonesome.

Dan: Wow.

Alana Louise: It’s of a cowboy riding a huge fish. Yeah. Oh my gosh. They’re so nice and so great to work with.

Dan: Yeah, they seem like one of those companies that’s just really great and has a lot of momentum right now. It’s also cool because they started with coolers, which doesn’t necessarily evoke design or passion or whatever. Then, they really do. Their brand has come together in such a way that it does have a lot of passion in it and obviously rabid fans, too.

Alana Louise: Oh, yeah. I think they’ve just been able to build this really cool lifestyle brand that draws people in.

Dan: Yeah.

Alana Louise: They cover a lot of outdoorsy subjects, I guess. I think my favorite video that they put out was of this mom somewhere in Europe, but she runs, of course, a fly fishing shop. Just watching a video of her fishing with her daughter was just like, “Oh, my gosh. That’s the dream right there.”

Dan: Yes.

Alana Louise: It was just so inspirational.

Dan: Yeah, it is. You’re right. Their catalogs I get in the mail, it’s like an outdoor magazine. Makes me want to go on adventures and stuff. They just nail it. You also mentioned at the top of the episode, you work with a lot of breweries. There’s a bunch of projects here and there’s a few on Dribbble, like Bridgeport Brewing, and Austin Beerworks, and Bionic Brew as well. These are amazing projects.

Alana Louise: Thank you.

Dan: Yeah, so cool. On Dribbble there’s a lot of beer design or beer label design, beer bottle, beer can. Is it hard? I wonder if you can tell us about that process a little bit? Is it hard because it’s such a constrained canvas to work with or a canvas that has a lot of criteria to hit? Like it’s rounded, and it’s a certain dimension, and all that. Do you find that helpful or difficult?

Alana Louise: Yeah. The few projects you mentioned, I worked on during my time at Helms Workshop, which is a studio that’s known for its work in that industry. Oh my gosh, it’s definitely hard. I think that hardest part about it is there’s so much competition now. Where a lot more breweries now are drawn to good design and just making each brewery have a different look and feel alone is the hardest part about it.

Dan: I bet.

Alana Louise: It’s not necessarily the amount of space you have to apply design, although sometimes it is. There are size constraints that make it tough. When someone wants a huge amount of copy on the label. Yeah, each of those projects, like Bionic, the whole goal was to not have a vertical layout.

Dan: Wow.

Alana Louise: Oh my gosh. Also, I challenged myself to use as many type faces as possible, too. I think there are like eight or nine fonts on that.

Dan: Wow, yeah.

Alana Louise: Yeah.

Dan: We’ve got to talk about fonts, too, that’s right. That reminds me.

Alana Louise: Yeah, definitely.

Dan: This is interesting to me. The Bionic one, it’s amazing, by the way. The work with the bunny.

Alana Louise: Thank you.

Dan: One of the bottles has debossed in the glass as part of the … Was that something that you presented to them and they were like, “Okay.” That seems expensive, right?

Alana Louise: Yeah, definitely. That was a concept that I worked with Christian Helms. We really just wanted to put as much custom glasswork as possible in the limited edition bottles. I think I worked on this project maybe one or two years ago. I’m going to try to remember how it went, but we presented a handful of ideas. Of course, the safest being a paper label. Then all the way down to the most complex design, which is the one that I posted on Dribbble. It’s glasswork with a screen printing of the bunny.

Alana Louise: Just the registration for that is going to be very hard, it’s going to be very expensive, but our client, Joe, was very willing to just see if we can make this happen. This is a design that is still in the works. Finding the right person to be able to do it is another process in itself, but that’s what they chose. It’s humbling when a client trusts your best recommendation.

Dan: I bet. That’s got to feel good, right? That’s great. This should be out like this eventually, is that …

Alana Louise: Yeah.

Dan: Wow, that’s amazing.

Alana Louise: Definitely.

Dan: That’s so cool. It’s a Chinese Brewery, which is really cool.

Alana Louise: Yeah.

Dan: You think we’ll be able to find it in the States?

Alana Louise: I highly doubt it. I think it might me in Shenzhen only.

Dan: Only, right. Okay. Well, it’s outstanding. It’s really outstanding work. The other one, the Bridgeport Brewing, that’s cans. You mentioned something earlier that’s really true. There’s so much competition. I’m guilt of actually trying to find a beer, looking at the labels, and seeing what I gravitate to. I think it’s funny because with wine, I drink a lot of wine too, but with wine, I feel like the label is usually not indicative of the quality of the wine. Sometimes the worst labels are the best wines, but I feel like with beer that’s the opposite. I think that companies that value good branding and design are usually that-

Dan: Good branding and design are usually valuing quality beer. I may be wrong.

