Melanie Robinson

Principal and Brand Experience Director

KAA Design Group

EDUCATION: Dual degree in architecture and graphic design, Laval University,

Quebec City

OSCAR FASHION THOUGHTS: It is hard to believe that in 2009 men are still wearing the same tuxedo and tie or bowtie look. The problem is that anytime a man wears something different, they are singled out in a negative way. I think it’s time for men to step it up. A modern take on men’s evening wear is long overdue.

The Business Journal occasionally checks in with L.A. executives and asks them to describe their day. This week, Melanie Robinson, a principal and brand experience studio director at architecture and design firm KAA Design Group, discusses her routine.

There is nothing routine about Melanie Robinson’s day, and she works to make it that way. On a recent morning, for example, Robinson read “The Ten Faces of Innovation” by Tom Kelley. Other mornings, she may begin her day by exercising or browsing the Internet.

“I don’t have a typical day; that goes with everything in my life,” Robinson said. “It’s anything from going to the gym in the morning or just getting up and getting ready, to reading RSS feeds, browsing the Internet or reading a book.”

Raised in an artistic household where she picked up father Richard Robinson’s passion for fashion designing, Robinson believes that as a person in a creative position, having a set routine is not conducive to stoking the imagination.

“If you’re in a creative field, it’s just what happens at the moment,” she said.

As principal at Marina del Rey architecture and design firm KAA Design Group, Robinson lists as essential tools her creativity, a moleskin notebook and a lot of Post-Its.

“Post-Its are the best invention ever,” she said. “I post my ideas in books and everywhere, really. I make a whole list of notes, whether it’s a meeting or when I’m just sitting and thinking about things.”

Robinson is involved with every project at KAA, with her duties in each project varying from design to direction to development. She is currently working on rebranding restaurant chain Mastro’s.

Her day, she said, may begin with a staff meeting, touching base with the design team, then heading off to management meetings, followed up by phone calls and client meetings.

“It’s very challenging stepping from one meeting to another that have such different lines of projects and having to come up with so many ideas,” Robinson said.

Her assistant usually attempts to squeeze in an hour lunch for Robinson, but the time is constantly rescheduled due to shifting work demands.

“Sometimes I’ll just take a 15-minute lunch break, but I have lunch with my fianc & #233; whenever I can,” Robinson said. “It really just varies.”

Robinson’s day at KAA Design ends around 8 p.m., but even though she heads back to her Marine del Rey home, her work, she said, is never done.

“For me, there’s not a definite line between work and going home,” she said. “Everything kind of blurs, but that just means that what I’m doing is a true passion of mine.”

After having dinner with her fianc & #233;, Matthew Vincent, Robinson will either go to bed early or stay up as late as 3 a.m. working, reading, designing clothes or searching for inspirational ideas.