Story & Lesson Highlights with Dani Ochoa of Selden

Dani Ochoa shared their story and experiences with us recently and you can find our conversation below.

Good morning Dani, we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: What do you think others are secretly struggling with—but never say?
I think a lot of people are struggling with expressing what they really want or how they really feel. It’s not easy to be authentic all the time, but it’s probably the most important thing you can be. When people aren’t honest about how they’re feeling, it usually leads to a lot of resentment and frustration, and that’s when they blow their lid, leading to everything spilling out in a much messier way than it needed to. As a storyteller and visual problem-solver I notice this happening a lot, and the easy fix is usually to just speak up, share your truth honestly, but respectfully as well.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Dani Ochoa, and I’m a Visual Storyteller. I work as a Graphic Designer dedicated to brand design and illustration, and I am also the small shop owner of Dani Daydreams— offering prints, stickers, stationery, and shirts. My mission as a designer and studio artist is to share authentic stories through sustainable practices.

I prefer the title of Visual Storyteller because I am open to the growth and change that my methods of storytelling will go through. My values and mission are the foundation that guide the work I create, but I am well aware that what I create will take a different shape depending on what’s needed. I think Graphic Designer often brings to mind just sitting and creating a logo on a computer, at least that’s the mental image most people who aren’t truly familiar with the trade have in mind. The process sometimes calls for printmaking techniques or handmade sketches. That’s why I call myself a Storyteller, the story always looks different and calls for different methods of telling it.

I also believe in being a responsible creator in my design practice and my shop. That’s where the authenticity and sustainability aspects of my practice kick in. I want the work I create to be honest, to really help people. I care about businesses being open and truthful about their own practices and mission, so I choose to work with others who do the same. From social justice causes to businesses that are focused on helping and serving others. This also means that any physical products are made with sustainability in mind. If it’s for a client, I guide them towards options that consider sustainability. As for my personal practice in my shop, I make it a priority to find options that are more sustainable for the Earth. I opt for PVC-free stickers, recycled papers, and eco-friendly inks, just to name a few of the details I consider. Overall, I know that everything won’t be perfect all the time, but I’m always open to learning to continue making better choices that align with my mission.

Great, so let’s dive into your journey a bit more. Who were you before the world told you who you had to be?
Before the fears and shames that were instilled in me by the world, I think I was truly fearless. I loved to create, and I did it without a care in the world. Anytime I had an idea, I would get this fever to immediately get out all my materials and just draw, paint, or build until I was satisfied with my work. I was so creative, and I wasn’t afraid to express myself. Over time, that changed. I became a lot more cautious, and I began to doubt myself. I think this is the best way to sum up this shift; I went from this state of feeling the excitement of an idea and following it through, no matter if it would succeed or fail, and shifted to overthinking before I made a move on my idea. I started completely sure of myself, and then I became unsure. From a young age, I knew that I wanted to be an artist of some sort, and now I’m learning what that means and what that looks like today.

What did suffering teach you that success never could?
I think suffering taught me the things that really matter in this life. I learned the importance of slowing down, taking care of yourself, and working in a sustainable manner.

Growing up, I was always goal-oriented and wanted to be the best possible student, getting the best grades so that I could later go to the best schools. This meant overbooking myself with extracurriculars and a lot of all-nighters so I could get to where I wanted to be. By the time I finished my studies, all those years of poor habits had caught up with me, and I was suffering daily with my health. I was always fatigued, bloated, and experienced brain fogginess. Most days, it felt impossible to show up and do the work I wanted to do.

Since then, I have been learning how to take care of myself, above everything else, so that I don’t burn out. Through my suffering, I realized how much I wanted to create meaningful work and help others, but I can’t do that if I’m not taking care of myself. It is impossible to be of service to others when you haven’t shown up for yourself first.

While I haven’t reached my ultimate position as a designer or creator, I’m still grateful for all that suffering I endured. It showed me what I really cared about. If I had succeeded earlier on, before learning these lessons, I think I would currently be in a far worse state with my health, and I would never get the chance to help the world the way I aspire to.

So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. Whom do you admire for their character, not their power?
I really admire the artist/singer Aurora Aksnes. While we’re not in the same creative field, I find her to be a true artistic inspiration. Her music is beautiful, it’s so authentic and heartfelt— very emotional, honestly. Then there’s this other side of her in her interviews, where she’s very silly, and her personality comes through. Still, she speaks her truth when it comes to politics and gives some very brilliant answers when she responds to questions about her activism.

I respect how openly herself she is, because I think that’s what makes a great artist. She sticks to her values in every situation, which is so refreshing to see. Her values and thoughts stay consistent through every aspect of herself that she presents.

Okay, so let’s keep going with one more question that means a lot to us: If you laid down your name, role, and possessions—what would remain?
If I let go of all those definitions of myself, I think I would be the person I am at my core every day when I’m by myself. That is, a person who is ever curious about everything and sees the beauty in living. I might let go of the title of artist, but I would still be a person living her life as if it were a beautiful piece of art. What’s left is admiring the beauty in every moment; making tasks into rituals, and creating moments to be memories. I’d still be the person asking all the questions, then finding new ways to interpret my answers. I’d still be a person trying to understand and live my life the best that I can.

There’s no more goal chasing, but I would still be doing all the things I do now, perhaps with more pleasure and safety to enjoy it all. Sometimes, with all those factors of name, role, and possessions, the truth you want to live gets confused. I think that I, like many people, get so focused on taking action and acting in a way that supports a specific image of me. There’s nothing wrong with that either, but sometimes you lose sight of the fact that you’re a person who’s always changing. To sum it up, I think what remains is a limitless version of myself that shows up differently each day.

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Dani Ochoa

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