Alana Louise: Yeah.

Dan: Yeah.

Alana Louise: Yeah, I think that’s definitely the case but of course there are some rare cases where a brewery like Russian River, oh my God, Pliny the Elder is one of the best beers but their labels are so bad.

Dan: That’s true.

Alana Louise: But yeah, no. I agree though that …

Dan: It’s true.

Alana Louise: Especially in a town in Austin, there’s so many great design shops and designers here that the better breweries in town are definitely investing in good design.

Dan: They’re smart. I guess they have the talent pool there, which is good.

Alana Louise: Yeah.

Dan: All those designers. Yeah, Pliny the Elder, that’s a good one. I’m partial to Heady Topper, which is a Vermont beer.

Alana Louise: Oh yeah.

Dan: That’s another top one but that’s an interesting one too, ‘cause it’s just monochrome screen print over aluminum can kind of thing. So, I guess … Yeah. Maybe I’m totally wrong about beer. Maybe it’s like wine too.

Alana Louise: No. There’s definitely …

Dan: Where there’s a mix and it doesn’t really matter. It’s the beer that counts.

Alana Louise: Yeah. I think maybe it might be a regional thing ‘cause I’ve noticed that in areas sort of like … I don’t know what that area is in Vermont and Massachusetts that …

Dan: Yeah.

Alana Louise: What is it, New England?

Dan: Yeah. New England, yeah.

Alana Louise: There’s definitely a design aesthetic for the breweries from that area. It’s like very simple, really Swiss kind of type layout.

Dan: Yeah. Yeah.

Alana Louise: Yeah.

Dan: Yeah, you’re right.

Alana Louise: Down here in Austin it’s very bright and colorful.

Dan: It is.

Alana Louise: Really loud.

Dan: Yes.

Alana Louise: Yeah.

Dan: It totally is. You’re right. Yeah. I think that … Well, especially your work there with Austin Beerworks and yeah, super bright. I mean, the color, I don’t even know how you … How did you choose the colors for this Austin Beerworks can? I’m looking at the La Verdad.

Alana Louise: La Verdad?

Dan: Yeah.

Alana Louise: Yeah. So …

Dan: That’s just … What a palette that is. It’s amazing.

Alana Louise: The seasonals … Oh my gosh, yeah. First of all, they are amazing clients and more often than not they’re the ones pushing us to get crazier.

Dan: Oh, really?

Alana Louise: But yeah, so the Austin Beerworks seasonal cans came about when they decided to I guess package their seasonals. They didn’t package any seasonal beers initially and all of these beers have really crazy names where some of them could be really long or some of them could just be a single word. So, Christian came up with the idea of just using crazy patterns to reflect the names of each can.

Dan: Oh, right. Right.

Alana Louise: We were given I think eight beers to do designs for, so we were able to, you know, separate the colors for each beer. I worked on it with Christian and Drew Lakin. After the eight beers we just pick a color that we haven’t used yet.

Dan: Yeah.

Alana Louise: But with La Verdad … So, La Verdad means the truth and it’s Mexican lager and I think the description for it is like Mexican lager inspired by Texas German roots.

Alana Louise: So, I think … I can’t remember. But yeah, so that’s why there’s a mixture of subject matter in the icons.

Dan: I love it. I love it. Yeah, you’ve got the cactus and the eagle and oh, the Illuminati symbol too is in there.

Alana Louise: Yeah. So, each seasonal can actually has a secret image in them. You can’t see it on the image on Dribbble but a secret image for this one was a chupacabra instead of a chihuahua. One of them, only one of all the chihuahuas is a chupacabra …

Dan: Oh, no way.

Alana Louise: And I think Christian did one of the Illuminati symbols with a unibrow. Inspired by … Who was that painter? I forgot her name.

Dan: Oh …

Alana Louise: I can’t remember her name.

Dan: Right. Oh my gosh, yeah, I’m blanking too. This is terrible.

Alana Louise: So bad.

Dan: Yeah. We can edit this out.

Alana Louise: Okay. Frida.

Dan: Frida.

Alana Louise: Frida Kahlo.

Dan: Frida Kahlo, yes.

Alana Louise: Yeah.

Dan: Yes, of course. Yeah. Oh, that’s great. So, was that … Did the client know that you guys did that or did you just throw it in there?

