Page 19 - Jo Dee C Jacob Girl Scouts CEO

She was attracted to the medical environment and the scientific Many of us gravitate towards creative outlets for fun and relaxation.
images until one day over a Christmas vacation she decided that I asked Sonali how she relaxes when she is not creating. “I paint for
the medical side of art was not for her after all. During this time she me. Right now I am working on a mural in my home. It has taken
was also a production designer for an independent film company. me a while to finish, but I use every free moment I can get. Stain
“I learned a lot working on this award winning film and production glass projects are also a hobby of mine. I love books. I am currently
company.” reading Norwegian Wood by Haruki Murakami. This book was rec-
ommended by a friend and I am loving it.”
Sonali had many supporters who gave her the confidence to pursue
her dream of having her own business. “Starting a business in Besides her full life with family, her business and magazine respon-
design can be difficult because creative hours, and the process to sibilities, Sonali contributes to the community. “Before my son, I
create, are not tangible like most products. Clients do not witness was very active in Rotary and now I am in charge of all their graphic
the creative process at play late at night or in the studio. They only design needs, such as posters used for the literacy campaign and
get to see the work in progress and the final product, so you have other print materials. It makes me humble to be of service. We can
to prove yourself to them.” Sonali recommends taking a business get caught up with our lives of plenty, that we forget how others live.
course before starting any business to learn the complexities of Contributing service to others is important to me. I look forward to
marketing, bookkeeping and managing a business. do more as my son grows up.”

Generally, the design field is male dominated. Sonali said she Her dream project or job is to have a huge design studio and to
bumps into more male designers than female, but the landscape manage all aspects of design— to have a one-stop shop. Specifi-
is changing. “I stand out by the quality of the work I produce. It cally, her dream project is “any project with a big budget!” I asked
represents and speaks for me because of my background in both her if she has a pet project that steals her away from her to-do list
art and design making it unique. It is important to attend school to despite deadlines. “Murals and paintings call me. Hands on and
get a design education, giving you a reference point to tap into later getting dirty with paint is exactly what I gravitate to. I enjoy all facets
on in your career.” of my job. I am passionate about EVERYTHING I do.”

Sonali Design Studio specializes in print, web, illustration, murals
and custom color evaluation. Educating the client is important to Would you say you are doing exactly what you always wanted to
her. She does it by relating to the process of getting dressed with do professionally? “Yes and no. Yes because I am designing and
clothing that match their taste and evoke emotion. creating. No because I need to expand my business and capture
more opportunities. I am on a path to reach my goals and find it
A lot of people have influenced her style of work. Sonali leans very exciting.”
toward abstract expressionists. She is flexible with expression
to meet her client’s needs, and this is when her two degrees, art Sonali gives this advice to aspiring artists today, “Be true to yourself
and design, come into play to blend the two for the best possible and follow your passion. Take business courses, at least one, to
outcome. “You create art for art’s sake, but you design based on learn about the real business world and how to market your
a request from a client. It is an art to match and blend the client’s business.”
needs and point of view. Often, I play psychologist and listen to a That’s exactly what she has done and now enjoys the fruits of her San Diego
client for a long time without interrupting to assess the feel of the dedication and hard work. Indeed, Sonali Soni is creative. Woman
client. Then the first question I ask my client is what colors do you
really, really dislike? I move from there to pick colors and begin the
design process.” 19

I asked her when she knows a project or job is done. “It is never
done. I have to walk away. You can damage more than you can
improve.” In graphic design the client gets three rounds for review
and approval; for murals, she provides sketches for the client’s
approval and clients signs off on it. Each of the steps provides a
sign off requirement that is necessary for moving forward with the
project with accountability from both her and the client.

Sonali’s greatest creation is her son. “My son, Shaan, is my number
one priority. I had already achieved so much before he came, so I
am satisfied with my accomplishments. Being a mom has changed
me. My son has totally changed me. I balance my duties by work-
ing at night to be more productive. I am a different human being
and I have learned how to optimize my time and I don’t waste a
second. I choose my moments wisely now. Emotionally my son
has softened me. He is my vulnerability.” There is so much love in
her voice, whenever her son is mentioned.

Sonali came about her role as Creative Director for San Diego
Woman Magazine when, in 2006, she was invited by a neighbor
familiar with her background in art, and was matched up with Judith
Habert, Editor in Chief-- to start a magazine.
“I direct the photo shoots, ads, layout of magazine and piece
together the final product. It is a one-stop shop for me when usu-
ally it requires a team to do it. I have the drive and passion for the
magazine.”