Two years of solo brand identity and web work for 18+ clients across real estate, education, and e-commerce. 65% repeat business.
Brand identity, web, marketing campaigns — brief to delivery on every project. The constraint that defined the era: every brand had to feel premium on a budget that didn't allow for premium production.
Solo work taught me to systematize the boring 80% — file structure, type pairings, color libraries, web templates — so I could spend time on the 20% that actually made each client's work different from the next.
Solo work is the fastest way to learn the business side of design. Brief, budget, scope creep, revision rounds, client management, delivery. By the end of two years, I had a different relationship with deadlines than I'd had at the start.
