Ashley Ruggirello is an author, designer and doting wife living in beer and cheese land, WI. When not lost in the fictional world of Skyrim, she can be found exploring typography, manipulating responsive <DIVS>, or with pen & paper in hand (figuratively though, as she uses Google Docs much more often), writing her New Adult novels. She considers herself a designer by nature and writing at heart, though she always wanted to make video game walk-throughs as a child. Ashley’s favorite color is chartreuse, and she has an undeniable attraction to moss (not of the Kate variety)
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1. Tell us how you came to work with REUTS.
Since my answer for this question in particular won't likely change, I hope you don't mind that I'm cheating and copy/pasting my answer from my Acquisitions Editor interview :)I’ll probably have the most unique answer to this question as the founder of REUTS. In truth, REUTS was born out of frustration and disappointment. There’s a common phrase among authors, “Write the story you’d want to read. (Toni Morrison)” Applying that to my own publication journey, I decided to start REUTS as the “publisher I’d want to publish my story with. (Ashley Ruggirello)” And so, back in 2012 I partnered with other talented professionals, in disciplines I lacked (e.g. editing, sales, the cogs in a successful publishing machine . . .), and REUTS became a company based around the motto: do unto others as you would have them do unto you. Every aspect of REUTS was created with the author in mind. We’d constantly return to the same question: “What would I want out of my publishing company?” And those answers became the building blocks of all REUTS is.
2. What does your job entail?
For the sake of this interview, I'll focus on my job as the Creative Director at REUTS. My background is in web and graphic design, which comes in handy when you have websites and book covers as soon of your main responsibilities (would you believe that I'm self taught, too?). As a CD, I work with the authors directly to come up what their ideal cover art might be--what their mind eye sees when they're writing/reading their story. In fact, that's the very first question I ask an author: No holds bar, unlimited resources and possibilities, what would your ideal cover be. And then we go from there. Usually that involves a lot of just dinking around, trying to find a direction that works. In fact, I documented my process once on my freelance Facebook page:
STEP ONE: I HAVE AN AWESOME IDEA.
STEP TWO: That execution doesn't work. Back to the drawing board.
STEP THREE: I have no ideas. I'm a complete failure.
STEP FOUR: I'm not going to be able to get this done in time!
STEP FIVE: Screw it, I'm just going to mess around. See what happens.
STEP SIX: Awesome cover art. Done.
STEP TWO: That execution doesn't work. Back to the drawing board.
STEP THREE: I have no ideas. I'm a complete failure.
STEP FOUR: I'm not going to be able to get this done in time!
STEP FIVE: Screw it, I'm just going to mess around. See what happens.
STEP SIX: Awesome cover art. Done.
I'm not even joking, this happens every time.
3. What do you enjoy most about creating book covers?
Capturing a story in one visual. It seems that's something I have a knack for, but even still, with each cover new challenges present themselves, and I love working through the problems, figuring out a direction, and coming up with something not only I'm happy with, but the author is happy with. After all, it shouldn't matter to me what a cover looks like (say from a marketing perspective--I still want to make sure it'll look good on a bookshelf). When I hear an author squeal with joy at the sight of their new cover, that makes every moment of creative doubt worth it.
Though I can't take all the credit. Sure, I have the technical skills to get a book cover done, but they probably couldn't come into existence it it weren't for my muse. And she has a name. One of my best friends, and the REUTS Editorial Director, Kisa Whipkey has quickly become my muse, whether she likes it or not (sorry Kisa!) Over the past couple of months, whenever I'm in a creative rut, all it takes is a little Kisa insight for me to get right back on track. Whenever she's involved in this process with me is when I tend to produce the best cover art. So this further echoes my sentiments that REUTS is a team effort.
4. What have your experiences been like working with the authors?
Authors are a creative bunch to start with, so many times they either have a fantastic idea to start with, or we have an awesome brainstorming session and come out with a few fantastic directions. I love working with creative people! Sure, sometimes that means it's a lot more likely for you to bump heads because, well let's face it, creatives all have an opinion ;) but it also means collaboration, and I've found collaborating with another individual never fails to bring out an even better design.
5. What is the hardest part in creating covers?
Inspiration tends to waver depending on the day. I think the hardest part is finding the inspiration to coincide with the stock photography to coincide with the author's vision. I usually have a pretty good idea where I want to go at the start of a project (see Step One, above), but trying to make all the pieces to the puzzle fit can be downright frustrating! There have been days when I just sit and stare at my computer screen, hoping some sort of inspiration comes to me. But, instead of lightning striking an awesome idea, I just waste the day away. Sitting. Staring. It happens quite often, and it's easy to feel very defeated when the design just doesn't come to you. I've questioned my worth as a designer before, but thankfully I've stuck with it.
6. And what is the best part?
Watching the pieces come together. That should be obvious, right? That's the whole point of why I do what I do. There's truly that magical moment where you have to stand back and take it all in. I know that sounds silly, especially because we're talking book cover art, but the cover is such an important element to a book. To finally nail it on the head, it's an exciting moment.
7. Last question; If you could meet anyone in history, who would it be and why?
Oh boy, this could go in so many different directions. I'd have to say Freddie Mercury. I'd give anything to have been able to see him perform live. Not only does he ooze talent as the frontman of Queen, but he's such a stand-up guy. Just to be at one of his shows would have been enough, but to meet him... I think I'd die! (Side note: QUEEN tends to be my karaoke go-to. Duetting with Freddie Mercury would be the ultimate dream, though I know I'm totally not worthy).
