Ashley Lawless
Graphic designer | Atturo Tire Corp. | Waukegan, Ill. | Age: 35
What was your first job in the industry?
Atturo Tire Corp.
What attracted you to the industry?
I have always been a car enthusiast thanks to my dad. He has been in the auto industry since he was a teen and passed down his love for all things with motors to me.
What is the biggest challenge you have faced in your career?
The biggest challenge I’ve faced in my career has been balancing the evolution of my role as a graphic designer with the increasing responsibility of contributing to broader marketing and operational initiatives at Atturo Tires. When I first joined the company, my primary focus was on design work. However, over time, I became responsible for tasks such as managing assets for dealers and distributors, overseeing branding and supporting sales strategies through visual communication. The fast-paced nature of the tire industry demands flexibility, and as my role expanded, I had to learn to adapt quickly to new responsibilities while maintaining high standards in my core design work.
This challenge taught me how to prioritize effectively, collaborate across departments, and find creative solutions to ensure that both my design work and the operational needs of the company were met. It also helped me understand the value of looking beyond my immediate tasks to see how my work could influence the broader success of the company.
Who has had the biggest influence on your career?
My dad. He has overcome countless hurdles and disadvantages in his career but has never let them hold him back. Throughout his time in the industry, he has worked on cars, managed service departments for vehicles, boats and RVs, and spent over a decade in his current corporate role. He has always been a fantastic mentor and one of the most encouraging people in my life. My dad is one of the smartest and hardest-working people I have ever known, and I will always look to him for courage and strength.
What is your biggest accomplishment in the industry?
One of my biggest accomplishments in the industry has been my role in helping design the sidewall for the new Trail Blade H/T tire, a project that allowed me to contribute to the product’s visual identity. It has always been a dream of mine to design something people would get to use and love to look at. I’m also proud of my involvement in refining the branding for Atturo Tires. Through this process, I collaborated across various departments and outside agencies to ensure our brand reflects the quality, innovation and distinctiveness of our products. My goal to strengthen our brand’s presence has also deepened my connection to the industry.
Tell us about your current job and responsibilities. How do you spend your workday?
As the graphic designer at Atturo, my role spans a wide range of creative and operational tasks that keep each day dynamic and fast-paced. I design and create various print and digital materials, including large-format projects like signage, vehicle wraps, booths and billboards, as well as marketing materials such as catalogs, brochures, magazine articles and point-of-purchase (POP) displays. On the digital side, I produce assets for web banners, social media visuals, email templates and website elements.
Beyond design, I manage multiple projects simultaneously, ensuring they stay on schedule and meet the needs of stakeholders. I collaborate across departments to develop brand assets, enforce brand guidelines and contribute to the execution of marketing campaigns with a consistent brand message. I also provide tailored asset packages for specific marketing and sales needs, ensuring that deliverables are both timely and on-brand.
My role requires me to stay current with the latest design trends and tools, regularly perform image retouching and manipulation and modify visuals to meet project specifications. Additionally, I oversee the procurement of marketing supplies and POP items, managing vendor relationships to ensure we get the best quality at competitive prices. Ultimately, my day is a blend of creative design work, cross-functional collaboration and logistical management to ensure that the Atturo brand remains strong and cohesive across all platforms."
What's been the biggest surprise of your current job?
One of the biggest surprises in my current job has been the overwhelming support and encouragement I’ve received as a female in a traditionally male-dominated industry. I didn’t expect to find such an uplifting and positive environment, but working at Atturo Tires has been made easier thanks to the incredible people here. From the unwavering support of our president, Michael Mathis, and vice president, Karl Becker, who always make time to help me succeed, to the wonderful team members who make every day enjoyable, it’s been a truly rewarding experience. The sense of camaraderie and mentorship has far exceeded my expectations and has been one of the most pleasant surprises of my career.
Tell us about your family.
I come from a small, close-knit family that has always supported and nurtured my passions. My dad has a deep love for boating and muscle cars, and his unique blend of strategic and creative problem-solving continues to fascinate me, no matter how old I get. My mom is an incredible artist who taught me everything I know about art and drawing. She fostered my love for all forms of art growing up, and her encouragement was instrumental in shaping my creative journey.
My older sister, also an artist, influenced my love for design and helped me see its presence in every aspect of life. Growing up, we were a typical middle-class family, spending weekends boating, taking trips to museums and exploring small towns across the United States. Some of my fondest memories are of us driving through the middle of nowhere in our 1994 GMC Jimmy, discovering the next diner or hidden roadside gem together.
If you could wake up tomorrow with one new skill, what would you choose?
While I’ve always been passionate about learning, whether in fine arts, art history, graphic design, or even physics, weather science and meteorology, if I had to pick something I’m not great at, it would be cooking. I would love to be a fantastic cook — someone who can whip up dinners and desserts that are 11/10 meals! Being able to create special dishes for family and friends would be such a meaningful way to show my love and appreciation for them. While I do alright in the kitchen now, mastering the art of cooking would be a skill I’d cherish.
In a single word, how would your friends describe you?
Probably quirky. I’m a mix of creativity and sass, and I don’t mind laughing at myself.
If you could switch careers tomorrow, what would you want to do, and why?
If I could switch careers tomorrow, I’d dive into meteorology. Weather has always fascinated me, especially after being caught in several wild weather situations over the years. What started as a way to better understand and face my fears quickly turned into a passion for learning everything I could about how weather shapes our daily lives. I’d love the chance to explore that curiosity even further and make a career out of it.
What's the biggest issue facing the tire industry?
I think the supply chain disruptions and material shortages have impacted production and costs. Probably still the residual effects from the pandemic, but prices/inflation on all goods has decreased the likelihood of people buying items they need more frequently.
When you were a kid, what did you want to be when you grew up?
I wanted to design vehicles. In fact, when I was six years old, I thought I’d invented the first car with a pickup bed — only to have my dad break the news that the El Camino had been around since the 1950s! I’ve always dreamed of creating something that people would look at and instantly fall in love with. Contributing to the design of a unique vehicle that people would cherish for a lifetime would still be one of the greatest honors for me.
How do you unwind after a stressful day?
I like to go home and spend time with my dog. I’ve always been a big animal lover and find so much joy in their company. After losing my previous dog earlier this year, I recently adopted a new puppy, and she’s brought so much happiness back into my life. She constantly makes me smile and helps me unwind after a long day, providing a perfect mix of comfort and fun.
What goal did you set for yourself this year? Are you on track to reach it?
My goal this year was to create a more cohesive and consistent design across all platforms for our brand. I’m happy to say that we’ve made great progress, and much of our branding has been successfully updated to reflect a unified look and feel.
What do you expect to be doing 20 years from now?
In 20 years, I hope to have my own home, be well-established in my career, and have achieved many of my personal, financial, and professional goals. I envision continuing to grow in my field while balancing a fulfilling personal life.
