Meet Aki Yoo

We caught up with the brilliant and insightful Aki Yoo a few weeks ago and have shared our conversation below.

Aki, thank you so much for taking the time to share your lessons learned with us and we’re sure your wisdom will help many. So, one question that comes up often and that we’re hoping you can shed some light on is keeping creativity alive over long stretches – how do you keep your creativity alive?

Creativity is at the center of my business since I focus exclusively on fully custom design work. Maintaining that creativity is a continuous challenge and one that I’ve found cannot rely only on inspiration.

At the beginning of the process with a client, I ask for basic inspiration ideas to get a feel for colors, themes, and the general vibe that the client is aiming for. Ultimately, I convert that inspiration into the creation of formal mockups that incorporate the core ideas provided by the client for their review.

However, this is often not a simple process getting from inspiration to mockup. I often feel stuck with no idea how to proceed for hours or sometimes days. In general, I try to avoid looking at other people’s social media or Pinterest while considering different design ideas. This can make it harder for me to create new ideas, and I fear that my originality can be compromised. At the same time, I recognize that it’s important to stay current with trends especially when directed that way by client request, so I keep an eye on those things from time to time.

Instead, what I like to do is to observe the day-to-day things around me, for example logos, signs, typefaces, and printed text. Sometimes I drive around just to look at store logos, store signs, product packaging, etc. They all hold hints around interesting shapes, color combinations, and the impact of font choice. This way I find that inspiration is always all around me. I just have to pay attention to the particulars in what I’m accustomed to seeing every day.

Incidentally, my favorite logo is from Chipotle. I really like the font, shape, and color combination. I never even cared about these things until I started designing myself. Breweries also often have unique logos, and I love their creativity. I’d encourage everyone to occasionally step-back and appreciate the things around them.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

All Your Events LLC is a full-service custom event design and fabrication business which includes creating a fully thematic design-scape featuring manufactured graphic elements, lettering, custom confections, flower arrangements, and more. These are typically used as a photo backdrop or serve as focal centers for a party or celebration. While we have worked on many different types of events, we are specialized and known for our work in Korean first-year birthday celebrations called “Dohl.”

We love working with our clients to develop their vision and to bring their ideas to reality. We are continuously refining and expanding our design and production processes, and we look forward to working with our clients on even more fantastic designs in the future.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

For my business I would say there are three major areas of knowledge that are critical for success.

The first I would characterize as general business acumen but specifically around things like identifying a target customer base, understanding the drivers for that target, developing a business strategy around those drivers, and providing a service/product in line with that strategy. There’s little business value in creating something that won’t have a receptive audience. The better you understand the potential demand, the better you can create a compelling offering. Writers are often suggested to write about what they know. I would suggest something similar and to encourage upcomers to consider niches that they already know or are eager to develop deep knowledge in.

While developing business is critical to growth, you then need to have the technical expertise to deliver to your clients. This is the second critical area of knowledge. While things like office productivity software is a basic necessity, more specialized skills with tools like vector illustration software and laser control software, as well as a background knowledge in color theory and design principles, are critical for my workflow. Additionally, fabrication skills with laser engravers, multi-material construction, hand tools, paints, and more are required to bring those designs to life. In the end, if my creations don’t look beautiful then all previous efforts go to waste.

Finally, it can’t be overstated but one of the most critical success elements for my particular business is having cultural expertise related to my client base and in the offerings I provide. Since my primary focus in on Korean first year celebrations, understanding the relevant customs, motifs, rituals, and expectations for those events is not only important but minimally necessary to be relevant. Additionally, further knowledge in these areas allow for broadening of potential design choices and allow for expansion of ideas that may not be considered with only a superficial understanding. Similar to my advice on focusing on a known niche, I’d suggest gaining deep domain expertise which I think reflects in the quality of your final product.

Any advice for folks feeling overwhelmed?

The night before each event I always get anxious while imagining all sorts of worst-case scenarios playing out in my head. However, I just have to put confidence in the work that I’d spent hours, days, and weeks on leading up to the event and then simply trust the skill and creativity of my reliable vendors. I couldn’t accomplish this without the amazingly talented team that I work with: Cake/cookies @kimswifehomebaking, flower arrangements @fosyblom, and Korean rice cakes @hongmade_cake. When I finally see what my vendor team has created for each event, it gives me confidence to walk into the venue with assurance, and when I see the delighted look on my client’s face after completing the setup, I get an incredible feeling of accomplishment. It makes me remember that no matter how hard the circumstance, it makes me want to do it all over again.

Also, as a special acknowledgement to my husband, I couldn’t do this without him. He helps me with all the technical support required and also is involved in supporting the setup and teardown process for every event. I like to bounce ideas off him, and he helps to reassure me about decisions that need to be made.

Contact Info:

• Website: https://allyourevents.co
• Instagram: @allyoureventsatl

Image Credits

Say J Photography

Karen Martin Photography

Grace Jayne Photography