Joe Sandoval

As a sports fan, Joe Sandoval has always had an eye for the game. But turning that passion into a creative career wasn’t always a clear play. Today, Joe works as a creative designer across social, branding and digital campaigns in the sports and entertainment space. We caught up with him to talk about his craft, his path, and the inspiration he finds on and off the creative field.

What I do

How would you describe what you do?
I’m a creative designer in the sports and entertainment space working on social, branding, and digital campaigns.

GFX package for DAZN USA’s MLB show, ChangeUp.

What are the main influences and inspirations behind your work?
I pull inspiration from anywhere I can. I’m a bit of a collector, so that often includes everything from record covers and old VHS tapes to magazines lying around. It can be tricky, but I’m always looking for new ways to be inspired, whether or not it directly shows up in my work. There’s value in anything that sparks an idea for how to treat type, incorporate an image, or organize information on an artboard.

Would you say you need any specific training for what you do?
Yes and no. The fundamentals of design are certainly important to learn, and they’re skills that art school can teach to help build a solid foundation for any designer. But ultimately, it’s the willingness to experiment and try new things on your own that opens the door to becoming a better creative. There are so many ways outside the traditional school route to hone your craft. If you have a good eye and the want, you’re already more than halfway there.

Poster design as part a running series titled, *NEW DOCUMENT*.

What’s been your favourite project to work on from the past year, and why?
The easy answer would be the homepage takeover on HBO Max for The Last of Us Season 2 premiere. Another designer and I created a number of assets that gave the platform a unique, “infected” visual experience inspired by the video game the show is based on.

For me, the whole process of watching Season 1 without really knowing the story, then working on the project, and finally playing the game for the first time was really rewarding and, as someone who loves video games, fun.

HBO Max homepage takeover for The Last of Us S2.

What does a normal day-to-day usually look like for you?
It starts with coffee, followed by a morning stretch and a bit of reading if I can, though probably doomscrolling, before logging on. After that, it’s pretty much business as usual, checking Slack and work emails, and tackling the projects on the table for the day. Once 5 p.m. hits, I try to reset with a run or a bike ride before coming back home and hopefully watching whatever game is on that night.

If there was a starter pack for your job, what would be in it?
Coffee. AirPods. Yankee cap. Photoshop.

How I got here

What was your journey like when you were first starting out in your career?
Growing up, I didn’t have a game plan for my career. I always had a passion for sports and never considered myself an artist — sometimes I still don’t. It wasn’t until college that art and design fell into my lap as something I was interested in and quickly came to love. When I landed my first job out of school working for a sports-focussed streaming service, I felt pretty fortunate to be able to marry those two passions of mine together.

How did you go about landing your first few jobs, clients and/or commissions?
Like a lot of people, I started off by cold-applying to open roles I found online, learning that if you throw enough darts you’ll eventually hit your mark. I’d be remiss if I didn’t emphasize how important the relationships I made along the way were in helping me land other opportunities.

Illustration work for gallery opening, titled ‘Revisiting Nostalgia’.

What has been your biggest challenge along the way?
Early on, my biggest challenge was getting in my own way and recognizing the value of my work. Sometimes it’s easy to lose trust in what you’re doing, but I learned that this roadblock serves as a reminder that there is always room for growth, both in your work and personal life.

What skills from your creative work have you found helpful – and vice versa?
Being part of different creative teams has taught me that feedback can’t be taken personally. There’s never a true right answer in design, but we all share one goal: to come together and create what we believe is the best possible outcome. That kind of collaboration can’t be understated.

How important are social media and self-promotion to your work?
I don’t do much self-promotion online outside my portfolio, but I definitely love to see what other creatives are putting out into the world — it’s inspiring.

What have been your greatest learnings with making money and supporting yourself as a creative?
It’s important to know your worth. You’d be surprised at how much some people are willing to pay for quality design so don’t be afraid to ask for a rate you think is fair. Also as quickly as work can come, it can go—so don’t forget to save…save, save, save.

Advice

What’s the best career-related advice you’ve ever received?
It’s not advice I received, but something I read recently that stuck with me: “If you’re going to fail, fail fast.” I interpret that to mean the sooner you figure out what doesn’t work or isn’t for you, the sooner you can focus on what does. That approach keeps me grounded and reminds me that trial and error is okay.

Where do you go to feel connected as a creative?
A museum or gallery. They remind me of when I first started school in the city and came to appreciate the nuances of art and design.

What advice would you give to someone looking to get into a similar role?
It sounds simple, but just start somewhere. Get creative and make things that you enjoy and believe in. I think one of the best things you can do is design for the job you want to land next.