We were lucky to catch up with Isabel Serna recently and have shared our conversation below.

Alright, Isabel thanks for taking the time to share your stories and insights with us today. Are you 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?

I am earning a full-time living from my creative work thanks to building multiple streams of income and establishing a solid client base.

From day one, I understood the importance of diversifying my income streams. Relying solely on one source of income can be risky, so I explored various avenues within my creative field to generate revenue. This included offering different services, such as freelance work, licensing, teaching workshops, and having an online shop.

Another key factor in my success was proactive client outreach and pitching. I didn’t wait for opportunities to come to me; instead, I actively sought out potential clients and pitched my services to them. This proactive approach helped me expand my client base and secure consistent work.

Additionally, finding a mentor and seeking guidance from peers and industry experts played a crucial role in my journey. Learning from those who have already achieved success in the creative industry provided invaluable insights, advice, and support. Their mentorship helped me navigate challenges and accelerate my growth as a creative professional.

I realized early on the importance of doing amazing work, regardless of the size of the client. Every project, no matter how big or small, presented an opportunity to showcase my skills and professionalism. By consistently delivering high-quality work and exceeding client expectations, I built a reputation for excellence, which led to repeat business and referrals.

However, one aspect that I wish I had realized earlier in my journey was the significance of social media for my business. Initially, I underestimated its potential as a marketing tool and didn’t prioritize building a strong presence on platforms like Instagram, TikTok, and LinkedIn. Once I recognized its importance, I made it a priority to enhance my social media presence, engage with my audience, and showcase my work effectively. This shift significantly boosted my visibility, credibility, and ultimately, my client acquisition.

Isabel, 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?

I’m Isabel Serna – Founder and designer at Black Lamb Studio. We are an acclaimed, multicultural design studio based in sunny Florida with over 14 years of experience partnering with amazing brands to create vibrant, playful and sophisticated Illustrations, products, patterns and packaging. With extensive industry knowledge and a degree in product and graphic design, I have added my whimsical and contemporary touch to fabrics, books, magazines, home goods, stationery and best selling products around the globe for companies such as Anthropologie, Kate Spade, Hallmark, Huggies, JoAnn, Workman Publishing, Chronicle Books, Quarto Publishing, Urban Outfitters, Hershey’s, Miniso and more. Our goal is to create and inspire a more colorful world!

Can you tell us about a time you’ve had to pivot?

Throughout my life, my aspirations were firmly set on becoming a pediatrician; every step I took was with that goal in mind and I felt very sure about this. However, during my second year of college, an elective course in art history altered the course of my life. In that class, I discovered a profound passion for art and the creative process. I fell in love with the vibrant world of colors and the tactile experience of working with my hands, and most important of all I discovered I was creative! Uncertain of what this revelation meant for my future career, I decided to explore various creative fields ranging from architecture to photography. Eventually, I landed in industrial design, where I thrived as an industrial and product designer for a few years.
After working as an industrial and product designer for 4 years, I discovered surface pattern design and illustration and felt finally at home.

What do you find most rewarding about being a creative?

Undoubtedly for me, the most fulfilling aspect of being an artist and surface pattern designer lies in seeing your creations embellishing products in stores and homes worldwide. It’s a profound sense of joy knowing that somewhere out there, someone is enjoying something you brought to life.

Contact Info:

• Website: www.blacklambstudio.com
• Instagram: www.instagram.com/blacklambstudio
• Facebook: www.facebook.com/blacklambstudio
• Linkedin: https://www.linkedin.com/in/isabelserna/
• Other: www.pinterest.com/Blacklambstudio/ www.blacklambshop.com

Image Credits
Photographer: Casey Helfrich / @chelfrichphotos