Today we’d like to introduce you to Marlene Franco
Marlene, we appreciate you taking the time to share your story with us today. Where does your story begin?
Sure thing! My journey into brand design has been a vibrant adventure, fueled by my love for creativity and storytelling. Growing up in Panama, I turned grocery store visits into trips to Disneyland—well, kind of! Marveling at packaging designs was, and still is, one of my favorite things. In school, I crafted illustrated summaries to make learning more engaging, blending creativity with education. Collecting stationery, candy wrappers, restaurant coasters and (empty) packaging with great typography became my personal time capsules of design inspiration.
After high school, I moved to Savannah, Georgia where I pursued a BFA in Graphic Design at the Savannah College of Art & Design. My career kicked off in North Carolina at Mitchell Gold + Bob Williams, and soon after, I joined Young & Rubicam in Panama, contributing to the Panama Canal expansion campaign.
San Francisco, California was next, where I embarked on a master’s degree at the Academy of Art University. Inspired by designers like Amy Franceschini, who became one of my dearest mentors during my graduate thesis, I grew even more passionate about the power of design for social impact.
After graduating, I moved to Los Angeles and landed my dream job at Design Continuum, a global multidisciplinary design and innovation firm. The office, located in Venice on Abbot Kinney Blvd just a few blocks from the beach, happened to be the former studio of famous mid-century designers Charles and Ray Eames—a true pinch-me moment! At Continuum, I thrived as a brand designer, collaborating with highly creative and talented people from various backgrounds—strategists, engineers, industrial designers, and more. We had incredibly productive brainstorm sessions and developed mind-blowing creative solutions. Some clients I worked with included BBVA, Holiday Inn, Boar’s Head, Sprint and Keds.
In 2012, I launched Marlene Franco Studio, initially freelancing for clients such as Ogilvy, Sugar Paper, Stanford d.school, Le Méridien & W Hotels, and NGOs in Panama and the United States.
Starting out, I faced challenges like learning to say no to misaligned clients, implementing efficient systems, and understanding the value of collaboration. By overcoming these challenges, I built a studio that thrives on connecting with passionate clients and delivering impactful designs.
I’ve worn many hats—working in in-house design departments, small studios, large multidisciplinary firms, advertising agencies, and freelancing for large corporations and non-profit organizations. I worked on various graphic design and branding projects, but it wasn’t until about two years into my career that I realized my true excitement lay in creating, building, and growing brands while collaborating with visionaries. So, I shifted the focus of my studio to strategic branding. Today, I continue to embrace this passion, helping clients transform their visions into powerful brand identities with a touch of personality and a lot of heart.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Yes and no. The journey has been a mix of smooth sailing and bumpy rides, each challenge a blessing in disguise, shaping me into the designer and studio founder I am today.
Founding my studio has been a wild and wonderful journey, constantly nudging me out of my comfort zone—and I wouldn’t have it any other way. I thrive on new challenges and evolving through them. Nothing excites me more than working with brands that are brave and ready to do things differently, or those needing an extra boost of confidence and guidance to reinvent themselves in an ever-evolving market.
I dive deep into research, exploring rabbit holes to uncover the best solutions, always choosing the road less traveled. Pinterest and Google are amazing resources, but they don’t have all the answers. Talking to real people, going on field trips to observe real product placement or consumer behavior, collaborating, or simply going for a walk to spark fresh ideas and inspiration never fails. It brings me immense joy to pave my own way and help clients do the same. Cookie-cutter solutions? Not here. Every journey and every founder is unique, and I believe in embracing our quirks and craziness boldly (highlighted in neon yellow, please and thank you!).
Some of the struggles I’ve faced along the way include:
1. Saying No: As a former people pleaser, I quickly learned that ahhhmazing projects with toxic clients aren’t worth the stress. Now, I focus on partnering with bold, creative, and like-minded visionaries. There’s nothing more rewarding than working on meaningful projects with rockstar clients and a talented team.
2. Setting Boundaries: Establishing clear boundaries with clients was crucial. A solid contract and protecting my mental health have been key — the dynamic duo. While things don’t always work out perfectly, prioritizing my peace of mind allows me to fully enjoy the creative process and guide my clients through the exciting journey of brand creation.
