Visual Communications that Speak to Everyone


Visual Branding

We design logos that are meaningful and that resonate for, and grow with, our clients for years and years and years.

Signage & Wayfinding

Signage & wayfinding design for large- and small-scale projects.

Publications, Website Design & Events

Print publications of all types – books, brochures, posters, website design, event branding, and all of the printed elements that go along with it!

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We insert a breath of joy into all of our work. We love learning and discovery, we love people and creating things and 2D and 3D environments for them – for us – to look at, move through, be informed by.

Founded by Tamara Gould in 2003, we have since created design and art that seeks to achieve balanced visual environments that enhance and bring to light their purpose.

Research, communication, collaboration and intuition are key to our work. We believe in the organic process. We believe in magic.

Our ever present goal is the creation of meaningful visual languages that define clear and unified brands, from concept through to completion, in identity, print and digital media, signage & wayfinding, events, color design, art direction and storytelling.

Our Services

• Visual Branding & Logo Design
• Storytelling
• Signage & Wayfinding
• Website Design
• Event & Exhibition Graphics
• Illustration
• Print Design
– reports/annual reports/books
– corporate communications
– brochures & pamphlets
– display/exhibition panels
• Copywriting & Editing

Sectors we Serve

Event Productions
Higher Education
Marketing & PR
Small Businesses & Start-Ups

Business Certifications and NAICS Codes

California DGS, Micro/SBE, supplier #57163
LSBE Los Angeles County, cert# 086845
CBE Los Angeles County, cert. #086837
CCA, #10928
City of Los Angeles SLB #3158
CUCP, #36464
Metro SBE, supplier #5879
Los Angeles County, vendor #126724
Supplier Clearinghouse, WBE, #8GN00041

NAICS: Primary: 541430
541310, 541490, 541690, 541890


Tamara Gould

Tamara is a creative designer and visual communications specialist with a wealth of experience, as a sole proprietor, as well as having worked closely with some of the most esteemed design visionaries of our time, Deborah Sussman, Paul Prejza, Jon Jerde, Robin Perkins, Clifford Selbert.

In 2003, she launched Waking State Design, a full-service, boutique design practice in Los Angeles, specializing in branding, publication design and signage and wayfinding. Research, open communication, intuition, and an organic process, are key to her work in the creation of meaningful visual languages that span across all media for her broad range of clients and projects.

Tamara is also a practicing artist, living and working in Topanga, with her husband, artist, Juan Rojas Aguilar, and young daughter.

See Tamara’s artwork, poetry, and children’s books.

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