My name is Barbara Holland, and I often get questions from clients and occasionally from graphic design students about the journey that led me to be an independent graphic designer in San Antonio. I run a one-person design studio that has purposefully remained boutique, committed to helping other small businesses with logo design and branding. These conversations have prompted me to reflect on my path—one filled with creativity, challenges, and growth.
Whether you’re a designer searching for your direction or a client curious to understand more about my business, I hope the answers below offer both inspiration and clarity.
Questions I Often Get Asked
1. What originally made you want to become a graphic designer?
From a young age, I was drawn to art, drawing, and creative projects. I often spent hours doodling, cutting out magazine clippings, making collages, and playing on a computer. As I grew older and began considering career options, it became clear that I wanted to work in a field that combined creativity with technology. Graphic Design stood out as the perfect path, offering the opportunity to create something fresh and exciting every day, which truly inspires me.
2. How would you describe your approach to design?
My approach to design is a blend of structure and spontaneity. I’m very organized, relying on to-do lists and schedules to guide my projects, and I continuously refine the systems I have in place. However, I also recognize that creativity requires a certain degree of flexibility. Ideas can evolve, creative blocks happen, and objectives may shift, so my process is designed to adapt as needed, allowing for both precision and the freedom to explore new directions.
3. Who or what has been the biggest influence in how you run your business?
My clients have had a profound impact on how I think and operate. As small business owners themselves, I have learned a lot from them. They’ve helped shape and define my services, allowing me to better understand and meet their unique needs. I’ve also gained invaluable insights from other designers through social media and online courses. We often share similar experiences, processes, and challenges, which has allowed me to learn from their approaches and continually evolve my craft through their shared knowledge and expertise.
4. What would you say is your strongest skill?
While design might seem like the obvious answer, I’d actually say my strongest skill is being organized and responsible with my time. In a fast-paced world where everything is due yesterday, my clients consistently praise me for delivering work quickly and efficiently. Being able to manage time effectively allows me to meet tight deadlines without compromising the quality of my designs.
5. How many projects do you touch in a day?
The number of projects I work on in a day can vary depending on their complexity and the stage they’re in. On average, I might touch anywhere from 3 to 5 projects in different phases, from initial concepts to final revisions. I prioritize staying organized and focused to ensure that each project receives the attention it needs.
6. What are you currently fascinated by, and how is it influencing your work?
I’m currently fascinated by the possibilities AI brings to the design world. I’ve recently started incorporating more AI tools into my business. Whether it’s through image generation, content creation and editing, or even research and testing, AI has become a powerful tool for saving time and enhancing the quality of my work. The potential for innovation in this space is truly exciting.
7. How do you stay inspired and motivated in your work?
I stay motivated by continually learning and exploring new ideas. Whether it’s attending Adobe events, participating in online summits, enrolling in educational courses or experimenting with the latest design tools, I’m always seeking ways to grow and improve. The fastest way to lose motivation is by doing the same thing over and over again, so I make it a point to change things up and keep my work fresh.
8. What advice would you give to someone starting out in graphic design?
If you’re just starting out in graphic design and don’t have much work to showcase, make up your own projects. This will help you both to develop your skills and build your portfolio. Don’t wait for clients to find you—when you’re new, actively seeking out opportunities is crucial. Stay adaptable and never stop learning because, in this industry, things change rapidly, and staying current is key to your success.
9. Do you feel pressured to create social media content, like reels or videos, to grow your business?
I think everyone feels that pressure. I’m not comfortable being on camera or forcing myself to become a character just to gain attention for my business. Instead, I focus on sharing my work and connecting with clients in a way that feels authentic to me. I believe in quality over quantity, and while social media is a valuable tool, I prefer to let my designs and client relationships speak for themselves. With that said, you can find me more actively on Instagram these days.
10. Where do you see yourself as a designer in the next few years?
I see myself continuing to refine my craft and expanding my expertise, particularly in AI and emerging technologies. I’ve also discovered a real passion for editorial design work and plan to take on more projects in that realm. Additionally, I’m committed to continuing my work with small businesses. I’ve never aimed to grow into a large company because I find great fulfillment in collaborating closely with entrepreneurs and local businesses, where I can make a meaningful impact.