Designing Influence. Drawing Attention.

My design clients work with me because they want to:

  • Rise above the crowd with graphic assets that assist them  in telling their story

  • Build influence with their audience online and in print through quality visual identity program that is consistent across all platforms

  • Work with a designer who has the maturity, experience and skill to understand their goals and craft meaningful designs that draw attention to their purpose.

  • Work with a designer they can trust, who understands the investment they are making.

My illustration clients choose me not just for my visual style but also because they want to

  • Work with an illustrator who can also design a book or publication from cover to cover

  • Work with an illustrator who has highly-developed drawing and design skills

  • Work with an illustrator who understands how pages, books and publications are structured.

Established in 1994, Alvalyn Creative is a nationally-acclaimed design and illustration studio located near Thousand Oaks, California, that creates compelling, effective visual communications for print and digital media.

Alvalyn Lundgren is the founder and visual evangelist. She is known for her depth of creative thinking, breadth of expertise and excellence in crafting the right solution. Clients deploy her work to grow their businesses, increase their influence and draw attention to their goods and services.

Alvalyn is a well-rounded, seasoned professional known for intelligent design solutions, delightful and brilliant illustrations, common sense, and easy communication. She excels in the ability to bring an idea to life, to tell a story and engage the viewer via colorful narrative illustrations. She establishes every design solution upon solid aesthetic principles, achieving balance, order and beauty which support the design’s function and lead to effective results for the client.

Her clients include the City of Los Angeles; California State University, Northridge; Southern California Edison; Conejo Valley Days; New West Symphony; Downtown Santa Monica; Malibu Chamber of Commerce; Meeting Professionals International — Southern California Chapter; and  the Ventura County Community Foundation.

She is a graduate of Art Center College of Design in Pasadena, California, and has completed additional coursework in design thinking and in marketing at Stanford University and Wharton College, respectively.

Since 1993 she has served as an adjunct instructor at UCLA Extension teaching courses in design theory, color theory, design history and drawing, and is developing online curriculum in those subjects which she is launching under her own brand.


✔ Do you want to discuss ideas before committing to a full design project?

✔ Do you want help with design or brand strategy for your business or organizattion?

✔ Are you a creative freelancer wanting advice on your portfolio, marketing and promotion, vision and mission, setting goals, or business skills?

✔ Are you a student in need of some extra help with color theory or design theory?

✔ Do you want an honest and practical portfolio review?

I offer consultations and mentoring on a per-instance basis. Consultations are via phone or Skype. Portfolio reviews are via Skype, or, if the student is local, in person.

➧ 45-minute pre-project design strategy session: $327.00

➧ Graphic audit of your existing visual assets, with recommendations: $1,750.00

➧ 45-minute student/graduate portfolio review $250.00

➧ 45-minute business tune-up for creative freelancers: $327.00

Full payment is required in advance.

Design is not decoration.

Just because someone labels it “design” does not mean that it is design, and not all design is good design. Good design and illustration get noticed, and elevate the entity they represent. Design is not decoration.

The difference between design and decoration is a matter of function. Decoration looks good while design and illustration inform, engage, educate, motivate, excite, compel, move, impact and surprise. They add value and are assets to a business. 

To be effective, design and illustration require intelligent creative thinking, and are the result of good judgement, evaluation, analysis and the strategic application of aesthetic principles.

—Alvalyn Lundgren

What You Should Know If You Want To Be My Client

The majority of my clients come from referrals. I also advertise and promote my work and creative services. To join my email list, click here. 

I am not the cheapest designer. But I am worth the investment you make.

I guarantee my estimates within 15% of the original, as long as the project scope does not change. If a project scope is amended or altered, I will supply a change order before proceeding.

I don’t offer discounts. I offer value.

I don’t work on spec. If you are not sure, for a fee I can create a limited number of concepts to help you decide whether to proceed with a fully-realized project.

I do not pitch. My portfolio proves my thinking, skill and creative ability.

I don’t respond to RFPs. RFPs limit the possibilities for design solutions with pre-conceived ideas of what is needed. They don’t allow dialog between the client and the designer. Instead, I consult with the client and develop a creative brief that addresses the needs and goals of the project and allows for the necessary research, concept development and testing, design development and production.

I require a non-refundable advance of at least 50% before I begin a project.

I do not accept every project offered to me, or every client who’s referred.

My Article Content

Clients and students ask about my approach and philosophy, and how I have been able to stay in business for so long. These are the things I write about on my blog, Eye Level. My focus there is on helping you understand the substance of design, the designer-client relationship and how to manage your design assets. I also create content to help creatives launch and maintain their freelance businesses.

My 5 Most Popular Blog Posts

Portrait Commissions

Do you want a portrait of yourself, a loved one, celebrity or hero? Visit my portrait commissions page to learn about my process and creative fees.

My Ventures

I am developing several projects and product offerings, mentoring and courses. To receive information on these join my email list.

Freelance Road Trip

An online course, community and resources to help creative freelancers launch and grow their businesses. It consists of 3 modules covering everything from your WHY to marketing and promotion. The objective is that, by the time you complete the course, you will have launched your freelance business and have systems in place to sustain and thrive.

Pad'n'Paper Studio

Pad’n’Paper is a soon-to-launch series of online courses and tutorials covering design theory, color theory, drawing and design thinking. Focused toward the beginning and intermediate artist, illustrator or designer, instruction includes video demonstrations, assignments and critiques. 2 subscription levels will be available at launch.

The Fred Project

The Fred Project is my mission to support veterans who want to pursue formal visual arts education in the areas of photography, design, or illustration. While there are many scholarships for vets, there are none awarded for design-related pursuits.


My business hours at Alvalyn Creative are Monday-Friday, 9:30am-5:00pm.

Location: Newbury Park, CA, USA
Phone : +1-805-857-7981
Email :

Alvalyn Lundgren has worked on numerous projects for Van Nuys Airport Public and Community Relations. The considerable scope of her work has included one-page ads and flyers, brochures and pamphlets, and a comprehensive academic journal with a full-color cover and over 100 pages. In every sense, we have found her to be a reliable professional who produces aesthetically pleasing material in a timely manner. She also makes herself very accessible and communicates well. Without the slightest hesitation, I would recommend Ms. Lundgren as a one-stop-shop for meeting virtually anyone’s graphic design needs.

— Richard French | Public & Community Relations Officer, City of Los Angeles Department of Airports