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

Alright, Saoire thanks for taking the time to share your stories and insights with us today. We’d love to hear the story of how you went from this being just an idea to making it into something real.

Entrepreneurship is rarely a straight path. For me, it’s been a cycle of starting, stopping, and starting again—a reflection of the twists and turns life can bring. Back in 2011, fresh out of college in Boston, MA, I found myself unexpectedly displaced. It was a challenging time, but a friend from school mentioned to a local radio station that I was a skilled photographer. That led to my first opportunity: working with the station to highlight local artists they were interviewing.

At the time, I was simply searching for purpose and a way to uplift my community. Many of the artists I worked with were friends I’d grown up with or met through shared social circles. I launched my first venture under the name OfficialAperture, but by 2016, I wanted something more professional—something that represented not just me, but the vision I aimed to share with the world.

That’s when Studio E90 was born. I chose not to use my own name because I wanted the work to speak for itself. The name “E90” was deeply intentional. It reflects my love for both East and West Coast music, art, and culture, and ties to Interstate East 90, which stretches from the Pacific to the Atlantic. As an East Coast ‘90s kid, it felt like the perfect fit. I paired the name with the tagline, Studio E90 – Your Media Highway, to emphasize that I am more than a photographer—I’m a multi-faceted visual creative.

With the name secured, I collaborated with friends in graphic design to create a logo, which served Studio E90 until its relaunch in October 2022. My journey was fueled by creativity, resilience, and a lot of heart. For years, I worked with a Canon Rebel gifted to me by my uncle in 2005 as a symbol of support for my education. By the time I graduated, the camera was practically vintage in the fast-evolving world of tech, but it was my trusty partner in honing my craft.

Finally, in 2022, I saved up and purchased a Canon R6. This upgrade marked a turning point and inspired the relaunch of Studio E90 with a renewed vision and direction. Navigating homelessness, employment instability, and the impact of student loans during a recession, didn’t make for an easy time figuring out if opening my own business was even feasible, but living without ever trying to, wasn’t an option.

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?

Hi, I’m Saoire “Duffy” Duffy, a visual creative and the founder of Studio E90, a business rooted in storytelling, artistry, and community. My journey began in Boston, MA, where I first fell in love with art and photography as a kid, and pursued during college. What started as a way to document life’s moments transformed into a passion for capturing the essence of people, places, and stories.
After graduating, I found myself navigating difficult circumstances, but a serendipitous opportunity to photograph local artists for a radio station gave me purpose and sparked the beginnings of my career. I realized that art isn’t just about self-expression—it’s a way to connect, uplift, and preserve culture.

What Studio E90 Offers
Studio E90 is more than a photography business—it’s a full-service creative studio specializing in visual storytelling. My offerings include:

Professional Photography: From portraits to event coverage, I aim to capture authentic moments and emotions.
Content Creation & Media Design: Helping clients craft visual narratives through graphic design, branding, and media.
Creative Consultation: I work closely with individuals, businesses, and artists to bring their visions to life, whether through campaigns, promotional material, or personal projects.
Business Development: Creating standard operating procedures for new businesses and businesses seeking to improve their daily operations.
Art Classes: Studio E90 will be offering mixed media visual art classes for all ages and abilities in the new year!

What Problems I Solve
The biggest problem I solve for clients is helping them translate their ideas into compelling visuals that resonate with their audience. Whether it’s a brand struggling to establish its identity, an artist wanting to showcase their work, or an individual needing to preserve a cherished moment, I provide tailored creative solutions.

What Sets Studio E90 Apart
What sets me apart is my holistic approach to creativity. I bring a unique combination of empathy, technical skill, and storytelling to every project. Having faced incredible life challenges and limited resources early in my career, I deeply understand the power of perseverance and the importance of finding beauty in resilience. These experiences shape how I connect with clients and their stories.

Studio E90 is also defined by its tagline, “Your Media Highway.” This symbolizes my mission to be a bridge for creativity, connecting ideas, people, and cultures in meaningful ways. My work isn’t just about photography—it’s about curating experiences and creating timeless pieces that inspire.

