Her Story
About Rocio
Rocio Villalobos is a brand strategist, entrepreneur, and creative leader with more than 20 years of experience across brand development, design, marketing, and technology. She is the founder of Gracely Inc., where she partners with organizations navigating growth, repositioning, and periods of change. After earning a Bachelor of Fine Arts in Graphic Design from Colorado State University, with a minor in Spanish, she began her career in broadcast design before expanding into digital design, web development, and brand strategy. She also holds a design thinking certification from NovoEd and continues her professional development through the ShiftCo community and AI-related courses.
Through Gracely, Villalobos helps businesses align their brand strategy, creative direction, digital experiences, systems, and teams to support sustainable growth. Her experience includes working with global brands such as Epson, Adidas, and Anthem Blue Cross, as well as startups and purpose-driven organizations. She has led brand strategy for a national impact investment firm for more than a decade, supporting its growth from $567 million to more than $1.7 billion in assets under management. Her work also explores how emerging technologies, including artificial intelligence, can improve collaboration, simplify workflows, and deliver greater value to clients.
In addition to her entrepreneurial work, Villalobos serves as Vice President of the Board of Directors for Conscious Capitalism Los Angeles, contributing to community-building, strategic initiatives, events, and digital systems that advance purpose-driven business practices. She also co-founded the TOGETHER! Network Los Angeles, which supported women entrepreneurs through educational events, workshops, and community connections. Born in Peru and raised with both Peruvian and American cultural influences, she values cultural diversity, creativity, collaboration, and personal growth. Her professional approach is grounded in curiosity, adaptability, tenacity, and a commitment to helping organizations create meaningful impact while building stronger relationships and more aligned teams.
Her Interview
Ten minutes with Rocio
01What do you attribute your success to?
I attribute my success to curiosity, adaptability, leadership, and tenacity. I enjoy working with people and teams, and I value opportunities to inspire others. I also believe it is important to recognize when circumstances are changing and be willing to pivot accordingly. My tenacity helps me stay committed to my goals while adapting when necessary. Growing up with both Peruvian and American cultural perspectives has also been valuable, giving me different ways of understanding people, situations, and opportunities.
02What’s the best career advice you’ve ever received?
The best career advice I have received is to stop looking exclusively outside myself for answers. I believe in making time for reflection, quieting my mind, and doing the internal work needed to recognize which thoughts are genuinely my own. This helps me distinguish what feels right and aligns with my values from what I think I am expected to do.
03What advice would you give to young women entering your industry?
I would encourage young women to find a balance between technology and the human experience. Artificial intelligence is here to stay, and it offers powerful opportunities, so it is important to become skilled at using these technologies. At the same time, we need to know when to step away from them and make space for human connection, creativity, and reflection. As someone who grew up in an analog world and later built a career in a digital one, I have experienced the value of both and believe we can benefit from combining them thoughtfully.
04What are the biggest challenges or opportunities in your field right now?
Entrepreneurship always involves challenges, including market fluctuations, economic uncertainty, and the impact these factors have on clients. About a decade ago, the commoditization of design pushed me to rethink my business and move toward a more integrated approach to brand strategy. Today, artificial intelligence is transforming creative work, design, and software development. While this creates uncertainty, it also presents a significant opportunity to deliver greater value to clients more efficiently.
I believe challenges can create opportunities for reflection and growth. When circumstances change, it is important to pause, gain clarity about the next steps, and remain open to new possibilities. I also value the role of community in this process, including being willing to be vulnerable, share experiences, and learn from others.
05What values are most important to you in your work and personal life?
Family and relationships are among my most important values. I also value personal growth, maintaining a growth mindset, and making space for creativity. Collaboration and co-creation are central to how I work because I believe meaningful outcomes often emerge when people contribute different perspectives and strengths.
I also value having fun in business and being part of something larger than myself. Cultural diversity is especially important to me because I was born in Peru, my father is Peruvian, and my mother is from the United States. Growing up with both cultures integrated into my life has shaped my perspective and reinforced my appreciation for diverse experiences and viewpoints.
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