When did you realise you wanted to be a designer?

From a very young age, I was always drawn to creative play and everything that sparked my imagination. I spent so much time outdoors, immersed in play, long before the days of smartphones and the internet. Those early experiences were my playground for creativity.

When I was 14, a major turning point came along: my dad bought me my very own personal computer. I was beyond thrilled, and I was fascinated with Microsoft Desktop Publisher. I dove headfirst into creating random projects—designing CD covers, posters, tape covers, you name it. I even started selling CD Design covers to my friends.

The excitement I felt while designing on the computer was undeniable. It was in that moment I knew design was my true passion. So, I pursued it further by taking a Journalism and Editorial Design course at University of Wolverhampton, and that’s when it all clicked. I knew, without a doubt, that this was the path I wanted to follow.

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

Starting out in the design world was quite the adventure, and honestly, it wasn’t always smooth sailing. After finishing university, I faced a tough reality: landing a job in my field was a challenge. I tried my hand at journalism, but it quickly became clear that it wasn’t the right fit for me.

Despite the setbacks, I didn’t let that stop me. I kept pushing forward, and eventually, my persistence paid off when I landed my first job as an artworker with Slimming World. That role was a crucial first step, and it opened doors to opportunities at various design studios in Birmingham.

After being made redundant from a role in a design studio, I took a leap and started my own design business. It didn’t turn out to be the roaring success I had hoped for, but it was a valuable learning experience. After some time, I landed a position as a graphic designer with my local church, which felt like a major win. I was quickly promoted to Communication Manager. After developing a team of people, I felt that it was time for a change. Then, after a lot of learning, I started Sodium & Co.

The biggest hurdle I faced was dealing with rejection after rejection. There were plenty of “no’s” and “not qualified enough” moments. But I learned that every closed door was just redirecting me toward a new opportunity. The key was perseverance—keeping at it, learning from each setback, and never giving up on my dreams. It’s a reminder that persistence really is the secret ingredient to success.

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

Navigating the world of clients has been quite the learning curve for me. Over time, I’ve discovered that my personal values and experiences play a significant role in attracting the right clientele. With a deep-rooted passion for social justice and over 15 years of community work, it’s clear that these interests have shaped the type of clients I connect with.

Building relationships and relying on word of mouth have been incredibly effective strategies. Once your reputation starts to spread, people naturally become interested in working with you. It’s amazing how a strong network can lead to exciting opportunities!

These days, LinkedIn has become a key platform for finding clients. By focusing my efforts on non-profits and social enterprises, I’ve been able to hone in on where my ideal clients are. Specialising in these areas has helped me streamline my approach and connect with organisations that align with my values and expertise.

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

Keeping clients around for the long haul and getting them to come back for more is all about building trust and delivering exceptional value. For me, it starts with tackling smaller projects and excelling in those. By proving my dedication and attention to detail from the get-go, clients begin to trust me with bigger responsibilities.

One of my core values is excellence. I treat every project as a blessing and approach each client as if I’m not just working for them but becoming a part of their team. This mindset helps in creating a deeper connection and understanding of their needs. I’m always on the lookout for ways to save them money and streamline their processes. By implementing efficient systems, I help them get more done with less effort, which is all about improving quality while maximising output.

Building strong relationships is also key. I find that being genuinely relational with clients often leads to friendships. When clients see you as a partner rather than just a service provider, they’re more likely to come back and trust you with their ongoing needs. It’s about creating a bond that goes beyond business transactions, which keeps the door open for future collaborations.

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

Dealing with late payments used to be a bit of a challenge for me, but thankfully, that’s a thing of the past! In the past, I encountered issues where payments didn’t come in on time, but I’ve since established a system that keeps things running smoothly.

For the services we provide, we set clear expectations right from the start. We specify payment terms in our contracts and, if necessary, implement late fees. This approach not only ensures that our cash flow remains steady but also encourages timely payments. We honour our clients’ invoice deadlines, and in return, we expect the same level of respect when it comes to our payments.

I’ve always believed that treating freelancers with the same respect as full-time staff is crucial. It’s an outdated mindset to think that freelancers should be paid late or that their work is less valuable. By setting clear payment terms and sticking to them, we foster a professional environment where everyone’s contributions are valued and compensated fairly. It’s all about mutual respect and professionalism!

What does your typical work day look like?

A typical workday for me is a whirlwind of activity, and I wouldn’t have it any other way! I thrive on the excitement and variety that comes with juggling multiple responsibilities.

My day often starts with diving into creative projects, where I can get lost in designing and brainstorming. This focused time is crucial for me to bring fresh ideas to life. After that, it’s all about teamwork—I’ll have meetings with my team to align on projects, discuss new strategies, and ensure everything is running smoothly.

Connecting with new clients is also a big part of my day. I love meeting new people and exploring how we can work together to achieve their goals. Whether it’s through initial consultations or follow-up discussions, building relationships is key.

Project management is another significant aspect of my day. Coordinating tasks, setting deadlines, and making sure everything is on track is essential for keeping projects moving forward efficiently.

And let’s not forget the incredible team at Sodium & Co. I firmly believe that my success is tied to their support and collaboration. Without my team, none of this would be possible. They’re the backbone of everything we do, and I’m always grateful for their dedication and hard work.

So, while my days are packed with a variety of tasks, it’s this mix of creativity, collaboration, and project management that keeps me energised and excited about what we do!

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

If there’s one piece of advice I’d love to share with all of you at This Design Life, it’s this: Keep growing and never give up. The journey in design—or any field, really—isn’t always smooth. You’ll face plenty of rejections and obstacles, and there will be moments when you feel like throwing in the towel.

But here’s the thing: Where there’s a will, there’s a way. I’ve wanted to give up many times, but perseverance is key. Every failure and mistake is a stepping stone to success. Embrace the challenges, learn from them, and keep moving forward.

Every setback is just a setup for a comeback.