Jeanetta Gonzales
CREATIVE CONVERSATIONS
Jeanetta Gonzales
is a Los Angeles-based designer, illustrator, and artist mentor.
She creates vibrant floral designs and artwork that exude a joyful appreciation of the richness of life. Using digital and traditional media, her bold colors, patterns, and textures make statements of inspiration, positivity, and beauty.
Recurrent themes of nature, power, women, and connection infuse her expressive artwork, reflecting back the world through a lens that masterfully weaves together growth, goodness, and truth. Jeanetta’s storytelling, both through her artwork and through the many ways she helps advise and cheer on other creative folks, has helped build not just a network around her, but a true creative and collaborative community.
Her own journey is also rich and varied: after many years working as a graphic designer for brands including Barbie and Disney, she transitioned into surface pattern design and illustration, creating for products such as stationery, apparel, accessories, home décor, and gifts. Jeanetta's work is also found in publications and books. She has illustrated for The New York Times, The Los Angeles Times, Facebook, Adobe, Michaels, Spoonflower, Target, Pantone, and many more.
In addition to client work, she also finds joy in creating art for her own products, speaking and teaching at events, and mentoring artists all over the world.
Where you can find Jeanetta
What’s your earliest memory involving flowers?
I grew up in a seaport town in Connecticut and spring in New England is when everything comes to life and smells incredible. I have fond memories of the lilacs and honeysuckle bushes that blossomed along my aunt’s white picket fence every spring. I was about 7 years old and remember the smell hitting me in the car before I even got out to walk to the front gate. It was welcoming, calming, and smelled amazing. Whenever I smell honeysuckle or lilacs I am transported there.
What were some of the major points along the trajectory of your floral-related design work?
I went to art school at UCLA and studied painting and photography. I then attended design school a few years later and received a degree in graphic design/visual communications. I realized I didn’t want to be a fine artist and had an interest in print design. After school I started working as a graphic designer in various industries such as healthcare, advertising, textile design, consumer products, and toys.
My career took many twists and turns. I was laid off a lot and relocated from Northern California, where I moved to after design school, back to Southern California a few years later. After a few years in different positions, I found my calling in consumer goods and toys. I discovered a love of making art for products. I could create patterns, draw concepts for packaging and the product itself as well as develop the branding and bring it all to life. I enjoyed the creative process and working with other creatives collaboratively on these fun projects. After many years of working in-house, I broke off on my own after a layoff in 2009 and began freelancing and working for my own clients.
I began to pivot back to making art in 2013 and started licensing my artwork to manufacturers on products such as greeting cards, wall art, accessories, gifts, and apparel. Only in the last handful of years I stopped taking graphic design work and mostly illustrate and design for products, brands, and publications. I also mentor artists on their careers and artistic growth as well as teach and speak at creative events.
What role do flowers play in your life?
Flowers are a big source of inspiration for me. I find them all so different, beautiful, and fascinating to examine when I paint or draw them. I am attracted to their colors, shapes, and textures. Having a vase of gorgeous flowers in my office always makes the space feel happy, energized, and fragrant. The brighter and more exotic the flowers, the better.
“Keep experimenting and exploring your craft.
Get creative and stay curious.”
Are there personal stories or elements incorporated into your designs?
I am very influenced by my surroundings. I live in Southern California and tropical plants, desert plants, and exotic flowers can be found everywhere. Just walking down my street I see birds of paradise, rose bushes, succulents, palm trees, and hibiscus flowers. I am drawn to their pops of color and am often taking photos of the plants and flowers that catch my eye. I use the photos for reference in my work sometimes or just use them as inspiration when I want to sketch or paint.
What’s the best piece of advice you’ve been given that’s helped shape your work?
I was told to “niche down” my work, meaning to get more specific about what I draw and develop my style more. I was drawing everything trendy and wasn’t consistent in my techniques, colors, or subject matter.
I started focusing on plants, flowers, women, nature, and lettering and honed in on a color palette. I noticed my work looked cohesive and a style was formed. Making work got easier and I began to be told my work was recognizable. It really helped me to get more consistent and intentional with my work. I started to get more opportunities and even attracted an art agency whom I work with now for editorial projects.
What’s a non-negotiable for your creative workspace?
I need different zones to paint and draw and to work on the computer. I have two different desks so I can make messes on one and work on the computer on the other. I like to be able to leave the mess and come back to it the next day. Having to clean up the desk to work on the computer disrupts my workflow.
What’s been the most surprising reaction to your work?
Being recognized as an artist who makes flowers–it is something I hear a lot–“we love your flowers.” I guess it was always a part of my work and something I drew. I was surprised at first to hear others seeing me as a floral artist and now I embrace it. I am often asked to create floral pieces for client projects.
For example, the Slow Flowers Society asked me to create a piece for their 2021 American Flowers Week campaign and various clients have asked me to create floral designs for greeting cards, stationery, apparel, women’s accessories, and calendars. I have done editorial work where I’ve been asked to draw trees, plants, and flowers for publications and ads.
I recently illustrated a children’s book Our Story Starts in Africa, written by Patrice Lawrence and published by Magic Cat Publishing. It is set in Trinidad and they approached me for my lush floral designs and patterns to help bring the book to life.
What advice would you share with others who are beginning to develop their creative styles and find their own way?
Keep experimenting and exploring your craft. Get creative and stay curious. Try new things and go with your instincts. Be innovative and show your strengths. The passion for what you do will lead you to more great ideas and opportunities.
Handpicked
A few of Jeanetta’s favorites…
Favorite flower
Ranunculus
Favorite season
Spring
Current style inspiration
I am endlessly inspired by Monet and the Impressionist movement. I also love everything Farm Rio.
Favorite floral patterns
Loving the stunning wallpaper and fabric designs from the House of Hackney and the vibrant floral illustrations of artist/designer Kitty McCall.
Current color obsession
I have been really loving periwinkle again.
Your last great read
Playing Big by Tara Mohr
Hobbies & activities
I love hiking, painting, and yoga.
Favorite botanical destination
The Huntington Botanical Gardens here in Southern California is quite breathtaking. I cannot get enough of the Jungle Garden and the Rose Garden.
Thank you so much, Jeanetta!
Image of Jeanetta in the field of yellow poppies by Ilene Squires
All other image credits: Jeanetta Gonzales
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