Growing a Design Business: 13 Lessons from 13 Years
Thirteen years ago in March 2012, I made it official.
I filed my LLC, set up my business bank account, and took a deep breath. I was officially in business and officially stepped into entrepreneurship.
I had already been freelancing on the side of my full-time nonprofit job—but those steps made it feel real. Tangible. Like the start of something that would grow and evolve with me.
And there was something about taking these logistical steps that put things into motion.
I started saying YES to just about any project that came my way and I continued to figure things out as I went—Googling contracts, undercharging, over-delivering, and making all the classic new-business-owner mistakes. It was messy, overwhelming, and, at times, downright exhausting.
What kept me going?
The spark of seeing a brand come to life.
The joy of building relationships and collaborating with clients.
And the dream of building something that could support both my creativity and my life. Particularly as someone who dreamed of being at home with and present for my kids, when that season came.
I wasn't just creating logos and marketing materials and growing my network. I was building a strong foundation and learning what kind of business owner I wanted to be.
Over the years, this business has become a space for creativity, connection, and an opportunity to build a life I truly want to live. But in the process, I’ve also built something that feels sustainable, fulfilling, and deeply aligned. Something I’m proud of.
That's not to say that building a design studio is easy. It comes with challenges as well as successes, and many, many lessons learned along the way.
To honor 13 years in business, here are 13 lessons that have shaped me and the design studio I’ve grown since 2012.
1. Self-confidence and self-trust come by taking action.
We don’t wake up one day suddenly full of confidence. It builds over time—through putting in the work, showing up, saying yes (even when we don't feel 100% ready), and figuring things out as we go. Every small win is a brick in the foundation of self-trust.
So do the thing. Go out there and find the work, and know that it's okay to figure out all the details along the way.
✨ TRY THIS ✨
Find and attend a couple local networking events and make a goal of having a 1:1 coffee date with 3 people you meet who may be a potential client in the future or a good referral source. When in doubt, reach out to people who you genuinely like and could be friends with... the best networking comes from creating genuine relationships! If you're not sure where to start, check out your local Chamber of Commerce or see if there's a Rising Tide Society chapter near you!
2. Slow seasons are normal.
They’re part of the rhythm and the nature of running a business. They can feel disorienting and stressful, especially when we tie our worth to productivity or when you're financially in a tough spot. They’re also often where clarity and creativity bloom. Or sometimes, there's a grander reason for it that you can't see in the moment.
So, when you're in a slow season, have a moment of panic, sure. But then use it as an opportunity to refine, reflect, and realign... or just enjoy a slower pace. Things will pick up again.
✨ TRY THIS ✨
For service-based business owners… scheduling projects in advance helps create a nice flow of work (and income), and helps avoid falling into the "feast and famine" cycle too often. Create set packages for your services, streamline your processes and timelines, and then map out how many projects you'll take on per year. Then when a new inquiry comes in, instead of booking them immediately, book them for your next available project slot, if possible. I go into more detail about this inside my free audio course!
3. You truly are your secret sauce.
Your lived experience, your creative eye, the way you connect with people—that’s what makes your business and your work magnetic. Being inspired by others is great, but growth really starts when you stop trying to sound like everyone else and start owning what makes you you. And then communicate that to your audience. Stay in your lane.
✨ TRY THIS ✨
If you're trying to nail down your positioning and what makes you special, always go back to your why. This blog post is a great place to start!
4. Sustainable marketing > quick wins.
It’s easy to chase trends, but long-term impact comes from consistency. It’s less flashy—but it’s way more powerful. My two best tips for this?
a.) Network. Build real, genuine relationships with people in your community and online. Networking events got way easier (and more fun!) when I started approaching them in this way... because it takes the pressure off! I focus on connecting with and maintaining relationships with people I genuinely like and want to be friends with… and usually that goes hand in hand with wanting to refer them to others.
b.) Invest in your website. Hiring website strategists, copywriters, and SEO specialists have been one of my best business investments. Don't be afraid to bring in an expert, when you're ready.
✨ TRY THIS ✨
Check out Lesson #4 in my free audio course for more about playing the long game with your marketing.
5. Boundaries protect your brilliance.
Every time I’ve avoided putting a boundary, I’ve paid for it in energy. And every time I’ve honored one, I’ve created space for better work and a more regulated nervous system... which results in a better version of me. You can be kind and clear!
And sometimes, you have to learn the hard way (over and over again) what boundaries you need to put in place. That's okay. Getting support in a mentor or coach helps tremendously!
✨ TRY THIS ✨
A solid contract is vital for protecting yourself and putting policies and boundaries in place. Check out The Contract Shop* to purchase a template - they walk you through the whole process of customizing it to your business! Also, check out lesson #5 in my free audio course for more on creating better boundaries. And if you're a designer who is ready for that support from a mentor, check out Anchor + Grow!
6. A thoughtful client experience will set you apart.
Clients remember and appreciate how you made them feel just as much as the final product. Clarity, communication, and seamless systems go a long way in building trust and a great relationship with those you work with... and referrals along the way!