Alana Louise: Oh yeah. Actually they … I think they’re the ones who asked for it. Feel free to edit this out but one of the cans, the yellow one with the pandas and bicycles, that beer’s called Super Awesome and it’s a beer they made with a local cycling group that they sponsor …

Dan: Oh, cool.

Alana Louise: And the team is called Super Awesome, but they definitely have a very rude … I don’t know. I don’t know how to describe it but there are a lot of dicks on their Instagram feed. Austin Beerworks requested that I hide a dick on this can.

Dan: Oh my god.

Alana Louise: So, on that can there’s a dick.

Dan: Oh my goodness.

Alana Louise: You can totally edit that out if you don’t think it’s …

Dan: No, I think that’s …

Alana Louise: It was kind of hilarious.

Dan: I think their audience is … That is kind of hilarious. I think we’ve gotta keep that in there. So, that’s hilarious. I mean, it makes me want to buy the cans too, so I can find these things.

Alana Louise: Yeah.

Dan: Not maybe that one specifically, but you know, in general. But like, that’s so cool. I mean, that’s another example of obviously a client that gets it, right, and that’s probably fun to work with.

Alana Louise: Yeah.

Dan: Which is important.

Alana Louise: Yeah. It totally makes them different from I guess other breweries. You know? Just having this kind of fun, carefree attitude, just I guess sets them apart from another brewery that just wants everything to be serious. You know, they need to focus on sales and making sure they attract as many people as possible to the brewery. Austin Beerworks is more about I guess you do you and we’ll do us and we don’t care if you like it or not.

Dan: Right. Exactly. Yeah. I mean, I’m just looking at the cans. They’re very unique and they look different. I mean, talk about trying to stand out in a sea of a lot of different beers. Those definitely do. That’s gotta be part of it too, you know?

Alana Louise: Yeah. With these seasonals it does not say the brewery name on the front. It’s just their logo.

Dan: Wow. Oh, so this is real …

Alana Louise: That’s not something that …

Dan: Yeah, this is not just a mock up here. This is what it looked like …

Alana Louise: Yeah.

Dan: Okay. Wow.

Alana Louise: Yeah. That’s not something that anyone would just be okay with, you know? People want their name to be out there but Austin Beerworks is such a recognizable brand that they’re able to do something like that.

Dan: Yeah. They can pull it off then. Yeah.

Alana Louise: Yeah.

Dan: That’s makes sense too. Jeez. Kind of want a beer now.

Alana Louise: I mean, it’s about that time.

Dan: Yeah.

Alana Louise: It’s happy hour somewhere.

Dan: Pretty much it is here, especially over here in Austin. So, yeah. I want a beer and I want to go fishing.

Alana Louise: Yeah. Everyone should have a beer and go fishing.

Dan: So, here’s … I’m still fascinated by sort of your personal interest in the clients kind of coming together in this cohesive thing. I mean, obviously I don’t … We see what’s kind of curated here and I’m sure that you do a lot of other work too, but just keeping that train going of getting the kind of work that you want to do, and I think that’s what everybody is sort of striving for obviously, but what’s next for you in terms of finding those new clients?

Alana Louise: Yeah. I’ve been fortunate enough that I’ve had a steady stream of projects and upcoming projects ever since I transitioned to full time freelance. So far it’s been breweries and outdoor companies.

Dan: Yeah.

Alana Louise: I’m totally happy to keep it that way.

Dan: I don’t blame you.

Alana Louise: Yeah. I just think I’m very fortunate that people discover me, and I have Dribbbled I think for that. For the most part at least it’s been mostly Dribbble and then after that, Instagram.

Dan: Wow.

Alana Louise: That have brought clients to me.

Dan: Folks, we did not pay her to say that. That was …

Alana Louise: Actually Dan is going to give me $5 after this. I’m just kidding.

Dan: Yeah, exactly.

Alana Louise: No. Even beyond just clients I think I’ve been able to make a ton of connections and friends from the people I’ve initially met through Dribbble. I mentioned earlier that there was an AGIA event last night and it was a bowling event. I was part of a team that was all freelancers. These are all people that I met through Dribbble. It was Drew Lakin, Brian Butler, Keith Davis Young and Simon Walker.

Dan: Oh, wow.

Alana Louise: I really have no idea what other way I would have known these people if it wasn’t for sharing my work on the internet I guess.

Dan: Wow. That’s awesome. That’s super cool. Plus I want to be on that team.

Alana Louise: Yeah. It was fun.

Dan: Although I’m not a very good bowler.

