Can you explain your roles as Editor in Chief and Creative Director at Lumoid?
I was hired on at Lumoid to launch a publication, in a project that was tied to the culture of the Lumoid brand, but functioning as a separate entity. When I was brought on, our CEO had just the idea to create a digital tech magazine that would tie into all the different facets of the company. We had a try-before-you-buy model, in what was often dubbed “Warby Parker for tech,” where customers could take home and experience a product—be it a drone, camera, wearable device, or audio equipment. If they chose to purchase, a percentage of the initial cost would be applied. For the magazine, I’d envisioned a convergence of art and tech. I designed the layout and UI, put together a team of writers, and interviewed a range of people from photographers to painters to entrepreneurs. After a time, I convinced the team to develop a digital publication, which I too designed, and then organized a large party to kick off. We had a packed house with live music, art on the walls, and tech to try. We’d begun to develop a community beyond just our customers.
However, it wasn’t yet profitable enough, and investors pushed back on the project. Eventually we decided for it to be absorbed by the parent company as the blog where it would work in tandem with branding, and I expanded my role as well to head up all outward-facing projects. I managed the marketing department, all design including UI for partnerships with SONOS and Best Buy, editorial, creative partnerships, and promotions including influencer collaborations. It was a start up so I wore many hats.
Rogue Habits strives to be “the gateway to a place of pure illumination and endless possibility.” Do you remember the specific moment that motivated you to create this space?
Rogue Habits was developed at the desk of my previous job (prior to Lumoid). I’d very much missed interviewing and collaborating with artists as I did while writing for the Santa Barbara Independent, living in LA and going to warehouse parties, and also living amongst artists and contributing to publications when I lived in Costa Rica. I had inevitably become part of the tech bubble upon moving here, and I needed an outlet. While I don’t remember the exact moment of deciding I would create my own space, I do remember all the hours plotting and pondering. I spent a lot of time talking to my high school friend Kate Mayer (on Skype as we both used it for work.) She had shifted from the entertainment industry to luxury travel and the pivot really intrigued me. In addition to discussing career moves, we also delved into cultural topics of discussion, and she was the person who helped me decide on the name. I wouldn’t say it was a singular moment, but rather an interconnected series of minutes, hours, days feeling uninspired and needing something to grasp on to that was more meaningful than my day-to-day. I remember thinking to myself, “I moved here to be a writer. What the fuck am I doing??”
How did you land on the name Rogue Habits? Were there any close contenders?
I had an ongoing list of words that represented what I wanted the platform to embody. The name Rogue Habits came to be while I was considering all of my friends who were artists, as well as social perspective, and ultimately that of my parents and upbringing. Prior to the explosion of Instagram, the creative space felt smaller and less attainable. To me, it also felt like it was taken much less seriously if you hadn’t actually “made it” yet. And so, art projects and side hustles were hobbies, not something that could actually be pursued as a career. In that sense, for someone to hone in on that and focus solely on their passion was as if they had gone rogue. I also loved the idea of it being a habit—a meditative ritual of making, and so the two came together. I remember the moment I sent a message to Kate. We both knew it was right. While there were some other words that I liked, there were no close contenders. When we saw these two words together, it was what many would call an “aha” moment.
How would you explain what Rogue Habits is to a grandma, or someone less in touch with digital media?
I would call it a community. It began as a place for me to reconnect with the things that I loved through writing—to immerse myself in creativity. It has since grown into a place for connection and I’ve been honored to have people step outside of their comfort zones to share their personal narratives with me. I also recently launched events and have a series coming up with Joanne Encarnacion of @GOFITJO that I’m really excited about. Much like us, it continues to shift, adapt, and grow.
What is the best advice you could give to someone wanting to increase their audience, or create an engaged community for their product or company?
Connect with your community. I am continually blown away at how much support I’ve received and I credit not just Rogue Habits but all of what I’ve been able to achieve to the people in my life. I am lucky that so many of my friends will share stories and events on their own platform and collaborate with me. Beyond the direct contacts, someone you know knows someone else, who knows someone else. Before any of the promo though, the most important thing is to create something authentic. Consider what it is that only you can do—what’s the story only you can tell? Speak your truth whether it’s through a written narrative or a product. Be transparent. From a marketing standpoint, I always recommend working with influencers who have an audience that aligns with yours.
