We were lucky to catch up with Dena Jane Leone recently and have shared our conversation below.

Dena Jane, thanks for taking the time to share your stories with us today Almost all entrepreneurs have had to decide whether to start now or later? There are always pros and cons for waiting and so we’d love to hear what you think about your decision in retrospect. If you could go back in time, would you have started your business sooner, later or at the exact time you started?

Looking back, I absolutely wish I had started my business sooner. While I’m grateful for my journey, the biggest lesson I learned is that you can’t fight your innate drive to create. I had the urge to be a designer and business owner as soon as I graduated college, and I spent years battling imposter syndrome, telling myself I wasn’t good enough just yet. I kept waiting for the perfect moment—to be better, to have more experience, to have a long list of reputable clients—but that perfect moment could’ve taken my whole lifetime if I let it.

The real shift happened when I realized I was making excuses and being my own barrier to success. With an insatiable desire to design, I finally took the leap and founded By Hand Designs and now I have the best job creating custom brand designs, illustrations, merch design, logos and more.

I started small, learning as I went, and have since grown the brand to be more successful than I ever imagined. My journey to get here included both corporate and small business roles, a variety of experience that prepared me to handle any challenge that could come my way. I also have had the support of my partner and a community of fellow designers, which made all the difference.

While a younger me might have been scared away by tough clients or the steep learning curve of running your own business, I’m glad I had the maturity to trust my instincts and take on work that aligned with my goals, aesthetic, and values.

Ultimately, there’s no substitute for being brave, letting go of fear, and allowing yourself to learn as you go. And there is nothing like taking the leap to be your own boss and put the opportunity for success in your own hands.

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

I’m Dena Jane, the founder of By Hand Designs, a creative studio specializing in brand design & illustration. You can often find me soaking up inspiration while traveling coast to coast in my self-converted Sprinter van that doubles as a home and design studio. My design work is deeply inspired by a consciousness for the Earth and shifting perspectives away from mindless consumption towards mindful human moments.

At By Hand Designs, I create brands that are rooted in human connection and meaningful storytelling. I specialize in a handcrafted and abstract aesthetic, a style that intentionally moves away from sterile, “perfect” digital design. I believe in creating something real, organic, and tangible—work that captures the soul of a brand and allows people to slow down and reconnect in the human experience.

My strong background in human-centered design anchors the work that I do. Creating for people and leveraging design to tell stories, bring people together around causes that matter most, and creating immersive experiences with thoughtful elements to create long-lasting connection all drive my designs.

At By Hand, I design everything, by hand, just as my name suggests. I start every brand with a hand-drawn approach, ensuring that your first touchpoint with your audience is distinctive, genuine, and impossible to replicate with a pre-made template or AI. From there, I build out a full brand experience, including brand strategy, custom logos, illustrations, merchandise designs, packaging, print collateral, and digital assets to create a cohesive and impactful visual identity.

What truly sets me apart is my commitment to working with brands that are making a positive impact on the world. I’m selective about who I work with, choosing visionary clients whose businesses are driven by integrity and a desire to create a ripple effect of good. Because of this approach, I’m most proud of the community I’ve built and the clients I’ve attracted—the kind of clients who find value in my work and align on leading with integrity. It’s a huge honor when a brand I’ve long admired reaches out, like the time a West Coast shop I’d been a fan of for years asked me to design some merchandise for them. It shows me that staying true to my style and values is the most effective way to grow.

Looking ahead, I am eager to continue expanding my work with growing brands, especially those in my New England roots. I would also love to do more print design and brand collaborations with larger, impactful companies, building on my past work with brands like TOMS, Crayola, Sperry, and Core Power Yoga.

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

The most effective source for attracting my ideal clients, without a doubt, has been Pinterest. As a highly visual platform, it functions as a powerful search engine for clients looking for inspiration and clarity before they commit to a designer.

Because my brand design, illustration, and logo design work is so visual, Pinterest allows my clients to not only discover me but also to get a clear sense of my aesthetic and style. They can explore what I’ve shared on the platform then get direct access to my website to dive deeper into my portfolio, understand the unique services I offer, and see how my past work aligns with their own vision.

While I use other platforms like Instagram for deeper community engagement, Pinterest has proven to be an incredible lead generation tool, guiding potential clients directly to ways to work with me. It’s the perfect space for my work to be discovered by people who value the handcrafted, meaningful designs I create.

We’d love to hear about how you keep in touch with clients.

At By Hand Designs, building community and nurturing it is our core purpose. I see my role as more than just a designer; I am a partner and a guide, helping clients navigate the complexities of building their businesses.

My approach is built on a refined, thoughtful process that ensures every project, from an initial discovery call to final delivery, feels supportive and deeply aligned with the client’s vision. Whether I’m working with a small-scale brand or a large corporation, my goal is to create more than just great design; I aim to build clarity, connection, and trust. This consistent, caring approach is what keeps my clients returning and referring new business my way.

Beyond our direct work, I nurture my community through intentional engagement. My newsletters and social media shares are crafted to provide value and inspiration, encouraging a mindful approach to both business and life. I believe that thoughtful illustration and a well-crafted logo can be a source of calm and clarity in a busy world, providing our clients with a sense of actualization for their long-held dreams.

In anything we create, our passion is consistent — focusing on forging new paths for market spaces needing disruptors and creating designs that re-center us and create human connection in a busy world. By focusing on a supportive, personalized process and continuing to engage with my community, I build lasting relationships that go far beyond a single project.

Contact Info:

• Website: https://www.byhanddesigns.com
• Instagram: https://www.instagram.com/byhand.designs
• Facebook: https://www.facebook.com/profile.php?id=100088832832619
• Linkedin: https://www.linkedin.com/company/by-hand-designs
• Other: Pinterest: https://www.pinterest.com/byhanddesigns/

Image Credits

Photography is by Tommy Wisdom and Three Bears Photography