Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Adriana Tamayo, Founder, and CEO of Design Subtropic LLC., located in Fort Lauderdale, FL, USA.
What's your business, and who are your customers?
I have two businesses that are connected. The first one is Design Subtropic; we create events for the design community with the mission of improving the lives of designers and getting Miami recognized as a city where design lives and thrives. The second one is a brand strategy and visual identity company called Friendly Feral. With Friendly Feral, we brand large-scale events like conferences, festivals, and summits.
Tell us about yourself
What led me to these businesses is a chain of serendipitous events led by following my passion. I went to school for psychology, later focusing on consumer behaviour, and then did a graphics design program (what I really wanted to do, but my dad was not too convinced with this, and I am a people pleaser). After more than a decade working in design in different cities and jobs, I wanted to be more connected with the community, so I joined AIGA Miami, where I became president. This organization showed me another passion that I did not know I had, hosting events and connecting people around a purpose. I started Design Subtropic first and realized that branding for an event is an entirely unique beast. It involves a ton of creativity, and the brand lives in all mediums available. You have to design a brand that adapts to print, web, spaces, and experiences. A brand that has a powerful message and speaks clearly to a passionate audience. And usually, a brand has two parts, its core components, which live year after year, and its visuals, which usually change yearly. I loved the complexity of it. So I started Friendly Feral for events that needed this specific set of skills on their team.
What's your biggest accomplishment as a business owner?
The people I have met. Being able to have such an amazing community locally and beyond where because of my work, I can count on them to partner on events and get quality work. I have worked with some major brands in the past, like HBO Latam and Nintendo, and those were a big deal for me at the time. But It was very corporate; the stacks of paperwork for a small project are huge, and most of the time, I am not even allowed to show my work. It was kind of unsatisfying. I now get to work with amazing people who are proud to partner up, and the deals usually lead to long-term partnerships and friendships.
What's one of the hardest things that comes with being a business owner?
The hardest is probably keeping a steady stream of work coming through the door, especially at the beginning. It always seems to be either way too much or none at all. The most tedious is the mundane paperwork, housekeeping, and managerial tasks that running a business entails that keep us from what we actually love. Designers are particularly bad at this and tend to avoid it.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Get out of your office and join your community. You will not find more work sitting at a desk. People hire those they trust and like personally. So go meet some people.
- Find a mentor, someone who is doing exactly what you want to be doing. It doesn't even have to be someone you have direct contact with. I started out following Chris Do, and his teachings have gotten me far. Now I have worked with him twice and am looking to continuing our collaboration.
- Have a short-term plan that pays the bills and a long-term plan (the dream) that you invest time in every day. The goal is to make the dream pay the bills. But without discipline and an actionable plan with steps that get you closer every day, it's hard to get there.
Where can people find you and your business?
Website: https://www.designsubtropic.com/
Instagram: https://www.instagram.com/designsubtropic/
LinkedIn: https://www.linkedin.com/in/adriana-tamayo/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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