Client Profile: Alma's Ashleigh Parsons

Oct 07, 2015

Think of a restaurant as a treasure chest awaiting discovery. Now, thank the printed page for presenting the map to get you there. We recently sat down with restauranteur Ashleigh Parsons, co-owner of the fresh-focused, downtown L.A eatery, Alma, to discuss why creating the right piece of communication is just as crucial a creative process as creating the perfect seasonal dish.

Describe your brand's aesthetic in three words:

Evolving, Growing, Creating

What is your latest Paper Chase project?

Most recently, we printed a limited edition 'Alma' poster by LA based illustrator and dear friend, Jessica Rather. Jessica designed the Alma logo in 2012 and since then, we have collaborated on a series of posters created in honor of various Alma events and dinners. Each poster is original and tells the story of that specific event. 

How are you planning on sharing this project?

This poster is given to Alma patrons who have supported our small, community based restaurant. We will sell a limited number of them as well.

What was the inspiration behind this project?

This poster was inspired by a campaign to help raise funds for alma restaurant during a challenging time in its existence. We crowdfunded and were able to raise more than $40K. This original poster was one of the perks for those who supported our community effort. 

How often do you use printed goods to promote your business?

We use printed goods often. Obviously we lean on social media to promote our business as well but we often turn to printed goods for posters / invitations and "informational cards"

Why do you use Paper Chase Press?

I love Paper Chase -- I learned about the company through a dear friend that worked for Band of Outsiders. The Paper Chase philosophy -- sustainable and eco-friendly -- is something we take seriously at Alma restaurant and I like to support other companies that see eye to eye on such issues. Paper Chase is also incredibly efficient and makes printing easeful.


What are your creative inspirations?

I look outside of restaurants for inspiration: nature, fashion, art and film are my creative sources.

What is your creative process?  

I'm interested in seeing a project through the entire process -- from start to finish. Often my business partner will mention in passing that he wants to collaborate on a dinner with another chef, say, in NYC. We'll lock down a date and concept. From there, I take the information, outline it and send it to our illustrator, Jessica, with some basic creative vision. Not too much though. I prefer that she's able to create in a way that's meaningful to her. She'll send me one or two samples, I'll edit and then we'll finalize together. Then, off to Paper Chase. We'll often turn the print into a square friendly Instagram post so we're able to connect print publicity with social media as well.

How does this project fit into Alma's brand philosophy?

Alma is a brand that embraces creative thought and design. Whether that is in terms of food, art, community, film or music. This project allows us to express what we believe in by using a platform that is beautiful and creative.

What are the most exciting developments in your industry?

Creating and building. I love to help ideas develop into an actual living, breathing entity. I love that the restaurant industry is a living organism that changes each day. The industry requires quick thinking and flexibility and the position of owning and running a restaurant over the past 3 years has taught me so much about life.

What career moves and/or aspirations brought you to your current role?

I left academia to do something more creative, more entrepreneurial. It has been a high risk decision but i have learned so much and each day I am challenged. Each day I continue to grow.

What is the best professional lesson you’ve ever learned?

Surround yourself with talented individuals you trust.

The vice you’ll never give up?

A glass of rosé.



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