We were lucky to catch up with Ingrid Urena recently and have shared our conversation below.

Ingrid, thanks for taking the time to share your stories with us today Have you been able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen? Was it like that from day one? If not, what were some of the major steps and milestones and do you think you could have sped up the process somehow knowing what you know now?

Yes, I have, in fact today I earn enough to support 2 households taking care of my family. Oh, it’s been quite the ride! Making a full-time living from my creative work didn’t happen straight out of the gate. Honestly, it was a lot of trial and error, and learning as I went along.

In the beginning, I was all about the design, the creativity, and just getting lost in the “learn to be a better designer”. But it hit me pretty quickly that if I wanted to make this a real, sustainable business, I had to get serious about the business side of things.

That “aha” moment really came when I read “Profit First.” I was struggling, taking in all kinds of projects, thinking, “How is this even supposed to work?!” But applying those strategies from the book? Total game-changer. It helped me navigate the financial ups and downs and really get my business not just surviving, but thriving.

Another big step? Deciding to niche down. I zeroed in on what I was really good at and the unique support I could bring to my clients, especially when it came to brand strategy and monetizing their Showit websites. This didn’t just make me an expert in my field, but it also meant I could serve my clients in a really deep and effective way.

Looking back, I do think that if I’d put as much energy into learning about business and marketing as I did into honing my design skills, I might have found this financial stability a bit sooner. It would’ve helped me avoid some of those classic feast and famine cycles that so many of us creatives know all too well.

But every step, misstep, and win has been crucial in shaping both me and my business. It’s been an incredible ride so far, and I wouldn’t change a thing! Well, maybe tell my starting self to think a little more about the business/entrepreneur side.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Well, hello! I’m Ingrid Urena, the heart and soul behind Penguin Designing, where I sprinkle a little magic on your brand and transform your online presence into something truly special.

My journey into the realm of design and business strategy started in 2009, becoming official in 2013, and finding my niche by 2016. Before this, I spent 8 years navigating the world of live sports TV, a predominantly male industry where I constantly found myself proving my worth. It was a rocky path, but I blossomed, and when I chose to step away, my absence was felt.

Fast-forward to fully embracing my business, which initially started as a side gig in 2013. I unearthed my true gift: empowering women founders, particularly coaches and creative souls like you and me, to glow up and be the go-to expert in your field.

At Penguin Designing, I’m not just about pretty designs. It’s about purposeful design for brands who refuse to settle for generic. Blending intentional strategy, user experience, and money-making Showit websites, all guided by your unique customer journey, to create a brand that doesn’t just look good but works phenomenally well for you.

I’m here to help you glow up with the best online experience, whether that’s through a new Showit website, shop, or membership, allowing you to bid farewell to endless Google searches and focus on what truly moves the needle in your business.

What fills my heart with joy and makes me incredibly proud is knowing that Penguin Designing doesn’t just create beautiful brands but plays a part in the success stories of women entrepreneurs. It’s been a journey of joy, tears, and triumphs, and every step has been worth it.

Choosing the right designer can truly be a game-changer for your business. Just like my client, Kristen, who experienced a shift from 3-4 inquiries a week to 3-4 daily inquiries post-launch. Or Tina and Jordan, who welcomed over 30 new members and garnered $5000 in revenue on day 1 alone after launching their membership and shop!

When we work together, I’m not just your designer. I’m someone who, in the words of my past client Erin, “understands where I’m headed with my business.” Understanding the nuances of your business allows me to create exactly what you need to propel forward, whether that’s a shop to kickstart that passive income or a membership to monetize your expertise, ensuring you feel confident and in control when it comes to leveraging your online space to amplify your brand authority and revenue.

Erin Perkins shared her experience saying, “Whenever I look at my new branding, it feels like a whole new thing. There are little nuances that Ingrid created that I feel like was missing all along. We just refreshed and I’ve already got a few new inquiries on my website! There’s so much more clarity for people knowing what to expect when they hop onto my website.”

And the sweet note from Katelyn James: “Since having Ingrid revamp our shop, not only do we love the look and feel of it, but our shop has seen a 17% increase in sales! Making it our highest year yet! Her professionalism made us trust her, her personality made us feel connected to her, and her knowledge and vision is what made our shop come to life in the way we always dreamed it would!”

If there’s one thing I’d love for you to take away, it’s this: I’m here to uplift, empower, and journey with you. Together, we’ll ensure your brand doesn’t just roar but echoes powerfully in the online world, attracting your ideal clients and guiding them effortlessly through their journey with you.

What do you think is the goal or mission that drives your creative journey?

Absolutely, there is a deeply personal mission that fuels my creative journey at Penguin Designing. It’s rooted in my own experiences, particularly during my time in the live sports TV industry, where I constantly found myself in a position where I had to “earn my voice” amidst the challenges of a predominantly male environment. That persistent feeling of having to prove my worth, to validate my place, and to carve out a space for my voice became the catalyst for my mission today.

I never want women, especially those forging their paths in the entrepreneurial world, to feel that they can’t do something or that their business isn’t reaching its full potential. Women are incredibly capable, and they bring a unique, invaluable perspective to the business world. My mission is to ensure that they not only recognize but also believe in their own potential and capabilities.

I channel my skills and experiences into helping women grow their businesses, ensuring they never feel they have to earn their voice or place in the entrepreneurial world. I’m here to amplify their voices, to elevate their brands, and to create spaces where their businesses can not only exist but thrive and resonate powerfully.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One biiiiig lesson I’ve had to consciously unlearn throughout my journey is the notion that peers are competition. It’s a common belief, especially in the entrepreneurial world, that those in similar business spaces are competitors vying for the same clientele and market share. But the years taught me to dismantle this belief and embrace a more community-oriented mindset.

The entrepreneur life, particularly in the design industry, can sometimes feel lonely. There’s this looming notion that sharing or connecting with peers might give away your “secrets” or somehow dilute your client pool. It’s almost as if we’re conditioned to guard our processes and knowledge fiercely against those in similar fields.

However, the phrase “Your network is your net worth” began to resonate deeply with me. I realized that connecting with my peers, even those who might be deemed “competition,” opened up avenues for growth, learning, and collaboration that I hadn’t imagined. It was a revelation to understand that there was so much to gain from sharing experiences, insights, and even referrals with others who understood the unique challenges and joys of our industry.

Unlearning the fear of connecting with my competition was not just beneficial but incredibly enriching. It fostered a sense of community where we could celebrate each other’s wins, lend an ear during challenges, and even collaborate on projects, expanding our offerings and perspectives. It transformed a once lonely entrepreneurial journey into one filled with connections, collaborations, and shared triumphs.

This shift from viewing peers as competition to seeing them as a valuable community has been monumental. It’s not just about business growth but about personal development, creating a space where we uplift rather than outdo, where we collaborate rather than compete. And this, I believe, is a powerful and sustainable path to growth, not just as entrepreneurs but as individuals navigating through our respective journeys.

Contact Info:

• Website: https://penguindesigning.com/
• Instagram: https://www.instagram.com/penguindesigning/
• Facebook: https://www.facebook.com/penguindesigning
• Linkedin: https://www.linkedin.com/in/ingridurena/
• Youtube: https://www.youtube.com/channel/UCLVevsHLlH1VAzC9XhEAeyQ
• Other: https://www.pinterest.com/penguindesigning/