Alright – so today we’ve got the honor of introducing you to Sara Obando. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Sara, thanks for joining us today. Getting that first client is always an exciting milestone. Can you talk to us about how you got your first customer who wasn’t a friend, family, or acquaintance?

When I first started, I was open to any opportunities that came my way. The first client I had that wasn’t family or friend came shortly after graduating, while I was still using the student job board. I would apply to most jobs that showed up in that board, as long as they were in my area of graphic and web design.

After applying for a couple of months, this contract came along. They were looking for a contractor specializing in my design area, and doing tasks very similar to what I had been doing in my former part-time job that I did during college. I had done a bit of freelancing before, but this was the first actual job that included on-going work on an hourly rate. I was a contractor for that company for over a year, and it was what inspired me to formalize my freelancing into an actual small business providing graphic and web design services.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I am a graphic and web designer, often working as a creative director overseeing small design teams, and it all started when I was pretty young.

Back in the early 2000’s personal websites started to become a thing, and I started experimenting with webmaster tools when I was only 11. By the time I was 13 I had been teaching myself HTML, followed by CSS. I loved drawing and painting, but quickly my notebooks started to be filled with what we now call user interface designs–me experimenting with how websites could look like! When I turned 15, my parents gifted me a copy of Adobe Photoshop, and with the skills and tools, I was ready to bring to live the designs I was creating on my minds and on paper.

By the time I started college, I had an advantage when it came to coding and graphic creation, by my degree in graphic design and visual arts filled in the gaps so I could have a better understanding of everything else: composition, typography, branding, etc.

My 21st birthday present from my parents was my own domain and a hosting plan for three years (after me suggesting it to them), and I knew that by the time that hosting had to be renewed, I’d do it with my own business’ budget.

I did some freelance work during college, but I also got a job as a part-time graphic and web designer during my last years in school, which offered a lot of real life experience to my expertise.

By the time I graduated I had a solid started portfolio, a good amount of skills, and expertise ready to be continued. I was open to any possibilities coming my way, and I applied to part-time jobs, full-time jobs, and contracting jobs — as long as it was in my field of expertise, graphic and web design, I applied to it.

After many applications, some email interactions, and a few interviews, I landed a contractor job with a local company that was looking for external support with graphic and web design. After working consistent hours every week with this company, I realized I loved the flexibility provided by being a contractor–I was my own boss, set my own hours, could do things at my own pace as long as the client got what they asked for and was happy with the result. So I decided I wanted to go this route and try finding more clients looking for contracted services like those I was offering!

It’s been over 7 years since, and my freelancing work evolved into a small agency with a team of three. And after many experiences with dozens of clients and industries, we’ve niched down our work to supply web and graphic design services to the health and wellness industry. We specialize in creating and maintaining online presences for our clients, who consist of businesses such as yoga instructors, therapists, non-profits, and more.

I love that the work we do creates real impact in our world. We are amplifying the voices of small businesses that are making the world a better place, little by little.

I specialize in understanding my client’s vision, and creating an online presence for them that reflects it. My goal is that everything I create for my clients aligns with their purpose. And nothing makes me more happy than hearing my clients say that their new brand really represents them, or that they never had a website that showcases who they truly were like it does now after I’ve created it for them.

I think it’s because I went through that journey of discovery, of having a passion and trying to figure out what to do with it, that I understand my clients so well. It’s been over 7 years on this rollercoaster of a journey, lots of ups and downs, but they all have helped us narrow down what we do and how we do it. And we are more than happy to share that expertise with the people who trust us with their online presence.

Where do you think you get most of your clients from?

I’ve tried so many different marketing strategies, but at the end there’s one that always keeps coming up: relationship marketing — connections!

One networking event I attended back in 2019 can be connected to a job I billed for last week, during August 2024. And there’s been a dozen jobs in between coming directly from that same event.

Our best source of new projects is our repeat clients. And our best source of new clients are referrals.

To help you visualize it better: 2023 was a tough year for business, and we didn’t sign any new clients until December of 2023. But the business stayed afloat because of month-to-month retainers, and past clients coming back for additional services. And the one client we did sign at the end of the year? A person we had met during a networking event the year before.

Maybe it’s because my job is to help people make connections online — in the end, that’s what websites for service-based businesses are about. But it really is in those connections that we find the work that keeps us going.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Given that relationship marketing is our #1 marketing strategy, keeping in touch with clients is very important.
We strive to continue being involved in our client’s business: we follow them on social media, reshare their wins and events, tag them in relevant opportunities, and overall engage with their accounts.

But we also like to connect offline — honestly, that’s our favorite part.

At least once a year we send a post card with a little everyday reminder, or we send an envelope with stickers and maybe a tea bag, to remind them to take some time for themselves. They’re just little reminders that we are here if they need us for anything. And people love this reminders!

Contact Info:

• Website: https://stargazedstudio.com/
• Instagram: https://instagram.com/stargazed.studio
• Facebook: https://www.facebook.com/stargazed.studio/
• Linkedin: https://linkedin.com/company/stargazedstudio
• Other: https://pinterest.com/stargazedstudio

Image Credits

Work shown is all part of Stargazed Studio’s portfolio.