Today we’d like to introduce you to Bradford Roberts.
Hi Bradford, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Growing up in New York, it’s tough not to soak up the artistic influences all around you. I discovered my love for art and design early on, but it took a little detour thanks to sports and music stealing the spotlight. It took until high school for my design passion to really kick in. I walked the halls of the High School of Graphic Communication Arts from 2000 to 2004, where I got my first taste of the Adobe software and began sharpening my skills. I carried those skills with me to college, starting at New York City College of Technology in 2007, and then made a transfer to Kingsborough Community College. In the process of wrapping up my first degree, I jumped directly into my own projects and got caught up in a start-up that had the potential to change our lives, Planet Holla.
Planet Holla was an event-based social media platform brought to life by none other than my brother, Heston Roberts. Created from his imagination and fine-tuned with the expertise of his former VIBE magazine colleagues/executives of the entertainment publication. What began as a little side hustle to pay the bills while I was in school transformed into a solid opportunity when my dedication to the platform caught some eyes. The board saw the potential and decided my skills were worth a promotion to Creative Director. We launched a number of fresh features to revolutionize the nightlife scene, especially while our competitors were idle and comfortable in their positioning. But it seems technology had a different agenda in mind for us. As tech has evolved, especially with the iPhone camera (amongst other things), our content took a bit of a hit, and the “foot” traffic slowed down, since we were all about traditional photography and showcasing images and events on our platform. Amid all the promise, the industry took a halt, and so did we.
We closed that book, but I kept flipping pages in my graphic design career. Once I graduated, I attained a position that satisfied one of my side goals. I promised myself that if I was going to take design seriously, I’d want to see my work displayed across New York City. And thanks to my role at NCG Visuals back then, I did just that. From creating the stylish designs of American Eagle’s store interior/exterior to the grand scale of MetLife Stadium, I’ve applied my expertise across a variety of brands. With over 15 years in the industry, I’m now in an ideal spot where I can mentor the next wave of designers while still chasing my own dreams.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It’s far from a smooth ride, but I expected it. In a lot of ways, it was smoother than it could of been. For instance, I’ve never been the type to think I should be outside 24/7, as if I’m on a mission to raise a glass and toast every second, minute, and hour with a night out. While some might see it as an inconvenience to my social life, I was actually relishing the chance to pour my energy into all the work I’ve been investing in. Well, that’s just part of my personality. But when I put my all into a goal, and it fails? The stress comes right in.
Chasing your dreams? Get ready for an uphill battle filled with a lot of loss. That’s just part of the game, unfortunately. I’ve always said I wanted to be the nucleus that helps my circle reach the success they are looking for, even if they surpass me on the way there. I just wanted to be the vehicle, even if it meant weathering the storms along the way. Believe me, these storms have been putting me through it all, like I’m starring in the movie Twister or something. Every now and then, I remind myself that this is what I wanted; I can’t back out now. But you know, when your support system is on the same page, it’s like we’re all just lifting each other up in the best way possible. That’s probably the secret for a smooth ride, a solid support system. I never needed a large crowd; I just needed a few real people.
The largest struggle I’ve been up against is keeping my eyes on the goal while facing personal obstacles like health scares, family losses, and those financial stumbles along the way. Well, I guess some things just can’t be prepped for. Life keeps revolving, no matter what challenges come your way.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I am a multi-disciplinary designer and creative director. I’ve spent almost an equal amount of time creating assets for both the print and digital worlds for over 15+ year of my career. Designing is fun and all, but I’ve found that I enjoy teaching and mentoring young designers even more and would like to eventually evolve into more of an inventor with my many ideas. I’ve dabbled in everything from graphic design to illustration, animation, and video editing. Leaving almost no stone unturned. After all these years in design, you’d think I’d have it all figured out, but I’m still a student in this game.
Over the course of my career, I’ve had the pleasure of designing for a roster of brands like the NFL, Johnson & Johnson, American Express, J.Crew, Red Bull, WWE, and a lot more! I’m most proud of sustaining my roles for as long as I have! I’ve seen plenty of aspiring designers take a detour after hitting dry spells of work and opportunities. I’ve been there too, even had a moment where I lost interest altogether, but I managed to find my way back in the end.
What usually makes creatives stand out is their style, but beyond that, I think it’s my entrepreneurial spirit and my drive to build lasting foundations for those styles that really set me apart from the crowd. I have no shortage of interests, so my ideas dive into all sorts of categories. I love diving into those hidden niches that others haven’t discovered yet and building a whole world around them.
Can you tell us more about what you were like growing up?
As a kid, I was as chill as possible at times. Sometimes a bundle of energy. It’s always been a balance in every aspect of my life. I generally hit it off with everyone; I guess it’s my ability to find common ground, even if it’s just a little. With my diverse mix of interests, it’s no surprise that each one has been the key to unlocking most of my friendships. I’ve been chasing dreams for as long as I can remember. In my teenage years, I was all about my hoop dreams. I put in the hard work, running drills I picked up and some I created myself, again and again. Repetition never bored me, and I took full advantage of it. I understood what made some people great, and practice was the answer.
I recall picking up on some streetball along the way, soaking up all the slick moves my favorite AND1 players pulled off. After a ton of practice, I executed all the moves, well, except for that one where Streetball legend Hot Sauce scoops the ball off the ground with one hand, without a single bounce of the ball. What seemed like the simplest move to learn turned into a bit of a challenge for me. Until one attempt, I decided, instead of using my most dominant hand (right), I’d use my left hand instead, the hand that I needed the most work on; and with my first attempt, it worked. That completely changed my perspective. I may have been young, but I could spot a breakthrough when I saw one. I took that approach to heart; sometimes it’s the last thing that you’d expect.
I picked up a ton of lessons while stumbling through life, one misstep at a time. I was very inquisitive – asking the what, why, where, and when. All those questions helped guide me to define myself as I got older.
Pricing:
- Freelance service (Baseline) – $100 / hr
- Starter Brand Support (Package) – $750–$1,200 / month
- Growth / Marketing (Package) – $1,500–$2,500 / month
- Logos / Brand Refresh (One-Off) – $1,500–$3,500
- Flyers / Posters / Print Ads (One-Off) – $250–$600 each
Contact Info:
- Website: https://bybradford.myportfolio.com/
- Instagram: https://www.instagram.com/kid_pluto/
- Facebook: https://www.facebook.com/TheOfficialKidPluto/
- LinkedIn: https://www.linkedin.com/in/bradford-roberts-2b633138/
- Twitter: https://x.com/KidPluto
- Youtube: https://www.youtube.com/@kidplutoX
- Other: https://www.twitch.tv/kidpluto
Image Credits
Planet Holla, NCG Visuals