Alana Louise: We didn’t win but we were definitely the most rowdy.

Dan: Now, is there a fishing team that you can start?

Alana Louise: Oh my gosh. I would love that. I just don’t know any designers in town who … Actually I think I know of a few. I haven’t met them.

Dan: Yeah.

Alana Louise: But there’s really not many. But, one day.

Dan: It’s growing.

Alana Louise: One day, Dan. It’s going to happen.

Dan: It’s growing. It’s growing. I would join if I was nearby.

Alana Louise: Oh, yeah.

Dan: Yeah. I love the idea of fishing and then I get stuck, I get hung up on okay, what if I catch one? What do I do then? You know? It’s a terrible … It’s not a good excuse to not fish.

Alana Louise: Yeah. I mean, it is kind of gross.

Dan: Yeah.

Alana Louise: Fish smell, and they’re really slimy.

Dan: They’re slimy and they have teeth sometimes.

Alana Louise: Oh, yeah.

Dan: But, you know, I guess with anything you learn how to do it. The rest of it I love. Maybe I’ll just fish with a rod and no hook on it.

Alana Louise: Yeah, just practice casting. Yeah.

Dan: Everyone would think I’m a fisherman.

Alana Louise: Yeah. Yeah, they’ll see Dan with a fly rod and they’ll be like oh wow, he knows how to fly fish. That’s cool.

Dan: Exactly. I like that.

Alana Louise: Yeah. My husband and I, when we fish, 99% of the time we don’t keep the fish. We put them back.

Dan: Oh wow.

Alana Louise: That’s just …

Dan: Oh, 99% of the time.

Alana Louise: With the hopes of … Yeah. That’s just a hope of, you know, catching the same fish again and next time it’ll be bigger.

Dan: That’s a metaphor for life I think. That’s great. Honestly.

Alana Louise: Yeah.

Dan: yeah.

Alana Louise: I think there’s a phrase in the fishing community that for people who practice catch and release and it goes let them go so they can grow.

Dan: Oh.

Alana Louise: Kind of cute.

Dan: I love it. Let them go so they can grow.

Alana Louise: Yeah.

Dan: I think I need to commission a T-shirt from you with that slogan on it.

Alana Louise: Oh my gosh. Yeah.

Dan: That’s brilliant.

Alana Louise: I’m totally game

Dan: It’s brilliant.

Alana Louise: It’s going to have you with a fly rod on it.

Dan: With no hook. That’s the hidden part, there’s no hook on the end. So, Alana, what’s next for you? What’s coming up in your world and what should people keep an eye out on? Obviously Dribbble and Instagram but what’s next for you?

Alana Louise: I don’t know. I am just enjoying I guess my life as a freelance designer. I have more time now to invest in myself, you know, like the things I’m passionate about like fishing. I’m able to go fishing at least twice a week now.

Dan: Nice, nice.

Alana Louise: I go to yoga almost every day now.

Dan: Wow.

Alana Louise: Yeah. I have a lot of free time. So, I’ve been able to travel a lot. I just came back from Oregon. But yeah, I don’t know what else to say besides that I’m working on a few outdoor projects and some breweries. One of the bottles I worked on recently was a collaboration with Justin Pervorse. He’s a part owner of a brewery in Denver called Our Mutual Friend Brewing.

Alana Louise: Which is kind of funny ‘cause now that brewery is me and Justin’s mutual friend, because I’ve done some work with them in the past.

Dan: Wow.

Alana Louise: Yeah.

Dan: Is this Justin Pervorse of Dropbox fame back in the day too?

Alana Louise: Yeah.

Dan: I mean, of other things obviously. He’s super talented.

Alana Louise: Yeah.

Dan: I’m familiar with him when he was at Dropbox ‘cause we did some events there with him.

Alana Louise: Cool.

Dan: I mean, that’s super cool. Wow.

Alana Louise: Yeah. He and I lived in Atlanta at the same time yet we were never friends until we both left Atlanta. But yeah, I’m going to be visiting him and his wife and his kid in August.

Dan: Oh, super cool.

Alana Louise: Yeah.

Dan: That’s awesome. Well, I can’t … Honestly I can’t wait to see your next projects and just … Big fan. It just hits all the right things for me. I know a lot of the people, so thank you for being on here, so much.

Alana Louise: Yeah. Thank you so much for just having me on Overtime.

Dan: Yeah. Thanks. You know, best of luck with citizenship obviously too. Yeah. Just keep us posted on all those cool projects.

Alana Louise: Yeah. Definitely.

Dan: Thank you.