We recently connected with Ale Merino and have shared our conversation below.

Alright, Ale thanks for taking the time to share your stories and insights with us today. So, folks often look at a successful business and think it became a success overnight – but that often obscures all the nitty, gritty details of everything that went into the growth phase of your business. We’d love to hear about your scaling story and how you scaled up?

For me, scaling wasn’t about building a huge agency or hiring a full team of designers. Everyone told me, “You need a big team to grow,” but honestly… I don’t think that’s true for everyone. I believe with the right systems, with clarity on where you’re going, and with passion for what you do—you can build something big, something meaningful, without sacrificing your life in the process. Sure, I’ll probably have a virtual assistant along the way to help me manage the back-end, but when it comes to design… that’s me. That’s where I pour my creativity, my energy, my heart—and I want my clients to feel that.

When I started in 2018, I was just serving a few clients here and there. I grew through referrals—quickly—especially after connecting with a business coach whose students all came knocking on my door. By the time the pandemic hit, I was working from early morning to two in the morning, running on fumes trying to be everything to everyone. It was exhausting. I was showing up for my clients, but I wasn’t showing up for me or my family, and that didn’t feel right.

That’s when I knew something had to change. I worked with a professional business organizer and systems queen who helped me take back control—of my schedule, my business, my peace. I built my template shop to serve more people in less time, and it was one of the best decisions I’ve made. I create templates with the same care as my custom work. Every design starts with a real person in mind—thinking about my favorite clients, what lights them up, their style, their goals—so when someone downloads one of my templates, it feels like it was crafted just for them.

But here’s the real reason why I’ve chosen this path: I want to be a present mom. I want to be able to have slow mornings when my kids need me, go to every school event, take spontaneous afternoons off without feeling like I’m letting my clients down. This business allows me that freedom. I’m not chasing hustle culture anymore—I’m creating a business that fits my life, not the other way around.

And I believe that’s how you scale—with intention, with alignment, and without losing yourself along the way.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Alejandrina Merino, but most people just call me Ale. I’m a designer, a creative, a businesswoman… and most importantly, a mom who built her business around freedom and purpose. I run a design studio where I help female entrepreneurs create beautiful, professional brands and websites—without the overwhelm.

I started my business in 2018, almost by accident. I had always loved design, but I never saw it as a “career.” Then I started helping a few friends, and before I knew it, referrals started flooding in. My work became known for feeling personal, for capturing people’s energy in a visual way. As demand grew, I realized I had something special—a way to make women feel empowered by their brand, to help them look professional and confident, even if they were just starting out.

I offer two main paths for my clients: done-for-you custom design, where I personally guide you through every detail of your brand and website, and my signature Website Template Shop, where you can grab one of my high-end designs and launch your brand in a fraction of the time. Every template I create is built with the same heart as my custom work—strategic, gorgeous, and easy to use.

I solve the problem so many women face in business: feeling “stuck” behind a brand that doesn’t reflect who they are or where they want to go. My clients come to me feeling invisible or frustrated, and they leave with a brand that makes them feel seen, professional, and ready to show up and sell their offers.

What sets me apart is that I don’t believe in cookie-cutter. Whether you hire me or grab a template, I want you to feel like your brand is yours. I design with strategy and feeling combined. Every choice—colors, fonts, layouts—comes from a mix of marketing strategy and gut instinct from years of experience.

I’m most proud of the fact that I’ve been able to grow this business while staying deeply connected to my family. I didn’t build this to hustle 24/7—I built it to be present, to enjoy my life while serving incredible women who are changing the world through their businesses.

If you’re reading this, I want you to know: you don’t have to do this alone, you don’t have to settle for a brand that doesn’t feel like you, and you absolutely can build a business that feels joyful, beautiful, and aligned. That’s what I help women do every single day.

What do you think is the goal or mission that drives your creative journey?

My biggest goal has always been to build a business that serves both my clients and my family. I started this journey because I wanted freedom—freedom to be present with my kids, freedom to design a life on my own terms, and freedom to help other women do the same through their businesses.

At the core of everything I do is the belief that women deserve to feel empowered by their brand, not stressed out or stuck behind confusing tech or outdated designs. My mission is to make the branding and website process simple, beautiful, and strategic—whether it’s through my custom design services or my templates.

Every template, every brand I create is meant to help women feel confident showing up online, knowing their business looks as professional and polished as it feels in their heart. My creative journey is driven by the idea that you don’t have to hustle non-stop or sacrifice your life to have a successful business. You can have both—a brand you’re proud of and a life you actually enjoy.

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

One of the biggest pivots in my life was when I walked away from my first business as a wedding planner. I was really good at it—I had back-to-back events every weekend, constantly on the go. I loved the creative side, the energy, the impact I had on people’s special days… but as my family grew, I felt the weight of that schedule more and more.

When I got married and became a mom, I tried to do both. My first child even came with me to events—nanny by my side—because I wanted to be present as a mom and still run my business. But honestly, it was exhausting. I was missing family vacations, special moments, firsts with my baby… and at some point I realized: what’s the point of building a successful business if I’m missing out on the life I’m working so hard for?

That’s when I made the hardest but most freeing decision—I closed that chapter. I took a step back to create something that supported my family life instead of constantly pulling me away from it. That’s how I found my way back to my first love: graphic design. Designing allowed me to stay creative, serve amazing clients, and most importantly… be present for my family in our own home. It wasn’t an easy pivot, but it was 100% the right one.

Contact Info:

• Website: https://alemerinobranding.co
• Instagram: @alemerinobranding.co
• Facebook: no
• Linkedin: no
• Twitter: no
• Youtube: no
• Yelp: no
• Soundcloud: no
• Other: no