Meet Lorena Roque

We’re excited to introduce you to the always interesting and insightful Lorena Roque. We hope you’ll enjoy our conversation with Lorena below.

Lorena, we’re thrilled to have you sharing your thoughts and lessons with our community. So, for folks who are at a stage in their life or career where they are trying to be more resilient, can you share where you get your resilience from?

Resilience is in my DNA. It’s something I inherited from my parents and ancestors. I come from a long line of entrepreneurs and freelancers, people who built their own paths with determination and grit. My grandmothers each had their own businesses—one ran a flower shop, the other a boutique. My mom has a bakery and is always exploring new ventures, and my dad, a business owner himself, constantly seeks new ways to grow.

Seeing them navigate the highs and lows of entrepreneurship, witnessing their unwavering commitment to their dreams, has instilled in me the same spirit of perseverance. They’ve shown me that setbacks are just part of the journey, not the end of it.

One thing my dad always tells me is “El límite lo pones tú,” which means “You set your own limits.” That phrase has become a guiding force in my life. He has always encouraged me to chase my passions without hesitation, to believe that if I can dream it, I can build it. And because of them, I have never let fear or doubt define me. Instead, I have learned to embrace challenges as stepping stones, knowing that resilience isn’t just about enduring. It is about rising, learning, and continuing forward with purpose.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

I’m a results-driven Senior Graphic Designer with over eight years of experience crafting cohesive brand experiences that captivate audiences and fuel business growth. With a B.A. in Graphic Design from California State University, Northridge, I’ve had the privilege of working with globally recognized brands like Instagram, YouTube, Google Pixel, and Tequila Patrón. My expertise spans digital and print design, branding, illustration, email marketing, social media content, and web design—always with the goal of creating designs that don’t just look good but truly connect with people.

But beyond my work as a marketing designer, I am also the founder of Del Tropico Studio, my creative space where I collaborate with POC founders to help them refine and elevate their brands. Many entrepreneurs start their journey with a quick, DIY brand identity just to get their business off the ground. But after a few years, once they’ve gained clarity on their mission and audience, they often realize they need something more intentional, polished, and aligned with their vision. That’s where I come in.

I work one-on-one with these founders, helping them transform their visual identity into a brand that not only looks high-profile but feels like home—one that represents their essence, speaks to their audience, and sets them up for long-term success. It’s more than just design; it’s about giving them the confidence to show up boldly in their industry.

Right now, I’m focused on expanding Del Tropico Studio’s reach and continuing to support Latina and POC entrepreneurs in building brands that are not only beautiful but built to last. Whether through my signature branding services or upcoming educational resources, my goal is to help more business owners step into their next chapter with a brand that truly reflects their impact.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

1. Staying true to myself – It is easy to follow trends or try to fit into what seems popular, but that often leads to a brand or career that lacks real meaning. I have learned that the most powerful thing you can do is lean into what feels right for you. For me, that meant focusing on working with POC female founders rather than casting a wider net. Why? Because I deeply relate to their experiences, challenges, and ambitions. I know firsthand the importance of having representation in branding and business, and I want to be part of their success stories. My advice is to not dilute your purpose trying to appeal to everyone. Trust that the right people will find you when you show up authentically.

2. Only take on projects and clients that align with your values. It took me time to understand this, but once I did, everything changed. When you work with people who share your values and vision, it fuels you instead of draining you. You pour your energy into something that feels meaningful rather than just transactional. My advice is to get clear on what you stand for and do not be afraid to say no to opportunities that do not align. You will create your best work when you are passionate about what you are building.

3. Niche down and own your space. Trying to appeal to everyone is like dating and wanting every single person to like you. The truth is, you do not need everyone, you need the right people who genuinely connect with what you offer. The more specific you are about who you serve and why, the easier it is to attract aligned opportunities. My advice is to be intentional. Define your niche, stand confidently in your expertise, and let your work speak to the audience that truly needs it.

Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?

Absolutely! I am always looking for meaningful collaborations with fellow entrepreneurs who are passionate about helping businesses grow.

I would love to connect with marketers, community leaders, social media experts, photographers, and copywriters to create impactful partnerships. Whether it’s hosting workshops, offering valuable freebies to our audiences, or finding unique ways to collaborate, I believe that when creative minds come together, we can create something truly special.

If you are looking to join forces and bring more value to your community while expanding your reach, let’s connect! Feel free to reach out via email or DM me on Instagram—I would love to explore how we can work together.

Contact Info:

• Website: https://deltropicostudio.com/ and lorenaroque.com
• Instagram: https://www.instagram.com/deltropicostudio_/ and https://www.instagram.com/loreroquee/
• Linkedin: https://www.linkedin.com/in/lorenaroquee/