You’ve been published in Architectural Digest, Lonny, Dwell, 7×7, SOMA Magazine, Huffington Post, East Bay Express, and more. Is there one piece you’ve written that sticks out in your mind as particularly challenging to finish? On the flip side, is there a piece that you’re especially proud of having published at another publication? Perhaps one close to your heart.
Professionally, I think the pieces I connect most with are the ones I contribute to Dwell as they are the closest to my personal writing style. I love interviewing people and have the opportunity there to delve into the process of their spaces, which is quite intimate. The team is also just amazing to work with, and I feel like I have a lot of freedom with my voice. It’s interesting because although I am very passionate about design and people, these pieces are still work when compared to my personal writing. While I am thrilled to be able to contribute to such notable publications, it’s not a direct expression of myself. I am proud of all (or at least most) of the stories I’ve published, and I’ve made some incredible connections and friends through many, though still I am writing for the other—an audience and a client. The pieces I am most drawn to, however, are those that are more personal—where I’m able to conduct an interview and delve into the inner workings of the designer, home owner, etc. What I am most proud of in all of this though is the process—fostering a community with real relationships here as it is a small space.
When did you begin writing, and how has your mentality as a writer developed over time?
I began writing in middle school. As with anyone, I think it started with essays but I also took to poetry when we learned it in school. I was drawn to more free form pieces rather than having to follow specific structure. It was always a space to emotionally purge, and in that sense it hasn’t changed much, at least in the personal sense. As I’ve come to become a professional writer—that is getting paid to do it—my writing has shifted to become much more concise, less descriptive, with the use of more casual vernacular. It has shifted to writing for the other to engage an audience rather than as a direct expression of my feelings or experience. In that sense, I’ve lost touch a bit; but recently did Artist’s Way with a group that my friend Erin Fong organized and through the practice of artist pages, I’ve reconnected with that side of my writing. I also will be publishing a personal essay on my friend’s platform On Our Moon, as well as writing more on Rogue Habits.
You’ve quoted Anne Dillard “how we spend our days is, of course, how we spend our lives.” With that in mind, how do you switch up your routine to stray away from the mundane?
When I shifted to working for myself full time, I’d thought that I would often be in different cafes bouncing around and co-working with friends. Surprisingly, I’ve become something of a hermit when I work because I don’t like to be distracted. I’m typically home in yoga pants at my dining table, sofa, or even bed; and I have my rituals including going on a morning walk with my dog as well as an afternoon hike, and the same breakfast everyday. My work is consistent as well with the same columns that I run and day-to-day for client work. In that sense, it sounds like a very structured, very mundane schedule. But, I am able to shift things however I’d like, which is the beauty of working for myself.
For me, shifting to freelance was to be able to shift my lifestyle entirely. I wanted to be able to focus on my health physically, mentally, and emotionally and spiritually and foster my relationships. I recently signed up for the gym and have been taking different classes everyday with the aforementioned Erin. That is both challenging, fun, and gives me a boost of energy. It also pulls me away from staring at my laptop for hours on end. I’ll also sometimes go out to meet a friend to co-work or just sit in a cafe. I find that sometimes getting out of my typical workspace allows me to also pivot my headspace and be more focused. I’m very self motivated so I work well alone at home, but sometimes may just decide to do laundry or wash the dishes. At a cafe, there is nothing for me to do but focus. I have also been learning to step away from work when I’m just not in the right state of mind. There’s no purpose in forcing myself to sit on my laptop if my mind is wandering or my body needs to move. It diminishes the quality of my work as well. Instead, I’ll get up to take a break and go on a walk, run an errand, go to the gym, or even just read for a bit. If my husband is home, I may snuggle with him, or watch a quick show.
Ultimately, what that quote meant for me was to remember to actually enjoy life. I once read that a happy life means doing something every day that brings you joy. It’s those moments and days that add up to equal a joyous existence in the end. It also made me realize that I was wasting time doing many things that I felt like I was supposed to be doing—like holding a full time job with benefits and stable income—when I knew it wasn’t right for me. It’s about making your time count because it goes by ever so quickly.
// Follow Rogue Habits on Instagram. roguehabits.com; Photography by Anthony Rogers.
