Why Urban Mast
The meaning behind the name
My name, Alee, is actually a sailing term that means “away” or “protected by the wind.” Inspired by my nautical upbringing, I chose to incorporate the word “mast” into my brand because of its significant role in sailing. The mast of a ship acts as the main support for the sails, helping the vessel move in an intended direction. This is the kind of collaborator and brand identity designer I want to be, giving you the support and forward momentum you need to excel in your business.
Hi, I’m Alee
owner and lead designer of Urban Mast. I love working with small business owners and entrepreneurs who have a purpose behind everything they do and want to work with someone who does too. Is that you? We’ll be a perfect match!
After graduating from Northwestern College with a B.A. in Graphic Design, I got my start as an in-house designer working for various companies while freelancing on the side. It didn’t take me long to realize I felt more energized and creatively inspired when working on freelance projects than I did in my full-time jobs. This led me to officially create Urban Mast design studio in 2017, and I haven’t looked back since!
When I’m not designing in my home studio (with my assistant—a friendly, fluffy Maine Coon cat—by my side), you can usually find me checking out a new brewery in town, playing tennis, or binging my latest TV obsession.
A little about me…
My morning cannot start without a LARGE cup of coffee.
I’m a die-hard Vikings fan and will proclaim every year that we’re going to the Super Bowl. #SKOL
I love living in St. Paul, but Italy has stolen my heart. I’d live there too if I could!
Massimo Vignelli is my all-time favorite designer.
My husband and I just recently added a second story onto our small 1930’s craftsman bungalow in St. Paul. (I guess you can add general contractor to my resume!)
Record shopping is one of my all-time favorite hobbies. My ever growing vinyl collection brings me so much joy. (Current fave: Madman Across the Water by Elton John. I may or may not love Elton John more than life 😍)