We caught up with the brilliant and insightful Sarah Shelton a few weeks ago and have shared our conversation below.
Sarah, thanks for taking the time to share your stories with us today Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?
Yes, I’ve been fortunate to earn a full-time living from my creative work—but it was definitely a journey, not an overnight success.
I’ve been a creative since I was a kid, even before I realized that’s what it was. I was always writing stories, journaling, and dreaming up ideas. I used to sling newspapers off my bike in the early mornings and then spend the afternoons reading and writing. That love of storytelling led me to get my degree in journalism, and I started out writing for a local paper. That gave me a strong foundation in communicating clearly and understanding the power of narrative—skills I still use every single day.
But it wasn’t until I moved to New York City that I really started to expand my definition of what storytelling could look like. Being immersed in the world of fashion magazines and working with MTV opened my eyes to visual storytelling and branding in a whole new way. It was fast-paced, wildly creative, and pushed me to evolve beyond words and into full-on brand experiences.
Even with all that, building a sustainable creative business didn’t happen all at once. There were years of freelancing, side gigs, and figuring things out as I went. Major milestones included launching my own creative agency, learning how to not just create—but also how to sell, build systems, manage a team, and lead with vision. It’s one thing to be creative, and it’s another thing entirely to turn that creativity into a sustainable business.
Looking back, I think the biggest thing I’ve learned is that clarity speeds things up. If I had understood earlier that your story—your why—is just as valuable as your talent, I think I would have been more confident in charging what I was worth and building a stronger business foundation from the beginning.
But I also think every part of the journey gave me exactly what I needed at the time. The scrappiness, the figuring-it-out, the big leaps—they all shaped who I am and how I lead creatively now.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m the founder and creative director of Girl Louie, a creative agency that helps purpose-driven businesses and organizations bring their boldest, most aligned brand stories to life. My background spans journalism, visual design, marketing strategy, and storytelling—and over time, I’ve built a business that blends all of those things into a highly intuitive and strategic creative process.
While my early roots were in writing and reporting, today I work primarily with entrepreneurs, nonprofits, and movement-makers to help them clarify their vision, articulate their mission, and build out the visual and verbal identity of their brand—from logo and website design to messaging, marketing campaigns, and social strategy.
At Girl Louie, we’re not a one-size-fits-all kind of studio. We listen deeply, collaborate closely, and design with intention. What makes us different is our ability to tune into both the creative and emotional sides of a brand—we don’t just care about how something looks; we care how it feels and how it connects. Our work is rooted in empathy, clarity, and bold expression.
Some of the problems we solve for our clients are:
– Feeling overwhelmed or unsure about how to present themselves
– Struggling to connect with the right audience
– Needing a fresh, authentic brand that actually reflects their values and purpose
– Wanting to build trust, excitement, and momentum around what they’re creating
One of the things I’m most proud of is the way our work helps people see themselves in a new light. There’s something powerful about watching a client’s confidence shift when they see their story reflected clearly—visually and verbally—for the first time. It’s more than branding; it’s a form of empowerment.
At the heart of everything I do is the belief that creativity is a tool for change. Whether we’re rebranding a nonprofit doing vital community work or helping a small business find its footing in a crowded market, the goal is the same: to elevate your voice and help you own your story with pride and clarity.
What do you think is the goal or mission that drives your creative journey?
At the core of my creative journey is a deep love for people—understanding them, connecting with them, and helping them express the things that matter most to them. I’ve always been curious about the stories behind the scenes—what drives someone, what keeps them going, what vision they’re holding onto even when things get tough.
My mission is to use creativity as a tool for connection. I love sitting with someone and asking the right questions, digging into their “why,” and then helping translate that into something visual, emotional, and powerful. Whether it’s a brand, a campaign, or a piece of storytelling—my work is always about going beyond the surface to uncover the deeper meaning and purpose behind it all.
I truly believe that when people feel seen and their vision is reflected back to them in a way that feels aligned and authentic, it creates momentum. It gives people permission to show up more boldly, more fully, and more confidently. That’s what drives me—helping people step into that version of themselves and their work.
Creativity, for me, isn’t just about design or aesthetics—it’s about meaning. It’s about helping people find clarity, connection, and courage through their stories. And that’s the mission I carry into every project.
Can you share a story from your journey that illustrates your resilience?
For a long time, I found myself in creative roles where I was undervalued—underpaid, overlooked for promotions, and often doing the work of multiple people without the recognition or support. I worked under leaders who lacked empathy, who prioritized hustle culture over humanity, and who treated creatives like they were replaceable instead of essential. And unfortunately, that kind of toxic environment is all too common in creative industries.
It wore me down. I started questioning myself—was I asking for too much? Was I not enough? But deep down, I knew the issue wasn’t me—it was the system I was in. I had to unlearn so many harmful workplace habits: staying silent, overextending myself, normalizing burnout, and tying my worth to productivity.
That unlearning process became a turning point. I realized that the only way to build something better was to build it myself. That’s why I started Girl Louie—to create a space where creativity is respected, collaboration is human-centered, and people are paid fairly for their talent and vision. I wanted to prove that you can lead with empathy and still deliver powerful, high-impact work.
Resilience, for me, isn’t about pushing through at all costs—it’s about recognizing when something isn’t working, having the courage to walk away, and building a new path with your values at the center. That’s what Girl Louie is all about.
Contact Info:
- Website: https://www.girllouie.com
- Instagram: @girllouie
- Linkedin: https://www.linkedin.com/in/sarahmarieshelton/
Image Credits
All credited by sarah shelton.