Graphic Design

Bling Bling – Our 2015 event designs won some awards!

See ya next year, Winter

Are you always looking forward and never taking a second to look over all the cool stuff you’ve accomplished? I’m going to try and celebrate more, and I think doing it as the seasons change is a good time to reflect. So today I’m taking this time to look back over and celebrate the design work we did for Lake Chelan’s Winterfest and their Winter Guide.

Lake Chelan Winterfest 2016

WF8 WF1 WF7 Winterfest_buttons Winterfest_2016-114 Winterfest_2016-9 shirts winterfestposter Winterfest_2016-68 WF4winterguide


Event Makeover: Seattle Scotch & Beer Fest

SSBF2016LogoWhiskey + Beer + Seattle. Three of my favorite things.

The lovely folks at Bold Hat Productions have rebranded and renamed HopScotch (their annual spring beer and scotch festival) to the Seattle Scotch and Beer Fest. La Sirena helped them out with a new logo, poster, coaster, social media graphics, web and print ads, outdoor billboard, and a new WordPress website. Or Maybe I should just say, “all the marketing materials you could ever need for an event.”  

Screen Shot 2016-02-23 at 3.56.19 PM

Need some new graphics for your event? Let’s chat.

Interested in a makeover for your business or event? Check out my brand makeover packages.


The Best Kind of Work

I have a list to remind myself what kinds of work to say yes and no to. This is one of those projects that hits all of them. When I watch this video it’s amazing to see the SE200 out in the real world helping people. There were so many years of prototypes, directions, testing, marketing, etc. I’m not used to working on such a long-term project, but man, is it worth it! This is the best kind of work.


My Great Big Why


Tara Swiger‘s awesome How to Get More Done class was on Creative Live today. I had it on in the background when I heard a question that really stood out to me:

“What do I do when something is important, and REALLY needs done in order to drive my business forward, but it keeps slipping to the bottom of my to-do list?”

“What is it?! What is it?!”

The response was something like, “Is it a project instead of a task? Maybe it needs broken down further and that’s why it seems overwhelming and not getting done…”

But they never explained exactly what the bottom of the to-do list item was. So my wandering mind made up it’s own scenario: I imagined a microbusiness owner starting their own business because they were truly passionate about doing “X” but then all of the “Y”s and “Z”s (and hell, even the “ABCDEFG”s) of running a business started piling up. Now that business owner was lost in the Sea of Overwhelm while they tried to tackle every aspect of running their business by themselves.

I wanted to yell across the Internet,

Because I remember that not-too-far-away feeling all too well, and honestly I still feel it now and then. That DIY spirit I’m so proud to have has a hard time letting things go. It can make you believe that you should be doing it all on your own or else you’re failing. (And maybe I’m just a little bit of a control freak too.) But there comes a time, or a few times, when all of the tasks and projects of growing a business is just too much. You will eventually run into physical, emotional, and mental road blocks. You want to work on the things you love to do, but then you HAVE to do all of this other stuff.

But do YOU really have to do it? Is it the best use of your time? If something important keeps falling to the bottom of your list over and over then I think it’s time to ask for help.

“YOU DON’T HAVE TO DO EVERYTHING BY YOURSELF” has been somewhat of an anthem for me this past year, both personally and professionally. And you know what? Things are starting to change and it’s SO EXCITING. The contractors I’ve hired have helped me break out of my business plateau. The communities and conversations I’ve chosen to pay attention to are building my energy instead of draining it. With this “extra” time I’m finally making waves WORKING ON MY BUSINESS instead of always frantically WORKING IN MY BUSINESS. I finally feel like I know where I’m headed with my creative work both short and long term. It feels fabulous!

I want all of my fellow independent business owners to feel this way. And that’s my GREAT BIG WHY.

I want to take some of those to-dos off their list. I want to free them from the chains of trying learn and do everything by themselves. And most importantly, I want them to have more time to do the work they are meant to be doing. (Pssst… In September, to go along with this Great Big Why, I’ll be offering a creative service package geared towards helping micro-businesses with their brand and design work.)

Cause that’s really why we got into business for ourselves in the first place, right? 
We want to do something we feel passionate about and share it with others.

Take a look at your to-do list. Is there anything on that list that you keep putting off? Anything you could hire out or ask someone else to help with? What would you do with the extra time it would give you? Tell me about it in the comments below.

Special shout out to Kris With a K for her Blog Your Voice Warmup Challenge. I love it and can’t wait to do more.



