Rochelle Dela Cruz — The Multi-Hyphenate Hype Girl

Life has a way of rewriting our scripts. For Rochelle, fresh out of college with a degree in graphic design, the plan was clear—or so she thought. But then the world shut down.

“I felt like I was in survival mode,” she recalls. “I didn’t have the connections I thought I would have.”

The pandemic canceled her much-anticipated senior showcase, cutting off a vital chance to network and present her work. It felt like a door slammed shut. But in Rochelle’s world, a closed door often means another one—unexpected, and sometimes even better—is about to open.

“What’s beautiful about redirection,” she says, “is you never know what doors may open.”

A Pivot Into Photography

That door appeared in the form of a beauty company in Hanalei searching for a photographer. Rochelle had little experience beyond dabbling in her high school yearbook team, but a friend encouraged her to apply. Armed with determination—and a crash course in YouTube tutorials—she stepped in.

It wasn’t seamless. Imposter syndrome shadowed her early shoots.

“When I began photography professionally, most of my imposter syndrome came from my lack of experience and the pressure to constantly produce high-quality work while learning on the go,” she admits.

But perseverance paid off. Rochelle discovered not only a talent for the craft but a deep love for it.

“In photography, I thrive on the interactions during a shoot and the confidence boost my clients feel.”

And it turns out, photography was just one piece of the creative puzzle.

The Multi-Hyphenate Life

Today, Rochelle’s life is a balancing act of passions: photography, graphic design, and dance. Each medium feeds her energy, and each, in its own way, allows her to embrace what she calls her “hype girl” side.

“All three mediums allow me to experiment, explore different concepts, and bring ideas and personas to life. Whether through movement, visuals, or storytelling, my goal is for people to feel like they’re being taken on a journey—one that leaves them feeling seen, celebrated, and inspired,” she says.

Her approach to creativity ties back to storytelling.

For Rochelle, stories live in the details—the light, the color, the composition, the rhythm. She draws on Gestalt theory to focus on the whole picture before zooming in on the parts.

“To convey a story effectively, all the parts have to work together so the message lands the way I intend,” she explains. Whether she’s choreographing a dance, designing a graphic, or styling a photo shoot, Rochelle is always asking how each detail contributes to the bigger picture.

The Art of Storytelling

Storytelling, for Rochelle, is liberating.

“You can take the same emotion or theme and express it in completely different ways depending on the medium, concept, or style,” she says. “I love exploring those possibilities and figuring out how to tell a familiar story in a fresh way, or observing how a message evolves over time.”

It’s this exploration that keeps her spark alive. And while many creatives eventually narrow down their focus, Rochelle isn’t ready to niche down just yet.

“Never say never,” she says with a smile, “but as of now I don’t see myself niching down. I’m enjoying growing each skill, and being multidisciplinary allows me to be intentional about what I offer. I like being able to look at a client’s needs and decide which skill or service will create the most impact.”

Staying Grounded

Juggling so many roles isn’t easy, but Rochelle has her rituals. Journaling keeps her grounded.

“My brain can feel like there’s a million tabs open, and journaling helps me close them,” she explains. “Putting my thoughts on paper clears the mental noise and keeps me focused. It’s a habit I started when I was 14, and whenever I’m stressed or need to reset, I tell myself, ‘when in doubt, write it out.’”

Passion projects also keep her flame burning. Free from client expectations, they allow her to play, experiment, and remind herself why she fell in love with creativity in the first place.

“As creatives, when we offer our skills as a service, it starts to feel like we can’t make mistakes,” she says. “That’s why passion projects are essential. They let me create for myself and try new skills without pressure. Many of these projects no one has ever seen, but they’ve given me confidence and reminded me I’d still do this even if it wasn’t my job.”

Equally vital is community—the network of fellow artists who have shared feedback, encouragement, and their own stories of doubt and discovery. “It showed me I wasn’t alone,” Rochelle reflects.

The Bigger Picture

At her core, Rochelle is a storyteller, whether through lens, movement, or design. Her “wild card” style is less about fitting into a box and more about evoking emotion, empowering others, and representing them authentically.

And though her journey wasn’t the straight path she once imagined, Rochelle wouldn’t have it any other way.

“Redirection brought me here,” she says. “And I love where I’ve landed.”