Aaron Winters

Creative Generalist

I might be an artist, a writer, a publisher and an academic, but, primarily, I design.


Since April 2018, I’ve been the Visual Experience Designer inside the Information Resources & Technology division at California State University, Sacramento. In this full-time, in-house role, I often support the development and adoption of an active and accessible user experience across the University’s digital channels. Having already completed a redesign of the IRT division website and led the front-end development of the university-wide Web Stewardship project, I have also been central to the school’s Accessible Technology Initiative. I am currently leading, designing and providing a custom implementation for an upcoming University Advancement fundraising campaign.

My independent design consultancy, Primarily, continues on in a limited form. The studio’ work reflects my interest in experience-driven brand development projects, including experiential graphics, augmented, and built environments. A brief collection of past client and personal work is available on Behance.

In my spare time, I am enjoying working on various personal projects, formal explorations in mixed-media and acrylic, and researching multiple, long-term writing projects.


Professional Projects

  • Identity consultation for 24th & Jazz events space opening in midtown Sacramento.
  • Design Consultation & Web Design for ATA Development Inc., housing development.
  • Brand Analysis & Discovery for Richard Avelar & Associates, a construction-defect law firm based in Oakland, California.
  • Flexible identity system for cinematic sound artists MKDVB, which includes a dynamically-generated pattern randomizer.
  • Identity, Event and Print design campaign for SacSurfacePro, a local home services provider.
  • Retail Design for the flagship office space of All City Homes, a boutique real estate agency based in Elk Grove, California.
  • Marketing & Content Strategy Consulting for Marosi White’s Accent Design interior design studio.
  • Brand Management for NevMade custom housewares.
  • Social Media Planning & Content Strategy for the Firefighters Burn Institute charity.
  • Print and digital marketing materials for Democratic Socialists of America - Sacramento Chapter

Creative Practice

  • In partnership with Bay Area designer (and fellow VCFA alum) Mike Scaringe, Designed and fabricated a large-scale interactive installation within m5arts’ ArtStreet.
  • Wrote and conducted a self-directed workshop for designing contextual messaging at the University of Pacific.
  • Poster design included in the 9th United Design Conference show, held in Lichtenstein.
  • Textile work included in the Crossroads group show, Carter Art Center, Kansas City, Missouri.
  • Dimensional Woodwork included in NOW group show, Eichold Gallery, Mobile, Alabama.

… & Before

While pursuing my MFA at Vermont School of Fine Arts from 2012–’14, I worked as a Digital Marketing Consultant & Trainer at the Northeastern California Small Business Development Center and taught graphic design in the Los Rios Community College District. I taught at the Art Institute of California, Sacramento in 2015–’16.

In what feels like a previous life by now, I was the in-house Art Director for the California Landscape Contractors Association for ten years. During that time I also took on graphic design projects under the Abide Visuals and Aaron Winters Creative Professional names. I produced award-winning package designs for the Weird Forest, Suicide Squeeze, Narnack, 5RC, and Clairecords record labels for artists such as Noveller, Lil B, Grouper, Emeralds, Hella and dozens more. I also handled freelance art direction duties for a variety of print magazines, from the local Fork It, Legend, and Midtown Monthly titles to the Canadian COLOR skateboarding magazine.

Also during that time, I was active showing in, organizing, and curating group art shows locally and across the West Coast from 2003–’07. I self-published two issues of the Exit Strategy art annual and managed The Ultramega artists collective.