We recently connected with Colby Clites and have shared our conversation below.

Colby, appreciate you joining us today. Going back to the beginning – how did you come up with the idea in the first place?

I’ve always loved graphic design—not just making things look cool, but figuring out how design can solve real problems and drive sales. What’s always been exciting to me is how versatile the creative industry is. Every brand, in every space, needs good design to stand out, but they all still have unique needs and challenges to overcome.

I spent the last decade working in-house on marketing teams for national brands and nonprofits, learning the ins and outs of creative work, while refining my design skills. In 2017, I started Clites Creative LLC as a side hustle back in Florida. It gave me the chance to grow my skills, network, and income outside of my full-time role and apply what I was learning to other brands in different industries.

One of the biggest turning points for me was working as the lead graphic designer for the top brewery in Florida. I got to work on tons of beverage packaging and labels, which meant learning and refining the entire process—design, branding, print production, legal compliance, and more. So when I decided to go full-time with my business, I saw a huge opportunity. A lot of smaller and startup beverage brands needed help creating packaging and branding that looked professional and was ready for print. That’s where I found my niche.

What I love most is getting to dive deep into different brands and industries. Every project is a new puzzle to figure out, and that keeps things fresh and fun. For me, Clites Creative LLC isn’t just about making cool designs—it’s about helping brands tell their story, stand out, and connect with their audience in a real way.

Colby, 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?

I’m a Florida Man turned Colorado creative, which means I went from one beer capital to another—perfect for someone who specializes in branding and packaging design for beverage brands. Being based in Fort Collins keeps me close to where a lot of potential clients are, and it’s been the perfect place to grow my business.

As an independent (freelance) designer, I’ve really found my niche in helping new beverage brands come to life as physical products on the shelf. There’s something special about seeing a design go from concept to an actual product on the shelf or in someone’s hand. Packaging is where design meets the real world, and I love that part of the process.

At the end of the day, I don’t do this just to grow a business—I do it because I genuinely love graphic design and want to work on projects that will be around much longer than I will. I get to work with awesome clients, hear their stories, and help bring their vision to life in a way that’s both creative and strategic. Whether it’s a startup looking to make a bold first impression or an established brand that needs additional assets, I’m all about making designs that don’t just look good, but actually help my clients succeed, and that’s a really cool business to be in.

Any advice for managing a team?

I’ve worked as a creative manager and studied project management to earn my SCRUM certification, and along the way, I’ve been part of multiple sprints and time-sensitive projects for clients. One of the biggest lessons I’ve learned about maintaining high morale and managing a team is that it starts with working with people you actually enjoy spending time with. A former manager of mine really drove this home—since you spend so much of your life with your team, it’s crucial to have the right people in the right roles.

Beyond that, one of the best ways to keep morale high is to multiply milestones—a concept I picked up from The Power of Moments. Instead of waiting until the end of a project to celebrate, you recognize the little wins along the way. Whether it’s completing a major deliverable, hitting an important deadline, or just solving a tricky problem, these moments build momentum and keep the team engaged.

People want to feel heard and know that their contributions matter. By celebrating those smaller victories and making sure everyone feels like a valuable part of the process, you create an environment where people feel motivated, appreciated, and excited to do their best work.

Is there something you think non-creatives will struggle to understand about your journey as a creative?

One of the biggest challenges as a creative—especially something non-creatives might not realize—is properly quoting projects based on the actual time and deliverables required. Early in my career, I struggled with this, and I know a lot of creatives do too. It’s tempting to underquote just to land a client and build that relationship, but that can be a slippery slope. If a project takes way more hours than you budgeted for, you’re essentially working for free—and that time could’ve been spent on other clients or potential client outreach.

That said, there are times when it is worth compromising—if there’s long-term potential or a client you really want to work with. Some of the ways I’ve gone about it, is offering a bundle of designs for a discount. Another option if the budget is tight, is to cut down on the requested deliverables, or the hours you can allocate to the project. There’s been times where I’ve told clients I create a label for $200 or $2000, and the difference is the amount of time I can spend on it. Every brand is different, and some just need variations of their core product while others want super rad custom illustrations. So it’s important to identify the art direction while you’re still quoting the project, so you can identify the amount of time needed.

One thing that helps tremendously is meeting in person (or at least on a video call) whenever possible—preferably over a beer or coffee. Having a real conversation makes it so much easier to align expectations, clarify processes, chat through art direction ideas, and set a realistic timeline before you even start the work. That way, both sides know what they’re signing up for, and you avoid a ton of miscommunication down the line.

Contact Info:

• Website: https://colbyclites.com/
• Instagram: https://www.instagram.com/colbyclites
• Linkedin: https://www.linkedin.com/in/colbyclites/
• Other: https://www.behance.net/colbyclites/livestreams