Raoul Mendoza knows design and the industry surrounding it. Off the top of his head, he spouts names of designers, clients and up-and-coming artists in the city and across the country. But, his main industry focus is to be a problem solver. Mendoza stopped working at a design company in Toronto and an emerging Edmonton web company to study and research the question: “Why don’t companies and their designers see eye to eye, and why do both feel misunderstood?”

Mendosa believes it’s a simple breakdown in communication: The internal process the graphic artist goes through to solve the client’s needs isn’t being properly expressed, nor are the reasons for the design decisions made clear to the client.

“They’ll view (the graphic) as a piece of art and get insecure about it,” explains Mendoza. “They don’t understand it, so they get cold feet and back out.”

He wants to create and/or repair the link between the client and the artist. “I’ve always been an artist at heart. Like all kids, I wanted to be a cartoonist.”

The 26-year-old decided to focus not only on creative development, but to attack the business side of his art as well. He started Dirty Lab, intent on creating visual solutions that could be understood by his clients. He relies heavily on networking and meeting people. “Once you meet one person, you indirectly meet their whole Rolodex.” He laughs. “You’re only as good as the people you’re with.”

Mendoza received his bachelor of design from the University of Alberta, and started Dirty Lab a year ago. He says business is booming, and cites a 45 percent increase in sales. According to his calculations, he will be doing six to eight months of work in the next two.

“I’ve always known I wanted to do some form of commerce too. It’s the perfect marriage between business and design.

“I enjoy waking up every morning and coming to work.”