Alright – so today we’ve got the honor of introducing you to Adam Jimenez. We think you’ll enjoy our conversation, we’ve shared it below.

Adam, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with education – we’d love to hear your thoughts about how we can better prepare students for a more fulfilling life and career

What would you change about the education system to prepare students for a more fulfilling life and career?

I’d shift the focus from obedience and memorization to self-awareness, emotional intelligence, and real-world problem-solving. Students should be encouraged to ask big questions, try things, and fail early — not just follow instructions.

Any stories from your experience?

Yeah. My education taught me that quote: “Don’t let school get in the way of your education.” Every time I pushed for more — even the basics — I hit a brick wall. That’s when I realized: no one cares if you succeed. Once they’ve got your tuition, it’s on you to make it matter. That mindset shaped how I’ve built my life and career.

Adam, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m a designer, creative director, and founder of High Desert Design Co.—a Flagstaff-based studio where art, branding, and culture collide. I got into this work the same way I do most things: by experimenting, paying attention, and refusing to settle for boring. I didn’t wait for permission or a perfect plan—I just started making things, solving problems, and building real relationships.

We create brand identities, campaigns, murals, and experiences for people who actually give a damn. From major brands like the Smithsonian and Purina to local startups and community projects, we help clients clarify their story and show up with bold, beautiful work that resonates.

What sets us apart? We don’t do cookie-cutter. We bring strategy, style, and soul to every project. Whether we’re designing a logo, wrapping a food cart, or running a city-wide civic engagement campaign, it’s always about creating something meaningful that connects.

What I’m most proud of is building a business that reflects who I actually am—creative, curious, principled—and using it as a platform to lift up ideas and people I believe in.

If you’re looking for a partner who will challenge the obvious, sweat the details, and bring your vision to life with intention—you’re in the right place.

What’s a lesson you had to unlearn and what’s the backstory?

I had to unlearn perfectionism. As a designer and creative director, quality is everything—but chasing “perfect” can become a trap that kills momentum, joy, and risk-taking. I recently painted a skateboard that says “Perfection is a Poison” as a reminder to myself. It’s something I still struggle with.

I’ve built my brand around high standards, and I take pride in delivering work that’s beautiful, intentional, and sharp. But I’ve also learned that sometimes done is better than perfect, and that progress matters more than polish. Perfectionism can feel like control, but really, it’s fear in disguise.

Finding that balance—between pushing myself and letting go—is a constant work in progress. But naming it, owning it, and creating from a place of honesty instead of fear? That’s where the real growth happens.

What else should we know about how you took your side hustle and scaled it up into what it is today?

Yeah — but it wasn’t some polished, step-by-step journey. It started out of necessity. After graduating, I wasn’t hearing back from design job applications, so I jumped into freelancing with my first real gig: a beer label project called Archive Ale for Mother Road Brewing Co.

I kept side-hustling for years while working full-time in marketing. Eventually, I made the leap to go all-in on my design business… and six months later, COVID hit. Ironically, work was picking up, but I panicked and took a job driving semis for FedEx Freight. For almost two years, I drove long hauls at night, trying to phase out clients and seriously considered switching careers.

One early morning, driving back into Flagstaff after an overnight run to Albuquerque, I got a call from an old print partner: “Are you still doing design? Our Smithsonian client asked for recommendations, and we sent them you — so be ready.”

That moment changed everything. I bid the job, landed the contract, and decided to take the risk: I quit FedEx and committed fully to my studio.

Then came another challenge — I was told I wouldn’t qualify for the government contract certification needed to continue working with them. That only fueled me. I asked around, learned the process, and proved them wrong. I’m now on my third Smithsonian project, and I’ve been running my business full-time for almost three years.

It’s still a work in progress — but I’m proud of the agency I’m building and the relationships I’ve made along the way. No handouts, no perfect timing — just showing up, staying curious, and betting on myself when it counted.

Contact Info:

• Website: https://www.highdesertdesignco.com
• Instagram: https://www.instagram.com/highdesert.designco
• Linkedin: https://www.linkedin.com/in/adam-jimenez-66385466/