What I’m Most Proud Of
Overcoming obstacles to build a business from the ground up while staying true to my vision has been one of my greatest achievements. A pivotal moment came in 2022 with the relaunch of Studio E90, featuring an updated direction and tools. This was more than just an equipment upgrade—it was a commitment to elevating my craft to new heights.
That commitment led to an incredible opportunity to partner with Greeen Life Music Group LLC, a record label based in Brockton, MA, as their Creative Director. This role opened doors to touring with legendary artists like KRS-One and photographing icons such as Lloyd Banks, Craig G, and Billy Danze—career highlights that I’ll always cherish.
I’m also incredibly proud to be one of the few women photographers in the battle rap scene, supporting leagues from the East Coast’s Takeova Battle League to Loudmouth Battle League and Foolish Battle Grounds here in Texas. Representing women in a male-dominated space and capturing the raw energy and artistry of battle rap has been both challenging and deeply rewarding.

I am tremendously grateful to be part of HoopHop, a nonprofit basketball tournament in Boston that has been making a difference for over 11 years. Founded by a group of Boston MCs, HoopHop raises funds for local YMCA youth programs in Roxbury while showcasing the diverse talents of Boston’s hip-hop community.
The players, who are hip-hop artists from the city and surrounding areas, bring as much passion to the court as they do to their music. Bragging rights are fiercely contested, and the halftime cypher is always a show-stopper!
I’ve had the honor of serving as the lead photographer for this annual event since its inception. It’s inspiring to witness the positive impact HoopHop has had on the community, from donating thousands of school-supply-filled backpacks to supporting after-school programs with financial resources.
In August 2023, I collaborated with the Roxbury YMCA’s teen center to complete a mural focused on the themes of unity and humanity, further reflecting HoopHop’s mission to uplift and inspire.
Currently, HoopHop is developing an exciting project that will bring together artists from across the country, blending music and athletics in a way you won’t want to miss. Stay tuned—big things are on the horizon!

What I Want You to Know
Studio E90 is built on collaboration and connection. My work celebrates individuality and harnesses the power of visual storytelling to shift perspectives and evoke emotion. Whether you’re a business aiming to elevate your brand or streamline operations through creative SOP development, an artist seeking a visionary partner, or someone wanting to preserve a cherished memory, Studio E90 is here to bring your vision to life.

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

A core mission driving my creative journey is the desire to use art and storytelling to inspire growth, connection, and positive change in underserved communities. Beyond my work with Studio E90, I am deeply passionate about creating opportunities for individuals who need them most.

One of my long-term goals is to develop a nonprofit farm dedicated to providing transitional life skills to individuals emerging from foster care and juvenile detention centers. I envision this farm as a space where people can reconnect with nature, learn valuable skills, and build confidence as they transition into adulthood.

This mission aligns closely with my creative work. Through photography, design, and collaboration, I aim to spotlight stories of resilience and hope, underscoring the potential we all have to grow and thrive. By merging creativity with a commitment to service, I hope to empower others to transform their own lives and inspire broader social impact.

Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?

One thing non-creatives may struggle to understand about the creative journey is how deeply it intertwines with every aspect of life. It’s not just about making art—it’s about pursuing a vision, The creative journey is rarely linear or predictable. For many of us, creativity isn’t just a talent or a skill—it’s a calling. It requires constant problem-solving, adaptability, and the courage to embrace uncertainty.

For example, I left an esteemed position in nonprofit management in Boston to move to Texas and focus on a bigger dream: building the farm I spoke about earlier. It wasn’t an easy decision. In this transition, I’ve been driving for Uber to support myself while searching for the right piece of land to bring this vision to life. Despite the challenges, I’ve continued to support the San Antonio music scene, collaborating with artists and creatives to stay connected to my roots.

This journey might seem unorthodox, but creativity often requires sacrifice and adaptability. Unlike traditional career paths, there’s no clear roadmap for success in the creative world. Every project involves a deep emotional investment, and every failure feels personal because our work is an extension of who we are. Balancing this vulnerability with the practical demands of building a career or business can be incredibly challenging.

What many people don’t see is the discipline and resilience behind it all. Leaving behind stability to chase a dream can feel isolating, and the weight of self-doubt is heavy. Yet, creativity teaches you to find opportunity in every challenge, to see potential where others might not, and to keep moving forward even when the steps are unclear.

For me, the creative journey is as much about building something meaningful for others as it is about personal growth. It’s proof that success isn’t always about climbing the corporate ladder—it’s about staying true to your vision and creating something that makes a difference. For anyone considering a creative path, know that it’s worth the struggles because the rewards, both personal and communal, are immeasurable.

Contact Info:

• Instagram: https://www.instagram.com/studioe90/
• Facebook: https://www.facebook.com/StudioE90
• Linkedin: https://www.linkedin.com/in/sarah-duffy-80960735

Image Credits

StudioE90
HoopHop
Greeen Life Music Group
SpyMc