1. When did you realise you wanted to be a designer?

I think it happened quite early. As a kid, I knew I wanted to be a designer, although like most kids, I had no idea what I actually wanted to design. Looking back, I think it was less about design itself and more about the desire to create.

I moved through all sorts of fantasies: fashion designer, interior designer, furniture designer, before eventually landing on graphic design, which is the path I ended up pursuing.

Over time, I dipped my toes into almost all graphic design areas. As my understanding of branding deepened, I began to see visual identities as complete systems rather than isolated pieces, and my work naturally evolved beyond simply designing nice logos.

Then, somewhere along the way, I fell irreversibly in love with lettering. It opened up an incredibly rich and endless playground, one I’m still happily exploring today.

2. How did you get started and what was the biggest hurdle you overcame?

I wish I had one of those inspirational stories with dramatic twists and turns, but mine is fairly straightforward. I went to university, studied graphic design, loved it, pursued it, and ten-ish years later I still genuinely enjoy what I do.

The biggest uncertainty in my career was figuring out what kind of designer I wanted to be. For years, I moved back and forth between agency life and freelancing, making that transition six times, testing different agencies, different work styles and different rhythms.

Eventually, I landed in what has become the longest and most stable chapter so far: freelancing for the past four years.

I’m not naturally a huge risk-taker, so I think I simply needed those experiences to build the confidence that I could do it on my own.

3. What’s been your most successful way of getting clients?

It’s a mix of Instagram and referrals.

Instagram is still an incredibly powerful tool for connecting with people and sharing your work, but referrals will probably always be my favourite. When a new client comes through someone I’ve already worked with, there’s a different kind of trust present from the very beginning.

The conversation starts from a much warmer place and those relationships feel more collaborative from day one.

4. How do you get clients to stay with you and use you for more work?

I don’t think you get clients to stay with you. Your work and your work ethic do.

I’m fortunate enough to be able to choose the types of people and businesses I work with, and when that’s the case, my involvement naturally goes beyond simply ticking items off a to-do list.

If I genuinely believe in a project, I start seeing myself as part of the team rather than an external person hired to execute instructions.

I think that level of care and investment is what makes people want to continue working together. That, and actually doing good work.

5. Do you ever have issues with clients paying late? How do you manage that?

I’ve been very fortunate in that regard.

I have clear contracts, clear payment schedules and clearly set expectations from the beginning. Thankfully, those systems seem to be doing their job.

6. What does your typical work day look like?

I love routines and predictable schedules. Even though no two days are exactly the same, I generally know which days will be different and why.

Most mornings start around 6 or 6:30. I like having enough time to move through my morning routine without feeling rushed: reading or studying a little, stretching or some form of movement, showering, breathing exercises, breakfast, getting dressed and brewing coffee.

By around 9:30, I’m ready to open the laptop and start working.

Usually around midday I’ll head out for a walk, grab a snack or just take a break. That’s usually when I feel the need to step away for a bit, although the break rarely stretches beyond an hour and a half.

After that, it’s back to work until around 5pm, which is when we’re having dinner with my partner. If there’s a deadline approaching, I might extend the work until 6:30pm, but that’s generally my limit.

On the days that differ, the structure stays largely the same, except I’ll fit in a Pilates or workout class in the morning, or the occasional coffee date.

7. Any piece of advice or wisdom that you’d like to give the readers at This Design Life?

There is no single recipe that fits us all.

We’re all different in our personalities, values, ambitions, working styles and definitions of success, which is why trying to copy and paste another designer’s routine, process or career path rarely works.

The more interesting challenge is figuring out what works for you. What kind of process helps you do your best work? When are you the most creative? What does success actually look like to you?

It’s wonderful to listen to other people’s stories and learn from their experiences. It’s inspirational. But sometimes we mistake inspiration for instruction, and that’s where disappointment can creep in. We end up trying to wear clothes that were tailored for somebody else.

Trust yourself enough to build a version of a career that fits you. That’s where the real fun begins.