Alright – so today we’ve got the honor of introducing you to Kaylista Underwood. We think you’ll enjoy our conversation, we’ve shared it below.
Kaylista, thanks for taking the time to share your stories with us today It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.
The first biggest risk I took was leaving my dream college of Ohio University after 2 years and transferring to The University of Toledo. I loved Athens, Ohio and it was there that I really shed my adolescence and stepped into a more mature and knowledgable version of myself. OU had told me I was going to be a 5 year student; the result of my indecisiveness when it came to choosing a major. Paying out of pocket for college, I couldn’t afford to be in school that long. I had no scholarships offered, and my only saving grace was Sallie Mae, who certainly as we all know is in no way shape or form, a saving grace.
I transferred to UT where I could commute from my hometown of West Unity. It was there that I loaded my semesters, and got out in 1 year. I ended up graduating with honors at The University of Toledo a year earlier than I was supposed to, and 2 years earlier than OU had told me I would.
Before I walked across the stage at 2019’s Spring Commencement ceremony, where I shook Toledo-Native Katie Holmes’ hand, I was offered a full-time position as the Director of Marketing at a local Ohio non-profit.
Yes, a Director position immediately post-graduation.
I was elated and thought the role would be perfect for me, especially based off the insight from the panel of 5+ interviewers from the organization. However, I was very very wrong and found myself miserable and treated poorly in this role. After hours, I had been freelancing as a digital designer and photographer, bringing home more money in 3 hours than in a full work week.
After careful consideration, I took another huge risk and quit my Director role to pursue my creative passions full-time. I was 20 years old, had no experience owning a business, and registered an LLC. I sat through dozens of online workshops, read lots of consulting books, and offered my services at a low rate while I worked on gaining experience and expertise.
COVID hit 6 months later, and I had no choice but to continue to take risks with my business by choosing routes of innovation, virtual configuration, and ample amounts of agility when it came to organic growth and success!
From 2019 to the present day, I have never stopped chasing after my dreams & taking risk after risk with my business. I’ve fired clients that have treated me poorly, or that weren’t a good fit. I’ve rebranded at least 3 times, and assure you, I probably will again. I have given away thousands of dollars worth of services for the mere purpose of connecting or seeking out new clients/opportunities. And most importantly, I have left my entire network of clients in Ohio to regrow my business in the Mile High City of Denver, Colorado.
In 2022, I sold everything I owned (including my bed) and moved 1,800 miles away from everyone and everything I ever knew. I got to Denver knowing nobody except my best friend/roommate and picked up some odd jobs in leasing, apartment scouting, retail, and guest teaching just to make ends meet while I grew my network and business in a new city.
This risk has been the most challenging, there is no hiding that. There have been times when my books have collected dust, and I saw no traction for months. There have also been moments where I’ve snagged a $7,000 client in one go.
The reality of taking risks is this; if you fail, you fail. But if you fly, you fly. You’ll never know unless you try.
I have had trips around the country paid for by my clients to provide them with my services, but I have also been in dry spells where my bank account is -$600. I’ve flown. I’ve failed. And I keep going. I refuse to sit back and wait for my dreams and goals to fall in my lap, and if you’re someone who does that, well… we probably can’t be friends. I’m a hustler; a woman willing to stand in the face of humility for the sole purpose of chasing after her dreams. I will take risks both big and small for the rest of my life, because at the end of the day I’d rather be 87 in a wheelchair knowing I tried than sitting there with regret. Whatever it is you’re seeking, or scared to do, just go freakin’ do it! I believe in you like I believe in myself, and that’s a whole awful lot.
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.
Of course! If there’s anything I love talking about, it’s myself and my work (with a wink)! I grew up in Williams County, Ohio. There’s not much there but a bunch of farmland, corn, and gossip.
My hometown population in 2021 was less than 2,000 people. I guess that considering half my classmates have had babies in the last decade, and then some, the population MIGHT be at 2000 now, haha.
Growing up in a rural small town had its perks; the community’s closeness was supportive and sweet. However, it also had it’s downfalls; lack of opportunity, he said/she said gossip, and the reality that if you wanted to date someone it was nearly impossible to find someone you weren’t related to, had already dated, or hadn’t already dated your family/siblings. I kid you not, some of my friends are in serious relationships with some of my exes lol. You eventually just learn to get over it because options are limited.
When I graduated high school as 2016’s class president, I left on a note that I wouldn’t call West Unity home forever. I ventured off to Athens, Ohio where I attended Ohio University – which you already know based on my story of taking risks!
