Amanda Williams
Brand Designer & Strategist / Founder of design-ish studio
Brooklyn, NY
bydesignish.com
instagram @bydesign_ish
Q What do you do?
“I run a Brooklyn-based design studio for daydreamers creating brands with heart.”
design-ish studio is a creative practice specializing in best-in-class branding strategy and digital design. My purpose is first and foremost building community. Creating brands on the common ground we all share is at the core of everything I do. And I do that through strategies I’ve cultivated over the last decade freelancing at companies like Apple, MAC Cosmetics, L’oreal Paris, COACH, and Simon and Schuster.
Like most millennials, I have the ‘how hard could it be’ gene which has led me to affectionately call myself a ‘jack of all trades, master of one too many.’ I am by nature an extrovert with listening skills that are unmatched - even my clients confirm this. And I have a knack for pinpointing exactly what my clients are after and exceeding their expectations.
I crafted a process where i pinpoint the ethos of a brand and use large-scale business acumen, data, messaging, art, AI and design to produce a visual identity and strategy that takes emerging brand identities from ambiguous to intentional.
My goal is to deliver innovative solutions that drive growth and create exceptional end-user experiences.
Q What steps did you take to get to where you are now?
Whew, it has been a long journey of exploration, continuous learning, and following my curiosity. Over the last two decades, I've reinvented myself professionally many, many times. It wasn't until a few years ago that I realized how seamlessly it would all come together.
After getting my degree in Journalism from Penn State University, I worked in the book publishing industry at Simon & Schuster and Writers House, focusing on marketing, editing, storytelling and taking home all the free books I could carry. Then I transitioned into fashion, beauty and photography, learning everything I could about content development, social media and project management. Along the way, I pursued certifications in Brand Management, SEO, Graphic Design (from ilovecreatives!), and Digital Marketing. It was within the last few years that I suffered my final burn out and decided to venture out on my own.
Q How do you stand out in your field?
I stand out by merging my freelance background with a strong sense of creative authenticity. I aim to be a knowledgeable advocate, particularly for Black, Latinx and Femme communities by fostering innovation, independent ownership, and a fair marketplace. I never truly felt seen working in corporate America. Even in the most creative rooms, the space to be truly impactful and relevant was clouded by an agenda or cut short by limited resourcing.
These days, instead of driving dozens of programs simultaneously, I get to be dedicated to just a few stellar clients at a time. Having this newfound time affords me the energy to create content and deeply engage in projects that I believe in. I do what I do as a commitment to authenticity and genuine connections with my community.
When in doubt, pay it forward. In fact, I sometimes do low-cost logos for emerging brands- just ask, and I'll see if I can accommodate.
Q What are you working on right now?
Currently, I'm building the visual identity and web design for a futuristic handbag designer based in Harlem, NY. She came to me with one single logo and now we have a full logo suite, iconography, typography, art direction, brand patterns and custom graphics she's so excited to use. When I'm not designing, you can catch me styling at a small independent boutique in Brooklyn.
Q What’s your style?
I'd say my style is pretty eclectic, layered, and experimental. I love experimenting with different trends, mediums and combining magnetic elements to create something unexpected. I'm deeply influenced by collages, bold color compositions, and pretty much anything shot on film. I'm inspired by nature, architecture, movies (especially ones with great cinematography and fashion, and vintage magazine editorials.) Also, New York City is rife with inspiration and eye candy.
Q Out of all your slashies, which one do you wish you could do more often?
If I had to choose one, I would say writing. I love the process of researching, crafting ideas, and expressing myself through words. In a perfect world, I'd wake up every day and write for some set amount of time while overlooking a beautiful body of water. But, I live in the middle of Brooklyn and my cat sometimes pees behind my writing chair. Serenity seems like a future state.
I would definitely love to have more opportunities to write and contribute my thoughts to various platforms. In the meantime, I'll be launching a blog on my website to house all my thoughts about design, fashion, beauty and navigating a non-traditional career path.
Q What is frustrating you right now?
