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

Hi Shannel, thanks for joining us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

I’ve taken quite a few small and big risks in my life, but the most recent and impactful one was my decision to leave my job in 2020 to become a full-time creative entrepreneur. Before you assume that I rode the wave of “The Great Resignation”, I can boldly say that I did not. The thought of going out on my own had been brewing in my mind for years, and this wasn’t my first try at entrepreneurship. It was, however, my first intentional bout at working for myself.

I have always been a creative soul and someone who likes to do things on my own. I got my first taste of business in college when my roommate and I started a freelance graphic design business creating flyers and marketing collateral around campus. From that point on, I never stopped freelancing, even when I had full-time jobs. After graduating and moving to Atlanta, I started my graphic design career and was excited to delve into the field. But in 2010, I was laid off twice in the same year (that’s another story) and I decided I’d had enough of the traditional job world. Circumstances catapulted me into self-employment. My business partner and I launched a community magazine where we advertised local businesses. We dove into sales, designed the magazine, and distributed 10K copies for each issue by ourselves. Although a short stint, I learned more in that year-and-a-half than I think any program could have taught me.

After my first try at entrepreneurship, I reemerged into the corporate world and later transitioned to startup life. I learned so much by working at Fortune 500 companies, non-profits, startups, and with my own freelance clients over the years. I gained invaluable experience from working on different design and brand initiatives, and I was grateful for all the experience it gave me. But I never lost the itch to work for myself and ultimately decide how I want to create and contribute to the world. Honestly, I transitioned to the startup scene to get a bit closer to my goal of entrepreneurship. But it still wasn’t the same.

So after years of wishing and thinking about what it could be like to work for myself, I finally pulled the lever. I was working as a Senior Creative Manager for one of Atlanta’s fastest-growing startups and things were going well. But my heart was yearning for something more; I just didn’t know how to turn it into a reality. Fear of the unknown (and if I could pay my mortgage) was my biggest roadblock. It wasn’t until a friend asked me what my “runway” was to achieve my goal and step into my vision. Learning that my “runway” was the number of months I needed to save to have financial security before taking the leap was the motivation I needed. Breaking down the numbers of what I needed to survive versus thrive— and saving toward my magic number—was honestly the key to turning a dream into reality.

Once I hit that “runway” number, I felt confident to make the big move. I already had clientele from my years of freelancing and I was confident that I could find more consistent clients in the future. The onset of the pandemic was also a reality check—it made me realize that life is uncertain and ever-changing; do all that you can and don’t take time or life for granted. So in September of 2020, I submitted my resignation letter with faith (and a bit of butterflies). And guess what? My ex-employer became my first client as a new creative entrepreneur!

There are days that I do ask myself “Am I crazy for doing this?”. But I have zero regrets about the decision I made and I am truly at peace with the direction I took. It has been a little over 3 years since I set out on my own to not only implement design and brand for my clients but also teach graphic design to beginners. I’ve had the privilege of working with local and international clients, teaching at a university, and also teaching design to students all around the world through my business. It has been a wild, serene, fulfilling, scary, and exciting ride so far. I’m looking forward to seeing what the future holds!

Shannel, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m an only child born in Baltimore, MD but raised between the suburbs of DC and Baltimore. I’ve been creative since a young child. Painting, drawing, legos, playing music, sewing cooking, writing, making model cars—if it was creative, I was into it! It wasn’t until my junior year of high school that I discovered graphic design in an introductory class. I fell in love with it and went on to attend a special trade school in 12th grade learning things like screen printing, Adobe programs, and how to operate an offset press. I then went on to study visual communication design at The Ohio State University and later, interactive design at SCAD Atlanta. I landed my first full-time design job in Atlanta in 2006.

I am a graphic designer, creative/brand strategist, instructor, 2X author, and the founder of Awesome Design Academy and SW Graphic Design. My passion and purpose in design stem from my love for art as a child and have grown into a myriad of experiences in corporate America, startups, nonprofits, and my own business/freelance ventures over the last 20 years. I have had the opportunity to work with great people and help bring their ideas to life through implementing brand and design to help actualize their vision.

As the founder of Awesome Design Academy, my mission is to help beginners learn graphic design to empower themselves with more creative and financial opportunities. I teach graphic design through fun and relatable learning tools that I create: online and in-person classes, books, design flashcards, online content, and a membership community to consistently practice and learn practical design skills for the real world. Because of the immense opportunities that design has brought to my life, I look to give back and transfer that wealth of knowledge to my community.

Through SW Graphic Design, I help small businesses and startups by implementing visual brand and design. I help bring their ideas to life so that they can market and sell with confidence. I specialize in rebrands, brand refreshes, long-form content, and visual identity.

I am most proud of my willingness to learn and stay consistent in creating. Even when faced with adversity, I still find a way to create for myself and others. I believe that my perseverance and faith in God have allowed me to publish two books, make creative products like my graphic design flashcards, develop design learning programs/courses, and create meaningful transformation and impact for the businesses/organizations I have worked with.

When people work with me, I want them to feel relief in their challenges and confidence that I am going to put my best foot forward. I have a vision for greatness, and I want to work with people who also want to be great.

What do you think helped you build your reputation within your market?

There are three things that I believe have helped establish my reputation in my field:

1) Being authentic: I have always tried to just be me, without a facade or performances. I have a very laid-back and chill personality, and I believe I bring a calming energy that others gravitate toward.

2) Being reliable: I do my absolute best to do what I say I am going to do. I believe that those who have worked with me can attest to this. I think that professionalism is paramount, and I always want to operate with integrity.

3) Being kind: A smile can go a long way. I express empathy and kindness toward those I work with because I believe that planting seeds of kindness will reap good in some form. Besides, it’s just easier to operate in kindness than in negativity.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Some of the most influential books that I have read, re-read, studied, and even implemented include:

– The Brand Gap by Marty Neumeier
– The Four Agreements by Don Miguel Ruiz
– The Alchemist by Paulo Coelho
– The One Thing by Gary Keller
– Building a StoryBrand by Donald Miller
– Brand Naming by Rob Myerson
– Life Visioning by Michael Beckwith
– Designing Brand Identity by Alina Wheeler

Some of the most influential videos/channels that have motivated my journey are:
– “Stay on Track” a sermon by TD Jakes
– Eric ET Thomas and the Secret to Success Podcast
– The Social Proof Podcast
– The Futur Podcast

Contact Info:

• Website: https://shannelwheeler.com/
• Instagram: https://www.instagram.com/awesomedesignacademy/
• Linkedin: https://www.linkedin.com/in/shannel-wheeler/
• Other: https://medium.com/@shannelwheeler

Image Credits
Deanna Lenore Photography