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

Alright, Tiffany thanks for taking the time to share your stories and insights with us 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 2020 I was working as a full-time Creative Director for a global wellness company. Like many businesses with in-person locations, the company was hit hard and many staff members were dropped to half-time, including myself.

I had always dreamed of owning my own studio and thought now’s my chance – with so many unknowns ahead, when will there be a better time to take this risk? Any creative knows that there’s nothing that quite compares to commanding your own ship and seeing your own vision through, no matter how pleasurable your creative work is for other people.

I think that there comes a point in your life where the bigger risk becomes NOT taking the chance, NOT trusting in yourself that you’re an intelligent, driven, creative human being with the strength and resources to make a vision that you deeply believe in work. The bigger risk becomes stagnation, self-imposed guilt, apathy and living with the perpetual list of what-ifs for the rest of your life.

I think it’s also important to share here that at the time I quit I barely had any savings, was 100% supporting myself and was paying off a student loan. I didn’t have anyone to bail me out if this didn’t work, but that didn’t matter because I knew I would make it work.

Quitting without building out my business first or having a list of clients ready to hire me seemed a little stressful, but you have to trust deeply that you have what it takes. One of my mentors used to say “There is no room for doubt.” I’m sharing this because I think more people should be transparent about money. Often we read inspirational stories about others and think “oh they must have a trust fund or a spouse supporting them” – and this assumption makes us feel like we can’t have the same kind of success – which isn’t true.

It’s all about looking at the long game and deciding what the bigger risk is for you.

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

I channel visual language and transformational imagery for mystics and makers that reflects their energy field through a creative studio I founded called Iona. On the day to day this often looks like designing logos, building websites and creating special custom graphics that work to expand and elevate our experience of being human.

I also co-founded a small-run seasonal newspaper-meets-workbook last year called Amber! We’re in the middle of publishing our second issue on newsprint.

Most of the clients that I create for are looking for something unique that resonates deeply with their soul’s mission. They’re at a pivotal point in their business, often rebranding or launching courses and sharing experiences that are in deep service to the evolution of humanity.

My background is actually in visual arts, not marketing or graphic design. I believe my desire to make and discover meaning from imagery and develop visual language in my personal work is what sets me apart from other graphic designers or brand strategists. Even the term “brand strategist” makes me grimace a little bit – ha!

I have an MFA from the first art school founded in the country, The Pennsylvania Academy of the Fine Arts in Philadelphia. After graduating I co-founded a peer-lead gallery space while teaching and writing new design curriculums at Moore College of Art and Design in Philadelphia. After a year of residency hopping I found myself working for a gallery in Manhattan, quitting after a couple years to take a position that I pitched for myself as a Creative Director for a global wellness company. After an exhilarating 3-year run there I took a risk and quit to start my own studio.

My favorite projects are those that truly feel like a collaboration, where the creative process is a wild and beautiful path that we follow and the client discovers things about themself and what their personal goals are while using the art and imagery we’re developing as a mirror.

I think it’s important to leave room for experiences like this during a rebrand or creative project. So many clients come to me disenchanted and even a little nervous from past experiences with design firms that were deeply impersonal and all about a checklist.

Of course there are things that we need to accomplish to optimize the message and reach, but I don’t believe the human experience can be summed up or accurately portrayed by following a template of “best practices”. Real change-makers aren’t following templates. They’re taking risks and breaking the mold. I believe we’re infinite beings with exponential power and energy. I want to create visual experiences that reflects that and help my clients transform the lives of others.

What do you find most rewarding about being a creative?

I feel like every day what I do is just like magic. Working with color, form, texture and symbolism to share new expansive ideas and bring transformational experiences into being feels like the best possible way to spend my time on earth. I definitely feel like creativity (of any kind) is definitely key to a joyful, impactful existence that helps others and leaves a legacy.

Art has a way of changing us, of inviting us to have a bigger experience or challenging our perception. When you’re a maker I feel you have a responsibility to the planet to use your gifts for good. Helping others grow their businesses and generate positive change with my gifts, seeing their faces when I share my work, and hearing how our time together has given them more than they could have ever hoped for truly humbles me. There’s nothing I’d rather be doing.

How can we best help foster a strong, supportive environment for artists and creatives?

I think an understanding and appreciation of the beauty of the creative process and what it can deliver when truly embraced will elevate artists, their patrons and anyone who encounters their work 10-fold.

Work of value, that is deeply considered and crafted with purpose and resilience, takes time, commitment and thoughtful energy – from both the designer and the client! As someone who doesn’t work with templates and creates custom work every time, I can’t accomplish what I do with the push of a button or two. For example, every beautiful, finished logo has at least 15 ideas that were explored and trashed! Furthermore, behind good work often lies years of schooling, personal growth and professional experience.

Celebrating creatives and how their gifts can elevate and expedite your mission through respecting their time, communicating clearly and compensating them fairly is the best way to honor and support them – and your own business in the process!     

Contact Info:

• Website: www.iona.vision
• Instagram: @iona.vision
• Linkedin: www.linkedin.com/in/tiffany-marie-tate