We caught up with the brilliant and insightful Leila Rader a few weeks ago and have shared our conversation below.
Leila, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
My mission to bring consciousness to beauty emerged from a pivotal moment in my life. I once felt overwhelmed by the pressure to enact large-scale change, convinced that only grand gestures mattered. However, during a quiet period of reflection, I began to see that beauty thrives in the everyday. Simple actions—like thoughtfully arranging a room, consciously choosing my clothing, or engaging in meaningful conversations—revealed the power of small, intentional choices. This realization inspired me not only to embrace beauty in my own life but also to guide others in recognizing and cultivating it within theirs.
This mission holds deep meaning for me because it underscores the impact of intentionality on our experiences and connections. In my business, I feel honored to elevate brands and facilitate visuals that resonate with authenticity and purpose. By collaborating closely with clients, I help them express their unique identities, fostering a greater appreciation for the beauty in their offerings. I believe that even the smallest actions can lead to significant changes, enriching our lives and the lives of those around us. Ultimately, my aim is to make a lasting impact through intentional choices in both my work and the communities I serve.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
As a child, I found solace in creativity, spending hours immersed in drawing and dreaming up designs. This passion for art was momentarily set aside during my teenage years as I focused on academics and fitting in. However, my journey took a transformative turn when I traveled through Europe after graduating with a degree in Integrated Marketing Communications and a minor in Business Administration. I was captivated by the intentionality and beauty in everyday life there, which reignited my love for design and the importance of aligning work with one’s values.
Upon returning to the U.S., I sought a corporate path, donning a suit and navigating marketing interviews. Yet, I felt uninspired and drained in fluorescent-lit offices. While doing some design work for family and friends, my supportive cousin encouraged me to take a leap into freelancing. With a website and a small portfolio, I launched my graphic design business—and now eight years later, I’ve built a thriving practice that encompasses graphic design, website design, brand identity design, and interior design.
In my work, I help brands elevate their marketing by ensuring their visuals authentically reflect their mission. I love the challenge of transforming raw copy or a simple feeling a client is trying to achieve into stunning, cohesive designs. Whether it’s email marketing campaigns, packaging design, or creating inviting interior spaces, I thrive on facilitating this process, which often feels like magic. The most meaningful part of my work is witnessing the internal shifts in my clients as they see their vision come to life and feel proud of their brand and environment.
What sets me apart is my intuitive approach. Instead of solely following design trends, I tap into the essence of each client to create designs that resonate on a deeper level. I blend my creativity with a solid background in business and marketing, ensuring that the solutions I provide are not only visually appealing but also strategically aligned with my clients’ goals.
I’m most proud of the relationships I’ve built with clients who share my vision of bringing more beauty into the world. I want potential clients to know that I am here to elevate their ideas and create work that resonates, leaving a lasting impact on their audience. Ultimately, my mission is to help others recognize and cultivate the beauty within themselves and their work, fostering a greater appreciation for the intentionality that surrounds us.
Can you talk to us about how your side-hustle turned into something more.
Yes, my side hustle has transformed into my full-time career, and the journey has been both fulfilling and enlightening. It all began when I was working in various marketing roles after college. Although I had a degree in Integrated Marketing Communications, I felt uninspired by the corporate environment. To channel my creativity, I started doing small design projects for family and friends, which eventually led to the encouragement from my cousin to take a leap into freelancing.
A significant turning point came when I decided to pursue more consistent work. I took a risk and cold-called my ideal client—a fun, hip real estate brokerage right down the street. After years of working on a project-by-project basis, I craved stability and growth. To my delight, they invited me in for an interview and asked me to create a candle label for their branded client gifts right then and there. I was hired on the spot. This partnership with ACME Real Estate became one of the most impactful working relationships of my career.
From that small office in Northeast LA, we’ve grown together, expanding to two offices in LA and now to Florida. The love and trust I have for the team and the brokers who took a chance on me have allowed me to tap into my full potential and grow alongside their brand. This symbiotic relationship has not only enriched my work but has also been a source of inspiration and motivation.
Since then, I’ve had the opportunity to collaborate with larger brands across the consumer packaged goods, design, and wellness industries. This journey has shown me that sometimes one client can change the entire trajectory of your career if you keep believing in yourself and your work. I am incredibly grateful for the experiences and growth I’ve achieved alongside such supportive partners, and I’m excited for what the future holds.
What’s a lesson you had to unlearn and what’s the backstory?
One of the biggest lessons I had to unlearn was the belief that you need years of experience working for someone else before starting your own venture. My journey as a freelancer has shown me that real learning comes from direct experience and the challenges that inspire me to learn with each client.
Every project pushes me to innovate and adapt, teaching me new skills in real-time that no course could replicate. The most rewarding part of my work is understanding a client’s vision and executing it effectively. While I can always outsource technical skills if needed, the true essence of my role lies in interpreting and bringing their ideas to life. When a client is happy, I feel successful, and that sense of fulfillment is unmatched. This realization has empowered me to trust myself and embrace the entrepreneurial path with confidence.
Contact Info:
- Website: https://leilaraderdesigns.com/
- Instagram: https://www.instagram.com/leilaraderdesigns/
- Linkedin: https://www.linkedin.com/in/leila-rader-91755883/
Image Credits
Michael Libitzky