Visual Communications that Speak to Everyone


About Us

We insert a breath of joy into all of our work. We love learning, asking why, discovering the core identity and giving it visual representation. We love people, creating things for them to enjoy looking at, moving through, reading through.

Since our inception in 2003, we have created visual communications that seek to achieve balanced visual environments that enhance their purpose. Research, communication and intuition are key to our work. In our experience working with a wide variety of clients, successfully producing designs for diverse audiences, we hold firm to our belief in the organic process.

We create meaningful visual languages that are specific to each entity and that define a clear and unified brand to the user or observer, from concept to finished product, in identity; print and digital media; signage, wayfinding and environmental graphic design; color consultation; event and exhibit design; photography; and art direction.

WSD was founded by Tamara Gould, always with the goal of providing top notch design work with a direct, hands-on approach.


What we do:

• Branding & Logo Design
• Print & Digital Publication Design
• Signage & Wayfinding
• Illustration & Infographics
• Copy Writing and Editing
• Color Design


Industries we serve:

• Architectural/Developer
Event Productions
Higher Education
Marketing & PR
Small Businesses & Start-Ups


California Small & Woman-Owned Business
certifications include:
California DGS, Micro/SBE, supplier #57163
• CCA, #10928
• City of Los Angeles SLB #3158
• CUCP, #36464
• LSBE Los Angeles County, vendor #12672401
• Metro SBE, supplier #5879
• SBE, Los Angeles County, vendor #126724
• Supplier Clearinghouse, WBE, #8GN00041

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

SIC: 7336


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 and poetry