I’m so pleased to introduce you to Robyn Hynes of Frontier 1862 for many reasons. One in particular, is that the timing simply “felt” appropriate. Hailing from South Dakota, Robyn’s aesthetic is this cool yet raw mountain chicness that I’ve always been drawn to. It elicits this type of feeling that you just want to be wrapped up in. One look at her Instagram and you’ll quickly see what I mean. It just oozes with all of the textures, light and beauty one might conjure up for an autumn mood board.
A mood board from Robyn’s South Dakota Studio
Email campaign for Tiina Smith Jewelry announcing her new digs on Newbury Street
But getting down to business…. Robyn and I worked together on some super special creative initiatives for Tiina Smith Jewelry. Tiina’s jewels are as MAJOR as they get. MAJOR. We’re talking Van Cleef & Arpels, Cartier, Moussaieff and the like. Our focus areas were mostly with regard to e-commerce and email marketing, tools that have set Tiina up for success in a big way. Having just opened her doors on the illustrious Newbury Street in Boston, it’s safe to say Tiina is dreaming it and doing it, company we like to keep!
Some of Tiina’s dreamy jewels…are you drooling yet?!
What makes Robyn so skilled is the combination of her sheer eye and understanding of an elevated digital experience, but also her execution. Our work together felt lockstep throughout each phase.
Here, I leave you with a Q&A to get to know Robyn:
Share with us a little bit about Frontier 1862.
Frontier 1862 is my creative studio I started in February 2018. I was fresh out of college and had overheard some writers at graduation discussing freelancing, so I tried it out – and it took off! I evolved into working with interior & fashion designers as well as some people in the beauty industry doing their digital marketing & content design. The rest is history!
Paint the picture of an ideal Frontier 1862 client...
My ideal client is a stylish creative who loves exploring all aspects of beauty that the world has to offer. I love working with people who have great personal style in both their home and how they represent themselves through fashion. I really love working with fellow artists and creatives.
What excites you about fall?
RAIN BOOTS! I’m a HUGE fan of rain boots and wear them daily during the fall and winter seasons. I’m also really excited for cold crisp weather, fall candles from Swan Creek Candle Company and baking some great recipes!
For someone that has never been to South Dakota before, what are some musts when visiting?
I definitely recommend a drive down or hike in Spearfish Canyon if you’re in the Black Hills – or if you make it to the eastern side of the state, where I grew up, I recommend a visit to J.L. Beers. It’s your ideal midwestern local sports-bar dive with great food and drinks.
How can a brand elevate its aesthetic through graphic design?
I always say that good design evolves from good photography. Luckily, I work with a lot of brands that know the value of investing in a photographer. When the photography is off, it makes it super hard to have good designs for your marketing collateral and online content.
Typefaces you're loving as of late?
I’m obsessed with Lust Pro. I think the lightest weight in both regular and italic transformations is absolutely beautiful.
What does the natural world mean to you and how does it influence your work?
Out here in the West, our seasons are very extreme so I’m heavily influenced by the colors of each season. In the Spring, I’m definitely drawn to brighter colors like yellows, greens, pinks etc… In the fall and winter, I’m much more into darker burgundy colors, deep navy and green. I evolve in my work along with the seasons!
What is the biggest mistake businesses make when it comes to building their brand or thinking about their digital identity?
I have a heavy art background, so I’d say composition is everything. For example, if your online store has huge blocky fonts, poor images or nothing is spaced out and fits correctly, the composition can deter a potential customer or client. Having a balance between colors, imagery and typography is the most important thing. Websites are like the digital storefront. If a customer saw a messy storefront, they’re probably not going to step inside your store!
Most rewarding Frontier project to-date?
I’d say the most rewarding projects I’ve worked on are all of the clients who come to me after having a bad experience with another designer. I love fixing up a website or email campaign after someone feels all hope is lost and kind of gaining their trust in hiring a contractor again. I make a lot of work friends that way and I love to help people in any way I can, so those experiences are the most rewarding.
The best career advice you've ever received?
Learn to say no. It’s perfectly fine to want to take a break! Us creatives actually probably even need it to refuel our brains. Learning to say no in the workplace has really allowed me to refresh my perspective and have the time and mental energy to take on jobs I’m passionate about.
You work with a great deal of luxe fashion and jewelry brands. Who are your top two personal fashion icons?
I LOVE Nicole Kidman’s style – especially in her 73 questions, Vogue interview! It’s so romantic and ethereal. I’ve loved everything about her since seeing her in Cold Mountain like 5 years ago! I also love the style and beauty of the Gibson Girls, specifically Evelyn Nesbit. I think her story is so, so interesting and that she still presented herself with such elegance. She’s the epitome of natural beauty in my opinion!