Career Feature | “Dream Job” // Angel Yarde of Sevenality

Angelica “Angel” Yarde is a graphic designer, branding genius, and community advocate at Sevenality, the creative strategy and branding firm she started with her husband. And we’re so lucky to have her on The Feisty House as part of the “Dream Job” career feature series. I love reading Angel’s blog, Studio 404, and I just knew she’d inspire all of you as much as she’s inspired me! I have a long history with graphic design, and I LOVE discovering graphic designers. If you do too, or if you’re interested in turning your passion for design into a full-fledged business, read more about this dynamic entrepreneur, Angel Yarde.

I got started with design in 2005. After learning how to make fun graphics, I started to study the history of branding, identity design, and typography. I really enjoyed working on branding my mom’s business which really got me started. After seeing how I could make the represented someone’s company after listening to their needs, I wanted to follow through with this as a career. I wanted to study psychology at this point in my life so being able to have these small sessions with my clients fulfilled that psychology need. It still does. You can learn so much about a person based on the way they admire their business.

What were you doing before you launched Sevenality?

I was designing and learning the basics. I wanted to be great at what I did before I launched an official business. My husband and I were already working together designing small things and building a reputation.

How did you make the transition to entrepreneur?

To be honest, I’m officially a full-time entrepreneur finally this year. Most of my full-time positions were assisting CEO’s and presidents of companies. From this, I learned a lot about what works and what doesn’t. I really learned how to develop processes because I developed a lot of processes for small businesses in my roles. I also learned how not to treat people. Learning those lessons, I officially decided to work for myself and it’s been great thus far.

Funding a creative strategy agency is pretty simple. Our start up costs were virtually nothing. We easily funded it through money we saved. Due to the low start up costs, (we turned) a profit almost immediately; I would say within the first month or so.

What do you enjoy the most about owning your own business?

I enjoy being able to do what I want when I want to. I’m reasonable about my schedule but I am able to just get more done. I don’t have to wait until 9AM to get into an office to start working. When I’m up at 5 AM, I can work on things at 5. I’m very productive in the early morning.

What do you enjoy the least about owning your own business?

I dislike the invasion of privacy. I feel as if socially people constantly want to know about your profits or how you’re holding up. I don’t think it’s always negative but I’ve never asked a person with a 9-5 directly what their salary is. It’s not that I think discussing money is taboo but I don’t share it with just anyone. If we’re not close, I won’t discuss figures with you.

Was there ever a point when you wanted to give up?

Absolutely not. My mother is an entrepreneur and while it’s not been easy for her, it’s been so much better than the 15 years she worked for corporations. My husband I we both decided early on that entrepreneurship was imperative to our family legacy.

How have you gotten the word out about Sevenality? How did you establish your social media presence?

We talk about what we do all of the time. We enjoy networking in the building relationships fashion. Most of our clients are our friends and it works out that way. We got into social media very early on because we both were designing early on. We were on Twitter very early and we’re now building our Facebook and Google presence. Consistency is key when building a social media presence.

My days are now falling into a routine. I’m up very early. I like to read or clear my mind in the mornings. I may start the day with a few sun salutations. After getting settled, work on a blog post or a newsletter. I then check e-mails and work on client projects. My husband and I have been making running a priority so we take a mid-morning run break. Once I come back, I catch up on any additional client projects or check social media. I’m usually done no later than four because I start around six. I set that time aside of personal creative projects, whether it’s writing, working on cards or prints for my shop, or meeting with friends. This day can vary because I take a lot of meetings during the morning some days and then it’s just traveling all over the city.

What’s been the most amazing moment for Sevenality thus far?

think booking our first multi-faceted branding project was the best moment thus far. We usually worked on smaller things but it was the first time we were responsible for creating a brand for a new non-profit. There were a lot of people involved in this process but it turned out so well. The money that was raised from the website alone solidified our efforts.

What advice do you have for aspiring brand architects?

Never stop learning. I am consistently reading, seeking inspiration, and working on new things. I never went to school for design, and I decided early on to keep learning new things. It makes the job more exciting.

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