✨ TRY THIS ✨
Map out your process in a project management system (like Trello, Asana, Clickup, or Notion) and put a CRM in place (like Honeybook or Dubsado) to help streamline and create a really smooth client experience.
7. The lines are blurry with motherhood and business.
Especially when kiddos are small. Some seasons feel harmonious, others feel like chaos—but even in the mess, I wouldn’t trade it. This is the dream: being present for my kids and fulfilled in my work. Not perfect, just present. And it's important to recognize the beauty in the juggle of it all.
✨ TRY THIS ✨
I talk about this in this podcast episode on the In Pursuit of Branding, with my dear friend Kelly Wittman.
8. Structure creates space.
The more I’ve simplified my offers, created systems, and embraced clear processes, the more freedom I’ve felt. So, when you're ready, start streamlining your offers, pricing, and how you run your business. Having these policies and structure in your business will help you avoid decision fatigue and overanalyzing every little thing (speaking from experience here)... and it will help you create space and flexibility for what truly matters.
✨ TRY THIS ✨
Check out lesson #3 inside my free audio course, where I talk about all things simplifying and streamlining for growth.
9. Working hard isn't synonymous with working long hours.
It's possible to run a successful and profitable business on the hours and schedule you desire. You just got to get clear on your priorities and work smarter (not harder).
✨ TRY THIS ✨
I talk about this on this podcast episode with my dear friend Kristi Clinton of The Bus Bench Babes, where we discuss running an evergreen business (and so much more).
10. Let it be easy.
There were years I thought “ease” meant I wasn’t working hard enough. Now, I know better. Your business can support you, not just the other way around. Especially in hard seasons, let it carry you a little. Remove arbitrary deadlines and focus on must-dos when needed. You're the boss.
✨ TRY THIS ✨
Do a weekly check-in (mine are on Sunday nights!) where you map out your week and prioritize your top 3 tasks. Do a brain dump of everything else, but be sure to designate what's a must-do and what's a nice-to-have-done task, so if things get crazy, you know what the priorities are. I use Hustle Sanely planner to plan every week!
11. Rest is productive.
Your creativity needs margin. Some of my best ideas have come not at my desk, but on a walk, in the shower, or while rocking a baby to sleep. Step away. You’re not behind—you’re just giving your brain space to breathe. When in doubt, sleep on it.
✨ TRY THIS ✨
If you're continually getting creatively stuck on projects and feel stressed about meeting a deadline, start adjusting your project schedules up front to give yourself more time to complete the parts that require the most creative energy (for me, this is developing branding concepts). That way, the client knows what to expect and when, but you have the time you need. Learn more about building a sustainable business by signing up for my free audio course for designers.
12. Harmony over balance.
Life shifts. Seasons shift. What matters is finding alignment between your business and your life, and making decisions that support the whole picture. So embrace the ebb and flow of it all. Aim for harmony and alignment over weeks and seasons, not perfect balance (which doesn't exist anyway).
✨ TRY THIS ✨
Whenever you have a busier-than-normal day or week or season, be sure to complement it with some time off or at least a lighter load after the "urgent" tasks are wrapped up. This will help you reset, avoid burn out, and feel more stable. I talk about a specific instance relating to motherhood in this Insta post - would love to hear from you in my DMs!
13. Celebrate the small wins. They add up to big milestones.
We’re quick to move on to the next thing, but pausing to acknowledge progress—however small—builds momentum and helps us maintain an abundance mindset. It reminds us we’re growing, even when it doesn’t look flashy.
✨ TRY THIS ✨
Create a folder of kind client messages and/or have a regular check-in with a friend when you share wins and celebrate together. I do this with a designer friend in Voxer and it makes such a difference in my week!
BONUS: You don’t have to do this alone.
Building a business can feel isolating, but it doesn’t have to be. Find people who get it. Who hold space for you, who can mastermind with you, and keep you accountable. Who remind you that your work matters and that you're allowed to take care of yourself in the process.
✨ TRY THIS ✨
This is exactly why I decided to create Anchor + Grow. If you’re a designer who is interested in receiving consistent mentorship and support as you build your business, as well as being a part of an intimate community who you can learn and grow along side, and lean on for support as well, we'd love have you join us inside the Anchor + Grow Mentorship!
Thirteen years in, I’m still learning. Still evolving.
But I’m also deeply grateful—for the clients who’ve trusted me, the fellow business owners who’ve come alongside me, and the creative work I get to do every single day.
To my 24-year-old self: thank you for beginning.
To you, wherever you are in your journey: thank you for being here. Here’s to the next season of growth, creativity, and meaningful impact.
If you're a designer in your early years of freelancing and this is resonating with you, I’d love for you to be part of Anchor + Grow.
Whether you’re totally green and not sure how to grow a design business full time, a parent in the thick of raising little ones and searching for a way to work from home, or a corporate dropout ready to set out on your own — this is your space.
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