We caught up with the brilliant and insightful Clara Marshall a few weeks ago and have shared our conversation below.

Clara, appreciate you joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

I decided I would own my own agency while in school.

Within my first year of school, I became obsessed with graphic design. All I wanted to do was design websites and logos, but finding a summer job proved challenging as no agency would hire me due to my lack of professional experience and a degree… fair enough. So instead, I worked as a secretary, which allowed me time to pursue personal design projects. Soon, friends and family began requesting my services for small projects, and without realizing it, I had become a freelance graphic designer. By the end of that summer, I had built a steady client base and was working regularly; however, I had to return to school.

That’s when I recruited my classmate, Ryan. We had collaborated well on numerous school projects, so I knew we would make a good team. Ryan and I continued to work throughout the year, and by the next summer, we had launched our first agency, Boi&Gurl. We spent our remaining college years designing and building websites and brands, but as graduation approached, we decided it would be valuable to gain experience at established agencies.

I ended up working at my first agency (OneMethod) for three years. I loved it there but felt I needed more exposure before I could start my own agency. So, I spent the next 18 months freelancing at various agencies that ranged in size and specialty. That experience gave me the confidence I needed to finally go off on my own. I realized there was no right way to design a logo, build a website, or manage a client, and it all came down to one thing for me: I wanted to work with nice people who are interested in creating beautiful things.

That’s when Ryan and I got back together (and also married, which is another story altogether) to build Tonic Creative—an agency that values the people over projects, happiness over profit, and relationships over accolades.

Clara, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am the co-founder and design director at Tonic Creative. My career began at school when I started freelancing but my first “real” job was at an agency called OneMethod where I was a designer for 3 years. Transitioning from agency life, my partner and I ventured to establish our own boutique agency, Tonic Creative.

At Tonic Creative, our mission revolves around infusing brands and websites with what we call “BLISS”, which stands for: Balance, Learning, Intention, Simplicity, and Sustainability. These values serve as the guiding force behind every decision we make, shaping our interactions with clients, our hiring practices, and even our office culture.

Which brings me to what makes us different. While our clients enjoy the typical advantages of partnering with a boutique agency – such as close collaboration with our seasoned creative team, streamlined processes without hefty overhead costs, and swift project turnaround times – what I believe truly sets us apart (although I admittedly don’t keep tabs on competitors’ strategies) is that we are motivated by the people we work with rather than the financial gain.

We have been fortunate to be immersed in a community of talented, driven, and kind individuals, who each contribute to our collective growth and success. ALL of our clients and employees are people we’ve either worked with before or have been referred to us from someone we know. We’re committed to creating meaningful relationships because it’s been my experience that happiness (or ‘success’, as some people call it) doesn’t come from winning awards, rather it comes from the satisfaction of bartering a website for a handmade dining table, or the gratitude expressed by long-term clients when we offer reduced rates, and the heartfelt appreciation received for providing pro bono services for a client in need during a difficult time like arranging materials for her father’s funeral.

Admittedly, when we started Tonic Creative this was not the intention. Selfishly, we sought greater control over our projects and client selection and we wanted to set our own hours, free from unrealistic timelines and expectations. However, what we ultimately discovered was that by fostering a culture that balances personal and professional lives, where everyone feels valued and fulfilled, and where work is approached with simplicity, effectiveness, and intentionality, we inadvertently crafted an agency that we genuinely enjoy being a part of. We’ve not only cultivated an environment, workplace, and culture that we love but one that we believe can be sustained for what I hope is the rest of my career.

What’s been the best source of new clients for you?

The best source of new clients for us is through word of mouth. Our strongest client relationships often stem from recommendations made by our friends or clients. When clients come to us through referrals, there’s a natural sense of familiarity, informality, and trust. This foundation allows for a mutual understanding of expectations from the outset. With referrals, there’s no need for ego or the pressure to prove oneself; instead, we can focus on the work itself, rather than on selling ourselves.

Any advice for managing a team?

At Tonic Creative, we’ve implemented several strategies that I believe have been instrumental in sustaining high morale among our team. Firstly, we’ve adopted a four-day workweek. While this approach may not suit every organization, our experienced and disciplined team has found it to be conducive to productivity. Typically, we schedule client presentations on Thursdays, allowing clients to review and provide feedback on Fridays.

Additionally, we deliberately keep our teams small. While the size may vary depending on the project, we’ve found that limiting teams to no more than 5-6 individuals, with a sweet spot of 3-4, fosters efficient collaboration. By exclusively hiring experienced professionals, we ensure that everyone on the team is an expert in their field, promoting mutual respect and trust.

We also prioritize maintaining a balance of gender representation within each group, which I believe significantly contributes to positive morale. This balance helps to cultivate an environment where energy remains harmonized—a topic worthy of further discussion.

Lastly, our client relationships play a crucial role in our morale. We have the privilege of collaborating with incredible individuals who treat us with respect and dignity, fostering a sense of partnership rather than a mere employer-employee dynamic.

Contact Info:

• Website: www.toniccreative.com
• Instagram: https://www.instagram.com/tonic.creative/
• Linkedin: https://www.linkedin.com/in/claramarshall/