We caught up with the brilliant and insightful Micaela Nauman a few weeks ago and have shared our conversation below.

Micaela, looking forward to hearing all of your stories 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?

In 2011, fresh out of college and fueled by dreams, I set my sights on California to embark on what would become the adventure of a lifetime. With a mix of naivety and excitement, I start my own design business. Fast forward a decade, and you’d find me with a client list that spans the globe, the freedom to work from anywhere (which meant I seriously took advantage of my passport), and a lifestyle that many dream about. Financial stability, check. Great client relationships, check. Stress-free work life, also check. But here’s the thing: despite ticking all the boxes of a successful business, there was this persistent itch to do something more meaningful.

I wanted my work to touch lives, to be more than just another pretty design for a big brand. My heart was set on empowering women entrepreneurs—women who were all about taking control of their lives and pouring their passions into their businesses. I envisioned helping them craft brands and websites that truly represented who they were and what they stood for.

So, I did something that felt a little crazy—I took and a risk and walked away from a decade of established clients and success to start from scratch. New identity, new business model, diving headfirst into learning how to build websites by myself, all while stepping into a market where I was a total unknown.

The beginning was no walk in the park. The hours were long, clients were few and far between, and doubt became a frequent visitor. But there’s something about starting over that reignites your grit. I reminded myself that I’d built something from nothing once before, and I could do it again. I leaned on my network, gradually attracting clients who shared my vision, and piece by piece, I started building a portfolio that felt true to my mission.

Now, looking back, the journey has its share of tough days, but the progress? It’s undeniable and incredibly fulfilling. This rollercoaster of a ride taught me the value of taking leaps, believing in my vision, and the importance of doing work that not only pays the bills but also fills the soul. I’ve found my groove in helping amazing women do amazing things, and honestly, there’s nothing else I’d rather be doing.

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?

From a young age, creativity was my playground—I was the kid who found any excuse to make a school assignment into an art project, which naturally led me to pursue graphic design in college. After earning my degree, and taking my bold step to move from Ohio to California on my own, fueled by a desire for independence and a dream to carve out my own path. My post-college travels had given me a taste of freedom and ignited a passion for exploring the world on my own terms, inspiring me to become my own boss.

Initially, I freelanced for design firms around San Diego, gradually building a client base of my own. For a decade, I specialized in print and packaging design, honing my skills and understanding the power of visual storytelling. However, my creative spirit yearned for more direct impact, leading me to pivot towards branding and website design for entrepreneurs, especially those in the coaching, online, and service-based industries.

My clients are often the heartbeat of their brands, making it crucial to craft identities that not only reflect their personalities but also resonate with their target audiences. What sets my work apart is the vibrant, bold, and unique approach to branding—stepping away from the ubiquitous clean, minimalist aesthetic to create something that truly pops and captures attention.

I take great pride in not just delivering a service but in building genuine connections with my clients. It’s about creating a space where they feel seen and heard, where the excitement is palpable when they see their brand or website come to life—a true reflection of their vision and dreams.

To anyone discovering my work for the first time, know this: I’m all about embracing the unique, celebrating the colorful, and crafting brands that not only stand out visually but also embody the soul and passion of the entrepreneur behind them. My journey from a wide-eyed art kid to a business owner passionate about empowering others through design is a testament to following one’s passion, and I’m here to help bring your vision to life, one bold color at a time.

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

For me, the best source of new clients has always come from word-of-mouth and simply talking with people. I haven’t relied much on traditional marketing, choosing instead to focus on delivering standout work and creating positive experiences for my clients. This approach has encouraged a steady flow of repeat business and referrals from my network.

There’s something really rewarding about gaining a new client through a recommendation. It sets the foundation of trust and connection right from the beginning. It feels more natural and authentic, starting off with that kind of endorsement.

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

The most fulfilling part of what I do is harnessing my creativity and expertise to breathe life into someone else’s dream. It’s no small thing for entrepreneurs to invest in branding or web design—it can be pretty daunting. So, when I get to use my skills to turn their ideas into reality, especially in ways they hadn’t even imagined but instantly love, it’s incredibly rewarding. There’s this amazing moment when they see their vision materialized for the first time—their excitement, their sense of pride, it’s palpable. It’s more than just delivering a service; it’s about understanding them so deeply that what I create resonates on a personal level. Plus, knowing I’m playing a part in supporting smaller businesses just adds to the joy. It’s these emotional connections and tangible impacts that truly make my work worthwhile.

Contact Info:

• Website: https://createwander.com/
• Instagram: https://www.instagram.com/createwander/
• Linkedin: https://www.linkedin.com/in/micaelanauman/
• Other: https://www.pinterest.com/createwanderdesign/

Image Credits
Kiley Shai Photography