My ADHD often feels like a superpower and a complete enigma just the same. I always feel like there are not enough hours in the day and launching a design business presents so many new lessons and challenges that I am dealing with a perpetual heightened overwhelm. I remind myself to resist the urge for perfectionism because every step in any direction is valuable.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
If I could hire someone, I would have them assist with operational & administrative tasks and building up my social media and Pinterest profiles. That would help free up some of my time to focus on what I love doing. Whether it's conducting market research, setting up the infrastructure for my business, or managing my schedule, having someone to support me that way would definitely make my day more efficient.
Q What do you wish you could have told yourself, when, and why?
Earlier in my career, I wish I could have told myself to embrace failure (actual or perceived) and see it as an opportunity for growth and understanding of where my path could lead. I tend to be way too hard on myself when things don't go as planned or even when they do. I know now that setbacks and mistakes are an inherent part of any learning process. Understanding "failure" with a new perspective would have helped me navigate life's inevitable challenges with more grace, resilience and confidence.
At this point, thankfully, there's a lot in my life that I wouldn't go back and change. But because I got to experience so much personally and professionally, I would have impressed up my 20-something self the importance of saving and investing, especially ahead of COVID and the collapse of the world as we know it. I also would have told myself to keep coding during the good 'ol Myspace days.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I have never had a mentor or a life coach and I would love to have someone who could help step outside myself and be less of my own worst critic. Putting more and more things out into the world through design helps with the practice of letting go but as a former athlete and dancer, I think a life coach could help me accomplish what 4 hours of therapy a month just can't.
Q What kind of opportunities/projects are you looking for?
The tagline for my business is Brooklyn-Based Brand Design For Daydreamers Creating Brands With Heart.
So I'm always looking for clients who want to elevate their passion projects or refresh their branding; and who are looking for an immersive brand strategist and designer. I am really into generative art right now and I love to work with clothing and accessory designers, and people starting off-the-beaten-path kinds of businesses. I'd also love to work with brands dedicated to community; health and beauty; music and events; or film and TV.
For the love of God, someone please hire me to design their film poster or music cover art. If you come across my profile or my site and it strikes a chord, please reach out. You're probably just the type of person I'm looking for!
Q Describe your ideal job/client/collaboration.
My ideal client is a hyper-creative person with a strong vision and no time or capacity to give their vision roots and wings. I love working with people who can talk at length about what they envision, have all the confidence in the world about their brands but also know that two heads are better than one. Ideally, their brand or organization prioritizes ethical practices, values diversity, and is committed to making a positive impact. Collaborations would involve working on projects that celebrate authenticity, challenge norms, and contribute to a more inclusive and sustainable future.
Q What is your rate?
Typically, an end-to-end brand identity package can start at $2,885 and an eCommerce Website Design package starts at $4,385. Because I often work with solopreneurs and small businesses with unique needs, I'm always happy to create custom packages that encompass your specific needs & deliverables.
Also, when I have the bandwidth, I sometimes offer a "Pay What You Can Afford" promotion on single logos and logo suites for brands and solo-preneurs who just need something quickly and within a reduced budget.
I love to connect first with each potential client/collaborator and get to the heart of your specific creative needs to craft our own unique process of working together.
You can find more about my capabilities here!
Q How should someone approach you about working together?
I welcome anyone interested in working together to reach out to me through my website. It's helpful if they provide a brief overview of the project or collaboration they have in mind. I really appreciate when people are clear about their goals and expectations upfront. Being able to not only understand but articulate the project in detail helps us start the conversation on the right foot and allows me to better pinpoint how I can contribute to their vision.
Q Who is a creative you admire?
If anyone needs a cool design director who specializes in 3D, AR, and experiential design, reach out to Kelly Washington. She's an All-Star with a great eye and a British accent. She's the only person I know who can make cool Snapchat filters. What's not to love?!
Q Oh! and… how do you stay creative?
[A Haiku] Art in open air / Breathe in the present timeline / Create in stillness
This member profile was originally published in October 2023