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Meet Tatiana Soash

Today we’d like to introduce you to Tatiana Soash.

Thanks for sharing your story with us Tatiana. So, let’s start at the beginning and we can move on from there.
I’ve always been a pretty creative person, independent, self-motivated with lots of ideas and no real negative mental framework to hold be back from executing them. This being said, it took me a really long time to figure out what I wanted to “do” I graduated from pepperdine in 2012 with an advertising degree basically I took one graphic design class in college.

From there, I went into insurance (got an insurance license) then substitute teaching (with a certification for that) then secret shopping, real estate (yes I also have a real estate license!) waitressing, temping, still with no idea what I wanted to do. A friend one day asked me what I would do if I could do anything, with no one or qualifications stopping me.

Out of nowhere, I said “Do magazine layouts” he said that would probably be creative design. He was like you can teach yourself that… why don’t you just do it? So, I decided I wanted to get back into design. I started teaching and re-teaching myself from online videos, YouTube, etc.! I started building a portfolio with work I would do just for fun at night after my other jobs. Six months later, my friend sent me an Instagram post that one of my favorite clothing companies was looking for a graphic designer. So I made a really creative portfolio, resume and cover letter and eventually got the job. They gave me an opportunity to be my creative self with no real experience in the fashion or design world, they gave me my dream job until around three years later I thought it was time to dream a little bigger.

Through my time at JLUXLABEL, I learned so much. I learned about photography, fashion shoots, social media, influencers and expanded my design skills so much as I eventually transitioned into a creative and managerial role in addition to design. I started to feel I wanted to do more creatively and develop my own look and brand and live a free and creative life on the daily like I saw so many girls were able to do with the rise of Instagram. I started perfecting my hand lettering as I wanted that to be at the center of my design style as it was something I had always done and enjoyed. I started putting stuff out there, sharing my process, my own creative pieces on Pinterest and Instagram.

I started taking on clients on the side and eventually was able to replace half my income with freelance clients (through referrals and social media) and at that point, I felt it was time to leave JLUX and take the leap and go freelance. It was scary but I was more scared of never taking the chance to be freelance than to fail. I value freedom so much and being freelance has allowed me to have that freedom that I can’t put a price tag on. Everyday I work from my little in home “studio” aka my living room (for now!) I work with amazing girls building their dreams and seek to make everyday creative in some way or another. My goal is always to inspire whether that be visual or with the words I say, I want people to always feel inspired when seeing the images, lettering and design I create.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I was very confused for a long time as to what I wanted to do with my life. But once I did, I knew that all it would take is hustle to make it happen. I’ve been blessed in that my mom has always taught me that I can do ANYTHING I want to do. So mentally, it was never hard for me because I knew if I wanted to be my own boss and make a business off my creative talent all I had to do was work hard towards it. There were definitely times during working full time and freelance that were hard. I was tired and stressed with balancing both responsibilities. Kind words from girls on Instagram telling me they loved my work kept me going and kept me inspired when the future was unclear. I feel so grateful for Pinterest and Instagram as they have allowed me to connect to so many other creatives around the world and share my work with people I have never even met.

We’d love to hear more about your work and what you are currently focused on. What else should we know?
I would call myself a hand-letterer, creative designer, artist. I always strive to keep creativity at the heart of everything I do. I want my work to be inspiring, pretty and interesting. If you see something I do, I want you to leave feeling inspired, happy and re-energized. technically I do everything from Graphic design (general stuff like IG stories, newsletters…) Website updates, Logos and branding, IG themes, Wedding save the dates and invitation suites through my Etsy shop, Custom lettering for graphic tees and other products, Custom Collages, Art direction and in the new year I am pursuing art licensing. I also run a membership site – The Creative Files- where I share monthly tutorials, assets and knowledge to help female entrepreneurs thrive in today’s digital space. So I do a lot haha but my favorite part of my business and what gets me the most clients and attracts people to my work is creating hand-lettered digital quotes. I love getting to be creative with the design and words, each one is like a personal love letter to the world.

What is “success” or “successful” for you?
Success for me is getting to live a life on my terms, and feeling creatively fulfilled on a daily basis. Along with that making enough money to live off of and do fun things! I am happiest when I get to create for myself with complete freedom. Right now, my client work pays the bills and I am so grateful to work with such nice and amazing women that hire me to create for them.

Contact Info:


Image Credit:

@tatianasoash, @maddiebroderick

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