We’re excited to introduce you to the always interesting and insightful Marlene Franco. We hope you’ll enjoy our conversation with Marlene below.

Marlene, looking forward to hearing all of your stories today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard.

One of the things that truly sets my brand apart in the design industry is my commitment to creating authentic, purpose-driven brands. I believe that branding and strategy are inseparable. Without a strong strategic foundation, a brand can easily lose its way or fail to resonate with its audience. By integrating these two aspects, I ensure that every brand I create is deeply connected to its purpose and mission, not just visually compelling but also true to its core.

Another defining element of my approach is the one concept method. This allows me to distill a brand’s essence into a singular, powerful concept that guides all design decisions. It’s about simplifying the process and ensuring every design choice contributes to a cohesive, authentic story. This clarity not only empowers my clients but also helps them stand out by staying true to who they are, rather than getting lost in trends or industry pressures.

Over the years, I’ve also learned to reject the hustle culture that often dominates our field. Instead of chasing financial milestones or getting caught up in the race to be the biggest or fastest, I focus on what brings me joy—creating brands with heart and intention. I believe that by prioritizing authenticity and meaning over external markers of success, I can help my clients create brands that not only bring them fulfillment but also long-term success.

One story that illustrates this difference is a pattern I’ve noticed repeatedly with clients. Many begin their business journey filled with passion and joy, eager to turn their dream into something profitable. But as their business grows and they encounter the inevitable challenges, they start to look at their competitors. They worry about keeping up or feel pressured to innovate in ways that may not align with their core values. It’s completely natural to feel that pull, but it’s also where I see many fall into the trap of following trends. Often, they think jumping on a trend will make them stand out, only to realize they’ve blended in with everyone else doing the same thing.

While it’s essential to stay informed and relevant, I strongly believe that a brand’s power lies in owning its unique story. When clients are anchored in their authenticity and embrace what makes them different, they create something that can’t be replicated. That’s where true innovation happens—when a brand paves its own path instead of chasing what’s popular. This approach builds a community that believes in the brand’s message and feels genuinely connected to it. By fostering authenticity and creating spaces for real conversations, brands not only experience long-term success, but they also find joy and fulfillment in their work, which leads to genuine profit.

Ultimately, my goal is to pass the torch of wisdom and expertise, just as my mentors and colleagues have done for me. It’s about creating a legacy of support and inspiration, helping others find their voice in the design landscape.

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.

I’m Marlene Franco, a passionate Panamanian creative director, brand designer, founder of Marlene Franco Studio, and mama to Isa Mar and Eva Luna. I’m also a big fan of long nature walks, roller skating and tres leches! Through my studio, I help businesses find their authentic voice through thoughtful, intentional design. My team and I work with conscious entrepreneurs, offering a strategy-led, research-focused approach to branding that’s rooted in curiosity. We help our clients uncover their uniqueness, encouraging them to show up as their truest selves to create stronger connections and attract the right people.

My journey into the creative field began early on. I can’t pinpoint the exact moment, but I was always drawing, coloring, making ceramics, and organizing everything—whether it was my grandmother’s vanity with the prettiest perfume bottles, makeup packaging, and jewelry trays, or decorating my own journals and planners like scrapbooks—collage galore! I loved arranging things in perfect order, leaving just enough space around each element as if creating invisible borders. Growing up in Panama, I was constantly surrounded by the vibrant colors and textures of nature—exotic flowers, fruits, butterflies, and even the coolest birds, seashells, and fish (I love snorkeling!). I was always drawn to the stories these designs could tell, and that fascination naturally evolved into a career dedicated to branding and visual storytelling.

After studying design at Savannah College of Art and Design in Georgia and the Academy of Art University in San Francisco, I refined my skills in various creative roles, from in-house graphic design departments and advertising agencies to multidisciplinary design firms. I even had the pleasure of contracting for award-winning designers. But ultimately, my passion lay in connecting with visionaries and helping them express their unique stories through branding. That’s when I decided to launch my studio—a space where I could collaborate with conscious entrepreneurs, guiding them through the branding process with heart and intention.

At Marlene Franco Studio, we don’t just create pretty visuals. We focus on building genuine connections between businesses and their communities. Our specialties are Strategy, Branding, and Packaging Design, and we tailor our services to meet each client’s unique goals. Whether it’s developing a new brand identity, refining an existing one, or crafting cohesive visual assets, everything we create is deeply rooted in strategy. Depending on the client’s needs, we may also offer additional, more specialized services that aren’t always visible upfront but are essential to creating a seamless, impactful brand experience.

We excel in crafting solutions for:

• Service Providers: We translate your intangible offerings into a compelling brand story that resonates with your audience.
• Packaged Good Brands: You’re more than a label. We craft a complete consumer journey that embraces both your product and packaging.

