Connect with us

Meet the 2022 Designer Dozen: Ashley Floyd

mm

Published

on

Meet the 2022 Designer Dozen: Ashley Floyd
Ashley Floyd
Age: 34 | Design Director, ChangeUp

WHY ASHLEY?

With a background in music video production, Ashley has created and produced music videos for artists like Lizzo, Bone Thugs-N-Harmony and Mac Miller. This, say her coworkers, is a driving force behind her innate ability to elevate experiences at retail. She was recently promoted to Design Director and works to mentor new co-ops, teammates and interns to leading client work and designing in-store experiences, as well as specifying elements from technology to furniture. “We just say Ashley is our ‘Producer,’ ” read her nomination form. “She makes it work. She makes it real. She makes it rock.” Ashley loves to participate in causes she believes in “via direct action,” like mentoring LGBTQIA+ youth, donating to mutual aid campaigns and working to provide space for community events and workshops.

Meet the 2022 Designer Dozen: Ashley Floyd📷: Mark Steele Photography (Headshot: Jeremy Kramer)

What has been the greatest influence on your work?

Meet the 2022 Designer Dozen: Ashley Floyd
Creating and producing music videos has helped me push my environmental and event design in significant ways. Environments do not have to be so static – infusing the right type of energy and motion in an environment can really elevate the experience. I understand how to not only apply the creative principals to this but also how to execute them. Essentially, music videos are creating faux realities and visual art – I create faux realities for these brands – they have more similarities than the average designer/person is aware of. I push myself to mix the two disciplines into every environment I create.

The best part of my day is…

…I find the joy in every part of my day. I am very blessed, and I remind myself of this throughout all the ups and downs a day can bring.

Advertisement

Drawing on more than 125 years of history serving the retail design market, VMSD magazine provides retail professionals with the most up-to-date, innovative retail design ideas and industry news through its industry-leading magazine, website, social media channels and bulletins.

Advertisement

SPONSORED VIDEO

Embracing Whole-Brained Thinking in the Design Journey

Strategy needs creative, and creative needs strategy—yep, having both is really the only way of unifying all disciplines with a common vernacular with an eye toward building a strong creative vision that is foundational to the processes. Hear from Bevan Bloemendaal, former VP, Global Environments & Creative Services at Timberland, how to connect the dots between disciplines, claiming and creating a clear differentiation for the brand and ensuring that any asset (experience, product, ad, store, office, home, video, game) is created with intention.

Promoted Headlines

Most Popular