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Art has evolved multiple times over the centuries. Early humans used the cave walls to record stories of their lives. Eventually, art became a tool for expression and continued being a platform for sharing inspiration and information, whether factual or fictional, in the latter years. In the modern world, art moved and adapted to online spaces and contemporary ideas but maintained its purpose in society.
One example is graphic design. The American Institute of Graphic Arts (AIGA) defines it as “the art and practice of planning and projecting ideas and experiences with visual and textual content.” It’s usually present in business logos, advertisements, or the complex layers of a website. It takes skills to create content that modern society can appreciate and relate to.
If graphic designing skills are what it takes, then it’s graphic designing skills that Argentinean native Delfina Soto has. Besides that, she boasts of a wealth of experience in the hospitality industry, specializing in digital and print design.
“I am committed to delivering visually stunning and engaging marketing materials, whether collaborating with renowned brands or assisting small businesses in promoting their unique offerings,” she said.
Soto’s other abilities and talents include an unwavering passion for design and a keen eye for detail as she pushes the boundaries of her creativity with every step she takes to further her career.
Yet being a passionate graphic designer doesn’t happen overnight. Like some, if not most, creative individuals, they realize their genuine interests as they continue their journey in life. For Soto, her creative path began while pursuing her bachelor’s degree in advertising.
“During my studies, I discovered my true passion lay in the creative aspects of communications. This realization led me to kick-start my career as a designer in the hospitality industry, working for a well-known Argentinean travel agency called We-Tag,” she shared.
Seeing as her passions for her career have changed, Soto began charting the course of her life toward opportunities that would aid her in becoming a well-equipped graphic designer. One significant step she took was pursuing educational opportunities at the University of California, Los Angeles. Immersed in the vibrant environment, she eagerly enrolled in a digital marketing certification program to enhance her expertise and cultivate a broader outlook, two things she’s determined to stay ahead of the ever-evolving digital landscape.
Then came the time for Soto to apply what she learned. She joined Menchie’s Frozen Yogurt and handled all digital and print design for marketing purposes. It prompted her to exercise her creativity, authority, and professionalism.
“In this role, I supported over 400 franchisees in their promotional efforts, working on national flavor campaigns and collaborating with renowned brands such as Oreo, Hershey's, Peppa Pig, Pj Masks, and more,” she said proudly.
Soto also created engaging content for the brand’s social media platforms, which amassed nearly 50,000 dedicated followers.
The Argentinean graphic designer now works as the sole designer of Jiti, an interior design company. She creates all marketing collateral, manages its social media presence, and creates patterns for pillows and furniture, all while embracing her passion for the hospitality industry and fostering her talent in graphic design.