From freelancer to design agency founder with Isabelle Bilmes of PrettyClever
From freelancer to design agency founder with Isabelle Bilmes of PrettyClever
Isabelle shares how she transitioned from freelancer to agency founder, how she got her first clients, and the advice she wish she knew when she started
Hey folks,
Welcome back to Everyday Empires, where I chat with everyday people building ventures that transform their lives.
Today, I’m sharing the story of Isabelle Bilmes and her venture, PrettyClever.
Earlier this year, after years freelancing, Isabelle launched PrettyClever, the “everything design studio for startups.” Having been a founding designer at various startups, she knew exactly what sort of design partner they needed. So she focused her design services specifically on helping startup founders, packaged it up as “PrettyClever,” and began reaching out to her network.
Having worked as both a founding designer and an individual freelancer myself, I was curious to talk to Isabelle and learn more about her transition from freelancer to agency founder.
Hey, this is a quick note to let you know I’m experimenting a bit with this post, as this is the first time I’ve recorded a conversation with a founder. That means you can enjoy this conversation in two different ways:
Above, you can watch our full 35 minute chat
Or, below you can read the abbreviated version of our chat (5 min read)
I’d love your feedback. Do you prefer the video? The abbreviated text-only version? Both? Comment or simply reply to this email and let me know :)
Isabelle and I talked about:
How she came to focus on designing for founders and early-stage companies
Transitioning from freelancing as an individual to branding as PrettyClever
How she got her first clients, and the role VCs have played
Finding the right balance between design work and running the business
And the advice she wish she knew when she started
Keep reading for the key takeaways (5 min read) …
Founding Story and Inspiration
Hey Isabelle, thank you for joining us on Everyday Empires! To start, could you give us an elevator pitch for PrettyClever and explain the problem you’re solving?
Isabelle: Absolutely. PrettyClever is a design studio for early-stage startups, particularly those in the seed stage. We focus on helping founders with branding, product, and marketing design. My background is in both product and marketing, so I wanted to create a studio that could handle all design needs for startups. Initially, I aimed to be an AI-first design agency, but now I focus more on delivering quality work and using the necessary tools to achieve that.
Why did you decide to focus on early-stage startups?
Isabelle: I love working with founders at the early stage when they have brilliant ideas but aren’t sure exactly how to execute them. It’s a phase full of energy, and I find it incredibly rewarding. I’ve worked with later-stage companies and it’s just different. I knew I wanted to start something, so I considered how I can actually put all of my skills and experiences into something that I love doing, and that could also help the most people. Given all of this, it just made sense for me to focus on helping early stage founders.
You transitioned from working under your name to branding as PrettyClever. What prompted that change?
Isabelle: The decision came after some advice from an advisor at a VC firm. They suggested that startups are more likely to work with an agency rather than an individual, especially if I wanted to scale and hire more people. Branding as PrettyClever allows me to bring in other designers and engineers and offer a full-service package, which has been more appealing to clients.
Has it been easier to sell your services as PrettyClever?
Isabelle: Yea, I think the main thing is that it helps me frame my offering as a full solution. Whether they need branding, product design, or illustration, PrettyClever can help them. Whereas as an individual, I never even thought to present myself that way.
Where’d the name, “PrettyClever,” come from?
Isabelle: That’s actually really funny. I messaged my brother, who is also a founder, and I’m sending him all these ideas for names. Then I say, “I love EndGame, it’s pretty clever.” And he’s like, “That’s it. It’s PrettyClever!”
Initial Momentum and Decisions
Can you walk us through how you got your initial clients for PrettyClever?
Isabelle: It was a mix of direct outreach, leveraging existing relationships, and VC referrals. I reached out to founders of companies I was passionate about, and some came through word of mouth and my network. VC referrals have been particularly helpful, and I’m now focused on scaling that approach while balancing client work.
How did you balance your design work with the business development required to grow PrettyClever?
Isabelle: I’ve tried different approaches, like dedicating specific days to client work and others to business development. Mondays have been the best for outreach since people are more likely to check their emails. I’m still figuring out the perfect balance and considering hiring part-time help for design and social media to keep scaling the business.
When you started PrettyClever, did you have a specific vision of success in mind?
Isabelle: I try not to set rigid goals for myself to avoid disappointment. My focus has been on continuous growth and learning. Right now, I prioritize maintaining the highest quality of work while figuring out how to scale without compromising that quality.
Do you see yourself always being really hands-on with the design work, or do you plan to transition to a more operational role?
Isabelle: I love designing, but I also enjoy the operational side of growing the business. I’ve done design for many years, so I’m open to focusing more on business development. It’s about finding the right balance and ensuring the quality of our work remains high.
How do you structure your client engagements?
Isabelle: It varies. For branding and web design, I offer package deals. For product design, I work on a retainer basis due to the need for deeper engagement and research. I try to be flexible with clients and tailor the engagement to their specific needs.
Insights and Reflection
What does a typical day look like for you now that you’re running PrettyClever compared to when you were an employee?
Isabelle: Running my own business has definitely changed me. I wake up earlier, around 6 a.m., and have become more structured with my time. Balancing client work, meetings, and personal time requires a lot of planning. It’s empowering to take on all the responsibilities myself, and it has made me grow a lot as an individual.
Is there anything you don’t love about running your own business?
Isabelle: The business side can be unglamorous, with lots of mundane tasks that need to be done. Prioritizing social media, client work, and business development is challenging, but it’s all part of the territory. There’s nothing I don’t like; it’s more about managing the necessary tasks.
If you could go back to the beginning of the year when you were about to launch PrettyClever, what’s the biggest lesson you’ve learned that you wish you knew then?
Isabelle: I’ve learned a lot about the business side of running an agency, like being flexible and understanding why clients choose you over others. Humility and the willingness to learn have been crucial. Initially, I was rigid about my rates and services, but being more flexible and open to feedback has been valuable. To summarize: 1) crush your ego, 2) be humble, and 3) learn the business side.
Thanks so much, Isabelle! If you enjoyed this interview, please follow Isabelle on LinkedIn and check out her website PrettyClever.
Need a talented designer? You can reach out to Isabelle directly at isabelle@prettyclever.ai.
That’s a wrap
A massive thank you to Isabelle for sharing her time with us!
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See y’all next time,
Ken