[05:10] HOW WOULD YOU DESCRIBE YOUR PAINTINGS?
Fernanda describes her style as “abstract botanicals.” She’s passionate about the environment and likes to incorporate natural elements (plants, flowers, landscapes) into her vibrant and colorful work.
[05:47] HOW DID YOU FIND YOUR CURRENT ARTISTIC STYLE?
Fernanda’s style has evolved over the years; she used to work with watercolors and produced much more detailed illustrations. She’s very inspired by textiles and patterns, and her Mexican heritage has greatly influenced her work. Her current style is much more abstract, but her use of color remains a strong feature.
[07:03] WHERE DOES THE NAME LA TINTA COME FROM?
La tinta means “ink” in Spanish. When she first developed her brand, Fernanda wanted to incorporate her heritage as part of her signature. Now that she has more recognition, however, she’s considering working under her name.
[09:19] WHY DID YOU WANT A BRAND AT THE START OF YOUR JOURNEY, AND WHY ARE YOU CONSIDERING LETTING THAT BRAND GO?
When starting out, Fernanda wanted to be more visible to big brands and retailers, and her background in marketing informed her decision to have a brand. At the time, she didn’t feel notable enough to work under her name. Nowadays, she believes a separation of her fine artist identity from the La Tinta brand could be in alignment with her growth as an artist.
[13:35] HOW DID YOU TRANSITION TO LICENSING, AND WHAT DID THAT PROCESS LOOK LIKE?
Licensing was not on Fernanda’s radar when she started La Tinta. As she began developing her style, she saw an opportunity for licensing her pattern-oriented works in the retail industry. She attributes social media to her success in finding licensing opportunities with larger companies like Anthropologie and World Market.
[17:55] WHAT OTHER OPPORTUNITIES OPENED UP AFTER YOUR INITIAL LICENSE WITH ANTHROPOLOGIE?
Fernanda has worked with fabric companies and larger retailers like World Market. She has also collaborated with Minted (a platform for creators, designers, and fine artists) as well as smaller local brands.
[23:15] WHAT MURALS ARE YOU CURRENTLY WORKING ON, AND WHAT DOES YOUR PROCESS LOOK LIKE?
Fernanda found an opportunity in small local businesses to create bigger pieces of art that can be seen by a larger audience. During the early stages of the COVID-19 pandemic, all of her projects were canceled. In 2021, however, she painted nearly one mural a month. She notes that murals require a great deal of planning and physical labor; while she was initially painting them herself, she now is able to hire help for projects.
[28:20] DO YOU HAVE HELP IN ANY OTHER PARTS OF YOUR BUSINESS?
At the moment, Fernanda is a true solopreneur. However, she recognizes she cannot do it all and will eventually seek out assistance with her social media, photography, and product shipping.
[31:06] HOW WAS YOUR BUSINESS AFFECTED DURING THE EARLY STAGES OF THE COVID-19 PANDEMIC?
Fernanda notes that losing the ability to showcase her work at craft fairs dramatically impacted La Tinta, as her main source of income came from vending at markets. Like many artists, she shifted her energy to her online presence and her studio work. In 2021 she sold more paintings than ever before, which she believes reflects customers wanting to support local businesses while investing in beautifying the spaces they were stuck in for so long during the lockdown
[35:25] HOW DO YOU KEEP THE INSPIRATION FLOWING WITH YOUR WORK? HOW DO YOU STAY MOTIVATED TO CREATE?
Fernanda finds inspiration in nature as well as music, film, and books. She also believes connecting with loved ones and going to therapy has helped nurture her inspiration and desire to create, especially during the pandemic.
[38:42] WHAT’S NEXT FOR YOU? ANY ADVICE FOR OTHER CREATIVES?
Fernanda would love to showcase her work in local galleries as well as explore different mediums. She encourages creatives to stay human within the current fast-paced, output-oriented culture of today’s world. She also emphasizes the importance of cultivating strong local connections