Leslie Evans, Designer, LEDA
A place for invention and reinvention: Leslie Evans, owner of Leslie Evans Design Associates (LEDA), at her studio in Cape Elizabeth, Maine. (©2011 Brian Fitzgerald/Fitzgerald Photo
Editor’s note: Leslie Evans is a creative Portland entrepreneur who has helped bring the Maine aesthetic to many well-known brands as owner of Leslie Evans Design Associates. Periodic reinvention is something Leslie has done throughout her career, taking her from Manhattan to Portland’s Old Port and eventually to Cape Elizabeth. She recently started a custom textile design brand, Leslie Evans Designs.
IP: Let’s start at the beginning. How did LEDA get its start?
LE: I started LEDA in 1986 in New York City. I started very small, doing production work for People Magazine and QC (Gentlemen’s Quarterly). I went to the Iditerod [in Alaska] and met Timberland and then landed the Timberland catalog. We were located at 18th and 6th in New York—doing packaging and collateral. In 1990, ’91, I left New York. I wanted to have a family.
IP: Where are you from?
LE: I’m from Boston originally.
IP: So coming to Maine isn’t that far, geographically. Why make the move?
LE: Alaska so affected me that I wanted to leave the city. I kind of started over in 1990. I had a place on Exchange Street. It was 1000 square feet and had two Mac computers. I kept the GH Bass [Shoes] account, which was a big fashion account.
IP: You started over in Maine. Who were some of your early clients here?
LE: I did work for Thomas Moser. I also got Esprit and Phillips-Van Heusen. Casual fashion. Stonewall Kitchens, in 1994. I had no experience in food. Instead I approached the food as fashion. I thought, I’m going to come at it fresh. We changed it up every six months. We put each other on the map, Stonewall. I did them for ten years. I also have parts of lots of other accounts—Lindt Chocolate is one. Calendar Islands Lobster. When it comes to food and fashion, I can bring the Maine-creative into it.
IP: Did you achieve what you wanted to by moving to Portland?
LE: When I moved here my dream was to be the biggest design firm in Portland, and I made it.
IP: How?
LE: I hit the high-end clients. Norway Savings Bank is one that worked really well.
IP: How would you describe what you do to a five-year-old?
LE: I’m not an illustrator. I flunked out of drawing class. I’m an excellent editor. I edit things, basically. I’m really good at taking something and editing it down, for drama.
IP: You were in Portland for most of your time in Maine. Why Portland?
LE: Portland’s an awesome little town. It’s definitely small, but it’s growing and has a fantastic creative community.
IP: Have any predictions for Portland’s immediate future?
LE: The thing that’s going to save Portland is the food industry. Food will keep us in the ‘hip’ industry. Food is fashion now. Portland needs businesses that are here to hire people that are already here, in the creative economy.
IP: Why is the creative economy in Portland so important?
LE: The visual marketplace is world-wide. And design sells product.
IP: What else do you have going on these days?
LE: I’m trying to reinvent myself. I’ve always wanted to do something with my archival patterns and images. I have a whole line of pillows and runners using these designs. I’ve been prepping my whole life to do this. I just launched Leslie Evans Designs.
IP: What’s your normal wake-up and go-to-bed schedule?
LE: I get up at 6 am and walk at 6:15.
IP: Last question. What’s the secret of your success?
LE: I don’t look at the competition. I try to stay ahead of the competition. I take risks.
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© 2011, Brian Fitzgerald. All rights reserved.