Welcome to the spotlight on April Domingo, a creative force behind PRPL's visual identity. Since joining PRPL in 2020, April's passion for design and her keen eye for aesthetics have propelled her to the forefront of our team. As a Visual Designer, she seamlessly blends artistry with functionality, crafting captivating visuals that elevate brands and captivate audiences. Dive into a world of design mastery with April as your guide, and discover how she brings imagination to life at PRPL.

I love being able to connect with people through design. I love coming together to uncover and solve pain points, spur new possibilities, and help facilitate more conversations around design thinking. Being able to help guide people through their journey and achieve that “aha” connection when we tie all the pieces together as well as see the results in real time is one of the most rewarding aspects of my role.

Ooo..that is a tough one since I have many hobbies! I would have to say my favorite hobbies are cooking, working out, surfing, and hiking. All of these allow me the ability to be more physically active and present in the moment. 

With hiking and surfing, I love being able to explore and be out in nature — if I could be outside all day, I would be. That’s when I’m the happiest!

I grew up with some of my most prominent influences competing and lifting weights, so it is something that I have always known and loved doing. Not only is it a way to get me up and be more active (since being a designer I sit hunched for most of the day) but a way to take care of my body, measure progress, and really challenge and focus on myself.

I have a running joke that I work out so much just so I can eat whatever I want, and that is somewhat true! I am a huge food nerd. I love learning about the who, where, and whys of everything food-related, as well as experimenting and cooking/making those foods and drinks. It is a significant way I express my love and care for others and a means to bridge gaps between people and cultures. A dream of mine would be to one day own my own brewery or distillery and use various media to teach others about aspects of food and culture that may not be as well-known.

One of my favorite projects has to be my first web design project with PRPL for Cuhaci Peterson. Up until this project, I had been assisting in design. This was my first opportunity to lead and establish the creative direction for a project. It was my first time fully interacting with and enrolling a client in my design thinking, gaining their trust and confidence. It served as a great stepping stone and gateway into learning all the intricacies of what makes good UI design and how that integrates into a website as a whole. One of my favorite aspects was working with my team internally. They were incredibly supportive and fun, transforming what could have been a daunting first experience into something I looked forward to each day, striving to excel.

I love all the moments when the PRPL crew gets together. There are so many sweet, interesting, and fun people here, so it's always a blast when we have the chance to 'bring down the house' PRPL crew style. A favorite instance of that was the PRPL Summit in 2022. I have never had so much fun with that many people for a full three days straight. Good food, cool people, fun activities – it was the perfect PRPL storm.

Adding to my food nerdy side, I really enjoy reading a lot of food writing or cultural books! The book I am currently reading is called 'National Dish: Around the World in Search of Food, History, and the Meaning of Home.' It covers all the aspects of learning about other cultures, discovering new dishes, and creating connections through food that make me feel right at home. Aside from food, I like to read books that give me insight into how to better understand myself and others, such as my most recently read book, 'Atomic Habits,' as well as certain design/branding books that provide me with more perspective and insight, like 'Brand Thinking.'

All, just like my hobbies, are centered around learning and growth, something I love and continuously strive for.

I love the learning opportunities that come with the variety of projects we take on, as well as the camaraderie, collaboration, and growth they bring. Each month may present a different set of projects, so it’s always a mixed bag where I can flex different skills and expand my design tool belt. Especially, I cherish the people I get to work with. While some days are tougher than others, being together with the team always motivates me to strive for my best.

Hitting home on one of the previous questions, I absolutely love the people and culture here at PRPL. Everyone is so talented and willing to share their knowledge and expertise. It never feels just like work, but more like a family — something that isn’t always true of all workplaces.

Lead with curiosity and always be open to learning and feedback! Never be afraid to ask questions and dig deeper into things you may not understand, not just within the design realm. Create opportunities to learn and grow by engaging with your peers (project managers, developers, strategists) and allow time for cross-collaboration. Embracing different perspectives opens up numerous opportunities for growth.