Meet Carly Cruickshank | Graphic Designer & Podcaster

We had the good fortune of connecting with Carly Cruickshank and we’ve shared our conversation below.

Hi Carly, how do you think about risk?
I think anyone stating a business thinks a lot about risks. You have to be so brave to make the switch from a conventional job to entrepreneurship. There’s the risk that it fails, that you don’t make enough cover your cost of living, that you lose yourself in the process of growing, along with many more possible outcomes. When I made the decision to leave my corporate job and start White Space Design, I knew it was a risk, but I also saw the possibilities that came with it. The reward definitely outweighed the risk as far as I was concerned. I needed flexibility to be with my children and I was looking for more, career-wise. Entrepreneurship made sense then, and has been the best decision, business-wise, that I have made in my life. The timing was right, I was in a good place in my life to make the leap, and it all came together in a beautiful way. Plus, I was fortunate enough to have great connections and support from my family that helped to lessen the burden of risk. There are plenty of risks worth taking in life and in business, we learn from all of them!

In my second year in business, I was told by a number of people how brave I am. What’s funny, I never thought of myself that way before then. It was coming at me from all directions: my niece told me, a business connection told me and told others, my two best friends called me “fearless”, at that point I couldn’t ignore it. The best thing to do, was to embrace it. I’ve always loved adventure and trusted in the future, those two things came together when I started my business. I never really saw them as risks but more as intuitively stepping into my future. Trusting my instincts and the process.

Let’s talk shop? Tell us more about your career, what can you share with our community?
Absolutely! My business is called White Space Design, the focus is on graphic design mainly in the consumer product goods space. So, what does that look like? Let’s say, you have a product, like chocolate. But right now, all you have is a delicious chocolate bar and a name for it. I can come in and help you create the branding, design the packaging, design your website, create social media templates for you, do the product photography, etc. It would be the equivalent to having an in-house graphic designer without the employee overhead. With a retainer model, the company pays for a certain number of hours per month and that can include projects in any area of design. I love to get involved in everything with a brand because that allows for a true branding experience across all platforms. Instead of having different people involved and the potential for miscommunication. While I do accept 1-off projects, it is definitely not my main business. Getting to know my clients, the products, and the whole scope of the brand is where I thrive.

In addition to running White Space Design, last year, I started a podcast with my best friend, Kelly. It is called You Handled That Perfectly, letting mompreneurs know that some days are really hard and trying our best may not feel like enough, but it is, it’s all we can do. We are here to encourage, support, and most importantly, help moms feel seen and less alone in their motherhood & entrepreneur journey. Somedays we only have 5% to give and if we give that 5%, we actually gave 100%. Most days, we just need someone to tell us, you did your best, and that’s what matters, we think you handled that perfectly.

How did I get here? Well, I went to business school first and then attended fashion school. After that I worked for BCBGMAXAZRIA for a year before realizing that high fashion was not the right fit for me. I moved home and got a job as a receptionist at a packaging company. One day, we needed some art edited and sending it back and forth to the client would have taken too long, so I said that I could do it. I started to work on the box and realized that my true calling was in graphic design. I worked for a while with that company and then went to grad school where I earned a Master’s in Graphic Design. I moved home, got married, and started working at Chuao Chocolatier, where I stayed for a long time. As a creative, working with one brand is nice for a lot of reasons but can also feel like your creativity isn’t being used to it’s full potential. I love Chuao, I still work with them, they’re incredible. But I was feeling like it was time to move on. I accepted a position with another company and was offered some really nice perks. However, two weeks into starting there, the company sold and the perks were mostly taken away. I was bounced around between managers and the flexibility I needed at the time, was no longer part of the culture. I am grateful to have taken the position because without it, I may not have gotten the push I needed to start my own company. I stayed for only 5 months and left to start White Space Design. I connected with a few colleagues while working there as well as over the years that I spent in corporate, which have been instrumental in referring clients to me now. My entire business has been built on referrals. I’ve found that fostering relationships is better than any paid ad.

