We recently connected with Andrea Napierkowski and have shared our conversation below.

Andrea, appreciate you joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

We help clients navigate their unique digital thumbprints by listening to and understanding the emotions behind their ideas and empowering them to tell them authentically. It may look like a website, but we trigger human emotions with thoughtfully curated ideas to create lifelong brand fans. We believe empowering clients to tell their stories takes more patience and creativity, but the result is sites that continue to expand to reflect the original idea.

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

How did you get into website design?

I stumbled into web development somewhat accidentally. Raised in a religious household, I was homeschooled and enrolled in college at 14 alongside my twin sister. While I initially pursued a degree in International Relations, I realized it wasn’t leading me toward my desired career path. Through “No Worker Left Behind,” I discovered web development, blending my skills in understanding unique subcultures and storytelling. Within my first year, I built 50 websites and, with a team, have been building sites steadily ever since.

What is the service you provide?

As digital space makers, my team and I have helped tell the digital stories of over 750 groups. My name is Andrea Napierkowski, and I am the creative director at CurlyHost, a marketing firm based in Grand Rapids, MI. Over the past decade, we have constructed over 750 websites tailored to our client’s needs, ranging from audience considerations to branding preferences. These digital portraits help build connections that outlast our time together.

What sets you apart?

We prioritize establishing trust through authentic website design. By forming meaningful connections with the brands we work with, we evoke the right emotions in their audience. We engage all five senses to create digital interactions that resonate deeply, focusing on color, imagery, tone, and associated memories.

What are you most proud of?

I’m proud of the transformative impact good web design can have on an idea’s trajectory. My website unexpectedly changed my life, and I’ve seen it do the same for many others. People remember how you make them feel, and I’m passionate about helping businesses connect emotionally with their audience online.

What would you want others to know about your business?

Our approach to web design goes beyond aesthetics. We understand the power of emotions in driving user behavior and prioritize evoking the right feelings through our designs. We enhance your reflection and create brand anchors to reinforce positive associations and strengthen brand identity across all touchpoints.

What would you want them to know about you?

I believe in continuous growth and evolution, reflected in my journey and approach to web design. My website has been a vehicle for my development, evolving alongside me. I’m committed to helping others harness the potential of their online presence for personal and professional growth.

What’s the most rewarding aspect of being a creative in your experience?

The most rewarding part of being a creative soul is the ability to adapt and evolve as needed. My business has always been more than just a means to an end—it’s a platform to serve my community and explore my passions. About four and a half years ago, I took a significant leap by embarking on the journey to sobriety, which prompted a profound reflection on how I interacted with my clients.

Initially, I relied heavily on my “liquid courage.” But as I began to embrace sobriety, I realized there was a whole new world of joy waiting for me. Stepping away from my fears and anxieties, I found myself on a path of growth and self-discovery. I learned to delegate tasks and empower my clients to take charge of their needs, allowing me to focus on nurturing deeper connections with each one.

In this process, I realized that my business needed to transform—to become more intimate and impactful. By cultivating stronger relationships with my clients and managing fewer of them, I could offer a more personalized and fulfilling experience. It was about quality over quantity, empowering my long-term clients while guiding new ones towards the perfect fit for their needs.

Through it all, I’ve come to appreciate the beauty of embracing uncertainty and trusting in my ability to pivot. Each day is a new adventure, filled with opportunities to learn and grow. And it’s this willingness to take leaps of faith and adapt along the way that has made my journey as a creative both rewarding and fulfilling.

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?

One aspect of my journey as a creative that non-creatives might struggle to grasp is the profound joy that occurs when you realize that everyone is creative. I’m not just crafting websites; I’m helping people see their reflections come to life in a digital space where others can engage with them. It’s about making that reflection of their idea something they feel they are participating in.

The depth of vulnerability involved in this process may be difficult for non-creatives to understand. When clients share their ideas with me, they’re not just sharing words—they’re sharing their emotions and aspirations, laying themselves bare in the hopes of evoking a particular response from others. Each keystroke solidifies their idea, making it accurate and accessible to others. There’s a thrill in fully realizing someone’s concept and exploring how others can navigate it like a labyrinth.

Calling oneself creative requires a leap of faith, trusting that what we produce is worthy of others’ attention and judgment. It means silencing self-criticism and embracing the idea that our internal voice holds value, even when the output isn’t perfect. This self-assurance is the foundation for liking our ideas and inviting collaboration. It’s a journey of self-discovery and self-acceptance that non-creatives may struggle to comprehend but that is immensely rewarding for those who embark on it.

For a long time, anxiety and fear overshadowed any sense of creativity. It’s taken time to recognize and celebrate my neurodiverse brain, my sensitivity, and the unique perspectives I bring to the table. I wish I had granted myself the artist title sooner, as it encompasses the multifaceted ways we can express ourselves.

Contact Info:

• Website: https://www.curlyhost.com/
• Instagram: https://www.instagram.com/curlyhost/
• Facebook: https://www.facebook.com/curlyhost/
• Linkedin: https://www.linkedin.com/in/andreanapierkowski/