Alright – so today we’ve got the honor of introducing you to Krista Lax. We think you’ll enjoy our conversation, we’ve shared it below.

Krista, appreciate you joining us today. Let’s kick things off with a hypothetical question – if it were up to you, what would you change about the school or education system to better prepare students for a more fulfilling life and career?

From the time that you are a small child, the public education system teaches you that everything you do is to prepare you for college which in turn prepares you for a well paying job. In order to be successful, you must get a bachelor’s degree (preferably a STEM degree) and start working at a corporate 9-5. I was so sure that this was the path to success and happiness, that when I decided in 5th grade, yes… 5th grade, that I wanted to be an engineer, I never let myself consider anything else as a viable option.

I worked all throughout high school to graduate in the top of my class, earn engineering scholarships, and applied only to colleges with reputable engineering programs. Despite the fact that I took both graphic design & photography classes all throughout high school and LOVED them, no one ever encouraged me that a creative field such as this could turn into a fulfilling career. Leaving high school, I had every intention to get an engineering degree, that would allow me to secure a well paying job which would afford me the life I thought I needed. It wasn’t until I moved to Australia for a few months during college, picked up my camera again, and failed a few classes that I realized I didn’t have to be confined to this suffocating social definition of success.

I wish that I had known early on in my life that formal education is not the only pathway to success. I have learned more and grown more in two years of running my own business than I did in the entirety of my formal education. I do not regret attending college as it gave me some of the most important people and experiences in my life. However, I wish that mentors in the education system cared more about pushing students to find their passions + learn how to create sustainable income from their talents, than they did about pushing them to get good grades and receive promising degrees.

Krista, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Krista Lax and I am the owner of Krista Lax Creative, a full service branding studio. I provide brand strategy & design, website design & development, and brand photography to other small businesses looking to build a sustainable and approachable brand. My goal is to work with my clients to build brands that allows them to stand out in their industry.

To be fully honest, my business was kind of born on accident. I was in my third year of pursing an engineering degree, feeling totally burnt out, exhausted, and miserable in the rigid and uncreative environment I had found myself in. I had a background in graphic design and photography ~ which had already been hobbies of mine for over 6 years. When someone first offered to pay me to help design their brand, I absolutely fell in love with not only the creative process of actually building a brand identity, but also with the relationship it allowed me to have with a small business owner. I was able to see the impact that my work had on someone else’s ability to grow their business, reach their goals, and ultimately pursue their dreams. I know that seems dramatic, but I saw this (and still see this) as a huge honor, that I get to be a small part in allowing someone else’s business to thrive.

My main goal is to help take away some of the barriers that my client’s might have in building their business. I want to provide my clients more space and time to do what they love without having to worry about things like learning to build and update a website. I also know that branding services can be really really expensive. I work with a lot of small businesses that are at the beginning of their journey and want them to be able to start with high quality branding that will be sustainable and grow with their business. I pride myself in providing reasonably priced services, while reminding my clients that this is truly an investment in their businesses, with an unlimited amount of return.

I truly feel honored every single day that so many wonderful people trust be to help bring their businesses to life.

Is there a particular goal or mission driving your creative journey?

The thing that inspires me the most in my business is knowing that my services are helping someone else to follow their dreams and reach their goals. Being a small business owner myself, I know first hand how much hard work and heart goes into being an entrepreneur. Each of my clients have their own unique journeys, struggles, reach milestones, and celebrate victories. Being able to walk with someone through all of these challenges as they grow their business it so rewarding. It will never get old knowing that I get to be a small part of someone else’s story.

What’s worked well for you in terms of a source for new clients?

The majority of my clients come to me because they were referred by one of my past clients. To me, this means the world because it shows that the relationships I am building with my clients is long lasting and full of trust. The biggest compliment a client can give me and my services, is referring me to someone they know. I value getting to know each of my clients truly for who they are, learning what makes them and their businesses special. It is an honor that people trust me enough to tell their friends about me and help me grow my little client family here at Krista Lax Creative.

Contact Info:

• Website: www.kristalaxcreative.com
• Instagram: @kristalaxcreative