The Climb Seemed Impossible
Jan 2017-Apr 2018
Raised prices to $3000
On Carli’s first website, she took a merciless swing at anyone who dared judge her for getting married when she was 18 years old. On that first ever about page, she contended that (and still does, last time I checked) that it was the best decision she’s ever made.
But the best decision Carli ever made had more impact on her future business than she ever planned. After looking through endless options of wedding invitations that were too expensive for their shoe-string budget, she decided to design them herself. But she didn’t expect that this one experience would nurture an unknown passion for design that would change the course of her life. One day she turned to her husband-to-be and said, “I wish I could do this for my job,” to which he informed her, laughing a little, that design was, in fact, a job. Elated, she began studies as a graphic design major in college. But she dropped out when she felt like the pacing and the materials weren’t taking her where she wanted to go.
Tenacious as ever, she began studying how to make design her career on her own, designing logos and wedding invitations here and there for trade, for $50, $100 (but never anything over $300. No one, she figured, would pay her that much). She started to learn more about business. She’d watch free webinars and buy programs that promised her the clients she wanted if she could just make a perfect Instagram feed, or learn how to use Etsy better, but nothing seemed to get her the traction she was looking for. She’d go home to design after her two side jobs (one as a dental assistant and the other as a wedding blog assistant) and would regular clock 80 hour work weeks, and yet she hardly made anything. She could feel in her bones that she had the potential to be successful, if only she could figure out how to get traction.
She was at the end of her rope when she saw a post Emma had written about how she thought she might be able to help people in their branding, inviting people to reach out. Carli had seen Emma create and launch a shop with beautiful cohesion and an impressive amount of sales, so she responded.
Created 8 new beautiful invitation suites
Sold out of branding packages
"I had no real direction to my brand. If it looked pretty and it pleased the client, then I was okay with it. But I was so sick of being price shopped. I felt like the only reason people wanted to hire me was because I was a newbie and would offer cheap prices. I wanted to reach my dream clients sooo badly but the climb seemed impossible."
Consistently booked 4 figure branding projects
Created an aligned design aesthetic rooted in her Heart Story