Lydia Kerr
Q What do you do?
“I help designers build life-giving and profitable businesses...”
…through my template shop, 1:1 coaching, educational courses, and my signature coaching program, The Brand Process. I value nothing more than a streamlined process, work-life balance, and client boundaries, and when I’m not working with designers, I work with my own clients at my studio, Telltale.
Q What steps did you take to get to where you are now?
In 2017, I was working as a Marketing & Communications Manager for an international outdoor apparel company, but it was wearing me out and I needed a creative outlet. I designed my first website for a friend for $200 and (despite the pay) I loved it. Slowly but surely, I started going back to my design roots, and before I knew it, my business had taken off. My goal for my first year was to match my measly marketing salary of $35K and when I did, I quit my corporate job and dove into my design studio full-time. I was proud of myself, but quickly realized my workload and salary weren't sustainable. I dedicated myself to building a profitable business that allowed me a healthy work/life balance and in 2019, I hit $100K for the first time. Now, I run a multi-six-figure business and work to help others to the same, while still continuing to work with my own design clients.
Q How do you stand out in your field?
I care immensely about personalization— I help designers determine what's best for their specific business, rather than a one-size-fits-all approach.
Q What are you working on right now?
Planning a retreat for designers and rebranding Design Source— stay tuned ;)
Q What’s your style?
Clean and modern — simple, but not too minimal.
Q Out of all your slashies, which one do you wish you could do more often?
I honestly love the balance that I've arrived at— about 60% of my work is with design clients and 40% is with other designers. I'd love to see that shift to about 50/50 in 2022!
Q What is frustrating you right now?
Honestly nothing!
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Clean my house haha. Does this count? I have an incredible work team that already makes my life so much easier!
Q What do you wish you could have told yourself, when, and why?
I wish I could have shown myself that I could make a living wage and do what I love. I'd be so proud of where I am right now.
Q If you could talk to an expert to gain more insight on something, what would it be about?
Creating and selling products! I love coaching and I'm good at it, but passive income opportunities are more difficult for me.
Q What kind of opportunities/projects are you looking for?
I'd love to work with more designers in 2022 to help them take their businesses to the next level.
Q Describe your ideal job/client/collaboration.
My coaching focuses on female designers from the ages of 25-45. Most of them having been running their design studios for about a year and they’ve gotten the basics out of the way, but they’re stuck trying to get to the next level. About half have recently left corporate jobs (or are in the process) to pursue their businesses full-time, while the other half has been in business full-time for 4-10 years, but still struggle to find a rhythm.
Process is the biggest holdup— with consistent timeline delays and frustrating clients from time-to-time, they can’t find the time or energy to focus on their own business. Many are trying to focus on their own brands and websites or launching passive income, but want some direction in doing so. They’re career-driven and know that success is possible, but get discouraged and derailed when a client situation goes south or a project delay pushes back the rest of their schedule. They’re trying to raise their prices, but find that they aren’t confident enough to pitch their process to clients for the rates they want to charge. They also want to try more custom proposals, but lack the clarity in process, strategy, and design to know where to begin. They enjoy their jobs many days, but they have almost equal amounts of days where they feel frustrated by their work and their clients. They’ve purchased courses before, but let them sit on the back burner unfinished because they didn’t have a true partner to guide them along the way. They want someone they can trust to ask questions and get feedback, and are wary of things feeling salesy. They’re laid-back, but motivated, craving a balance that lets them participate in hobbies, leisure activities, and time with their families.
Q: What is your rate?
Coaching services are around $600/1.5hr session, but I work in a package structure so I can form a true partnership with business owners. Coaching programs range from $1750-10K!
Q How should someone approach you about working together?
My website or DM-ing me! Include their biggest problem, goals, and budget!
Q Who is a creative you admire?
Rachel Greiman!
Mattie Tiegreen
Emily Wehner
Q Oh! and… how do you stay creative?
Time off-screen and outside!
This member profile was originally published in November 2021.