We recently connected with Chloe Leonard and have shared our conversation below.

Chloe, thanks for joining us, excited to have you contributing your stories and insights. What’s something you believe that most people in your industry (or in general) disagree with?

A lot of people are shocked when I tell them I didn’t study design in college – my major was Communication Studies with a Minor in English (creative writing emphasis). So I’d say that I believe you don’t need a degree to become a designer by any means. Sure it can help when it comes to technical skills like Adobe Suite and basic design theory. But there are two major reasons I think it’s not necessary:

The first is that education can be taught affordably, quickly, and efficiently online. There are SO much creatives and designers who have YouTube channels, best-selling online courses, and blogs that truly could teach you everything you need to know about design. It’s so empowering to think about how much knowledge people are willing to share that’s currently out there in the world. Plus, by becoming a student of other creatives and designers in the industry, you’re also supporting small biz. It’s a win win.

The second is that a majority of the work of having your own design studio is not centered around design, but around relationships. Getting clients, upholding an amazing client experience, and maintaining a high retention rate. It’s all about providing value to solve their problems through design, making sure they feel seen and heard in the process. Learning how to master that skill creates happier clients and more business.

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?

I’m Chloe, the brand and web designer behind Chloe Leonard Studio.

It all started with a computer and some spare time. I’ve always been a creative nerd. From stealing my mom’s magazines when I was little to make collages with them, to being an avid video game player, my curiosity for design and tech started young.

It wasn’t until I was a senior in college that I found my love for digital design. While recovering from a surgery, I had major downtime and found myself building websites and faux brand identities to pass the time. Needless to say, the meds probably helped get the creative juices flowing …

Eventually that curiosity grew into a plethora of career experiences in photography, digital editing, social media marketing for a top wellness brand and Sony Music, studying public relations in Florence, Italy, and ultimately, multi-media design.

In 2017, I officially started my branding and web design business right out of college and I’ve had the opportunity to bring brands to life with clients like Almost 30 Podcast (working for them for 3 years their intern, assistant, and then Creative Director), Karena Dawn, Girls Gotta Eat Podcast, Erin On Demand, Free People, and more.

My whole mission is based on the belief that within every creative business is a powerful confident brand. And within that brand, lies a powerful brand essence.

Using our emotion and strategy-based branding and web design process, we cultivate brand essences that evoke inspired-action and authentic connection with one’s audience. Ultimately, sparking conversions spanning across one’s entire business.

CL Studio was created out of a life-long passion for studying how a business and its’ own personal brand can provoke a certain feeling. Or in other words, emulate a specific brand essence, which impacts the way an audience, client, or customer interacts with the business itself.

Businesses that have confident brands aren’t afraid to be seen. With being seen, comes growth, opportunity, and results. Whether these results come from thought-provoking branding, a strategically designed site, perfectly printed packaging, or digital products – there’s no better feeling than getting that return on investment – and who doesn’t love to see a good ROI?

Because great design is just that, an investment. One that will build trust from one’s audience and trust in one’s business, not just for now, but for years to come.

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

It wasn’t until late 2020 that I started to transition out of being a workaholic. And it wasn’t because I started saying “no” to things (well some things). It was because I started to reframe my time and value as a designer differently.

I used to believe that the more time spent on something, more work, more effort, the more I was worthy of the money someone was paying me for it. Almost like you had to prove my worth drastically.

But once I realized the amount of time, money, and work it SAVES the CLIENT by outsourcing to a designer like myself, the more I realized how worthy my work already was. How valuable my time and energy and inherent knowledge was because it makes the client’s life easier. That even though design comes naturally to me (for the most part), it’s actually a good thing because it expedites a process for someone who design does not come naturally to.

And that goes for any service! Understanding the inherent value you have within your natural skills and abilities can help increase your prices confidently and step into more deservingness over time.

We’d love to hear the story of how you turned a side-hustle into a something much bigger.

Yes! When I started my business, I was actually working at a 9-5 as a community manager for popular supplement company. I had just moved to LA and didn’t have enough clients to pay the bills yet. I was also working as an assistant for the Almost 30 Podcast – so needless to say, burnout was inevitable.

One could say I was a workaholic then, but I LOVED my designed clients and working for the podcast. It felt like the ultimate side hussle(s). And thanks to Krista Williams and Lindsey Simcik, the hosts of the podcast, they kept empowering me to believe that I could work for myself, despite only being 21 (almost 22) at the time.

I only worked for the supplement company for 6 months, which was a wonderful experience overall, and during my last month there, I was hustling to line up clients for up to 3 months after I quit. And I did. So right before my 22nd birthday, I gave my two week notice and made the leap.

Through word of mouth, launching my first studio website/portfolio, and posting on Instagram more and more about my work, I was able to line up the clients. I worked everyday all day during that time, but I knew that this was the right move. I don’t know why I had so much faith, but I guess I have a rebellious side of me that genuinely cannot sit inside an office all day.

I think I’ve always had this urge to do my own thing even if society or capitalism says otherwise.

That being said, the real work began when I quit and only worked for my own studio because it then became about balancing clients, creating a profitable pricing structure, and building a brand that stands out in the industry.      

Contact Info:

• Website: https://www.chloeleonard.com/
• Instagram: https://www.instagram.com/chloeleonardstudio/
• Other: https://www.pinterest.com/chloeleonardstudio/ https://www.tiktok.com/@chloeleonardstudio

Image Credits
Photos of Chloe by Jessica Steddom