Meet Paul Tuorto | Designer & Art Director

We had the good fortune of connecting with Paul Tuorto and we’ve shared our conversation below.

Hi Paul, putting aside the decision to work for yourself, what other decisions were critical to your success?
Choosing to focus on the work that I was most passionate about. Once I fixated my focus on those types of projects, things began to flow naturally and referrals began to build by word of mouth.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I am an independent art director & designer based in Raleigh, NC with a focus on identity and packaging design for hospitality concepts and beyond.

I approach every project with the intention of doing something new, pushing the limits of my comfort zone, and delivering a product that answers the project brief and my client will be proud of for years to come.

After nearly 10 years working in a variety of design firms, including 5 years as an Art Director at award-winning ad agency Baldwin&, I decided to go freelance to focus on design and direction for the growing hospitality community. The first couple of years were a learning curve, both in running my own business financially and being responsible for all aspects of the business. You wear a lot of hats, but fortunately I come from a long line of entrepreneurs and had a lot of support and resources.

The most important lesson I’ve learned as I continue to take on larger projects with more responsibilities is the ability to say ‘No’. Busy is good, but you need to manage your bandwidth to allow the projects you have the appropriate attention. Being super selective of the projects and clients I take on has lead to further success and less challenges (though there will always be some hiccups).

My work is rewarding in real-time, building experiences that add to the fabric of my community and seeing people enjoy them is what keeps me stoked. Helping clients bring their dreams to life, actualizing something from nothing more than a thought on paper never loses its luster. Looking back, I’ll be happy to know that I added joy to people’s everyday in the way they experience the concepts or businesses I helped create.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
A week is a long time, but if I had to insist on not missing a few experiences I would suggest:

Coffee and Pastries at Boulted Bread, Lunch at Lawrence Barbecue, Dinner at Nanas, Crawford & Son, Mothers & Sons or Mateo, apertivo hour at the Parlor at Heights House and Longleaf Hotel, spend time at NCMA and plan a picnic at Dix Park Big Field. We’re fortunate to have so many great dining experiences within the triangle, this list could be miles long but these are a few spots I love to take friends and family when in town.

Both the Natural Sciences Museum in Raleigh and the Life & Science Museum in Durham are great with kids as well as Duke Gardens and the Nasher Museum of Art.

Who else deserves some credit and recognition?
My wife and family most importantly for their love and support over the years.

Professionally I owe a debt of gratitude to Baldwin&, most notably my creative directors David Baldwin and Bob Ranew for the opportunity to be a part of such a talented group of creatives for so long prior to going freelance. Their mentorship and guidance molded me into the creative I am today and I continue to be inspired by what they’ve built.

Website: paultuorto.com

Instagram: https://www.instagram.com/paultuorto/

Image Credits
Bob Ranew