By day you can find graphic designer Ben Suarez developing products and graphics for modern television brands like “Parks and Recreation,” “The Mindy Project,” “Bates Motel,” “Grimm,” and “The Munsters” as a graphic designer for NBCUniversal TV Consumer Products. By night, though, Suarez focuses his attention on his own brand, ALDRTREE, which reflects his passion for the mid-century values of his grandparents’ generation. The online-based vintage goods brand includes a meticulously curated collection of vintage workshop and camping products that Suarez has gathered from flea markets and estate sales over the past few years.
“While I’m naturally attracted to the aesthetic of mid-century goods, it’s the strong characteristics and virtues the era embodied and that these goods symbolize, that I find most appealing,” he says. “ALDRTREE exists as an effort to reserve the time-honored values of strong character by salvaging goods from an era defined by those ideals.”
Inspired by his late grandfather, a woodworking craftsman and WWII Veteran, Suarez has tackled ALDRTREE with the same self-initiated pioneering gusto by designing the brand’s logo and branding, product photography, and art direction for the website and video lookbook on his own.
“The classes at FIDM were very practical– the workflow is very accurate to what I do now,” says Suarez who also worked as a graphic designer for Disney Consumer Products and Disney Stores after graduating from FIDM in 2011.
He advises other aspiring graphic designers to avoid comparing your style too much to other professionals to avoid the pitfalls of following graphic design trends, and to stay focused on your longterm career goals.
“Stick to what you want to do within your career and if you can, avoid compromising,” he says.
Branding for Vintage Goods Brand ALDRTREE by Ben Suarez