While I was in college though, I had a really hard time choosing a major. I’ve never been one of those people who knew they wanted to be a doctor, lawyer, teacher, or whatever. I’ve been one of those unique individuals who wanted, and still wants to do it all! When I finally settled on a career in Marketing, it was the most broad industry I could pursue.
There were corporate aspects I liked, like the professional workwear and “get-shit-done” mentality, but there was also room for creative pursuits; like photography, design, and strategy.
In 2018, my boyfriend of 3 years surprised me with a camera a few months before I graduated college. At the time, we were renovating an old farmhouse that would eventually serve as our forever home. He knew I loved Instagram, sharing photos, and taking photos, so a camera was a solid gift.
I had no clue how to use one, set my ISO, or anything like that (fun fact: I shot my first wedding I photographed on AUTO, lol WOOPS). However, I’ve always been a passionate learner, so I watched YouTube, reached out to other photographers in the area to shadow them, and offered free photoshoots for a year while I learned how to work my camera and craft my imagery.
It turns out, I’m pretty freaking talented when it comes to photography. I’m a visionary, and master of aesthetics, so my work is colorful, unique, creative, and unconventional. I pursued solely photography for the first 3 years of being an entrepreneur. Then, in 2022, my partner of 3 years and I split up; he took the farmhouse, and I took on photography as well as a whole new array of services.
As my work grew, so did my skillset. I designed websites, logos, graphics, strategy plans, and more for small businesses all across Ohio. I also photographed over 275+ clients all over the United States and Copenhagen, Denmark where I briefly lived from January-March 2023.
My services now in 2024 fall under the following categories: Brand Emphasis, Strategic Brilliance, Aesthetic Mastery, and captured Elegancies. From social media strategy to a whole rebrand and rebuild; I have something for everyone. My ideal clientele is low-maintenance, high-performing brands/businesses. I want to work with people who invest in me because they trust me. Ideally, they hand over the baton, let me do my thing and together we create creative magic.
When it comes to working with me and my brand PERF. Creative, what you see is what you get. I’m never going to hide hidden fees from you or act like I can do something if I cannot. I’ll be the first one to give you a 20% off discount if you book with me the same day I send you a quote, and if you invite me to your baby shower 8 months after I photographed your wedding, I’ll be there or I’ll send a gift in lieu of my attendance.
The reason my business has supported me all this time with less than 3,000 followers is because I nurture relationships. I take care of my clients, and I do what I can for them and their brand.
Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?
It’s not like social media makes it out to be, I can tell you that for free. There’s a big hype around owning your own business as a creative, and while it looks like you have so much more freedom than a 9-5, that’s a big fat lie.
I’ve worked 9-5’s and had far more freedom and flexibility than being a creative entrepreneur.
With a salary position, you’re guaranteed a paycheck and a schedule.
With a self-employed opportunity, you’re chasing paychecks, producing a hell of a lot of propaganda for your brand hoping someone sees its value like you do, and working 24/7.
I think the internet has done a really good job of highlighting the perks of creative entrepreneurship; sharing glorious travel days, freedom in the middle of a workweek, and the taboo around sharing finances has dissolved so the money looks like magic.
However, what you’re not seeing is those creative entrepreneurs telling you how much of that magic money they have to pay into taxes and what the take-home after is. Or how they miss their best friend’s baby shower because they have to work and how they had sent out 10 quotes and only booked 1 client because everyone else thought they weren’t worth their rates…
It’s a pursuit for resilient risk-takers.
I wasn’t handed anything when it came to my business.
I didn’t have wealthy parents who could help invest in my gear, education, or brand; nor was I willing to take out a business loan when I already have 60K to repay in student loans.
My mother taught me that “dreams don’t work unless you do”, and it’s especially true in a creative self-employed career.
What can society do to ensure an environment that’s helpful to artists and creatives?
Stop expecting discounts. The best way to support small businesses, especially if they’re run by your friends and family, is to pay full price. Especially if the services you’re investing in are not essential. Luxury services require a luxury budget. If you can’t afford full price at the initial inquiry, don’t inquire. Most brands/businesses offer promotions and discounts anyway but don’t go into it expecting anything. This is a lesson I learned as a consumer and contractor.
Contact Info:
- Website: Work in progress! Stay tuned ;)
- Instagram: https://www.instagram.com/kaylistaunderwood/ & https://www.instagram.com/perf.creative/
- Facebook: https://www.facebook.com/perf.creative
- Linkedin: https://www.linkedin.com/in/kaylistaunderwood/
Image Credits
Photos taken by Kaylista Underwood / PERF. Creative (Self-Portraiture)