• Product-Based Brands: Whether it’s a physical product (like specialty coffee) or a digital one (like an online course), we design visual experiences that are practical, irresistible, and aligned with your brand.

• Creatives & Entrepreneurs: We guide both aspiring and seasoned creatives or entrepreneurs in building a strong, impactful brand that reflects who they are.

The problems we solve for our clients go beyond design. We help them articulate their stories, connect with their ideal people, and foster loyalty through authenticity. In a world overflowing with brands fighting for attention, I believe that a heartfelt, strategic approach is key to standing out and resonating with customers.

What sets me apart is my deep belief that branding and strategy are inseparable. I’ve seen firsthand how this holistic approach can transform a business, allowing it to grow while staying true to its core values. I also focus on joy—designing with intention, authenticity, and a desire to create positive change. That’s what drives me.

I’m most proud of the relationships I’ve built with my clients, watching their brands evolve as they embrace their true identity. One standout moment was when a client, overwhelmed by a previous branding experience, found clarity and confidence through our collaboration. Seeing their vision come to life and knowing I played a part in their journey was incredibly rewarding.

For potential clients, I want you to know that my studio is a space for collaboration, creativity, and connection. We don’t create in a vacuum—design and ideas are born through deep dives and intentional conversations. We work closely with you to uncover creative solutions that drive results. Because, as we all know, if nothing changes, nothing changes.

I’m here to help you discover your brand’s voice, ignite change, and make a lasting impact. I believe that authentic design has the power to change lives, and I’m excited to be part of that journey with you.

I’m also proud of seeing my clients’ brands create a ripple effect of good. They inspire, motivate, and empower their communities, and their customers love their brands because they believe in the message and story behind them. Whether it’s helping someone become a better version of themselves or encouraging them to live a life they’re passionate about, these moments remind me why I love what I do. And I’m proud of building a studio that fosters creativity and positive change.

For you, what’s the most rewarding aspect of being a creative?

For me, one of the most rewarding aspects of being a creative is the ability to simplify the complex. It might sound unusual, but I genuinely love when a client hands me a dense Word document or an Excel spreadsheet filled with raw data about their brand, product, or services. Why? Because I know that I get to distill all that information into its essence and transform it into something visually appealing and strategically sound.

There’s something incredibly fulfilling about taking what feels overwhelming or complicated and turning it into a clear, compelling message—one that not only reflects the heart of the brand but also resonates with its ideal audience.

I thrive on creating designs that break through the visual noise, standing out in a world filled with clutter. When design is done well, it not only grabs attention but also communicates in a way that feels natural and authentic to the audience. Knowing that my work helps brands tell their story, in a way that’s both beautiful and effective, brings me so much joy.

It’s about more than just making things look good—it’s about creating design that works, that connects, and that leaves an impact. The challenge of simplifying complex ideas into powerful visuals and messages is what keeps me passionate about what I do.

Looking back, are there any resources you wish you knew about earlier in your creative journey?

Absolutely! Looking back, I wish I had known about more wellness resources and how to integrate them into my life as a founder from the very beginning of my creative journey, 12 years ago.

Business tools and resources are everywhere—and trust me, there are so many of them! But as a creative entrepreneur, especially in those early years, I felt like I was constantly juggling a million things. I was trying to figure out systems, workflows, and how to make my business run like a well-oiled machine. What I didn’t realize at the time was how crucial it is to prioritize self-care—mentally, emotionally, and physically—as an entrepreneur.

Learning to prioritize my well-being has been life-changing. In the early days, I put work first, and that came with consequences—burnout, exhaustion, working crazy hours, taking on way too much, and offering every a lot of different services while still figuring out what I wanted to focus on. Those were tough lessons. Now, having a non-negotiable morning practice, listening to my body, working on my mindset, and protecting my energy and time have all been key to building a business that supports my lifestyle, rather than the other way around. It’s been a complete game changer.

One resource that’s been incredibly valuable for me is Maia Benaim’s group coaching program, Expansion Mastermind. It’s designed for visionaries who want to align the business they lead with the life they want to live, and it’s unique in so many ways. I would highly recommend it to anyone looking to find that balance between running a successful business and living a fulfilling life.

As for business tools, a few I can’t live without now are Notion for organization and productivity, HoneyBook as a CRM tool, and ChatGPT for a wide range of tasks. These have become essential in helping me streamline and manage my business with more ease and efficiency.

Contact Info:

• Website: https://marlenefranco.com/
• Instagram: https://www.instagram.com/marlenefranco/
• Linkedin: https://www.linkedin.com/in/marlenefranco/

Image Credits

Alegre Saporta
Susana Aramburú
Jessica Keener
Joanna Herrera