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

Elena, 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?

If I could go back in time, I think I would have started my business a little sooner—but only by a few years. The timing of everything taught me so much, but looking back, I realize I had the foundation and skill set long before I gave myself permission to fully go for it.

Right out of college, I started working in the wine industry, but my love of design and photography had already taken root. I was always pushed academically growing up—I had what people called a “math brain,” and that was the path I was steered toward. But I’ve always loved the creative aspects of things, especially when they intersect with logic and structure. That’s part of why I majored in geography, minored in art and visual technology, and concentrated in cartography. It was actually through cartography that I got introduced to Adobe Illustrator—and back then, Flash—and I absolutely fell in love. It was the perfect marriage of geospatial reasoning, design, and visual storytelling. Photography wove its way into that as well, naturally.

My first true (regular) design “gig” was as a production designer for an educational publishing project management firm. I was freelancing on the side, soaking up everything I could. I was efficient, detail-oriented, and genuinely obsessed with creating smart systems and beautiful work. I quickly became a go-to for the owner, who ultimately became a mentor to me. One day, he said, “If you want to go out on your own, I’ll send you all the work. You can start your own thing, sub it out, build a business.” But I was a new mom, overwhelmed, just trying to meet my deadlines and stay afloat. So I told him no.

He ended up hiring me into a larger role, and I essentially ended up doing exactly what he suggested—running an entire creative department that I built from scratch—just under his business instead of my own. I’m so grateful for everything I learned during that time, and for his belief in me. After his passing, I stepped away and finally launched Swell Creative Agency, and later The Seraph Collective. Taking that leap was terrifying, but it was exactly what I needed—to align my work with my passions and build something meaningful from the ground up.

Now, when I hit those inevitable moments of doubt or burnout, I go back to the quotes and encouragement he gave me over the years. They’re my reminders to keep going.

So yes—if I could change anything, I might have started just a bit earlier. But I also recognize that every experience leading up to this gave me the courage, clarity, and capacity to do it right.

Elena, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Hi! I’m Elena—a (self-proclaimed) creative operations guru, photographer, and web and layout designer based on the coast of Georgia. I’ve always lived at the intersection of the analytical and the creative. Growing up, I was the “math brain” kid—funneled toward academia—but I always felt a deep pull toward creative expression.

In college, I studied geography with a concentration in cartography and minored in art and visual technology. That unique combination is where I truly found my footing—it introduced me to tools like Adobe Illustrator and (at the time) Flash, and I discovered how much I loved visual storytelling that was grounded in structure, purpose, and beauty.

That blend—creative energy rooted in strategy and systems—is at the heart of everything I do now.

After college, I worked in the wine industry while freelancing in design on the side. Photography remained a personal outlet until more recently, when I began integrating it into my professional work. My first full-time design role was as a production designer at a project management firm focused on educational publishing. It was there that I not only honed my design skills, but also developed a strong eye for efficiency, systems, and brand consistency. Over time, I was entrusted with building an internal creative department from the ground up. I had a mentor who deeply believed in me—and looking back, those early years laid the foundation for what would eventually become my own business.

Today, I own and operate Swell Creative Agency and The Seraph Collective—two boutique creative ventures rooted in storytelling, thoughtful design, elevated brand experiences, and strong creative systems. Through these platforms, we offer:

-Creative Operations Consulting
-Design Systems & Operational Streamlining (for small businesses & publications)
-Brand Positioning & Identity
-Photography (editorial, lifestyle, commercial, and brand storytelling)
-Creative Direction
-Publishing & Layout Design
-Web Design

What sets my work apart is that it’s not just about aesthetics—it’s about intention. I help people tell their stories in a way that feels deeply authentic and cohesive. My clients don’t come to me just for “a new logo” or “some nice photos”—they come because they want someone who can see the big picture: what they stand for, what makes them different, and how to communicate that across every touchpoint. I blend strategy and art.

I’m most proud of building this business while raising two young kids and making bold (and sometimes scary) leaps during uncertain times. My path hasn’t been linear—and there’s been a lot of self-teaching, grit, and growth behind the scenes. I’ve worn nearly every hat in the creative process, which gives me a lot of empathy and versatility in how I show up for my clients.

If there’s one thing I want people to know about my work, it’s that I’m all in. Whether I’m designing a brand system, shooting a creative editorial, or mapping out a website rollout—I’m deeply invested in the story and the people behind it. I believe great design and photography can elevate a message, build trust, and spark meaningful connection. That’s what I aim to create, every single time.

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

Photography has been a passion of mine for as long as I can remember. It became real for me in college, when I bought my first “real” camera off Craigslist for a Photography 101 class. I was immediately enthralled. My family quickly got used to having a camera in their face at all times—it became just part of life. I’ve always felt 100% more comfortable behind the lens than in front of it, so I give them a lot of credit for their patience!

For years, photography was my personal outlet. It was the one creative thing I kept close to my heart—something I didn’t open up for critique or offer as a service beyond close family and friends. In fact, there were times when people assumed it was my job. I’d hear things like, “Oh, I thought photography was what you did,” and I’d laugh it off. I think part of me was protective of it—I didn’t want it to feel like work or lose the joy I found in it.

But over time, things shifted. What started as a personal passion slowly evolved into a central part of my business. I stopped hiding it. The first key milestone was landing my first paying client outside of a magazine or publication I was already working with. That felt huge—like a quiet permission slip to keep going.

But the real turning point came during a stay at an Airbnb. I was taking casual photos of my family and the space—just for fun—and the owner stopped me after I had shared them on social media and said, “You’re very talented.” Without thinking, I responded, “This is what I do.” It was the first time I had ever referred to myself as a photographer. My husband immediately caught it and pointed it out—in a proud, supportive way. That moment shifted everything. It was as if I finally gave myself the title I had been quietly working toward for years.

Now, photography is not only one of my main offerings—it’s a huge part of how I see the future of my business. It took time to get here, mostly because I had to let go of the fear of sharing something I loved so much. But looking back, every step (and every photo) brought me closer to claiming it fully.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Absolutely—The Subtle Art of Not Giving a Fck* by Mark Manson made a huge impact on how I approach both creative work and entrepreneurship. It’s not your typical self-help or business book, which is exactly why it resonated with me. It challenged a lot of the perfectionism and people-pleasing tendencies I used to carry, especially in creative and client-facing work.

One of the biggest takeaways for me was the idea that we all have a limited number of things we can truly give our energy and attention to—and that learning to be intentional about what not to care about is just as important as what we do care about. That philosophy helped me get clearer on my values, set healthier boundaries in my work, detach, and stop chasing validation in every direction.

As someone who wears a lot of hats—designer, photographer, strategist, project manager—it can be easy to feel pulled in a hundred directions. But that book gave me language and perspective to ask: What actually matters here? What aligns with the long game I’m building?

It’s helped me trust my gut more, say no more confidently, and stay grounded in my purpose, even when things feel chaotic or uncertain.

Contact Info:

• Website: https://www.seraphcollective.com
• Other: www.swellcreativeagency.com
  @theseraphcollective
  @offshoremama

Image Credits

Personal photo taken by husband, Tyler Hallen. All other photos captured by Elena Hallen.