4 Success Tips for a Startup Creative Studio
Sixteen years ago, I was overwhelmed by fear. On a Saturday morning, I learned that the company I had helped start and dedicated over 12 years to was closing its doors for good by Wednesday. This news was dire; I faced the frightening reality of losing my steady paycheck and the health benefits my family depended on. As a family of four relying on a single income, managing our mortgage became a pressing concern. This moment is forever etched in my memory.
The job I loved, the close colleagues who felt like family, and the workplace where I envisioned a long-term future—all of it changed in an instant, leaving me little time to process the situation. With only a few days to pivot, I was thrust into the challenge of starting the new business venture I never intended on starting. Running a creative business for 16 years has taught me a lot. When others reach out to me because they have found themselves in a similar dire situation, I offer the following four pieces of advice:
1. Don’t overthink.
When naming your business and developing your branding, don’t get bogged down in indecision. I spent time sketching logos and brainstorming names, but I gave myself just one week to choose and name a logo. Creating deadlines helps us know when to put pencils down and stop noodling.
Ultimately, I chose to use my name (Slagle Design) for three reasons:
I had some name recognition. People knew me as a designer and could find me easier.
It’s unique, making it easier to secure a domain and better for SEO. This would be harder for someone named Jones or Smith.
I am the business. I had no intention of going back to an agency model, so having others working under my name wasn’t an issue. There are many great agencies named after their founders, so if my business model changed, this still wouldn’t hold me back from building a team.
If you’re finding it difficult to design your studio logo and branding, try this: choose the right font and type your business name. Boom, you have a working logo! You may have new ideas later and want to change it up, but many creatives get stuck on this step, which prevents them from launching their businesses in a timely manner. Don't let an inability to resolve your brand identity get in the way of selling your services. You can always come back and make updates. Remember, potential clients are coming to your site to see what you have created for others and they are less interested in what you are doing for yourself. Make sure your brand identity is simple so it stays out of the way of presenting the amazing work you have done for your clients. Your website and branding should allow them to shine, not you.
2. The work you show is the work you’ll get.
Don’t waste time building a social media presence until you have a website to direct people to, where they can see your work. Your social media channels should be an extension of your website, showcasing the type of work you want to attract. If you don’t have the work in your portfolio that you wish to attract, create personal projects to show your capabilities. Recently, a series of self-initiated illustrations shared on Instagram led to a commissioned project with Adobe. Use your spare time widely by constantly pushing yourself to create work and put it out there. You never know who may see it. Remember rule number one: don’t overthink it. Let your branding take a back seat and use a simple site to showcase your work for clients. People want to see what you’ve done for others so they can envision what you can do for them. You want potential clients to feel a sense of envy over the success of your previous projects—creating that desire can drive them to hire you!
3. Seek creative community.
I was amazed by the level of independent creative talent in my city. For 12 years, I had been so focused on other agencies that I was unaware of this vibrant subculture. If you’re starting out, you have access to a nearly limitless team of creative professionals. Ask for referrals and use platforms like LinkedIn to connect with creative partners, allowing you to form teams to tackle projects together. Join local creative organizations like AIGA, AAF, or CSCA. Attend conferences like Creative South, Circles, Adobe Max, Making Midwest, Created Conference, Creative Works, or Crop. You’ll find developers, animators, photographers, writers, filmmakers, and more in your area—often with more experience and at a fraction of the cost compared to agencies. Not only will you discover a new support network, but you’ll also encounter individuals who have been where you are and can offer valuable advice. Build some solid relationships with these folks, and they will bring you along on their projects as well!
4. Say yes.
I once had a friend who started an IT company and would say, “I’ll come to your office and mop your floors for my hourly rate.” No one ever took him up on it, but the idea resonated with me. When you begin, don’t let idealism keep you from earning money. It takes time to develop your ideal small business. If someone is willing to pay you a reasonable rate for a project, even if it’s not particularly exciting, take it. It’s temporary and helps pay the bills; when your bills are covered, stress and anxiety decrease. With lower stress levels, you can think more clearly and save for the future. When I started, I did a lot of freelance work. Taking on contract jobs guaranteed income, allowing my family to eat and our mortgage to be paid. Over time, I transitioned to more client work, slowly moving away from freelance until I eventually ran a 100% client-based business. Above all, never say “no” to an opportunity because fear is holding you back. I had a serious fear of public speaking before I was invited to give a talk at a local university. The first time was terrifying, the second time, less so, but now I speak regularly to large groups and have learned that I actually enjoy it. Say "yes" to things that are good for you, especially when they are scary. You'll grow in ways you never thought possible.