We recently connected with Danielle Smith and have shared our conversation below.

Alright, Danielle thanks for taking the time to share your stories and insights with us today. Did you always know you wanted to pursue a creative or artistic career? When did you first know?

As a child, around the age of 5, my mom gifted me with a toy wallet that was full of plastic toy cards, such as business cards, bank cards, informational cards, etc. Of course, these cards made me feel like a little grown-up, but what mesmerized me most about them was how each card was so unique. The layouts were all different with various typefaces and colors. I even obsessed on how distinct each card’s set of content was arranged. I don’t think I initially fully understood what I was so mesmerized by, but I knew that I wanted to understand how these visual anomalies came about.

This began a new fascination with magazine and book covers and layouts. This quickly led to my re-creating of unique text treatments, logos, and cartoons until I began to sketch my own ideas. This was the time in my life that I knew I wanted to create somehow – to be a part of the world of people (artists) who are able to capture attention and evoke emotion from others, in the way I experienced it.

Danielle, 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 Danielle Smith, owner of Owl Design Co., based out of South Carolina. The best way to describe my energy is for me to say I’m an introverted Leo. Yes, it sounds like a contradiction, but it’s the best way to describe who I am, and what shapes my passion. While I definitely carry the Leo fire, I’d say that mine burns much more quietly as an introvert. I don’t crave the spotlight, but I thrive on intention. Through observation, thoughtful strategy, and creativity, I like to create spaces for others to have their spotlight and shine. The Leo in me doesn’t hold back, however, when it’s time to step up, present and advocate for my clients and my work.

I started my career as a production artist in the early 2000s with an educational publishing company named ABeka Book Publishing. I was a production artist for several years before obtaining a position for another publishing company named Feeding Frenzy, Inc., a national restaurant guide. There, I was the graphic designer and project manager for the various guide locations. It was near the end of my five years at Feeding Frenzy, that I began to realize that I wanted to step out of my comfort zone and pursue the track of assisting small businesses with their visual branding and other artistic goals. I began working as a freelancer, while at times, accepting other positions that gave me opportunities to practice creative ideas and gain business knowledge, including teaching graphic design at a local tech school and working as a graphic artist for a wall vinyl art company.

A little over nine years ago, I was given the opportunity to work in the area of business development for a construction and security consulting firm, Quintech Solutions. As a small business employee, I had to wear many hats and, by working closely with the owner, I found myself exposed to the many facets of running a successful business. Little did I know that opportunity was preparing me for my next season: Owl Design Co.

By 2022, I could no longer ignore my entrepreneurial heartbeat and creative spirit. Armed with an investor and a better understanding of business…my vision was clear: graphic design for every season in business and life. This is the vision that Owl Design Co. was birthed from and this vision was clearer than it had ever been for me.

Owl provides graphic design and printing services with a specific focus toward small businesses, bereavement programs, and life celebrations.

Owl works to give clients the opportunity to shine through visual branding that builds their business, reflects and honors their loved one, and celebrates life’s meaningful moments. From entrepreneurs to everyday people, I help turn visions into visuals that make an impact and inspire pride. I genuinely love what I do. This is what makes me most proud about my artistry.

I want Owl to be seen not only as a space that makes things pretty, but also as a space that helps people know they are seen and valued. I want to pass along intention, empowerment, and connection- where every design tells a story, every print has a purpose, and every client walks away – and comes back! – feeling like they’re putting the best version of their business and themselves forward.

Short Service Breakdown:
For our small business clients, the thrill of starting and running a small business is real. I love to feed my creativity off the clients’ excitement when producing their visual branding. I design and print a wide range of items for businesses from logos to in-house documents and marketing material.

For our bereaved clients, their expectation is that their loved ones’ last mark on this side of the sun be a beautiful retelling about their lives. Our bereavement programs strive to do just that, providing life-quality bereavement program keepsakes that loved ones can treasure.

Celebrating the milestones in our lives is what makes this journey special. So, we offer design and print services highlighting these special moments, such as graduation invitations, event programs, group apparel, and more!

How about pivoting – can you share the story of a time you’ve had to pivot?

There was a period when I had to step back from graphic design for a little while. I lost the energy to show up in a way that my clients deserved. My mental health took a hit, and my creative spark dimmed.

That was not an easy time as it left me unsure of what steps to take to support myself, while also trying to keep anxiety at bay, particularly, trying not to mourn what I thought could be the end of my creative path.

It was during this pause I was given the opportunity to work in business development, which unbeknownst to me, would prepare me for the next phase of my creative journey with Owl. As my health improved, so did the clarity and passion that I thought I’d lost. It came back stronger and returned more aligned with self. It was a necessary break to give myself time to breathe, heal and reconnect with why I loved graphic design.

Through this I learned how important it is to thoroughly process each season life brings you as each season is critical for the next one. It’s necessary to protect my mental health through each phase so that I’m able to pour energy into my clients. I design now, not just with skill, but with balance, boundaries, and a lot more soul.

Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?

What many don’t know is the process behind the final delivery, how much time, focus, and emotional energy the process really takes. At times, it can leave one exhausted. Design isn’t just about making things look good, it’s about thinking, experimenting, scrapping it all and starting again.

There’s also the little admitted fact of the weight of perfectionism, second-guessing oneself. I know for me design isn’t just work – it’s personal. My inner voice questions, is it good enough, clear enough, or original enough? For many creatives, design is more than something we do, but it’s a reflection of us – our brand!

Although not always easy, this work is deeply fulfilling. I get to help shape ideas, build something from nothing, and help others feel seen through design. This is what makes it worthwhile. It’s not just a job, but a genuine privilege.

Contact Info:

• Website: https://owldesignco.com
• Instagram: https://www.instagram.com
• Facebook: https://www.facebook.com/profile.php?id=61562029903352
• Linkedin: https://www.linkedin.com/in/dsmithgraphicdesign/

Image Credits

Harold Gillens
Dorchester School District Four