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.

?: Mark Steele Photography (Headshot: Jeremy Kramer)

What has been the greatest influence on your work?

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.