Was it easy? There’s a misconception between easy and natural, I think. Because I am doing what I am meant to do, design, this has felt natural. It came together and from the outside has likely looked effortless. I believe in flowing, not forcing. If something isn’t working quite right, there is likely another way to do it that is more aligned. But we all know that businesses take a lot of work. The effort put into the business, while some of the work may be “easy”, is always a lot. Sometimes when there’s more work than hours, and when you’re a 1-person business, it means figuring out your priority and adjusting to fit that. Those decisions aren’t always easy. Being late is something I try to never do. Respecting timelines, other people’s time, and my own time, is hugely important to me. Trying to fit everything into a day is sometimes the hardest part. But starting this business was the best decision and I am thankful everyday that I get to make those choices and do what I love.

I think the biggest takeaway from everything, is to never burn bridges. You never know when you are going to reconnect with someone or when knowing someone will win you favor in the eyes of others. The world really isn’t that big and it does seem everyone is connected. Having grace, patience, and understanding in hard times will always produce better results in the long run. Kindness always wins.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Oh fun! Everything that initially came to mind was food related. San Diego is full of fun things to do and delicious food.

I love Carlsbad Village! The shopping is some of the best with all the boutiques and Shorehouse Kitchen has delicious brunch and coffee, I would start there. Then a walk on the beach, of course. For dinner, there are excellent restaurants right there to choose from, we like 264 Fresco for the ambiance, food, and option to sit outside.

Vista has an amazing Farmer’s Market on Saturday with great local produce, flowers, live music, hash browns, french fries, basically, all the best things. If they drink beer, there are breweries scattered throughout San Diego. Most are family-friendly, and having kids makes that a big draw. Pure Project is a favorite for our family, they typically have food trucks and games for the kids. The staff is friendly and there is ample seating while still feeling cozy.

One of the days, I would take them to Little Italy because the firecracker shrimp at Kettner Exchange are not to be missed! Plus, I love walking around Little Italy, the vibe is always super fun. And then over to Mission Beach, my husband and I lived there together when I first moved back from grad school. The boardwalk has the best people watching in all of San Diego.

If my friend likes theme parks, we love Legoland and the Safari park. The churros at Legoland, from the churro stand, are one of the main reasons to visit the park!

We are big Padres fans, especially my son, kids fest is fun but there’s also something special about night games and fireworks when we win!

Speaking of being downtown, I love seeing Broadway shows at the Civic Theater. Getting dressed up and going to a play is a fun way to spend an evening.

Then, end the week with relaxation; a scalp massage an Invita Head Spa in Vista Village. Seriously, the BEST experience for self-care. For lunch, Tabu Shabu, I love the experience of hot pot, they have a great selection and yummy broth. For more self care, the foot reflexology at Happy Head Massage is very relaxing. Then a stop at Chuao Chocolatier to grab some of their bars, bonbons, and bark as a perfect local souvenir. For dinner, Blue Ocean is a must!

I should mention that I love coffee and will pop into any and all coffee shops along the way. Lullabar has a great coffee shop, Bird Rock Coffee, Communal Coffee, Terra Bella Nursery (plants and coffee, yes please!), and Revolution Roasters are some favorites. If there’s coffee, more specifically, vanilla lattes, I’ll be there!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I love this, yes, of course, there are plenty of people who have helped me along the way. First, my family. My husband, my daughter, who is probably my biggest fan, and my son have all been extremely supportive, encouraging, and loving especially during these past few years. My mom and dad are both very entrepreneurial, which was inspiring to watch during my childhood, and they offer guidance and sometimes legal advice, when needed! My best friend, Kelly, has not only been my business support but we also started a podcast last year called, You Handled That Perfectly. Being in life and business with her is something I wouldn’t trade for the world.

On the business side, everyone at Chuao Chocolatier. After having worked there for almost 7 years, they became like family. When I decided to launch White Space Design, they became my first client. There really is no better chocolate and there are no better people in the business world, I am sure of it!

*Cue the award music, trying to rush me off the stage* One last group that I want to mention is my Connect For Success Mastermind group. The women who are part of it are some of the most incredible business women I have met. Being in this group for the last year has been such a wonderful experience. Thanks to every member of this mastermind for being you and for what you bring to the table.

Website: whitespacedesign.co

Instagram: https://www.instagram.com/whitespacedesignagency/

Linkedin: https://www.linkedin.com/in/carlydc/

Facebook: https://www.facebook.com/WhiteSpaceDesignAgency

Youtube: https://www.youtube.com/@YouHandledThatPerfectly

Other: Podcast: youhandledthatperfectly.com @youhandledthatperfectly

Image Credits
Marcy Browe Photography Amy Reams (for You Handled That Perfectly mug photo)