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Hugo Arteaga: business by design

Altadena designer Hugo Arteaga started his own business when it looked like his number was up at his regular job. Photos by Hugo Arteaga.

by Erika McCarden

If you attended “Altadena’s 125^th Birthday Celebration,” this year, chances are you’re already familiar with the work of Hugo Arteaga,  He designed the souvenir program for the event, which featured a collage of historic photographs and literature about the city.

“The commemorative booklet was actually my first solo project for Altadena, which was a lot of fun to work on,” said Arteaga.  “I worked with Michele Zack on it, and it took a long time getting it just right. We really wanted it to be more than just ads, but rather a nice keepsake.{

Arteaga also designed a postcard from the collage within the booklet, which caught the eye of the local Webster’s Fine Stationers owners, who are currently selling them in an exclusive deal with Arteaga.

A former manager of design services and publications at St. Jude Medical Center, Artega recently started Hugo Arteaga Graphic Design.

Some samples of Arteaga's work

Arteaga recently shared some of his insights and tips on starting and maintaining a successful, independent business.

• Stepping out on faith: I sensed my position at St. Jude Medical was being phased out, and now it’s gone. I always did freelance work on the side, so I had a small client base that I could start with. Sure, there are ups and downs, and when I’m working a lot it’s really great, but realistically, there is some downtime, and I know that will vary from season to season.
• Maintaining a competitive edge: Truthfully, there are a lot of freelancers out there. And, really it’s kind of like the acting field, meaning there are thousands of jobs and everyone wants that role, but ideally it comes down to what someone is really looking for, and just how well you promote yourself creatively.
• Staying creative: I do a lot of work for my son’s first grade class like creating newsletters, which doesn’t have any rules. I take walks, and study billboards, and wonder what was the thought behind the design -- why was it appealing, and how could I have made it better? I also take a lot of pictures.
• Words of wisdom: If you’re considering going out on your own, the one thing I’d advise is to stay creative for yourself. Remember that you have no rules, so have fun in whatever you do. 

Arteaga has lived in Altadena since 2001, and is also a member of the Palm Street Area Residents Association (PSARA), which holds an annual Holiday Toy and Food Drive in partnership with the Altadena Sheriff’s Department.  This year, the neighborhood drive was held right in front of Arteaga's home.

Arteaga designed this postcard of classic Altadena history, available exclusively at Webster's Fine Stationers.

“We thought it would be a good idea for neighbors to meet each other and provide some Christmas joy to our Altadena community, who may be less fortunate or may have fallen on hard times recently.”

For additional information about Hugo Arteaga Graphic Design, go to: http://arteagagraphicdesign.com/

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Erika McCarden is an Emmy-award winning producer who also writes about Altadena.

Wasn't that a party: Altadena celebrates 125 years young and strong (UPDATED)

The Altadena song -- or one of them, anyway -- marked Altadena's 125th Birthday Bash at Davies Auditorium in Farnsworth Park on Nov. 3.

UPDATE:  We have video of Louis Van Taylor playing the national anthem after the break.

UPDATE II: We have lyrics to the Altadena song.

by Timothy Rutt

Hundreds of people attended Altadena's 125th birthday party, an occasion marked by good food, music, costumes, art, and some of the Bohemian eccentricity that our town is famous for.

And the whole event was thrown together -- from conception to completion -- in about six weeks.

We have photos after the jump.

Kids activities added to Altadena's 125th Birthday Bash (but help is welcome!)

by Timothy Rutt

Bless Melody Comfort (who has one of our two favorite names of an Altadena resident).  After not inconsiderable conversation in the comments section of our last story on Altadena's birthday celebration, she has taken it on herself to organize an activity for young Altadenans as part of Saturday's celebration.

Comfort says she will organize a free party to allow children to celebrate Altadena's 125th birthday, from 2-4 PM at the Mt. Curve Pavilion in Farnsworth Park.

"Bring your kids to sign a birthday banner, get a helium balloon, and join in some fun Altadena-related activities," Comfort said.

It will be very simple, but Comfort says she's open for extra help and donations (there are currently no refreshments, for example).  

If you'd like to help our younger Altadenans celebrate, contact her at 626 791-1446.

 

 

Altadena Junction: birthdays and Halloween

Our column in the Pasadena Sun looks at the week ahead:  Halloween and Altadena's birthday bash coming up Saturday.

Today's the no-kidding deadline to go in Altadena's birthday program

by Timothy Rutt

The plans for Altadena's 125th birthday party are coming along, with many businesses, community groups, and individuals contributing to the make this a party to talk about!

Altadena Heritage, the Altadena Historical Society, the Altadena Women's Network, and members of the birthday celebration committee are organizing a big party for Altadena to be held Nov. 3 at the Davies Building in Farnworth Park.  The celebration features local food, art, displays, and dancing to the nostalgic tunes of the Art Deco Band.

 

• First: if you're already a sponsor, your logo and copy must be in TODAY (Friday, Oct. 12) to meet the deadline for the commemorative booklet.  Copy and/or logos must be in to Hugo Arteaga at  harteaga@charter.net by close of business today. 
• Second: if you have pledged cash and not yet sent it in, please do so no later than Oct. 15. Please drop it by or send to: Altadena Heritage, 730 E. Altadena Drive, Altadena, CA 91001. Checks to made out to Altadena Heritage with "125th Birthday" written in memo line.
• Third: If you have pledged to provide food, bring it to the Davies Building at Farnsworth Park by 4 PM on the day of the party, Nov. 3.  Michele Zack of Altadena Heritage said that Waste-Less Living has come aboard as a sponsor to make the birthday party a zero-waste event, providing compostable plates and cutlery.  All food providers are being asked to bring food on a non-disposable platter and take it home when it's done (put your name on a piece of masking tape on the bottom!)

 

Altadena Heritage has paid for the banner now hanging above Lake Avenue, with the Sheriff Support Group of Altadena arranging for permitting.  Thanks to Supervisor Michael D. Antonovich for arranging that fees for the banner be waived. 

The list of sponsors, food providers, and volunteers so far, in no particular order, is after the jump.  

(Note: this is constantly being updated!)

To volunteer your time, treasure, or talent to the celebration, contact altadenaheritage@earhlink.net or jlbrac@earthlink.net.

Call for artists for Altadena's 125th birthday bash art show

by Timothy Rutt

Ben McGinty, the former proprietor of the Gallery at the End of the World, will curate an art show exhibition and sale as part of Altadena's 125th Birthday celebration at Farnsworth Park on Nov. 3.

McGinty writes:

I will be accepting submissions for consideration at Steve's Bike Shop, 859 E. Mariposa St., Altadena on:

        Saturday, October 13, 10 a.m. to 2 p.m. 

        Thursday, October 18, 3-6 p.m.

We are looking for Altadena-specific art in all media. This means your work must be of a local area scene or relate to the town of Altadena in some manner. 

I look forward to meeting with you and viewing your work on October 13 or October 18.

Ben McGinty
benmcginty@sbcglobal.net