NIA

- A story of Purpose by design

by Denise Trotman

Ralph Lauren, Al Pacino, Regis Philbin, Kerry Washington, Colin Powell, Calvin Klein and Jennifer Lopez all have one thing in common – The Bronx

There is no question that there is “something in the water” that breed creativity and celebrity in The Bronx.  Maybe it is the exposure to so many different cultures that created a different school of thought, or just the need to hustle to get out and away from some of the “not so sweet” realities. 

Every neighborhood in The Bronx has its own unique signature style. I grew up in the North East Bronx near 233rd st. and White Plains Road. The symphony of the screeching 2 train passing on the tracks above a tight row of stores that included the Spanish Bodega, Chinese dry cleaners, the West Indian bakery, 99 cents store and the Italian Pizzeria all on one block definitely paints a colorful picture.  My parents migrated to this diverse neighborhood in the Bronx from Trinidad in the 60’s.  We were raised with very traditional West Indian values. At the time it was hard to understand all the rules, but now I recognize and commend my parents for the choices they made raising five daughters and one son in an unfamiliar city.  They had the dream like most to “make it” in the big city and they worked long hours and struggled to pay the bills.  However, I still have vibrant, colorful memories of my mom in the kitchen making delicious coconut bread and my dad spending hours playing music from his crates of Vinyl Records in the basement. 

The Bronx cultivated my understanding of the power of design and how visual thinking impacts our economy and culture. I have always been fascinated by how the streets transform into a canvas for artist expression that directly influence the world of art, fashion and music. The hip-hop culture is one of the most recognized art forms that I have witnessed grow organically in the streets of NY.  I went to high school with Q-Tip and Tribe Called Quest* and lived a block away from Slick Rick*.  I was at the pulse of this movement and was inspired by the innovative thinking that allowed artist to create with minimal resources. 

Everything in our culture screams to be loud and different. However, the pull to conform to fit into a new adopted society and the tendency to want to follow the rule to “make it” has been engrained in me.  I always wanted to embrace my creative side, but had a fear of being a “starving artist”.  I pursued a degree at Stony Brook University in business to quiet the need to be practical and placate worried parents.  However, I painted and took a minor in studio art to satisfy my inner nature. 

In 1997, I was fortunate to be selected for a graphic design internship in NY at Motown Records that exposed me to a career that could be lucrative as a commercial artist.  Finally, I started to gain the understanding that I didn’t have to sacrifice my creative side to have success and I started working on several freelance design projects.  A few years later, I worked with my sister as an administrative assistant for the acclaimed entertainment attorney Londell McMillan.  He represented various clients in entertainment like Chaka Khan, Lil Kim, Zhane and several athletes.  The firm’s most notable work was with the legendary artist Prince.  Londell McMillan Esq. was responsible for the release of the artist from his contract with Warner Brothers.  He was the first to gain ownership of his masters, which broke barriers within the music industry.  I was incredibly fortunate to witness the process first hand. 

My introduction to Ruff Ryders Records, which was also a client, was a pinnacle turning point in my career.  The influence of hip-hop was apparent in my freelance work as an illustrator and graphic designer, which was recognized by the owner of Ruff Ryders Records. I ventured out from the law firm to become one of the co-founders of the art department at Ruff Ryder Records. I developed a team that created one of the most recognized brands in hip-hop.  Before the days of viral online campaigns we physically had to take The Ruff Ryders “R” branding initiative to the streets in the form of t-shirts, flyers, and posters. I worked directly with hip-hop legends like DMX, EVE, The Lox and much more.   We commissioned various photographers, video directors and illustrators for advertising, commercial, and documentary projects to help visually tell the story of the artist, label and the culture.  

I believe if you can see the world through the eyes of the customers, using cognitive identity insights and design thinking you can find the strategic “big idea” inherent in every project.  Understanding this approach enabled me to create award-winning work for Zomba Music Group, Jive Records and Sony Music Entertainment. I was a key team member in the creation of strategic identities, and designs strategies to brand world-renowned artist like Britney Spears, Q-Tip, Kirk Franklin, Fantasia, Outkast, Marvin Sapp, Backstreet Boys and Jennifer Hudson. My most notable moments were behind the scenes on set of the artist photoshoots and on location. It is a high pressure fast pace environment where emotions are intense.  There are those moments when schedules are not met, budgets are blown, and at worse, visions are not realized by the team.  However the latter is when I get to experience the joy and excitement of Jennifer Hudson reviewing the first frames of images for her debut album or backstage at a DMX concert in the Bahamas capturing behind the scenes images for a Ruff Ryders Records documentary.  Though I am most comfortable behind the scenes it was an honor to take the stage for the first time to receive one of my now five Stellar awards for my work with Gospel Artist on Verity Records.

My greatest “design” to date of course is my daughter- NIA.  She was born in 2009, and it was the first time I truly understood the sacrifices of my parents.   I constantly heard -“everything changes when you have a kid” -  however, I didn’t realize that really meant everything. The definition of success, being cool, “making it” and being at the pulse of the action totally took on a new meaning.  My process of thought shifted and I strangely had a new view on the world and was more concerned with how it would affect my daughter in her path to success. I was home for a year raising her and I was able to remove some of the noise and start to hear my inner voice again.

As a black girl from The Bronx, it was apparent during my journey as a Creative Director that I broke through many glass ceilings.  My goal is to reach out to the other little girls like me that may not feel so free to dream.  I am passionate about my work with the Jackie Robinson Center for Physical Culture and the initiative connecting and empowering inner city youth through the expression of art. With a team of highly talented 9-13 year old girls we told a story of pride, passion and perspective of their experience though illustration, photography, music and dance at the annual arts festival.  More recently, as a creative director in higher education I work with Strategic Communications on campaigns designed to reach the urban youth to encourage them to “DREAM BIG”.  I believe it is the only way to fly.  

“The size of your dreams must always exceed your current capacity to achieve them. If your dreams do not scare you, they are not big enough.”
― Ellen Johnson Sirleaf