Alright – so today we’ve got the honor of introducing you to Sarah Casasanto. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Sarah, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?
Growing up, I was always obsessed with being creative, especially alongside my grandfather, who was the most incredible artist I have ever seen. He remains my greatest inspiration to this day. As I matured, my passion for art only intensified, earning me the title of the “artist of the family” and even the Class Artist at graduation.
Entering college, I pursued architecture, convinced that my destiny lay in transforming my creative flair into physical structures. However, life had other plans. The challenging economy and a struggling architecture industry led me down a different path. It was during this time, while working in the marketing department of an architecture firm, that I rediscovered my true purpose.
In that environment, I found myself drawn to graphic design like never before. It was as if a hidden talent had been waiting to emerge, and I was finally ready to embrace it fully. Those early days at the architecture firm illuminated my path, revealing that my true passion lied in creating art in any form.
Over the past decade, my career as a designer has flourished, encompassing projects for a diverse range of businesses and individuals. From my architecture days, to freelancing, to agency life, to now launching Pretty Good Design Co., each endeavor has been a canvas for my creativity, allowing me to infuse every design with my unique artistic vision.
My purpose is a testament to the power of authenticity, resilience, adaptability, and following one’s heart. Through it all, I’ve learned that true fulfillment comes from embracing the unexpected twists and turns, and always allowing my creativity to guide me forward.
Thanks, so before we move on maybe you can share a bit more about yourself?
Simply put: I design bold identities for daring brands. Pretty Good Design Co. is a creative studio for brand’s that appreciate ingenious design. My clients prioritize leaving a lasting impression, requiring a visual representation that distinguishes them from competitors. And this is where I shine.
I approach each project with a dedication to understanding the unique essence of my clients’ stories and ambitions. By blending their narrative with strategic goals, I curate designs that transcend mere visuals, embodying the very essence of their ethos.
Throughout the design process, I love the serendipitous moments that contribute to the uniqueness of each project and sometimes in the smallest design details. These nuances, cultivated through thorough dialogue and collaboration, culminate in brand identities and designs that are meticulously tailored and unmistakably original.
And my portfolio reveals the meticulous thought behind every logo, with every design decision carefully crafted to align with the client’s vision and objectives. For me, brand design represents a true art form—an opportunity to blend creativity with strategic intent.
Being granted the opportunity to share my passion, art, and purpose in crafting the visual identity of my clients’ own passions and purposes is a gift I will never cease to cherish.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
STA AUTHENTIC: In the world of design (and especially social media), authenticity is your superpower. Your unique perspective, experiences, and creative voice set you apart from the crowd. Clients seek authenticity because it breeds trust and resonates with their audience. For me, staying true to my vision and values has been key in attracting dream clients, building lasting relationships and creating impactful designs. So, embrace your individuality! Don’t succumb to trends or try to imitate others. Instead, let your authentic voice shine through in every project. Authenticity breeds authenticity, and clients will appreciate the genuine connection you bring to their brand.
TRUST THE PROCESS: Design is a journey, not a destination. Trusting the process means having faith in your unique eye for design, skills, creativity, and ability to problem-solve. It involves embracing uncertainty and allowing yourself to explore different ideas without fear of failure. I’ve learned that some of the most innovative solutions emerge from moments of failure, experimentation and iteration. One of my favorite designers of all time once said, “Instead of saying ‘I have to design another logo because I missed the mark’, instead say, ‘I get to design another logo’.” Trusting the process requires the right mindset, patience and resilience, especially when faced with challenges or setbacks. So, embrace the journey. Be open to feedback, iterate relentlessly, and trust that each step forward, no matter how small, brings you closer to achieving your design goals.
STA AGILE: In a rapidly evolving industry, adaptability is essential for success. As a designer, you must be prepared to pivot quickly, whether it’s in response to changing client needs, emerging design trends, or technological advancements. It means staying informed, continuously learning, and being willing to step outside your comfort zone. I’ve found that staying agile has allowed me to stay ahead of the curve and deliver innovative solutions that exceed client expectations. So, embrace change (and trust me, easier said than done!). But, be proactive in seeking out new opportunities for growth and development and cultivate a mindset of curiosity and flexibility, and no doubt, you’ll be well-equipped to thrive in an ever-changing design landscape.
Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?
Sure, you could hire a designer online for pennies or poke around on a platform yourself, but the type of design that really turns heads (or stops thumbs) is only produced by a boutique design studio like Pretty Good Design Co. I want to work brands that are not afraid to step up and stand out in their industry. Combining strategic thinking with creative flair, I’ll work with you to create true art in your new visual identity that kick*ss and that solidifies your rightful place in the market, attracts and engages your target audience, and ultimately makes you more money. Now, THAT’S pretty good.
Head over to prettygooddesignco.com/contact and let’s talk!
Contact Info:
- Website: prettygooddesignco.com
- Instagram: @prettygood.designco
- Linkedin: https://www.linkedin.com/in/sarahnasznic/
Image Credits
Brand Photography: Alana Sousa Photography (alanaphoto.com) Client Photography: Rachael Shtifter, The Agency Boston (theagencyboston.com)