3. Staying True to Myself: Falling into the comparison trap on social media is easy, but I’ve learned to shut down the outside noise and focus on my why (and pulling out my wellness toolbox does wonders too! Meditation, journaling, and roller skating are my go-tos lately). Investing *intentionally* in myself and my business has brought great results (there’s a sea of courses out there, do your research and choose wisely). Doing the (inner) work has provided clarity and alignment. Remembering my vision fuels me to keep going, even when challenges grow tougher.
4. Delegate: It took me a bit to embrace this one. I’ll blame it on being a triple Virgo and a recovering perfectionist. Letting go and allowing myself to ask for and receive help has been a game changer and a beautiful way to grow. Delegating has allowed both my business and myself to flourish. By trusting others with tasks, I can focus on the bigger picture and strategic growth, fostering an environment where creativity and collaboration thrive.
Every challenge I’ve encountered has strengthened my passion for creating, building, and growing brands. These experiences have shaped my journey, refining my skills and deepening my commitment to innovation. Embracing each twist and turn has led me to where I am today, and I wouldn’t trade this path for anything else!
Alright, so let’s switch gears a bit and talk business. What should we know?
In the summer of 2012, fueled by a mix of endless jitters, boundless excitement, and unwavering confidence, I founded Marlene Franco Studio — a bilingual (English & Spanish) boutique branding studio. Though born in sunny LA, our roots run deep in Panama, blending the best of both cultures to serve clients worldwide. Twelve years on, we’re still passionate about crafting brands that are both authentic and filled with heart.
At Marlene Franco Studio, we transform bold visions into impactful brand identities. We specialize in strategy-led, research-focused branding for conscious entrepreneurs, celebrating color, personality, and emotion. Our mission is to create strong brands that genuinely reflect your true self and connect you with your people.
We also mentor seasoned creatives, empowering them to overcome obstacles, be true to themselves, and thrive with confidence. Our goal is to create a world of unique, fully-expressed brands that stand out and showcase their passionate selves.
Distinguished by our meticulous attention to detail, our studio thrives on creativity, research, and collaboration to deliver standout brand strategies, packaging designs, and web experiences. We work with service providers, packaged good brands, product-based businesses, and creatives, offering tailored solutions that resonate with their audiences.
One of our proudest achievements was working with Sostento, a nonprofit organization with a mission to help front-line health workers save lives. We helped them supercharge their fundraising and grow from a $2M to a $7M organization in a year during the pandemic, demonstrating the power of strategic branding. This highlights our ability to deliver transformative results, even in challenging times.
At Marlene Franco Studio, we don’t believe in cookie-cutter solutions. Every brand has a unique journey, and we’re here to help you embrace your quirks and stand out boldly. Whether you’re looking to refresh your brand or build one from scratch, we’re excited to wave our magic wand and reveal your full potential!
Any big plans?
Looking ahead, an exciting addition to Marlene Franco Studio is the creation of an education branch for designers, focusing on Spanish-speaking and bilingual creatives (with something special for English-speaking designers too). While there’s endless content for English-speaking creatives, there’s a great opportunity to share valuable information with the Spanish-speaking community from the perspective of living in the US and working with clients worldwide. I currently offer mentoring, where I share valuable info about this topic, but developing bilingual resources and tools will help fellow designers navigate the quirks and challenges of running a bilingual business. Having experienced these challenges firsthand, the goal is to make it easier for others by sharing the insights and strategies gained over the years.
For English-speaking designers, there is a wealth of wisdom from incredible Spanish-speaking talent that isn’t always accessible in the English market. The goal is to bring some of this “wisdom en español” to the English-speaking community, creating a two-way exchange of knowledge and inspiration, with Marlene Franco Studio serving as the bridge.
Additionally, future plans involve continuing to build a business that supports a balanced lifestyle. The aim is to balance running Marlene Franco Studio with traveling, being a mom, and spending quality time with family. This means creating practices that help build a business that aligns with this lifestyle while maintaining the high standards of the business.
By expanding offerings and maintaining a harmonious work-life balance, the goal is to continue to grow Marlene Franco Studio in ways that enrich both professional and personal life.
Contact Info:
- Website: https://marlenefranco.com/
- Instagram: https://www.instagram.com/marlenefranco/
Image Credits
Jessica Keener
Susana Aramburú
Johanna Herrera
Alegre Saporta
