We recently connected with Katie Melnick and have shared our conversation below.

Alright, Katie thanks for taking the time to share your stories and insights with us today. What’s one of the most important lessons you learned in school?

The most important lesson Jasen and I learned in design school is that we should never stop learning. To fuel our growth as designers, we decided to take our studies abroad and explore the creative scenes in Holland, Italy, and Switzerland. A few eyars ago w studied in Milan, Italy; we were totally immersed in the world of typography and printing, visiting studios and museums to soak up the Italian design aesthetics. Our main focus was on letterpress techniques and how they’ve evolved throughout Italy. In Basel, Switzerland, we dove headfirst into a workshop that challenged us to come up with intriguing research questions and explore them through design. We got hands-on with hand-rendered typography and polished our skills in the digital realm. We even delved deep into the characteristics of three letterforms, playing with different weights and sizes. Rome was an absolute blast! We spent two weeks surrounded by typography masters from Italy, dissecting modern and ancient typography. Our ultimate achievement was creating a brand-new typeface, which felt like the pinnacle of our studies. Finally, we traveled to Amsterdam where we got to be a part of an intensive three-week graphic design program. It was all about experimentation and research, collaborating with some of Holland’s finest designers. We tackled projects that involved analyzing space, environment, and evaluating different design processes.

By immersing ourselves in different cultures and design scenes across Europe, we knew we would be exposed to fresh perspectives and gain invaluable experiences. Working alongside some of the finest designers in the field allowed us to learn new approaches to design problems that we would have never considered had we stayed in the US. These experiences have been transformative, shaping our thinking and approach to all future projects. The skills and insights we’ve gained have become an integral part of our creative process, fueling our ability to think outside the box and push the boundaries of our work.

Katie, 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?

Fizz Creative is a strategic branding and packaging design studio, led by myself and my husband Jasen. With over ten years in the business, we have had the privilege of bringing numerous CPG food brands to the market. Our approach is rooted in collaboration, working hand in hand with our clients to ensure their vision is brought to life. From the initial concept to the final product launch and beyond, we are dedicated to guiding our clients every step of the way. What truly makes us proud is the opportunity to work with incredible and hardworking clients who share our passion for their products. We thrive on their enthusiasm and dedication, which fuels our own love for design. Together, we create not only visually captivating brands but also successful ventures that leave a lasting impact on the market.

We’d love to hear about how you met your business partner.

I met my business partner, Jasen, through an AIGA portfolio review event. It was one of those serendipitous moments where our paths crossed across the room, and there was an instant connection. After the review, we decided to meet up at the networking mixer, and little did we know that we would end up closing down the bar that night, engrossed in conversations about design, creativity, and our shared love for the craft. At the time, we both had corporate jobs, but we couldn’t help but admire each other’s work and dream of finding a way to collaborate. Thus, Fizz Creative was born as a creative outlet from our day jobs, a space where we could pour our passion and talent into projects we truly believed in. Over time, our little venture grew, capturing the hearts of clients and allowing us to turn our passion into a full-time endeavor. It’s a testament to the power of following your dreams and seizing the opportunities that come your way.

What else should we know about how you took your side hustle and scaled it up into what it is today?

Turning Fizz from a side hustle into a full-time business was a journey that required dedication and strategic decision-making. While working our corporate jobs, both Jasen and I would often burn the midnight oil, pouring our hearts into client projects. Time was a limited resource, so we carefully selected the projects we took on, ensuring they aligned with our creative aspirations. We prioritized delivering highly innovative and impactful work. Our growth primarily came through word-of-mouth referrals, as satisfied clients shared their positive experiences with others. Additionally, we proactively reached out to dream clients, forging relationships and securing exciting projects. As Fizz continued to thrive, the turning point came when our business started generating more income than our corporate jobs. First, Jasen took the leap and left his job to focus on Fizz full-time. A few years later, it was my turn to make the transition. Today, both Jasen and I are fully dedicated to our business, living our passion and creating remarkable designs every day.

Contact Info:

• Website: https://fizzbranding.co
• Instagram: https://www.instagram.com/fizzcreative/?hl=en
• Linkedin: https://www.linkedin.com/company/2990379/admin/
• Youtube: https://www.youtube.com/channel/UCted3pxBzodkFh7sSp_Tp7A