We recently connected with Alexandria Maze and have shared our conversation below.

Alright, Alexandria thanks for taking the time to share your stories and insights with us today. Can you tell us the backstory behind how you came up with the idea?

How I Accidentally Built Innova (And Found My Calling Along the Way)

If you had told me ten years ago that I’d be running a creative business, I would have laughed. Back then, I was in an industry that aligned with my then spouse’s business. I took the leap to help run it—but let’s be honest, we were really starting from scratch. Like most small businesses, the budget was tight and we were focused on just getting things off the ground. So, I did what needed to be done: I designed our logo, built our website, created branded clothing, wrote job descriptions, and even put together our safety manual. And I did all of it with zero experience. It was trial by fire, but it worked.

What I didn’t expect was the reaction from people around us. They kept asking, “Who did your branding?” or “Where did you get your marketing done?” And when I casually answered, “Oh, just me,” the next question was always, “Can you help me?” That’s where things really started.

At first, I said yes just to be helpful. I had no grand plan, no fancy strategy—I was totally flying by the seat of my pants. I took on small creative projects on the side and learned as I went. The first website I ever built for someone else was $250 (which now makes me laugh out loud, but hey, you start somewhere!).

Fast forward ten years and I’ve helped so many small businesses either start up or completely rebrand. Along the way, people began to notice that I was the person who could figure things out. No matter what the problem was, they trusted me to find a solution and get it done. That trust meant everything, and it opened so many doors. Eventually, I realized I’d dipped my toes into almost every aspect of business—operations, branding, marketing, systems, you name it. I was constantly being referred, but when someone asked, “What exactly do you do?” I never really had a clear answer. I’d just shrug and say, “Whatever you need help with.” Because there’s always a way, always an answer.

Over time, I figured out what work I actually loved doing—and that clarity helped me narrow down what Innova is today. I’m still a “yes” girl (working on that!), but now I’m much more intentional about what I say yes to and what kind of clients and projects I attract. It took more than a decade, but eventually, I made the jump into Innova full-time.

Who would have thought that starting a business in residential construction would lead me down a path of creativity, constant learning, and a completely new business? And really, it all grew from people simply asking, being curious, and trusting me to figure it out and make them stand out.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

For those who haven’t met me yet, I’m Alexandria, the owner and creative behind Innova. We focus on Brand Identity, Commercial Photography, and Proposal Writing—three powerful tools that help businesses show up professionally and stand out in their industries.

My journey into this business wasn’t exactly planned. Years ago, I was helping build and run a residential construction company alongside my then-spouse. Like most small businesses starting out, we had a tight budget and a long to-do list. I ended up taking on everything from designing the logo and building the website to creating branded clothing and writing job descriptions. I had zero experience, but I figured it out as I went—and I discovered that I loved it.

Pretty quickly, people started noticing our branding and asking who we worked with. When I told them it was just me, they asked if I could help them with their businesses, too. That curiosity and trust from others led me to where I am now.

Over the past decade, I’ve worked with a wide range of businesses—helping them define their brand, capture their story through photography, and present themselves professionally through custom proposals. What sets Innova apart is that we offer a practical, down-to-earth approach. I understand what it’s like to be a small business owner trying to do it all, and I’m here to make things easier by helping businesses look polished and professional, whether they’re pitching a new project or refreshing their brand identity.

At Innova, I offer:

Brand Identity: Logos, color palettes, typography, and the visual assets that bring your brand to life—tailored to reflect who you are and what you offer.
Commercial Photography: Professional photos that tell your brand’s story, showcase your products, your team, and your space. The kind of imagery that makes you look established and trustworthy.
Proposal Writing: Clear, strategic proposals designed to help you win work. Whether you need help writing, formatting, or building templates that stay on-brand, I make sure your proposals are polished, compelling, and professional.

What I’m most proud of is the trust my clients place in me. All of my work has come from referrals, and I take that trust seriously. I’m someone who figures things out, gets things done, and brings creative and strategic thinking to every project.

If there’s one thing I want people to know about Innova, it’s that everything I do is customized. No cookie-cutter solutions here. Whether you’re rebranding, need updated photography, or want a proposal that stands out, I’m here to help you show up as the business you’re working hard to build.

What do you find most rewarding about being a creative?

For me, the most rewarding aspect of being a creative is the thrill and anticipation of a client’s reaction when I present a project. Even though we go through all the Q&A beforehand—diving deep into their brand, vision, and goals—there’s still an element of interpretation. As creatives, we take all that input and transform it into something tangible, something that feels right for their brand. It’s a leap every time.

What many people don’t realize is that the creative process starts long before we ever sit down to design, write, or shoot. There’s research, inspiration hunting, and those unpredictable 3 AM lightbulb moments when the perfect idea finally clicks. We pour so much of ourselves into our work, refining and perfecting every detail before we reveal it.

And then comes the moment of truth—presenting it. That split second before the client reacts feels like holding your breath. And when they love it? When they really see their brand brought to life in a way that resonates? That’s the best feeling. It makes all the hours, the creative leaps, and the problem-solving absolutely worth it.

Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.

One thing I think non-creatives sometimes struggle to understand about working with a creative is just how much we rely on honest feedback. I get it—clients can feel nervous about telling me if something doesn’t quite hit the mark. They don’t want to hurt feelings or seem difficult. But I always make a point, right from the start, to give them full permission to be honest. This is their business, their brand, their proposal submission. It needs to work for them.

What I wish more people knew is that feedback isn’t personal—it’s part of the process. In fact, the more detailed the feedback, the better the outcome. I always tell clients to be specific: what made you say “oh yes!”? What feels a little off? Sometimes it’s as simple as adjusting a colour shade or shifting the layout. Other times, it might mean exploring a completely different direction. And that’s okay! We don’t know what we don’t know until you tell us.

At the end of the day, the goal is to create something that feels right and works beautifully for your business. And the best way to get there is through open, honest collaboration.

Contact Info:

• Website: https://innovafoundations.ca
• Linkedin: https://www.linkedin.com/company/innovafoundations

Image Credits

@heartgatephotography