I used to think success meant landing big-name clients and working in sleek agencies. But the further I climbed that ladder, the more disconnected I felt. I wasn’t creating with purpose. I was designing in a vacuum.

For years, I worked across the design and branding industry, from one of the world’s biggest branding agencies to smaller studios and in-house graphic design roles. It was the path I thought I was supposed to follow.

More often than not, I was creating brand designs for businesses I’d never spoken to. Working through marketing teams, following briefs passed down the chain, and rarely meeting the founders behind the brand. There was no spark, no story, no soul. And I found myself asking, Who is this really for?

At the same time, I was taking on freelance branding projects in the evenings and weekends. (Because let’s be honest, agency salaries rarely match the workload.)

But something unexpected happened,
I loved my freelance work more than my day job.

As a freelance graphic designer, I got to work with small businesses, creative entrepreneurs, and passionate people building something from the heart. I wasn’t just handed a logo brief, I was invited into the story. I got to ask questions, understand the “why,” and collaborate closely with people who genuinely cared about their brand.

And that changed everything.

I realised I was most fulfilled when I was working directly with founders, those who were building something meaningful and wanted their brand to reflect that. The work felt more honest, more collaborative, more human.

So, I made the decision to leave agency life and start something of my own.

That decision became Studio Coco, a creative branding studio designed for small businesses and founders who want to build soulful, strategic brands. No middle layers. No creative-by-committee. Just purposeful brand design rooted in clarity, connection, and storytelling.

Now, I work with people who are doing what they love, and want their brand to reflect that love in a way that’s beautiful, functional, and deeply aligned.

It’s still early days for Studio Coco. There’s a lot I’m learning, unlearning, and figuring out as I go. But for the first time, it feels like I’m building something that’s truly mine, something that reflects my values, my voice, and the kind of work I actually want to do.

So, wish me luck. And if you’re standing on the edge of your own leap, whether it’s leaving the 9–5, rethinking your brand, or starting something from scratch, I’m rooting for you.

Studio Coco is my leap.
And I’m so glad I took it.