We were lucky to catch up with Justin Frey recently and have shared our conversation below.

Alright, Justin thanks for taking the time to share your stories and insights with us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

People always chuckle when they ask what “Whobody” means. When my oldest son was four, he never said “anybody” – especially in questions. He’d always ask, “Whobody wants to watch a movie?” And that’s always stuck with me. It felt imaginative, endearing, and just… us.

Years ago, one of my mentors, Robby Grubbs, named his company “Kineapple” because his son couldn’t say “pineapple.” That story has always stuck with me too. Robby’s one of the best dads I know, and family has always come first for him. He also taught me that every detail matters. No compromise. He founded Local Coffee (now Merit Coffee), and I remember him saying, “We’re only as good as our worst cup of coffee.” He relentlessly pursued excellence – but did so with grace. I got to see the behind-the-scenes as the company grew from a few cafes and a roastery in San Antonio to a network of 14 shops across Texas.

One story I always tell is about the napkins. Of all things, the napkins. Where most would cut corners for the sake of margin – which I totally get – he chose high-quality napkins because, to him, even the smallest touchpoint mattered. That level of care trickled down to the staff and customers. He was always adding little easter eggs too – hidden things you’d only notice if you slowed down and paid attention. That philosophy made a mark on me.

So when it came time to name my studio, Whobody felt like the perfect fit. It’s a nod to my family, to being a dad, and to choosing wonder over indifference. It’s not just a rejection of laziness – it’s a posture of imagination.

As a designer, I’ve never really promoted myself. I’ve always preferred to keep my head down and let my work and character speak. That’s nothing against folks who do (there are a lot I really respect!) – it’s just not my nature. So not using my name felt right. Whobody gave me a unique way to invite people into my story from the first interaction. I’m drawn to hidden meanings, etymology, and the kind of wonder we tend to lose as we grow up. I think we need to work a little harder to hold onto it.

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.

I’m a designer, brand strategist, and creative director based in Texas. I run a one-man studio called Whobody Creative, where I help people bring their ideas to life – through branding, merch, websites, packaging, and creative direction. But really, I help people build something that matters – and make sure it feels like them when they do.

I didn’t go to art school or start in an agency. I came up in the coffee world – starting behind the bar and working my way into creative work from the inside. I learned by doing, building, and figuring it out. Over the years, I wore just about every hat: graphic designer, photographer, social media manager, merch designer, website builder, even IT guy (thank you, YouTube). That environment shaped how I work today – a bit like MacGyver with a laptop. I’m a creative Swiss Army knife – not because I have to be, but because I love being able to step into whatever role the moment calls for. Versatile, precise, and never limited to just one lane.

These days, I work with brands of all sizes – helping them find clarity and build with intention. That might mean:
• Designing logos and visual identity systems
• Dreaming up merch and sourcing product
• Building websites
• Shaping brand storytelling or consulting when the vision gets blurry

Every project looks different – and I love that. Some folks come in needing a full reset. Others just need someone who gets their vision and can help bring it to life without all the noise.

What sets me apart? I take it personally – in the best way. I’m not chasing trends or awards. I care about the things most people overlook. The tone. The texture. The reason behind it. I want every brand I touch to feel honest – not just polished.

I’m proudest of the trust people give me. Most of my clients come from referrals or repeat projects, and I think that says more than any Instagram feed or portfolio ever could. This work means something to me, and I hope that comes through in everything I put my hands on.

At the end of the day, Whobody is just me – a dad, a builder, a believer in doing things well. It’s a studio, but it’s also a posture: curiosity, integrity, and a belief that wonder still matters.

Can you talk to us about how your side-hustle turned into something more.

Yeah – Whobody started as a side hustle. Not because I was chasing a dream, per se, but because I needed to take care of my family. When I began my full-time job in the coffee industry, we had one kid. By the time I left nearly a decade later, we had four. My wife was home with them full-time (which is its own kind of heroic), and I was the only income. Most days, I’d work 9 to 6, come home for dinner and bedtime, then stay up late working on client projects – logos, websites, merch, whatever was needed. I’d usually wrap around 1 or 2 a.m., catch a few hours of sleep, and do it all again.

It was hard. But it was necessary. Providing for my family mattered more than rest.

Over time, the desire for something more sustainable started to grow – not just financially, but emotionally and spiritually. I didn’t want to be a weekend dad. I love being a father. And the deeper truth is, I was tired of missing it. Tired of being away for the best parts of the day. I knew my skills could support remote work – branding, design, consulting – all I needed was the courage to believe I could do it on my own.

That’s when I went to the MiiR X Summit in Seattle. It’s hard to describe unless you’ve been, but it’s not your typical conference. It’s something Bryan Papé, the founder of MiiR, built with intention – not just for business owners or creatives, but for humans. He created space for people to be present, to slow down, and to really pour into each other. It wasn’t about metrics or growth hacks. It was about living well. Bryan is someone I deeply admire – not just for what he’s built, but how he lives, and how he leads. That time in Seattle gave me a kind of clarity I hadn’t felt in years.

I came home, talked to my wife, and we both knew – it was time. I turned in my four-week notice and stepped fully into Whobody.

It’s been a stretch, no doubt. But it’s also been one of the most fulfilling things I’ve ever done. I get to be home. I get to help people bring their ideas to life. I get to work with clients I genuinely care about, turning the things in their head and heart into brands they’re proud to carry.

It’s not glamorous. It’s not easy. But it’s meaningful – and I wouldn’t trade that for anything.

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

For most of my life, I believed my value came from what I produced. It wasn’t something anyone said outright – it was just the air I breathed growing up. Perform well, get approval. Achieve something, feel seen. That mindset can carry you a long way in the world, but it comes with a cost. And at some point, I realized it was quietly shaping how I viewed myself, my work, and even my worth.

As an Enneagram 3, the temptation is to build an identity around what you do instead of who you are. I had to unlearn that. I had to let go of the belief that every project had to be a reflection of me, and start holding the work more open-handedly.
It’s something I see all the time in my industry. Designers who take feedback personally. Who get offended when a client asks for a change – not because the feedback is wrong, but because it feels like an attack on their identity. I’ve been there. I get it. But that posture never leads to trust. It creates tension, not collaboration.

What I’ve learned – and what I try to live by – is this: the win is not that a client loves my work. The win is that they’re proud of their brand. That they feel seen. That the logo or the website or the merch actually feels like them. That’s the goal.
It’s not about proving myself anymore. It’s about serving well, listening deeply, and letting the work be about them – not me.

Contact Info:

• Website: https://www.whobodycreative.com
• Instagram: https://www.instagram.com/whobodycreative
• Linkedin: https://www.linkedin.com/in/justin-frey-451a47144/