Our first year of running a brand design studio
We launched Studio Kukumbar a little over a year ago. Here’s everything that went right and wrong.
In August 2022, my friend Abhinav and I started our first creative venture — Studio Kukumbar. We had been classmates, friends, and later colleagues in the same industry for years. And then at the peak of the pandemic, we decided to go on our own.
In the beginning, we brainstormed different ideas.
Being product designers initially, we had quickly learned that corporate design jobs weren’t for us — The culture felt forced and restricted freedom in our processes.
We tried to figure out how we could learn and create good design together, and perhaps make a difference.
While we did enjoy designing products, we didn’t have the capital to make them, or a compelling idea to pursue. At that time, branding and graphics felt like a safe option. We felt like we could loosen up and have fun with it, while doing good work at the same time.
And so we co-founded Studio Kukumbar (‘Kukumbar’ because it embodies the cool things we wanted to do, and sounds catchy and fun at the same time; and Studio because, well, isn’t that every designer’s dream?)
Our biggest challenges along the way
- Committing to the idea.
In the beginning we worked as freelancers on our own respective projects.
While this helped us develop a wide array of skills, we didn’t want to let go of the gratification of short term projects, side interests, and quick money — All for the sake of this one thing.
Setting priorities was a struggle, and even when we did, we wouldn’t take action on our plans.
It’s difficult to ignore distractions and commit solely to yourself — It’s even harder to give everything you’ve got to something that’s bigger than you.
2. Having faith.
The commitment problem I just talked about?
It happens when you lack belief — That this can amount to something bigger, that your plans may take time but they will happen, and that you do have it in you to make it.
It took us months of beating mental blocks to develop the kind of faith that now feels unshakable.
It took months of making no money, before we started hitting numbers that we had only imagined.
But more on that later.
3. Learning to detach.
Most creatives I know today are artists at heart.
We chase perfection but still feel like impostors. We want to create legacies, but are paralyzed with the fear of failure.
We think, know, and firmly believe that our way of seeing things is beautiful, and more importantly, right — Regardless of how others may feel .
When you’re an artist, you keep creating until your work reaches the right audience. But as designers, our role is different.
Through difficult projects, we learned to not be so attached to what we made, and instead focus on what is best for the project. Because here we work with real people from day one — Real businesses, real ideas, and real solutions.
So how did it all unfold?
Starting a creative business isn’t one big leap. In a little more than a year, our journey has been dramatic — We’ve gone from terrifyingly uneventful times to being overwhelmingly busy.
Here’s a quick timeline:
- A year before launch — Planning and Preparing.
- What do we want to do?
- What kind of projects do we want to work on?
- What kind of people do we want to work with?
- Where do we see ourselves in the long run?
- How are we changing the world?
- How will this help us grow?
By figuring out our what, why, and how, we could come up with a vision and an approach that sets us apart.
There are plenty of design studios in the world, run by highly skilled people offering the exact set of services. But what helps us stand out is our own unique way of seeing things, and the values through which we want to make a difference.
Lastly, attaching a personal agenda — Growing as humans, creatives, and entrepreneurs — Helped us find ways to really commit to this plan and take ownership for its success.
Here’s everything we worked on:
- A business plan
- A list of products and services we can offer
- Target client personas
- Our own brand strategy
- A comprehensive visual identity
Today, we use a similar framework for our clients’ projects.
2. After launch: Months 1–4
In August 2022, we went official — The first post went up on the Studio’s Instagram page, and announcements were made on LinkedIn. Now what?
The launch process was one big adrenaline rush. We started creating content, talked about branding, talked about our approach and values — But no one came knocking.
So we started going up to people we knew — Our colleagues from design school, people from our former workplaces, anyone who might be thinking of starting a business, or know someone else who does.
Soon enough, we found our first set of clients — Low risk, low investment, big dreams and passions.
This meant we could get creative and experiment more. And while this was very rewarding creatively, the money we made was barely enough to sustain business.
3. Months 5–7
We looked at a few studios and agencies that we aspired to be like, and studied them carefully — What did we need to do to get to where they’re at?
- We picked a niche: Wellness brands
- Created a website. Check it out here.
- Worked on a few passion projects to build a portfolio in the same niche.
Armed with this new set of work, we went all in — Creating content, sending out cold emails, getting on a ton of networking calls to know what our peers were doing and how.
And then finally, leads started coming in. This was it — We had made it.
4. Months 8–12
All of a sudden, we were flooded with inquiries.
As we sent out proposals, and got on calls, one after the other — We realized something important: Getting opportunities isn’t the same as closing them.
Someone could genuinely want to work with you, and things may not align. Someone could be looking at you simply as one in a long list of agencies, and there’s little you can do to make them see your uniqueness. And sometimes you’re simply not the right fit — And that’s okay.
Some prospects never showed up on calls. Some ghosted us after receiving a proposal. Some changed their minds right before signing on.
On the other hand, some leads took months to convert into confirmed clients, and are working with us happily as of this moment.
From then, until now.
Our little Studio turned one in August, 2023. In January of 2024, and this is where we’re at:
- We’ve expanded our range of services.
- We are partnering up with teams to help us deliver bigger and better results.
- We’re charging more than 10x of what we charged a year ago.
- We’re booked out for the coming months — And while there aren’t any projects yet for after that, we’re a lot more relaxed, knowing that we can pull this off.
On a personal note, I think I have had the most growth in terms of mindset.
- Learning to step back from work and assess it from a critical point of view.
- Not taking failures, setbacks and even criticism personally.
- Prioritizing delivery and showing up on time, over perfectionism
And most importantly,
- Learning to create systems and holding yourself accountable.
And what could be better evidence of that than right this moment? I decided to start writing on Medium in 2021, and have procrastinated ever since.
But now I have a more compelling reason to write — To build a personal brand as a founder, and get more eyes on the work we’re doing as a brand design studio.
It’s okay if it’s a lousy attempt at documenting our journey, as long as it does its job. There’s plenty of time to make it perfect.
And to you who’s reading, thank you for being patient until here!
I hope to bring you more content (every Sunday, in fact!) about what goes on behind the scenes at a brand design studio, about branding and design, and on living a fulfilling life.
Until then, Ciao!
I also write on LinkedIn! Connect with me here.
Keep up with Studio Kukumbar on Instagram.
I post design and visual art projects on my personal Instagram.
