Inspiring Conversations with Sheila of Paper Knife Creative

Today we’d like to introduce you to Sheila.

Hi Sheila, so excited to have you with us today. What can you tell us about your story?
My path into design started early. My mother was an artist and enrolled me in art classes at the Honolulu Academy of Arts when I was very young. I was always drawing and fascinated with the arts growing up, including studying ballet.

I didn’t realize creativity could be a career option for me. That changed when a friend studying graphic design at CalArts introduced me to the field. I was originally pursuing Journalism, but quickly realized graphic design combined everything I loved — storytelling, visual communication, and creative problem-solving.

I switched majors and enrolled at Academy of Art University, where I studied graphic design and interned at a branding and marketing agency. That experience gave me invaluable hands-on training and an inside look at how a creative studio operates.

After graduation, one of my professors hired me to work at her identity design firm, where I focused on logo design and brand identity systems. I eventually moved back down to Los Angeles to be closer to family and sunshine and thought I’d freelance while looking for another full time job.

Around the same time, my sister had graduated from culinary school in San Francisco and was connected to chefs and restaurant owners. When clients needed branding, packaging, or website design, she began referring them to me. Those early projects led to more referrals, and through word of mouth I gradually built the foundation for the studio and career I have today.

We all face challenges, but looking back would you describe it as a relatively smooth road?
It’s been about 20 years now since I started my business, and overall I feel really fortunate that it’s been a relatively smooth road. I’ve been able to run my studio from Los Angeles, New York, Boston, and eventually back to Los Angeles, where I’m originally from. I’ve loved the flexibility and independence that comes with being my own boss.

That said, running a creative business definitely comes with challenges. In the beginning, there’s a lot of uncertainty when you freelance — you’re constantly wondering where the next project will come from. Over time I realized that being a designer is only part of the job. You also have to learn how to manage clients, write proposals, handle finances, market yourself, and adapt to changes in technology and the industry.

One of the biggest challenges has probably been balancing the creative side with the business side. As creatives, we often just want to focus on the work itself, but running a studio requires wearing many different hats.

I also think staying relevant over two decades in design means constantly evolving. The industry has changed tremendously since I started — especially with digital media, social media, and now AI — so I’ve had to continue learning and adapting while staying true to the kind of thoughtful, human-centered design work I love doing.

Thankfully, word of mouth and long-term client relationships have been a huge part of sustaining my business, and I’m very grateful for that.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
I originally founded my studio as Sheila Buchanan Designs in 2004, and more recently rebranded the business as Paper Knife Creative to better reflect the collaborative and strategic nature of the studio today.

We primarily work with chefs, restaurateurs, and businesses in the food and hospitality world, helping bring their concepts to life through branding and visual storytelling. Over the years, we’ve also worked with creative businesses outside of hospitality including entertainment studios, fashion brands, stylists, and boutique retail shops.

Because we’re a small studio, clients work directly with me throughout the process. I think that personal connection is a big part of what sets us apart. With over 20 years of experience in the field, I’m able to bring both creative perspective and practical industry knowledge to projects, especially within the restaurant world where branding extends far beyond just a logo.

Our approach is very holistic and rooted in “big picture” thinking. We typically begin with brand identity design — defining the visual language, tone, and personality of the brand — and then expand that across all the touchpoints people see and experience. That can include menus, packaging, websites, signage, stationery, environmental graphics, social media, and all the layered details that help create a memorable and cohesive experience.

One project I’m especially proud of is the branding work we created for Birdie G’s with Chef Jeremy Fox. It was an incredibly collaborative project with many touchpoints and opportunities to build a rich visual world around the restaurant. Working with Jeremy and the team was truly a dream project and remains one of the highlights of my career.

More than anything, I want people to know that Paper Knife Creative is about thoughtful, personality-driven design. We care deeply about helping businesses create brands that feel authentic, memorable, and emotionally connected to the people who experience them.

If we knew you growing up, how would we have described you?
As I mentioned before, I was always very drawn to the arts growing up. I loved drawing, taking art classes, and studying ballet, and I spent a lot of time using my imagination and creating things.

I also had a very outdoorsy childhood growing up on Oahu. I was constantly outside — running around with my childhood friends, exploring, going to the beach, and making up elaborate imaginary worlds and adventures. I think growing up surrounded by nature, color, texture, and such a strong sense of place had a lasting influence on me creatively.

I was also a big reader and loved getting lost in books. Looking back, I think I was naturally curious, observant, and creative from a young age.

Pricing:

• Please inquire.

Contact Info:

• Website: https://www.paperknife.co
• Instagram: https://www.instagram.com/paperknife.co