We recently connected with Kim Hermosillo and have shared our conversation below.

Alright, Kim thanks for taking the time to share your stories and insights with us today. What was the most important lesson/experience you had in a job that has helped you in your professional career?

One of the most important lessons I’ve learned as a business owner came from my time at Blaze Pizza, where I worked as a graphic designer. At Blaze, I was responsible for creating cohesive marketing materials and ensuring the visual identity was consistent across all locations. It was a fast-paced environment with constant campaigns and tight deadlines.

There was a time when a promotional campaign was delayed because of miscommunication between the design team and the franchise operators. We designed materials without fully understanding their operational constraints, leading to logistical issues during the launch. This experience taught me the importance of communication and empathy in design—not just creating what looks good but considering the real-world applications and the needs of all stakeholders.

As a business owner now, this lesson translates into how I collaborate with clients. I prioritize clear communication to ensure I understand their needs, challenges, and goals. This way, the solutions I create aren’t just visually appealing but also practical and impactful for their business. It’s helped me build trust and long-term relationships with my clients, which are essential for Hermosa Society’s success.

Kim, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My journey into design started right after high school. I always knew I wanted to be a creative designer, so I pursued my passion by studying graphic design at Azusa Pacific University.

My professional career began at a fashion startup, where I wore many hats—photographer, stylist, photo editor, graphic designer, and web designer. This experience gave me a versatile skill set and a passion for problem-solving. After the startup, I worked in other roles within the fashion industry and found myself drawn to startups. I loved the challenge of branding and building a brand from the ground up—it was the perfect combination of creativity and strategy.

Aside from startups, I wanted to see what a well run business was like and that led me to Blaze Pizza. At Blaze, I was responsible for maintaining the brand’s identity across multiple locations, which required a keen eye for detail and a deep understanding of how design impacts customer experience. I collaborated closely with the marketing team to create cohesive campaigns that resonated with diverse audiences, from local communities to national markets. One of the most valuable lessons I learned there was how to adapt a brand’s identity while ensuring it remained consistent and recognizable, no matter the medium or audience. The fast-paced environment taught me how to manage tight deadlines and juggle multiple priorities without sacrificing quality. These experiences sharpened my skills in strategy, communication, and execution, which now play a vital role in the work I do at Hermosa Society.

Today, I run Hermosa Society, a creative studio dedicated to empowering entrepreneurs, startups, and small businesses through branding and web design. At Hermosa Society, we believe in the power of branded design over just creating a logo. A cohesive visual identity tells a story, connects with the audience, and positions a business for long-term success. That said, I also understand that budgets can be a challenge, especially for small businesses and startups. I work closely with clients to find flexible solutions that meet their needs while still delivering impactful, professional designs.

What sets Hermosa Society apart from other design studios is the depth of care and attention I bring to every project. My approach is rooted in collaboration and understanding each client’s unique story, industry, and goals. I go beyond surface-level design to create work that’s not only beautiful but also functional and strategic. With a background that spans startups, corporate environments, and education, I have a diverse perspective that enables me to adapt to a wide range of industries and challenges.

At Hermosa Society, we aim to make the design process both inspiring and approachable. we understand that for many entrepreneurs, branding and design can feel overwhelming or inaccessible. That’s why I prioritize clear communication, transparency, and education throughout the process. We want my clients to feel confident and empowered, not only by the end product but also by their understanding of how to use it to grow their businesses.

Another key difference is the balance I strike between creativity and practicality. While I love creating designs that are visually striking, I always ensure they’re rooted in purpose and aligned with my clients’ business goals. Whether it’s a website that’s optimized for conversions or social media templates that save time and energy, my focus is on creating solutions that drive results.

One of my proudest achievements is seeing our clients thrive with the designs we’ve built together. It’s incredibly rewarding to know we’ve played a role in helping their businesses grow and succeed.

If there’s one thing I’d like potential clients to know, is that Hermosa Society is here to help them stand out in a way that feels intentional, empowering, and uniquely theirs. My designs aren’t just about aesthetics—they’re about creating lasting value and helping businesses tell their stories effectively.

Can you talk to us about how your side-hustle turned into something more.

Yes, Hermosa Society did start as a side hustle. While working full-time as a graphic designer, I began taking on freelance projects to explore my passion for branding and web design. My initial projects came through word-of-mouth referrals, and as I built my portfolio, I realized how much I loved helping entrepreneurs and small businesses bring their visions to life.

One of the first key milestones was landing my first client for a full branding package. It was an exciting moment because it validated the idea that I could create meaningful and impactful work beyond my full-time role. As I gained more clients, I noticed a recurring need for cohesive branding and websites that not only looked professional but also solved real business challenges. This insight helped shape the direction of Hermosa Society.

Another turning point was when I started developing systems to manage both my full-time job and my freelance work effectively. From streamlining my design process to creating clear client onboarding experiences, these systems allowed me to take on more projects without compromising quality. Over time, Hermosa Society began to grow through repeat clients and referrals, and we realized this wasn’t just a side hustle anymore—it was a business with real potential.

Scaling Hermosa Society also meant investing in my own development. I took courses, attended workshops, and researched ways to better serve my clients. One of the most rewarding milestones was when I officially named and branded Hermosa Society. It felt like a declaration of my commitment to growing this business and serving my clients at the highest level. I chose the name Hermosa Society because it represents the vision I have for my work and the community I aim to create. ‘Hermosa,’ meaning ‘beautiful’ in Spanish, reflects my passion for crafting thoughtful and stunning designs that help brands express their unique identities. ‘Society’ speaks to the sense of connection, collaboration, and belonging I want to foster—not just between me and my clients but also among entrepreneurs and creatives who are building something meaningful. Together, Hermosa Society embodies the idea of creating beauty in design while cultivating a supportive community that inspires growth and success.

Today, while I still balance a full-time role, Hermosa Society is the heart of my creative work. It has grown to serve a variety of industries, and I’ve been able to work with inspiring entrepreneurs and startups who trust me to help shape their brands. I’m incredibly proud of how this side hustle evolved into a thriving business that allows me to combine creativity, strategy, and a passion for helping others succeed.

We’d love to hear a story of resilience from your journey.

One story that really illustrates my resilience happened early on in my freelance journey. At the time, I was balancing my full-time job as a graphic designer with growing my side hustle. There was one month where I had taken on a few more projects than I should have, thinking I could juggle everything. I ended up facing tight deadlines, long hours, and feeling completely overwhelmed. At one point, I was in the middle of a major project for a client, and everything seemed to be going wrong—technical issues, design revisions, and unexpected setbacks.

I was close to burning out, but I knew I couldn’t let my clients down. So, instead of giving up, I leaned into problem-solving mode. I prioritized tasks, communicated transparently with my clients about the delays, and took short breaks to recharge. I also sought advice from others who had been through similar challenges. That support and the determination to follow through helped me push through the tough moments.

The experience taught me a valuable lesson about the importance of setting realistic boundaries, managing time effectively, and asking for help when needed. It also showed me how important it is to remain calm and composed during stressful times. After that, I implemented systems for better project management, which allowed me to deliver on time without sacrificing quality, and I learned to say no to projects that would stretch me too thin.

That moment of resilience shaped the way I approach my work today. It taught me to navigate challenges with flexibility and patience, and to always focus on delivering the best work I can, no matter the obstacles.

Contact Info:

• Website: https://www.hermosasociety.com/
• Instagram: https://www.instagram.com/hermosasociety/