Her Story
About Laura
I wanted to be a graphic designer since the age of 11. I grew up in a multi-generational entrepreneurial family, so between those two influences, it makes complete sense where I landed as a business owner that specializes in visual branding. I've been in this field for 22 years, and I've been running my own studio for 10 years now. My career journey has taken me through working in magazines in Manhattan, at a printing shop, and doing freelance work for everyone from a record label in LA to mom-and-pop shops who needed marketing materials. I've always freelanced since the beginning of my career, and then I turned my freelance gig into a studio about 10 years ago. As the owner, I handle everything - from the business development side where we work to bring clients on, to the onboarding process, to the kickoff meetings that start projects, going through the projects and moving through the process I use to reach the creative goals for the clients, and then all the administrative work of communications, billing, contracts, and proposals. Although I do have people who help, I still need to participate in and have my hands on at some touchpoint through the process. My most notable professional achievement is staying in business - being able to retain clients and have clients come back and work with us, and really develop those working relationships.
Her Interview
Ten minutes with Laura
01What do you attribute your success to?
I attribute my success to support and determination—the determination to succeed. My constant unwavering support has been from my husband. That support system, combined with my own drive and determination to succeed, has been essential to building and maintaining my business for 10 years.
02What’s the best career advice you’ve ever received?
I've been very lucky to have a number of mentors throughout my career, and I've received so much great advice that has really shifted and shaped my path. There have been so many valuable pieces of guidance along the way that I'm genuinely grateful for all of it. I think what sums it up best is that it's the culmination of all the tidbits that people have gifted me—not just one piece of advice, but the collective wisdom from all my mentors and supporters over the years.
03What advice would you give to young women entering your industry?
Observe everything. Take in as much as you can. It's what we observe and what we experience that we bring to our craft. The more you can absorb and learn from everything around you, the more you'll have to draw from for your creative work.
04What are the biggest challenges or opportunities in your field right now?
I think the biggest challenge and opportunity—it is a conundrum, it is a balancing act living within it itself—is AI. Really understanding the role it can play, the role it currently plays, and where it's going is crucial. I know it's such a buzzword right now and such a hot topic, talking about artificial intelligence. While it is the biggest challenge for me as a "competitor" in my industry, it also provides the biggest opportunity if you leverage it correctly.
05What values are most important to you in your work and personal life?
The values most important to me are kindness and leading with love. These principles guide how I approach both my work and my personal relationships.
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