Pozos Creative Communications, PCC, has produced many promotional and marketing designs over the last 25 years. On May 5, 2010, PCC celebrated their 25th anniversary. It is a huge accomplishment for any company. In order to appreciate the work that has come from this business, one must come to know its owner Roberto R. Pozos.

Roberto R. Pozos displayed his talents at an early age. While at Calexico High School, he received recognition for outstanding achievement in art for three consecutive years until graduating in 1979. During high school he worked in the Carnegie Public Library as staff artist. The head librarian recommended him to work as a graphic artist for his hometown newspaper, The Calexico Chronicle, and as a draft-person with Coup & Smith Architects. Recognition of his talents continued at Imperial Valley College, IVC, where he earned statewide awards in graphic design and illustrations for the campus student newspaper, The Mirror; created graphics for IVC's External Campus; and was active Publicity Director of MEChA (a position he created). He graduated with honors in 1981 with an Associate of Arts degree in Art and recognition as a member of "Who's Who in American Junior Colleges".

In 1981, he arrived in San Diego's Golden Hill community. Pozos continued his education at San Diego State University, SDSU. While attending SDSU, he joined many organizations; such as MEChA, where he was the Publicity Director; was a founding member of Mexican American Business Association, MABA; and worked for Jim Estrada at Ambos Magazine as the Art Director. He also created brochures for the Mexican American Studies Departments and other groups at SDSU. He also participated in campus art exhibits and created portraits in charcoal. In a sense, everything Pozos did in College led to his professional career, as he had already begun freelancing at The Forum Newsletter as Art Director and with other clients. He received his Bachelors of Arts from SDSU in 1984 with a major in Graphic Communications.

The idea of starting his own business flourished from his experience of applying for many jobs at advertising agencies in the San Diego area. After showing his portfolio, the response he received was not what he had expected. Pozos is a multi-talented artist who creates in many mediums: digital, illustration, photography, and painting. However, he was unable to become employed. His skill set was seen as impressive, but for reasons unbeknownst to him, he did not get the position he was looking for. Before graduating Pozos attended a seminar at SDSU entitled "How To Prepare Your Portfolio". Ed Marquand, a designer and publisher holding the seminar, said to him, after reviewing his portfolio, that his scope of skills was such that he could work for himself. He realized then that his only option was to put his talents to use in his own business and continue his dream of one day being his own boss. Since his second Internship term was coming to an end at Harcourt Brace Jovanovich and already freelancing for the Centro Cultural de la Raza, Casa Familiar, Association of Mexican America Educators, Chavez and Associates, Chicano Federation, SDSU EOP, SDSU MEChA and others; he made a decision. While on his lunch break, Pozos decided to get a business license. On May 5, 1985, Pozos Graphic Design and Illustration was official.

Pozos Graphic Design and Illustration began humbly as a home office in Old Town San Diego, with a solitary drawing table and filing cabinet. Then in 1987 moved to his first studio in the Kettner Art Center building near Little Italy and then to the Ratner Art Center building where he stayed for 20 years. In 2008, he moved his business to National City. Pozos recalled that it was around 1988 when he was introduced to desktop design and his first Apple computer. His transition into digital design and applications was a smooth one. Using his skills he adapted and mastered the software quickly. After all, the computer is only "a tool", he said. By 1995, his staff had grown to 4 employees and 2 account executives. They produced weekly and monthly newspapers and a variety of production design projects. Seeing the success the business was reaching with their use of creativity, Pozos made a strong decision to focus on the creative side of his business. He wanted to go back to his strength of using his eclectic talents to produce graphic communications. He changed the name of his company to Pozos Creative Communications and it went to a full creative firm, versus only graphic design. "It was the best decision I ever made", affirms Pozos. Although the number of staff has fluctuated over the years, Pozos has persisted to stay self-employed. The mere fact of being his own boss brings him much satisfaction, as he is the first member of his family to attend and graduate college.

