Design Chew: The network I wanted, the people I needed

Ever since I started Studio 618, a boutique signage and wayfinding consultancy, I have loved working independently. There’s something rewarding about choosing the projects that I want to work on, working directly with clients without bureaucracy getting in the way, and most importantly, having the freedom to run Studio 618 on my own terms. That said, one thing that I’ve really missed since leaving the corporate world is the sense of community. I used to enjoy having people around to bounce ideas off of, ask for advice, or just chat about work and life. There’s something special about that day-to-day connection with others who get what you do.

As I was closing in on having my business for about a year and a half, I started to feel like something was missing. I often felt a bit disconnected from the larger experiential design community. It was easy to feel isolated without those casual check-ins or creative brainstorms with other designers. Working for myself had a lot of perks, but I was starting to feel really siloed. Every day looked the same: I’d wake up, walk the short distance to my office, work for a while, have some lunch, walk the dog, work a bit more, and repeat. The routine — and the isolation — was getting to me.

I wasn’t growing. I felt stuck. And honestly, I was starting to lose some of my social skills from only really talking to my dog and my husband most days. I realized I needed more connection, more interaction, and a way to feel part of something bigger than just my day-to-day tasks. Over time, I realized that I wasn’t the only one feeling this way. After chatting with other small business owners around the world, it became clear that a lot of us were craving the same thing — connection, feedback, and a sense of belonging.

That’s how Design Chew came to life. I wanted to create a casual, supportive space where fellow small business owners could come together every other week to share what we’re working on, talk about what’s going well (and what’s not) in our businesses, and just connect with others who understand the ups and downs of creative businesses like ours. I put the idea out there on LinkedIn,
and the response was amazing. On Oct. 7, 2022, we had our first meeting — and we’ve been going strong ever since.

Building what I couldn’t find

Over the years, I realized that there was a real gap in the professional world for small business owners, particularly in the creative field and, like I mentioned previously, the isolation working by myself was getting to me. I was overwhelmed with everything that I needed to know as a small business owner and I missed having a support system.

The organizations that I was part of often felt too broad or too focused on bigger companies and didn’t truly cater to the specific challenges that we face as small business owners. What I was looking for was a space where small business owners could connect with each other — somewhere we could share ideas, talk openly about the ups and downs, and support each other through it all. Something real and relatable.

That’s when it hit me: If I couldn’t find the right space, maybe I just needed to create it myself. And so, Design Chew was born. I set out to build a group that was truly dedicated to small business owners in the design world — a space where we could openly talk about the struggles, successes, and the day-to-day realities of running our own businesses. A place where we could ask questions without fear or judgment, share advice, and even be vulnerable about the things we didn’t know. Which, trust me, there was a lot (at least for me).

It wasn’t easy, but the response I got when I shared the idea almost three years ago on LinkedIn in a post was overwhelming. I realized that other people felt the same way and were craving this kind of support and community. And now, Design Chew is that place. It’s a place designed specifically for small businesses — creative, independent, and navigating the unique challenges of building something on our own terms.

One thing that I’ve learned is that if you’re looking for something that doesn’t exist, you don’t have to wait around for someone else to build it. Sometimes, you just have to make it yourself. And that’s exactly what I did.

Before I was asked to join Design Chew, I was struggling to meet other creative business owners in a similar early stage of growing their business that I could relate to, especially with other creatives. There are so many positives to being a long-term member of Design Chew.

One of the biggest advantages is putting aside dedicated time to both join our group meetings and discussions, but all the other interactions we have, and Lauren works super hard and organizes for us as well. And one of the best advantages for me has been our book club as well. Being exposed to business and creative books and authors I would never have read on my own. This has been a revelation and also as we read together it keeps us accountable!

– Craig Whitehead, founder of Fenlands

The power of our community

What I love most about this group is the openness. Even though many of us work in similar spaces — like custom signage and experiential design — it never feels like we’re competing. Everyone brings their own unique style, skill set, background, and personality to the table, and that diversity is what makes the conversations so great because they are candid and genuine.

The transparency we’ve built is rare. We talk openly about pricing and contract terms, tough client situations, and even celebrate each other’s wins. We’re not afraid to get into the nitty-gritty — like when we’ve done group exercises where everyone prices out the same project, then shares their numbers. It might sound unorthodox to those who shy away from talking to their colleagues about money, but it’s incredibly helpful to us. Where some people avoid talking about money, we lean into those conversations to learn from each other and grow stronger as business owners.

I remember one time I was pricing the biggest project of my career. I brought it to the group and shared my initial estimate. Several people gave feedback, broke down the numbers with me, and helped me see the true value of my work. They encouraged me to raise my price significantly. I didn’t end up getting the job — for reasons outside of my control — but that process of working through it with others was invaluable.

