Studio Talk 5・Steph Zangeneh Azam
Steph is one of my all-time favorite designers! She has a very classy and expressive style, I just love how she takes full advantgage of her graphic design background and turns a Squarespace website into a piece of art, bringing out the uniqueness of her clients. She offers great tips for new designers and I especially like and agree with #4 and #5. Thank you SO MUCH for such an uplifting interview, Steph!
Steph Zangeneh Azam is the creative behind Studio Crone.
A design house for discerning women entrepreneurs. She specializes in branding, brand photography, and Squarespace websites.
Steph lives in California with her husband Alex and two calico cats Sammy and Pip. On weekends they enjoy long drives and picnics which she often posts on Instagram.
1) What is your professional background and how did you get into Squarespace web design?
My professional background has always been in graphic design. I graduated from college with a dual degree and got a B.S. in graphic design and a B.A. in photography.
After I graduated, I started my career working for different publications doing magazine work. The first being Tower Record’s Pulse magazine (which is also where I met my husband Alex). I eventually became a magazine art director and designed magazines from the ground up. I designed four in Sacramento, CA, one in Las Vegas (where I flew to every two weeks and lived in a hotel), and one virtually for Case Western Reserve University. It was exciting work but also unpredictable.
I first started designing websites in 2000 but I was constantly frustrated and felt constricted using Adobe Dreamweaver.
So I moved onto WordPress. I'd spend countless hours trying to find the perfect template and/or plugin never finding exactly what I wanted. Then I'd have to spend more hours searching for bits of code so I could "Frankenstein" some sort of site together. I was spending more time seeking "fixes" than designing. But the biggest issue was that it wasn't working for my clients because it overwhelmed them.
That's when I found Squarespace and it changed my business. It enabled me to offer high-quality, good-looking, mobile-friendly websites that were easy for my clients to upkeep.
2) What was your safety net (e.g. a partner, another job, savings etc.) when you first started out and how did that help you?
After my magazine stint, I took a 9-5 job doing graphic and web design for the California State Assembly and it was miserable. So, with the support of my husband, I decided to quit. It was a tough decision because the money and benefits were unbeatable but my happiness and zest for life were at stake. I cashed out my 401k, took out a 10k loan, and literally ran to my unknown future.
The money lasted for about 8 months which gave me time to tap into my creative spirit again. I started what I thought was a business but really, it was a passion project. I called it Wild Woman and made cruelty-free feather earrings and organic lotions and sold them at craft fairs. It was everything my corporate job wasn't: colorful, organic, gritty, dirt-on-my-boots type of fun!
I made zero money during that time but I was happy and I felt the creative spark burn again. I realized that sometimes you have to do JUST FOR YOU things that fill you up.
I floated for almost a year and then reality snuck in and I knew I needed to hustle and make some money. My husband offered to cover our bills but I've never been one to be dependent financially, so I took on every un-dreamy project that came my way which was very humbling.
Then a good friend asked me to create "the whole package" for her new business. She needed a custom brand, photos, and website.
That project changed the trajectory of my business because I realized I had something unique to offer because I could do all three services.
3) How many websites did you design during your first year and how did your clients find you?
I designed five branding + photos + website packages and 2 branding + website packages that year. All through word of mouth after the project I did for my friend. It was an exciting time for me and I loved the work I was doing.
4) Do you have a niche market, or a speciality, or are you more of a generalist?
My specialty is branding, Squarespace websites, and brand photography for women entrepreneurs.
I've also started a new service called Brand Clarity Sessions where I help fellow business owners find clarity when they're feeling stuck. I really love it - it's like coaching for your brand.
5) What are your five top tips for starting your own business?
1. Trust your gut.
When you're just starting out you’re figuring everything out on your own and it can be confusing. You buy e-courses, you join groups, you chat with your biz besties. But the truth of the matter is that what’s best for you and your business can only come from one place: within.
2. Simplify.
I spent so much time trying to figure out a CMS that worked for me. From Dubsado to Asana, I tried it all. But I've found keeping things simple is best. I use Google Docs for my client worksheets, HelloSign for contracts, my website for feedback forms, and Quickbooks for invoicing.
3. Always keep learning.
I love learning new ways I can improve my business and I invest in online education. No matter how experienced you are you can always learn something new.
4. Don't be afraid to go against the grain.
You don't have to do what everyone else in your industry is doing. Be YOU and share your unique qualities. That's what will set you and your business apart.
5. Find your community.
Working for yourself can be isolating and being able to chat about it with like-minded people is very helpful. I'm in California and I now have biz besties all over from Canada to Virginia.
