Building Your Brandbook
Brand Strategist/Web Designer/Co-Founder of Maude and Tinker Watches
New York, NY
WHAT DO YOU DO?
I'm a web designer (Squarespace Specialist) and brand strategist for clients and companies by day (evagoicochea.com), Co-Founder of Tinker Watches (tinkerwatches.com) and Maude (getmaude.com) by night. This means, I'm attached to a computer most of the time which makes for some mean carpal tunnel at 33. I'm working on my ergonomics.
WHAT STEPS DID YOU TAKE TO GET WHERE YOU ARE NOW?
I never had a straight path. When I worked for companies, I always found opportunities and holes to fill which is how I landed in social media and marketing. The short answer is that I studied advertising and organizational communications, then became a legislative aide, then realized quickly I was both left and right brain and started being a one-person marketing department for small companies. Working as a strategist and a designer lets me think in both ways.
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
I cannot tell you how many times I've just wanted to say, "Google it." I learned how to build websites by looking it up, toiling away on my computer to figure it out. If you have the curiosity and gumption, you can do it! But if you don't, you're not going to get anywhere, no matter your field.
WHAT ARE YOU WORKING ON RIGHT NOW?
Typically, I have about 8-10 websites and 2 strategy clients I work on/with, but as Tinker Watches grows and we start to fundraise for Maude, I'll narrow my focus.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I'd like to put my life on hold (like Evie in Out of this World) so that I could go to coding school.
WHAT IS FRUSTRATING YOU RIGHT NOW?
As a team of one at eg° studio, I find myself buried in the day-to-day minutia sometimes, yet because we're growing Tinker and Maude, I am not looking to hire someone to help me run the design side. I just need a twin.
WHAT TASK KEEPS LANDING AT THE BOTTOM OF THE TO DO LIST?
Taxes. I know it's January, but I really need to sit down and itemize those deductions and expenses.
IF YOU COULD HIRE SOMEONE FOR $20/HOUR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Read my mind so they can answer my emails and give me hand massages. Anyone?
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
"One day, 16-year-old Eva, you'll have to pay bills and be a responsible adult so you better enjoy this free ride called teenagehood while it lasts."
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
User acquisition and fundraising.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I'd like to build more e-commerce websites and focus on clients who need short-term brand strategy.
WHAT IS YOUR IDEAL CLIENT?
A client who understands how to deliver assets in a timely manner and one who trusts my art direction and brand strategy without questioning every.step.of.the.way. I've had a few of these clients and they're amazing!
DO YOU ALLOW YOURSELF TO SAY NO?
No. Except now. That's not true—I say no to inquiries that say "I only need a few changes to my website." I've heard that before.
WHAT IS YOUR RATE?
My hourly rate ranges from $85-150 an hour.
Websites are $2000-on.
Brand strategy is on a per project basis.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
This member profile was originally published in January 2016.