Learnings from freelancer dreams to design studio reality.

When I first ventured into design, my dream was always to work for myself. I immersed myself in various graphic design roles across both small studios and large corporations, gaining diverse experiences. Eventually, freelancing became a reality, and I found joy in working remotely. I learnt that my environment plays a crucial role in my creativity. Working in a calm space with no rushed commute to work was everything I needed.

Taking the leap into freelancing was challenging due to the uncertainties in 2019, and now, transitioning from freelancer to studio owner presents its own set of challenges and mindset shifts. This shift isn't just a decision; it requires daily effort, preparation, and persistence. Establishing a studio means building something sustainable, an entity separate from myself.

I absolutely love creating brand identity design and surface pattern design; these two disciplines are what drive me, and I would happily do them for free. Once I knew what I wanted to focus on, the process started with developing it’s own branding, defining service offerings, creating pricing structures, and delving into sales, contracts, and lead generation. It's an entirely new and exciting endeavor. I know it’s not an overnight transformation; I'm progressing step by step, learning immensely about myself and the business world along the way.

Reflecting on my decision to freelance, I'm grateful for the timing. Now, having started my family, I'm ready to elevate my business to the next level, moving beyond trading my time for money and creating work that deeply resonates with my personal style.

So far, I have learned to let go of perfectionism and just start. Putting myself out there on social media was a big one. I have learned to remind myself that I can make improvements as I go. Every step has been a learning experience about myself and the business world, as this financial year comes to an end I can say that I am so excited for what next year holds as I will be starting it with even more clarity. I am so excited to take on more project work and continue building this business with some really amazing projects coming up. Can’t wait to share them!


Michelle Higgins
Creative Director & Founder,
Shellmade Studio.