Meet Kayla Johnson // Designer, Abercrombie & Fitch
Kayla is a Charlotte, NC-based production designer for Abercrombie & Fitch, but more importantly, she’s a kind, thoughtful, and intentional bright light in our world. A pillar of the EiE community, she has been cheering us on since our earliest days. From her weekly affirmations in our Membership, to her monthly moodboards, she’s always inspiring us in one way or another. We’re so lucky to have Kayla in our corner.
EiE: Tell us who you are in just a few words or sentences.
Kayla: Hello friends! I’m Kayla (@kaylanoeljohnson). I’m an interdisciplinary creative based in Charlotte, North Carolina. During the day, I am a Production Designer in Creative Marketing at Abercrombie & Fitch. When I’m not at work, I’m either at yoga, working on a passion project, or making green juice.
Have you always been a creative person? When did you first realize that you could build your career around your creativity? What has the process of exploring your career looked like?
Most definitely. My mom says I’m her creative child. The realization that I could actually have a career around my creativity was solidified as I was making my transition out of architecture. I stayed at my architecture-related positions because at the time (May 2020) I had just graduated with my Master’s degree in the midst of a global pandemic, and I was honestly grateful to get a job in my field post-graduation. I feel like in the back of my head though, I always knew those would be temporary jobs; a little stepping stone, if you will. I really did not enjoy those jobs; going to work was such a chore for me. Even at those positions, I gravitated more towards the creative/marketing/visual communications aspects of those positions. I didn’t care about understanding the building codes, I wanted to explain the conceptual and creative details of the building.
My career has been an exploration of reflection and trial & error. I had to be really honest with myself about what I wanted to learn, how I wanted to grow, and the things that interested me—and then find a way to incorporate those things into my professional work. I’m still really early on in my career, but I finally feel like I’m in the right place for the first time in a long time!
What does your day-to-day/work look like at Abercrombie & Fitch? What did your career journey look like before A&F?
I work in Creative Marketing for Abercrombie & Fitch and abercrombie kids. I love my team. Usually we’re working on different campaigns in creative sprints. I like to divide my time into four areas: meetings (collaboration time with the pod), designing (actually creating content), research (supplemental support to the creative process), and logistics (emails, teams messages, etc.). I’m constantly learning at work, and I love it. Before A&F, my career journey was... bleak to say the least. I definitely wasn’t inspired, and it was very much, “I’m here because I have to pay rent” vibes. I was really trying to find my footing after graduation, and I’m glad I allowed myself space (and grace!) to explore the field I studied in college, but also make space for new adventures.
How does your background in architecture influence your work today?
There are bits and pieces of architecture in my job, mainly because of the work I do with in-store marketing. In a nutshell, all of the store signage and wayfinding that directs you to your favorite jeans (and also educates you about the product) were created by my team. Understanding how people move through the space and how they interact with various components of the space are notions we’re thinking about when creating the signage. I think it’s nice because I can still use my background in my design decisions, but I’m not actually looking at floorplans or elevations anymore. It is always really nice to visit a location of ours and see the work in person, too.
Do you still take on freelance work? What types of projects/clients are you interested in collaborating with at the moment?
Here and there, yes! Now that I’ve figured out my groove of where I want to be professionally and creatively, I’m excited to start taking on more projects! I have a few passion projects that I’m working on right now that revolve around my interdisciplinary studies as a creative and as a Black woman.
I really want to work on more print projects—like creating a tangible, physical asset. Think: stationery, magazines, book design, packaging. A lot of my work outside of my 9-5 has been so focused on digital assets, and since a lot of my work in my 9-5 is creating physical assets, I’m leaning towards that more these days. I’m also working on my first zine right now!
What’s your process for creating or enhancing a brand's visual identity?
I really want to know the essence of the brand; the bread and butter. What are you trying to emotionally communicate in your product/services/etc, and how are you trying to really connect with the consumer? Then evoke those feelings/emotions/processes into physical assets. I’m all about a vibe.
Who are some fellow designers or brands you’re crushin’ on right now?
A biased answer, but YPB is really doing it for me right now. Abercrombie’s expansion into fitness has been really exciting to see. I promise I’m not saying that because I work there. Since I’ve been going to hot yoga, I’ve needed more activewear in my closet. The leggings are actually so amazing; they feel like butter. They don’t roll up during my downward dog either. (Editor’s note: #Important.)
Other designers/brands/creatives I’m loving include (but are certainly not limited to): Hannah Traore and her curatorial work, BLK MKT Vintage, Telsha Anderson Boone, and Crate and Barrel (ha).
Is there a project/collaboration that you’re particularly proud of?
Yes, my work for Aja’e Health + Wellness. That was my first project where I really started to explore brand design and my client loved it! It was really exciting to collaborate with Shakora and bring her vision to life. I’m so grateful for the experience, because it really was the catalyst to a new world of opportunities for me creatively.
You’ve been a supporter of EiE/BWH since the very beginning, and even worked with us to create some assets for the Membership. How would you describe your experience as part of the community?
I’m a BWH OG for sure!!! It’s been nothing short of amazing, honestly. You’ve built an incredible community. Everyone (especially in the membership!) has been so great. I’ve been looking for a community of like-minded individuals now that I’m much more sure of what I want out of life, and the membership is definitely helping me cultivate that experience!
Where do you find and center yourself when you’re feeling overwhelmed and need a break?
At hot yoga! Right now I‘m practicing at two different studios in Charlotte. Saturday morning yoga is a game-changer; it’s my way of transitioning out of the workweek and into a break/reset mode. Tea time helps as well! I love a good tea time and meditation combination. Spa days are great too. Treating myself to silly little spa days is something I’ve been starting to implement, and I LOVE IT. If all else fails, I’m probably taking a nap.
If you could meet someone over a round of chai lattes right now, who would it be?
In a dream world, my grandparents! My paternal grandmother and grandfather (who died when I was 10 and 11, respectively) and my maternal grandfather (who died before I was born). I chose these three individuals because of my relationship with my parents. They’re my biggest fans and greatest support system, and my relationship with them is incredible. I want to be like them when I grow up; just really incredible humans who do everything with love. I think having a talk with my grandparents would open a new door of understanding of the foundation of my parents, and an understanding of their personalities on an even deeper level, which in turn helps me understand more parts of myself. I think it’s so important to learn from your elders, and since I’ve been on this journey of self-discovery and reflection and understanding what’s really important to me, I would take the lessons learned from my conversation with my grandparents and use it to fuel myself for the future.
To chat with Kayla directly, join her in our Membership. Learn more about her at https://kaylajohnson.me/.
Note: This interview has been condensed and edited.