We recently connected with Kevin Craft and have shared our conversation below.

Kevin, thanks for taking the time to share your stories with us today Are you able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen?

Yes, I have been able to earn a full-time living from my creative work, but it was definitely not like that from day one. I started by taking small freelance projects while building my skills and figuring out what kind of designer I wanted to be, and over time those projects turned into steady clients and referrals. Some of the biggest milestones were raising my rates, narrowing my focus to brand identity work, and creating a collaborative process tailored to each client that combined strategy with design. Learning how to run a real business instead of just being a designer for hire was huge. Looking back, I probably could have sped things up by charging what my work was actually worth earlier and trusting my process sooner, but the slow build taught me lessons I still use every day.

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

I am a brand identity designer and founder of Kevin Craft Co., and I have spent over a decade helping founders turn big ideas into clear, confident brands. I originally got into design while studying at SCAD, where I started to see how powerful visual identity could be when it is built with intention and strategy. What began as an interest in art quickly turned into a full-time career. Today I focus mostly on brand identity systems, logo design, and visual direction for startups, fitness brands, wellness, and lifestyle companies.

What really sets me apart is how strategy-driven and collaborative my process is. I am not just making things look cool, I am helping clients clarify who they are, what they stand for, and how to show up consistently. What I am most proud of is the trust my clients place in me and the long-term relationships that have grown from that. More than anything, I want people to know that I care deeply about the work, I am honest in my process, and I am fully invested in helping brands grow the right way.

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

One of the biggest lessons I had to unlearn was the idea that my value was tied to how much work I could take on or how busy I looked. Early in my career I said yes to everything, underpriced myself, and thought grinding nonstop was just part of being a creative. Over time that led to burnout and work that was not always my best. The turning point came when I realized that boundaries, focus, and rest actually made me a better designer and business owner. Unlearning that hustle mentality helped me slow down, be more selective with clients, and build a practice that is sustainable and creatively fulfilling instead of just exhausting.

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?

Absolutely. I think non-creatives often struggle to understand how much of design is problem-solving and strategy rather than just making things “look good.” On the surface it might seem like a logo or a color palette is purely aesthetic, but there’s a ton of research, iteration, and intentional decision-making behind every choice. They also might not realize how much self-discipline, patience, and boundary-setting it takes to run a creative business, because a lot of the work happens quietly and behind the scenes before anything is ever visible.

Contact Info:

• Website: https://www.kevincraft.co
• Instagram: https://www.instagram.com/kevincraftco/
• Linkedin: https://www.linkedin.com/in/kevin-craft-1590341b/
• Other: https://dribbble.com/kevVader

Image Credits

Personal Photo: Yavar Saremi

Black Iron Nutrition: Creative Directors: Tatum Brandt
Agency: Brandt Creative