Pozos Creative Communications, PCC, is a full service creative firm providing art direction, graphic design, illustration, photography, and printing services. PCC's creation process covers the full spectrum from concept to completion in English and Spanish for individuals, businesses, and organizations. Some of his services are logo/I.D. packages, promotional campaigns for events, brochures, posters, catalogs, storyboards, illustrations, designs for covers, DVD packaging, point of purchase, 3D video animation, web design, signage, political campaigns and the list grows. His talents in graphic design and illustration have been called upon to develop creative solutions for a variety of clients and agencies. He has teamed up with agencies like, Armando Maldonado Productions and together produced dozens of local television spots, promotional videos and dinner gala videos for non-profit organizations. He served as designer and art director for special projects for many agencies such as Chavez and Associates, Cohen Latino Communications, Hispanic Media Productions, Fisher Communications, Imagery Communications, Dick Licardi Communications and others. "Through my designs I communicate what the client needs for their audience, they are the most important part of my work". Pozos considers himself a solver of visual problems. He listens to his clients and breaks down information into components; focusing on goals and develops plans to attain them through visual impact. "The main ingredient is to let creativity happen," says Pozos, "the most successful visuals are those that are fresh and new and up with the times."

In the creative process, PCC sets off a chain reaction he is proud to be apart of. With the creation of new campaigns and various works, teams of people come together--clients, writers, printers, photographers, actors, and other professionals. These people work for a common goal - to create for a target audience. Pozos enjoys taking charge in the visual direction of his client's campaigns. They respect his opinion and experience, and trust that he will present them with a high quality end product.

For 25 years, Pozos has worked with organizations that he believes in. Thanks to the San Diego community his clientele is diverse. From repeat clients whom he serves as their project art director, to referrals from people that seek an artist. Clients turn to PCC to help them reach their audience. Pozos has expressed that the Latino market cannot be held into one singular box and he conveys this by creating an accessible, and inclusive result everyone can relate to. His work is professional without compromising quality regardless of the budget, "We donate many services to many organizations and offer discount to many non-profits".

 

Local community based organizations and businesses have turned to PCC to convey their message over the span of his 25 years in business. The list is extensive and includes the Chicano Federation, Casa Familiar, Logan Heights Family Health Centers, Paradise Valley Hospital, San Diego Transit, Univision, San Diego County Hispanic Chambers of Commerce, MANA, Coast Citrus Distributing, San Diego County Office of Education, Sweetwater School District, Family Health Centers (Hablando Claro), Por La Vida, SDSU Foundation, San Ysidro Health Centers, Community Health Group, MAAC Project, Golden Hill Community Development Corporation, and Cesar E. Chavez Commemoration Committee. Pozos is grateful to these organizations and others that have given him the opportunity to work for them. "It's more the impression the client leaves on me than what the creations I do for them," reveals Pozos, who wants to continue what he started 25 years ago, which is to create.

Pozos has received numerous honors and awards for his work. Among them he has received recognition from the San Diego County Hispanic Chamber of Commerce for the 199 "Viva El Mariachi" promotional campaign, the 1993 Outstanding Hispanic Business Leadership Award: San Diego County Hispanic Chamber of Commerce; 1992 Award of Excellence: Hispanic Advertising Newspaper, The Creative Show; and 1991 Merit Complete Campaign: Illustrator, 10th Annual Homburg Awards.

Aside from spear heading a successful graphic design firm, Roberto enjoys painting in acrylics and mixed media. He has been painting for over 30 years. His work is energetic and filled with movement. His subjects depict culture, landscapes and people. His works have been featured exhibits in public and private exhibits throughout the border region. He also has a label MIXtlan Art & Wear with various items he produces with his brother, Cipriano; who is also an illustrator and painter.

Pozos future plans include publishing a book that will compile over 100 logos and posters that he has created over the span of his career. Some of his most recognized logos are the Centro Cultural de la Raza, Mexican American Business & Political Association, Casa Familiar, Border Angels, Golden Hill Community Development Corporation, �Viva el Mariachi!, Latino City Employees, Victory Outreach, El Sol de San Diego, House of Mexico, Chavez Commemoration Committee, The Bravo Foundation, North County Latinas Association, and Chuey's Restaurant to name a few.
 
His business career has seen many obstacles and he is still humbled by his experiences. "I want to thank all those who have encouraged, helped and motivated me to continue. People like Daniel Hernandez, Juan Laguna, Armando Maldonado (who brought the Mac Plus in '88) and so many others who have always been there. Also my daughter, Lillian, who is the same age as my company and was practically raised in the studio," shares Pozos. "An incredible journey and 25 years later I'm still here.