Microbiz Makeover: Lucy the Laborer

I was beyond thrilled and honored when Emily Cohen-Moreira asked me to rebrand her business – Lucy the Laborer. (She was my doula and she was amazing!) I jumped at the chance to work with her in this capacity. Here’s a short interview with her and some pics of the work we did. 

I was really pleasantly surprised (though not shocked) by how much I liked everything you did and how much I felt what I wanted to express through my redesign came through.

1) What were some key factors that made you decide that NOW was the time for a redesign?

I had my previous site and logo for the past few years. It served me pretty well, but was looking pretty dated and kind of crappy at this point. Also, I am now accepting registration for prenatal classes directly through my site, so I wanted it to look appealing and attractive.

2) Why did you choose to work with me?

I have worked with you in the past in a different capacity and generally like the style of the work I have seen of yours. I also felt that, since you experienced working with me before, you would be able to really capture what I am trying to convey with my site and logo.

3) What was your favorite part about working with me?

My favorite part was the design phase. I was really pleasantly surprised (though not shocked) by how much I liked everything you did and how much I felt what I wanted to express through my redesign came through.

4) What could I have done to make your experience working with me better?

I am totally happy with my experience. You were professional, on-time, and collaborative.

5) Any other info you want to share:

Everyone who saw my old site and has been back to the new one has commented on how much they love it. One woman I know who is training as a Childbirth Educator said she went to my beautiful site for inspiration. And I have had many compliments on my marketing materials.


Send me an email to chat about booking your rebrand
for August-September 2015.

Only 2 spots available.

lucybusinesscards-before lucybusinesscards-afterLucyTheLaborer-oldcomp LucyTheLaborer-siteafter


2014 Design Highlights

Might be a little late on this whole end-of-the-year wrap up thing. (I can’t believe it’s the end of JANUARY already!) But I really wanted to share my 2014 work roundup with you. I’ll admit, it’s mostly because I wanted an excuse to play around with a new app. I just discovered Videohance earlier this month while listening to one of CreativeLive‘s marketing classes (it was one of the Instagram classes, but I can’t remember which one.) It’s kind of addictive and a fun way to spend time after a snow-filled day. I tried not to use any light leaks, but I couldn’t help myself.

I made the video/slideshow for Instagram–it looks best there (on a phone). But you can also check it out right here:

La Sirena’s 2014 Design Highlights from Jalene Hernandez on Vimeo.


Photoshop Friday – Vintage Bollywood Wedding Save-the-Dates


Happy Photoshop Friday! Some projects feel like you were born to work on them. This is one of those projects. When these two love birds came to me to design their wedding save-the-dates I said, “of course, I would love to.” And when they told me they wanted it to look like a vintage Bollywood poster I almost screamed, “YES! WHEN CAN WE START?!”

“…I literally cried when I opened the PDF. It looks unbelievable, you’re unbelievable, and I dont think anything I can write out in words would tell you how AWESOME I think these are — you nailed it… These are beyond what I could have ever dreamed about- we love them!”

To top it off, I received the best, soul-warming feedback ever. This is the kind of thing that keeps you going and creating. I know I’ll look back on this when I’m having a bad day and it will be a good reminder to keep doing what I do:

“I am IN LOVE, LOVE, LOVE with these. I literally cried when I opened the PDF. It looks unbelievable, you’re unbelievable, and I dont think anything I can write out in words would tell you how AWESOME I think these are — you nailed it. I love all of them but I think I might be most drawn to the first one! Thank you, thank you, thank you! These are beyond what I could have ever dreamed about- we love them!!”

Lots of people don’t know this about me, but I am a bit of a retouching nerd. Photoshop was my first love in college and at one point in my career I was a Sr. Digital Artist at an international ad agency. I still love to do retouching and image manipulation, for work and for fun. I know there are a million “Photoshop Fridays” out there, but I’ve started one of my own to showcase this often unseen side of my work and share the magic of image transformation with you. 



Okay, it’s time to admit summer is officially over. Not that I’m super bummed about it. The transition from Summer to Autumn is magical. And Autumn is my favorite season in Brooklyn. Here are some of my fave pixelmade projects from this summer.







I’ve worked on bus wraps, but here’s my first boat wrap!

I grew up near the ocean and a river and my step-dad’s a fisherman, naturally I love everything about being on or in the water. So I was pretty excited when asked to work on this project. This campaign for the Seattle Boat Show was the perfect way to kick off the summer design season. We did a logo, T-shirts, a boat wrap, and an ad to be used in the 2013 Seattle Seafair app. You can get more details on how to enter the contest here and don’t forget to check out other people’s pics and entries (I think Rohini Gnanasambanth and Andy Jeffreys is my fave, pretty funny and cute).

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