At Unicorn Marketing Co., we love to celebrate creativity in all its forms—especially when it comes from big-hearted, wildly talented people doing design their way.

Our creative world is made brighter by the artists, makers, and storytellers who pour their magic into what they do. Today, we’re spotlighting someone we adore working with: Jaclyn Simon, a freelance designer and illustrator who brings bold colour, playful energy, and intentionality into every project she touches. We absolutely love working with her!

Jaclyn is one of those rare creatives who balances art and storytelling so seamlessly, it feels like watching a superpower unfold. We recently caught up with her to chat about her design journey, creative process, and what keeps her inspired.

Meet Jaclyn Simon, Graphic Designer and Illustrator

Can you share a bit about your journey into graphic design? Are you self-taught, or did you follow a formal education path?

I’m a self-taught graphic designer with a formal background in landscape architecture. I earned my Master of Landscape Architecture from UBC’s School of Architecture and Landscape Architecture (SALA), and while that program introduced me to tools like the Adobe Suite, the most valuable lessons I took away were an understanding of the design process, how to collaborate with other creatives, and how to present and communicate design ideas effectively.

What initially sparked your interest in design, and how did you know this was the career for you?

I’ve always loved being creative, though I never saw myself as an artist or designer in the traditional sense. During the final year of my undergraduate degree in Land and Food Systems at UBC, I realized I didn’t want a purely science-focused career. Discovering the landscape architecture program felt like the perfect intersection of my plant science background and my growing interest in design. Although I eventually realized landscape architecture wasn’t quite the right fit for me, it was a pivotal step that led me to where I am now.

Your work is so bold and dynamic—how would you describe your design style in your own words?

I want my work to convey playfulness, lightness, and a touch of whimsy. I find life can be a bit depressing sometimes and I want my work to feel like a break from the heaviness. I’m very drawn to bold colours and textures and soft shapes.

How did your studio come to life?

After graduating from SALA, I felt lost. I knew landscape architecture wasn’t my path, but I wasn’t sure what was. I kept thinking back to my thesis project, where a professor encouraged me to compile my work into a manual. That process—laying out pages, creating playful illustrations—was the most fun I had during the entire degree. For the first time, I saw graphic design as a real possibility.I started small, doing design projects for friends, slowly building confidence and experience. Putting myself out there was scary, but launching Jaclyn Simon Design felt like the right step. It allowed me to claim my space as a creative on my own terms.

Your designs are full of energy, colour, and movement. Where do you find inspiration for your work?

I draw a lot of my inspiration from nature, plants, and landscapes, often feeling particularly inspired when there’s a change in season. Each season brings its own distinct atmosphere, and that shift in nature fuels my creativity. Beyond nature, I’m also inspired by the simple, everyday moments that evoke a sense of warmth and comfort.

I’m also really inspired by children’s book illustrations. One of my favourite illustrators is Phoebe Wahl. She wrote and illustrated a book called Little Witch Hazel, and I love to flip through her book (and others) when I want to feel inspired to create something.

What role does animation play in your design process? Do you approach projects differently when motion is involved?

Not necessarily. One consistent aspect of my work is my focus on texture. I like to create depth by incorporating shadows, using custom brushes in Procreate, and layering these elements with bold colors and fine details. As a primarily digital illustrator, achieving a sense of dimension can be challenging—I’m always looking for ways to avoid a flat appearance. Whenever I get the chance, I also enjoy experimenting with print materials, which can introduce a whole new tactile quality to the work.

Do you have a creative routine or rituals that help you get into the zone?

I wouldn’t say I have a specific routine or ritual, but I’m the type that likes to throw myself into a project as quickly as possible. I like to avoid any analysis paralysis, so I try to get any ideas out quickly, even if half baked. Sometimes, this just looks like setting up a working design document and playing with fonts or colours. I just like to get into the design process as quickly as I can.

How do you balance staying true to your signature style while adapting to different client needs?

I believe building a consistent portfolio is key to this. When clients see the type of work I produce, it helps eliminate any confusion about what they can expect. From the outset of our communication, I also make a point to be transparent about the range of styles I’m comfortable working with. By clearly defining the styles I can deliver, I set expectations upfront, which helps me maintain consistency and ensures I’m always able to produce work that aligns with my strengths.

One of my favourite projects you worked on was August Long. We worked with this brand too! Can you tell us about your experience working on that?

I think my favorite part of the project was the challenge of identifying and illustrating the key positions of the bike bag. It wasn’t the most straightforward subject, and at times it was a bit tricky to simplify without losing clarity, but that’s exactly what made it so engaging. The brief also required the illustrations to fit on a small hang tag, which added another layer of difficulty. Working within such limited space pushed me to create visuals that were as concise and communicative as possible.

What do you love most about being a graphic designer? What keeps you excited about the field?

What I love most is that every project feels like a fresh start, an opportunity to be creative and try something new. Even if a project doesn’t turn out to be the most enjoyable, I know it’s temporary, and there’s always something new and exciting around the corner.

Have you noticed any trends in branding and design that excite you right now?

I’m most excited by hand crafted elements in design. When brands take the time to develop a unique style, invest in custom illustrations and fonts in a way that feels authentic and intentional rather than contrite.

In a time when AI is taking over, I hope to see more brands take this approach, where you can really see the human design shine through. One example of this that I love is Fishwife, the tinned fish company.

What’s one piece of advice you’d give to new designers trying to develop their own unique style?

I struggle with this myself because I feel like my personal style is always a work in progress, but some of the best advice that I’ve come across is to just keep creating. Even if things feel awkward or imperfect, just keep going. The growth can feel uncomfortable, but that’s how you know you’re making progress.

If you weren’t a designer, what do you think you’d be doing instead?

Something plant related like a botanist or horticulturalist. Most of my undergrad classes I took were botany related and I loved it. Luckily, I still get to do some planting design work with an amazing company called Victory Gardens, and I get to nerd out on plants with them.

If you had to describe your design philosophy in just three words, what would they be?

Playful, whimsical, imperfect

Thanks for sharing your talent with us, Jaclyn! We love your work!

Jaclyn doesn’t just design beautiful brands. She brings a sense of play, clarity, and personality into everything she creates. With her expertise in branding, illustration, and visual storytelling, Jaclyn helps businesses connect with their audience through design that is both strategic and joyful. Explore her work at jaclynsimondesign.ca or follow along on Instagram to see what she is dreaming up next.

New around here? Hey, I’m Hope!

At Unicorn Marketing Co., I believe that authentic connections and creativity are at the heart of successful marketing. My goal is to help makers, small businesses and non profit organizations shine by building strategies that feel true to who you really are.

Explore more about Unicorn Marketing Co. on our blog, check out my podcast the Magic Hour for behind the scenes interviews with other entrepreneurs, or book a call to discuss how we can bring your vision to life.