That kind of candid, supportive feedback is what makes this group so special. We’re not just here to network — we’re here to help each other succeed.

A global network of creatives

What makes this group even more exciting is the fact that our members come from all over the globe! Right now, we have active members in places like Brazil, England, and all across the U.S. — California, Georgia, Indiana, North Carolina, Oregon, Pennsylvania, and Washington, to name a few. We’ve even had members from Canada, Indonesia, and the Philippines in the past.

Having such a diverse group really adds so much value and depth to our conversations. Whether we’re discussing the latest trends in experiential design or the challenges of running a small business, the diverse backgrounds of our members enrich the dialogue in ways that a more localized group simply couldn’t. Being part of this international community allows us to learn from a wide range of cultural and business contexts, enriching our growth as designers and small business owners.

It’s also inspiring to connect with people who face different challenges in different parts of the world, but still share the same passion for creativity and entrepreneurship. We’re all working towards similar goals — building meaningful businesses, creating impactful designs, and supporting each other along the way. There’s something truly special about connecting with everyone on our video calls, even though we’re spread across multiple time zones and thousands of miles apart.

I was just starting my business when I joined Design Chew. I think not having coworkers to bounce ideas off of was definitely a struggle. I’m very social, and it was hard to be all by myself. I loved the idea that we are all independent entrepreneurs and share the same experiences, although we are spread around the world.

We can offer each other perspectives that others may not have thought of. It’s truly a diverse group! I feel like I have truly connected with all of the members of Design Chew in some way — whether it’s them helping me with something or me helping them with project-oriented or personal issues. We are kind of like family at this point, and I always look forward to our calls!

– Steve Harroun, president of Harroun Designs

Topics that we have ‘chewed over’

We talk about all kinds of things in our meetings — everything from pricing projects and what to include in your terms and conditions, to website audits, photography tips and tricks, soft skills, and even knowing when it might be time to “fire” a client. There’s always something new, but one of my absolute favorite topics is what we call “celebrating our losers.”

It’s where we show off the concepts that didn’t get picked by the client. Most of us present two or three options in a project, and the client only chooses one — but that doesn’t mean the others aren’t worth sharing. I love getting a peek at the creative process: the early sketches, renderings, and how ideas evolve, and celebrating the “losers.” It’s such a cool reminder that there’s value in the journey, not just the final product.

Another highlight for me is how we end each meeting with “wins of the week.” We celebrate everything — from landing a new client to finally taking that overdue day off. The wins just keep getting bigger and better! I’ve even got a mini air horn I use to cheer everyone on, and people throw up reaction emojis in Google Meet to celebrate each other. It’s awesome to be in a group where we’re all in similar fields, but it never feels competitive. We genuinely root for each other.

Once a year, we host a virtual retreat. It’s a much longer meeting than our typical meetings. This meeting, however, is where everyone gets a chance to share something they’ve been struggling with — sometimes it’s business-related, sometimes it’s personal. No matter what, the members of Design Chew always show up with support, advice, and encouragement. It’s one of my favorite things that we do. We help each other through the tough stuff, lift each other up, and remind one another that we’re not alone. Honestly, I think all of our businesses are better because of it.

Inspiring guest speakers

Just like the diverse group of people in our community, our guest speakers come from all over the world, too. We’ve had 11 speakers in total, including some who have come back multiple times, like Ken Stern, director of customer experience at Key Lime Interactive, who’s graciously presented to our group three times! Each speaker has brought something unique, covering everything from their business journeys and key lessons learned along the way, to gathering client feedback, podcasting, soft skills, maintaining strong client relationships, AI, day-to-day organization tips and tricks, and a client conversations workshop. These speakers have been invaluable and really inspiring for all of us.

Reunited at last: Where bonds were built & friendships grew

One of the things I love most about our group is that it’s virtual. It gives us the freedom to meet from anywhere and brings together creatives from across the country — and around the world. But as much as I appreciate that flexibility, nothing compares to connecting in person with people who’ve become close friends. This past April, more than half of our group met up at the ISA (International Sign Association) conference in Las Vegas. It was amazing to reunite with folks I hadn’t seen in years — and to finally meet others face-to-face for the first time!

On the final day of the conference, four of us had the chance to lead a roundtable discussion. We had a fantastic turnout, and co-leading with my fellow Chew Crew felt incredibly rewarding. It was one of those full-circle moments that made me reflect on how far we’ve all come — not just as a group, but as individual small business owners supporting one another through the highs and lows.

I’m so excited to see what’s next for this amazing community — one that all started from a single LinkedIn post.