— PROJECT
VLY GRL
— ROLE
Owner
Branding
Design
Illustration
Social Media
Layout Design
— TOOLS
Adobe Illustrator
Adobe Photoshop
Procreate
Big Cartel
ShipStation
MailChimp
— DATE
2016-Present
The Challenge
Growing up in the San Fernando Valley, I was tired of the "bimbo Valley girl" stereotype that pop culture stuck us with. I wanted to build something that gave that identity back its dimension — starting with a brand, then a community.
The Approach
I founded VLY GRL, a line of accessories, apparel, and zines built to smash the stereotype one rad product at a time. I also launched the VLY GRL Zine, a collection of visual art, poetry, short fiction, and essays by creative women from the Valley; which became a space for us to tell our own stories.
The Result
VLY GRL has grown into a genuine community, with a website that saw a 74% increase in conversion rate during 2020 alone. It's also earned real-world recognition: I was acknowledged in the 2025 history book Filipinos in the San Fernando Valley, and received a Certificate of Recognition from the California State Legislature for VLY GRL's partnership with the Getty Museum.
VLY GRL at the Getty Museum's 25th Anniversary Celebration in Reseda, CA in July 2022. Filmed by Jeff Estrada
Alisa at Los Angeles Zine Fest in 2024
Brand Collaborations
Collaboration with A Kid from the Valley, November 2022
Collaboration candle with Valley Girl Apothecary, January 2021
Collaboration with Meet the (818), August 2021
Bookmark for Tia Chucha’s Centro Cultural & Bookstore’s Celebrating Words Festival, May 2021
VLY GRL at the inaugural Valley Fest in Canoga Park, CA in August 2021. Filmed by Jeff Estrada