The pathway I took to become a full-time business owner is a little more winding and slow than most). But I think in a world that advertises “10K months” to new designers, it’s important to share the journey I took to become a brand designer and why I don’t regret it at all.
Every villain has an origin story. Here is mine (I’d actually like to think of myself as a ‘chaotic trickster’ over villain, but that’s up to interpretation. The ferocity with which I skip songs in playlists has won me many enemies).
The Early Days: Art School Adventures (2008 - 2012)
Straight out of high school, I enrolled in art school. I started out in a photography major as I believed it was the most ‘commercial path’. However, after trying to justify screenprinting my images (among other things), I realised it wasn’t for me and I switched to fine arts where I explored everything from painting to jewellery making. At this time I also flirted with the idea of becoming a teacher (yes, really!) and also majored in history, which I absolutely loved.
I eventually landed in the printmaking department and never looked back… despite the fact I focused on collage, assemblage and (later), installation. Amidst learning traditional etching, screen-printing and lino-cutting techniques, you’d find me making tiny dioramas from stamps and objects ‘borrowed’ from my grandfather's shed.
After earning my degree, I decided to do an additional year in an honours program where I explored the idea of collected items and part of remembrance and the afterlife (ask me about it, I dare you!). After this, I knew a career in the arts wasn't for me but I don’t regret this time at all- it provided me with a unique perspective and a knack for creative problem-solving.
Discovering Design: A Perfect Fit (2014 - 2015)
While still in university, I worked at tea retailer T2, where I discovered the power of design and packaging (and yes, I’ll still lecture you on brewing your tea at the right temperature!).
My printmaking practice at uni lead me to seek out work experience with letterpress printers and after working with a studio, I was introduced to the owner of the design school I ended up attending. This school had a strong focus on typography and letterpress and after applying on a whim, I immediately felt at home after being accepted.
Unlike art, which often required a deep educational background to appreciate fully, design was accessible to everyone. It’s a practice that perfectly balances creativity with logic and problem-solving and I just knew I was in the right industry.
Gaining Experience: Agencies, In-House, and More (2016- 2021)
Over the next few years, I gathered experience across a range of design roles—agencies, in-house positions with retailers, and even a stint with a billboard company (traumatic, to be honest). This exposure helped me shape my approach to branding and understand the diverse needs of different businesses.
Working in these roles while building my business allowed me to take on only the clients I truly aligned with which helped me grow and stay excited. Freelancing on the side helped me slowly build my skills and processes, and I'm incredibly grateful to those early clients who trusted me when I was still finding my footing.
During this period, I dove deep into upskilling and learning about brand strategy. I was (and still am) determined to not just create beautiful designs but to craft brands that strategically propelled my clients' businesses forward.
Taking the Leap: Full-Time Business Owner (2022-)
When I registered my business name (Obscurio & Co.) I wasn't entirely sure what direction my business would take. The name left room for future growth and new ventures as well as a possible product-based offering. In 2022, I took the plunge and committed 100% to my business. It was a long time coming (after years of working late nights and weekends) but the joy of working at my own pace and fully supporting my clients through their launches made it all worthwhile.
What's Next?
I'm absolutely loving the business (and life) I’ve created. I adore working with clients on their strategy and brand identity and I’m so thankful to continue to work with amazing, interesting people every day.
I’m also slowly working on launching a product-based label and am slowly rekindling my arts practice. I've also just wrapped up a significant rebrand—a massive undertaking that has finally made my business feel like a true reflection of me. After years of evolving processes and endless to-do lists, it feels incredible to leave behind the placeholder website that lingered for five years (😅).
This has been a SPEED RUN but thanks for being here.
If you want to be apart of my story, please comment below or get in touch to work together.
