Page B4
November 21. 2007
jL ln rtla u ii (©bseruer CAREERS EDUCATION
L egal
N o t ic e s
Entrepreneurial Life Suits Cuban Immigrant
continued
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from HI
of the two. As such. Norell says, it is
the only minority-owned firm of its
kind in Portland.
The company provides business
cards with color printing, graphics and
higher-quality stock for the same price
that many designers would charge for
a more ordinary card, he says. The
firm also offers "one-stop shopping”
with Norell subcontracting with print
ers to produce a finished product.
The idea for starting his own busi
ness began when Norell was working
for the Hispanic Yellow Pages.
“Everywhere I went, I saw a need
that wasn’t being met,” he said. So he
started his own graphic design busi
ness, working on his personal com
puter. When he couldn't get busi
nesses to hire him, he designed busi
ness cards for them without their per
mission to show what he could do.
"They saw I could do good work
and that I was affordable," he says.
"They saw they wouldn’t have to
stretch their budget to hire me.” Word
of mouth did the rest. He has acquired
some 450 clients in this way.
Norell grew up in Cuba and learned
his trade at the Havana Graphic De
sign Institute. He helped design mate
rial for the marketing of LaBatt Cana
dian beer when it was distributed in
Cuba.
However he felt constrained by the
lack of free enterprise and freedom in
general, saying, "If you speak there, it
has to be in favor of the government,
or you'll get in trouble.” Thus he ap
plied for a visa to the U.S. under a
lottery system then in effect that al
lowed a limited numberofemigrations
for people deemed “suitable” by their
lack of a police record and evidence
that they could support themselves.
He received his visa in 1998. Soon
he was working
for Emerald Stu
dios until he was
laid off. He tried
selling cars, but
found the business
involved telling
“too many lies.”
Eventually he de
cided to go into
business himself.
He found he had a lot to learn. “In
a communist country, you don’t have
the processes you have here,” he
says. "I didn’t know where to go or
what I needed to do.”
The Hispanic Chamber of Com
merce was a great help. "They told
me about a lot of things that I didn’t
know existed,” he says. This included
financial and technical assistance from
the Portland Development Commis
sion, and the opportunities afforded by
/ love it here. I ’ve learned to
enjoy every season, even the rain.
- Eduardo Norell, owner of Norell Graphic Design
the Vanport Project. The Hispanic
chamber also helped him with busi
ness contacts. Norell now sits on the
chamber’s board.
He now has two assistants - Carlos
Guerra and Elio Nunez - both fellow
graduates of the Havana Graphic
Design Institute, and he says he may
eventually hire more people.
His workspace in his garage is
“bursting at the seams.” That is one
reason for the move to Vanport. In
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LaBatt, who touted Portland’s prox
imity to nature and its small-town feel.
Now, he says, “I love it here. I’ve
learned to enjoy every season, even
the rain.”
He recommends the entrepreneur
ial life to young people. "There are
things about it that are hard, but the
rewards outweigh them,” he says.
Norell Design can be reached a,
5 0 3 -5 4 4 -9 7 6 3 or by e-m ailin g
eduardo@norelldesign.com
Career Unfolds '"Unexpected Ways
continued
MS stops people from moving.
We exist to make sure it doesn't.
addition, he says, "I'm looking for
bigger clients now, and when 1 tell
them ‘I work out of my garage,’ no
matter what you have to offer, they
don't want to listen to you. This is a
necessary step because it gives me
credibility and a different image.”
Norell is married and has twodaugh-
ters. Aside from them and Guerra and
Nunez, his "extended family.” most of
his family and friends live in Florida.
Norell moved to Oregon instead on
the advice of a business contact at
from Hl
a large enough organization to
provide many opportunities to
get training for other jobs and
try new positions,” she said.
“There are so many opportu
nities in transportation, alone.
On the outside, people just see
buses and trains, but there are
so many behind-the-scenes
things that make the system
w ork.”
Two months ago, Russell
made another career move. She
was hired in the Scheduling De
partment as a Schedule Writer I
(field schedulers), a new posi
tion that focuses on riding buses
to learn why some trips don’t
run on schedule.
The field schedulers work
with operators who report prob
lems keeping on schedule.
Sometimes she discovers con
struction problems causing de
lays, maybe problems with traf
fic-signal timing or maybe an
operator’s inexperience. Call
ing on her years of experience
as a bus operator has given her
a strong background to helpoth
ers.
“Our goal is to make spre the
bus schedules' reflect the realih
on the street, so we can keep
buses on time and keep our
riders happy," Russell said. “I
feel I’m really helping both our
operators and our riders in this
new job.”
Arelina Russell moved to
Oregon 30 years ago from North
Carolina. She lives in the Port-
land-metro area.
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