Meet Katy Martin | Brand and Website Designer

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

Hi Katy, we’d love to hear more about how you thought about starting your own business?
Around 2010, during the heat of the recession, I had an enormous workload as Colorado Sales and Marketing Director for a large vacation rental company. At one point, four of my colleagues were laid off and I was promoted—to take on their roles too. It was too much. I was stressed—and depressed.

At that time, there were very few remote work opportunities, and there were not many roles in my own community that were either a step up or even a sideways move. It was likely that I would take a huge pay cut in other roles.

A few of my close friends and colleagues kept telling me to start my own business. Marketing, SEO, social media. They told me there was plenty of work around, and they believed in me to make it work. (I am so grateful for their persistence!)

At the same time, I knew I wanted to start a family. The company I worked for had a use-it-or-lose-it vacation policy. We accrued time throughout the year, and very few hours were allowed to carry over from one year to the next. That meant that if I had a baby within the first few months of the year, I would likely have only one or two weeks of paid time off.

I figured that if my job was not secure during maternity leave, if it was unlikely I would have pay, and if I would be forced back to work within weeks of having a baby, then I may as well take a chance on myself and control my own destiny.

So that’s what I did. In 2011, I made the radical decision to leave behind a good salary with benefits to start Tall Poppies Design—which I recently re-branded as JoyfulDesign.co. And I had my first baby in 2014 and was able to balance work and parenting life for the first nine months of her life before she started part time at a daycare. That was a gift for both of us!

I will add one more detail: I was able to make this risky move because affordable health insurance options were available at the time. Plans that were less than $400 per month for an adult. Since that time, health insurance costs have been incredibly challenging, and there have been multiple points over the past 15 years that I have considered quitting my business and getting a “real job with benefits” because the individual market plans have been extraordinarily expensive. It is still a massive financial challenge for my household, and if I were considering starting a business today, I don’t think I could afford to because of the monthly premiums.

What should our readers know about your business?
About a year ago, I rebranded my business as Joyful Design Co. The inspiration for the change came from a realization that I wanted the process of developing a brand and website to be genuinely enjoyable. Building a business is hard enough. I wanted our clients to enjoy the whole experience, and I wanted the work we created to bring more joy, confidence, and momentum into their businesses.

As part of that rebrand, I also completely redesigned how we work with clients. Today, all of our projects are delivered as Brilliance Intensives.

One of the biggest frustrations I heard over the years was how long branding and website projects could take. Clients shared stories of previous projects that had dragged on for months or even years, often ending in utter disappointment. And in all honesty, we had had those experiences too.

We decided to eliminate as much friction as possible.

By focusing on one client at a time, we reduce the endless back-and-forth, decision fatigue, and distractions that can derail a project. Once intensive dates are scheduled, our team focuses entirely on developing the brand, messaging, website, and supporting systems before unveiling everything during what we call the Brilliance Reveal.

During that meeting, we walk through the work as a complete experience. We don’t evaluate a logo on a blank page or website copy in a document. We review the custom brand, photography, colors, typography, messaging, and website together, the way real people will experience them in the world. It makes decision-making faster, easier, and more meaningful. Clients provide feedback in real time, and we make updates on the spot.

Some projects launch the same day. Larger projects may take a few additional days of testing and refinement, but most launch within a week.

The process wasn’t created by accident. It was built from nearly 15 years of lessons learned. In fact, last year I had a project that fell outside this model. Too many stakeholders were brought in late, priorities kept shifting, and decisions were revisited repeatedly. The project dragged on for months and became stressful for everyone involved. And it’s highly unprofitable.

What I’m most proud of is that we’ve found a way to help clients move from idea to launch quickly without sacrificing quality. (We don’t do templates.) A brand or website is a significant investment, and the sooner it’s out in the world, the sooner it can start doing its job—building confidence, attracting customers, and helping a business grow.

Starting my own business 15 years ago was one of the best decisions I’ve ever made, although it was absolutely terrifying at the time. The business has evolved enormously over the years. I’ve worked in different niches, delivered different services, and continually refined what we do and how we do it. I often think of it this way: people in traditional careers receive promotions, and I’ve spent the last 15 years promoting myself into better roles, better offerings, and better ways of running a business.

The business has created a wonderful life for my family here in Steamboat Springs. It gives me the flexibility to spend time with my children, practice hot yoga, mountain bike on Emerald Mountain, and return home to Australia each year to reconnect with family and friends. And go on Lizzie’s retreats all over the world!

There have certainly been challenges along the way. (Don’t get me started again on health insurance!) But these days, I can’t imagine working any other way.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
The cliché in Steamboat is that people come for the winter and stay for the summer. That was certainly true for me. I first came to Steamboat 25+ years ago on a J-1 visa program that enticed Australians over to work in ski resorts. Not long after, I met the love of my life, and we’ve now been married for 18 years.

If a friend were visiting for a week, I’d start by introducing them to the places that make up my everyday life. I spend a lot of time at Beard and Braid, a gorgeous coffee shop in downtown Steamboat with excellent coffee and delicious baked goods. It’s one of my favorite places to work or meet with friends.

I’d also take them to Out Here Yoga, a hot yoga studio with incredible views of the ski area, and if they’re up for it, we’d spend some time mountain biking on the trails all over Emerald Mountain, which you can access right from downtown. The hike on Emerald from Fairview to the Quarry is also one of my favorite things to, along with hiking (or biking) Spring Creek and Mad Creek.

These days, when I go out to dinner, it’s usually with my kids. Our family favorites are Mazzola’s Italian Restaurant and Mambo Italiano. If we’re craving tacos, Salt & Lime serves some wonderfully creative and delicious food. I’m also a big fan of Los Locos, especially in the summer when kids can run around outside and play in the creek at Steamboat’s “Beach.”

For a date night or an evening with friends, I’d head to The Meat Bar for small plates, charcuterie, cocktails, and a great wine list. I also love The Laundry and Besame. If we’re feeling a little indulgent, dinner at TAHK Omakase Sushi is always a treat.

For activities, I’d recommend visiting the Steamboat Farmers Market on a Saturday morning, tubing the Yampa River, spending an afternoon at the Old Town Hot Springs, and making time for a visit to Strawberry Park Hot Springs. (As for Strawberry Park, my advice is to go early in the morning. It’s a beautiful and uniquely Steamboat experience, but it can get quite busy later in the day.)

If you have time for a day trip, rent paddleboards and drive up past Steamboat Lake to Hahn’s Peak. Lake. It is absolutely stunning! On your way home, get pizzas from Clyde’s Pies at the Clark Store – or ginormous ice cream cones.

Who else deserves some credit and recognition?
My shoutout goes to Lizzie Larock, who leads The Life Feast and Art of Life Retreats. I refer to Lizzie as my BBFF. My business best friend (for life)! She’s both a very dear friend and my business confidant. Lizzie has boundless confidence in me and everything I do for clients. She’s better at expressing the value I deliver than anyone. When I need a pep talk, I go to Lizzie. (And she comes to me.)

Lizzie was one of the people who convinced me to start my own business in the first place. She connected me to clients, many of whom I still collaborate with today. We have spent countless hours brainstorming and planning how to differentiate, market, and grow our businesses. We have lamented troublesome clients and crises of confidence, and celebrated huge wins together. We have also spent countless hours helping each other with day-to-day life challenges.

I have also been so lucky to travel on two of her retreats—to Lucca, Italy, and Olhao, Portugal—where she helped fan the flames of my love of creating art and photography—and my dreams to “be an artist when I grow up.” (She says it’s time to grow up!)

Website: https://joyfuldesign.co

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

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