In the Thick of “IT”
Elena Foraker ’11 leads design for trendy BAGGU
BY JODY RECORD
BAGGU is having a moment, and Elena Foraker ’11 is right in the thick of it.
A San Francisco-based company that makes sustainably designed bags of all shapes and sizes, BAGGU was founded in 2007 but has become an “it” product thanks to the devoted following of customers who refer to themselves as “BAGGU girlies.” In recent months, TikTok videos posted by some of these BAGGU enthusiasts have amassed more than 130 million views, as the bags, designed to supplant single-use plastic carriers, have become a must-have accessory in certain circles.
“Our bags’ appeal is that they are thoughtfully designed, have durable fabric, are affordable and practical, and have consistently fun prints and colors,” says Foraker, who joined the company as senior graphic designer in July 2022 and was promoted to art director earlier this year. While there have been some growing pains as the company has adjusted to meet surging demand, Foraker says, “we are trying to make sure everyone who wants a bag gets one, while also not creating unnecessary waste, trying to stay true to our sustainability goals.”
Foraker’s path from St. Paul’s School to BAGGU wasn’t necessarily direct, but the signs — some of them literal — were there. Growing up in Keene, New Hampshire, she was “always drawing,” she says. Her parents signed her up for art lessons and she filled sketchbook upon sketchbook with her ideas. At SPS, she designed a guide of running routes around campus and downtown Concord. She also designed a logo for Eco-Fest that was put on water bottles.
After SPS, Foraker studied studio art at Colorado College, served as editor for the school’s literary magazine and soon was teaching herself Adobe design programs. After a brief stint in an art gallery, she moved back East to earn her MFA in graphic design from the Rhode Island School of Design (RISD). She graduated in 2020, freelanced for two years and found her way to BAGGU through her RISD thesis adviser, Ryan Waller, who recommended her for the senior graphic designer position when it opened up. “One of the co-founders went to RISD, so when Ryan connected us, we already had that link,” she says.
Foraker’s average day starts with a morning meeting with her team, which typically is working months ahead. Right now, they are planning the 2024 spring collection photo shoots and marketing campaigns — choosing the models and the styling, finding graphic examples and assessing how they will look when they launch as well as how the email campaign will look, and creating a sample homepage design.
“BAGGU historically never had a set of design standards, and that is partially why I was interested in the job,” Foraker says. “Since we have been getting broader visibility and are partnering with more brands, I have been tasked with honing our brand image and voice, so we can have some more consistency as BAGGU grows. But I am also making sure we keep BAGGU weird.”
Foraker credits the work ethic she developed at SPS with giving her the discipline and creativity her role requires. “The rigor at St. Paul’s made everything else I’ve done come easy,” she says. The stepdaughter of former SPS communications director Michael Matros, she always had her eye on the School: “I wanted to go to St. Paul’s where being nerdy is cool, where being smart is cool. I worked really hard; college almost felt easy compared to high school. St. Paul’s made me feel ready,” she says. “By the time I graduated, I felt like a full adult. It made a difference.”
At some point, Foraker would like to have her own design studio. For now, though, she is enjoying the challenges that come with creating for an “it” company and its devoted customers.