We were lucky to catch up with Madi Balman recently and have shared our conversation below.

Madi, appreciate you joining us today. Can you open up about a risk you’ve taken – what it was like taking that risk, why you took the risk and how it turned out?

Taking risks was never in my wheelhouse until I became an entrepreneur.

When I decided to dabble in freelance graphic design in 2016, I didn’t realize how much I would love being an entrepreneur. Fortunately for me, I had a great support system throughout college, and I was able to learn more about it before I took the plunge into full entrepreneurship in 2018.

At 18 years old, there was a lot of risk involved with me starting a business right off the rip. There were several people telling me I could “never make a career out of art” (I was a graphic design major in college). There were older men and women who would tell me I didn’t have the grit or the guts to be able to make it in the harsh world of being a business owner. I almost believed them.

Fast forward to my last year in college, it was time to decide: what do I want to do? Do I want to continue being a business owner or should I get a “real job?” I had opportunities lined up – from entry-level designer to more internships (after the 5 I had just completed), but then COVID happened. My senior project, last semester of college, and even graduation was interrupted by the world halting, which meant that all opportunities that I had fell through, too.

That was the state of the world. Everyone was scared and locked inside, so it was understandable why people couldn’t continue offering jobs to us newly-graduated. Instead, I looked more into being a full time freelance graphic designer. Unfortunately, there wasn’t many people looking at that point, but it did open up a lot of learning opportunities for me.

Finally, I got through the dead-end jobs and into my first contracting gig as an SEO Specialist for a local marketing company, where I stayed for about a year and a half. I ended up getting married to my husband, who is in the US Navy, and we moved to Connecticut. This is where the risk happened: in 2022, I went full time in building a marketing agency and stopped working for other people.

In business, there is absolutely no guarantee you will get revenue, get clients, and be able to sustain yourself. This was a big risk for someone who relied on a job for her entire adulthood. Regardless of what has happened though, I try to continue to shatter glass ceilings and help my clients in any way that I can. It has truly been a humbling and challenging yet rewarding experience by taking the risk and go full time in business.

Madi, 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?

As the founder and Creative Director of Skellydog, I’ve spent over eight years transforming my passion for design into a no-bullshit, full-service marketing agency. What started as a creative journey has evolved into a mission to empower Creators, Innovators, and Change-Makers with bold branding solutions. Being a military wife has taught me the value of adaptability, which I bring to every client relationship and creative challenge.

At Skellydog, we’re not your typical marketing agency. With over 25 years of collective experience, our team specializes in applying your dynamic brand through logo design, strategic web design, and growth-focused social media marketing. What sets us apart is our commitment to authenticity and our no-bullshit approach. We believe in starting every client relationship with “How are you?” because real connections drive real results. Our work has been recognized on major networks like FOX, ABC, and CBS, and we’ve been nominated and named among the top web designers on the East Coast.

My entrepreneurial journey has been shaped by a deep understanding that one-size-fits-all solutions don’t work in branding. Whether I’m leading our team of talented creatives or working directly with clients, I focus on delivering personalized strategies that drive real growth. I’m particularly passionate about helping those wearing all the hats – the entrepreneurs and dreamers who need a strategic partner to level up. When I’m not transforming brands, I’m spending time with my husband August and our little boy Jasper, collecting graphic tees, and finding inspiration in everything from Foster the People’s music to my team’s innovative ideas.

Any resources you can share with us that might be helpful to other creatives?

In the Marketing and Creative industry, there are so many different resources to use – you can’t go wrong with using what fits to your advantage, though!

One thing that I am grateful for knowing, looking back, is how to network with both my peers and with people in industries outside of my own. While I know this now, many creatives don’t!! It has been a vital part of my income stream and referral system. After all, people buy from those they like, know, and trust. You don’t get to do that singlehandedly from not meeting people.

That, and I wish I knew more about the creative process and how to create experiences for clients. This can help you create a better system in the future and gain more trust from your clients, which will generate more referrals from them!

How do you keep in touch with clients and foster brand loyalty?

I try to do my best to keep up with clients by building the relationship with them from the beginning and check in with them on social media platforms or email.

It’s important to me that my clients know that we value their personal lives just as much as we value their business. By starting out conversations with “How are you?” it can open up opportunities for clients to take a step back and realign, even after a long, busy day. And if they don’t want to talk about it, that’s okay too! We mirror clients to keep them the most comfortable with whatever they entrust us with.

I also started making some fun merchandise and making client gifts for my clients, which is so much fun. I try to make things that aren’t so boring, like custom wax seals or custom t-shirts. It’s so much fun!

All in all, Skellydog’s motto is “Your Brand’s Best Friend” and I truly mean that. I will be that fun loving, high energy business friend and partner in your growth without you having to worry about heavy upselling on things you don’t need or a hard-to-get-along-with agency for hire for your marketing.

Contact Info:

• Website: https://www.skellydog.com
• Instagram: @by.madi.mae and @skellydogbranding
• Facebook: https://www.facebook.com/skellydogbranding
• Linkedin: https://www.linkedin.com/in/mnbalman/

Image Credits

Headshot Photo: J. Parsons Photography
Portfolio + Work: Skellydog