Where did you grow up, and how did you get into design?
I grew up in Ohio and have lived here my entire life. I’ve been into design in all its forms for as long as I can remember—from rearranging my bedroom furniture at 1 a.m. as a 10-year-old (with what strength? Honestly, no idea) to scrapbooking with my best friend back in first grade, thinking we were really doing something with those JoAnn’s sticker packs and scrapbook supplies. I started building websites when I was 9 years old for my soccer team—thanks to my love for The Sims and Neopets—and that creative thread carried through my whole life. I was always the one obsessing over fonts, layouts, and how things looked.
I went to college for Education, but even then, I couldn’t stay away from design—I created a TeachersPayTeachers store where I took boring curriculum and turned it into something way more visually appealing. Everyone around me has always poked fun at how particular I am about the visuals of something, but it’s truly something I’ve always been drawn to and invested in.
When I got engaged in 2015, I designed my own wedding invitations and posted them online. They went mini-viral in my little corner of the internet, and a full-blown business was born—one where I designed high-end wedding invitations for couples around the world for the next five years. During that time, I also redid my own website countless times, freelanced, and white-labeled for other designers. Now, I’ve transitioned into what I truly love most: designing custom websites for small business owners who are trying to do what I’ve always aimed for myself—live life as fully and aligned as possible, instead of letting your business run your life.
What are your most notable projects
One of my most notable projects was the wedding invitation line I built from the ground up. What started as designing my own wedding invitations in 2015 turned into a full-time business that served couples around the world. I created high-end, custom wedding stationery with an emphasis on thoughtful design and intentional storytelling. My work was featured in several wedding publications and blogs, and many of my designs were shared widely on Pinterest and Instagram, which helped fuel the business’ organic growth.
Another highlight was rebranding and rebuilding my own business after I accidentally let my original domain expire—lesson learned. That challenge turned into an opportunity to refresh everything with a clearer brand direction, and Unica Formo was born. That project reminded me just how powerful storytelling and design can be when done intentionally. I’ve also designed and launched websites for coaches, creatives, and small business owners across multiple industries, often working behind the scenes on white label projects for other designers.
One of my favorite things is taking a client’s vision (or even just a rough idea) and turning it into a strategic, beautiful, functional website that actually supports their goals. While I haven’t submitted my work to formal design awards or exhibitions—yet!—I’ve built a business that’s generated over $1M in revenue, entirely through organic marketing and word-of-mouth referrals. To me, that is the most meaningful kind of recognition.
Share your favorite projects or collaborations and what made them special.
Since launching my custom web design business, I made a promise to myself: I’d only take on projects I’d choose in real life—clients I’d genuinely hire, support, or want to grab coffee with. That mindset has shaped everything. My client roster has been almost entirely made up of people who became friends—during the project and long after. It’s no accident; I’m intentional with who I work with. I don’t say yes to every inquiry that lands in my inbox. The projects I love most? They’re special for all kinds of reasons. Some because the client’s work aligns with me on a deep personal level—like, “Wait, I want to be their client.” Some stretch me creatively and push me out of my design comfort zone in the best way. And some are just full of so much mutual respect and trust, they feel like true collaboration from start to finish. A few that stand out in every category:
👉 [Emily](https://unicaformo.com/emily-austin-therapy ), a therapist whose work and approach I deeply admire.
👉 [Kristen](https://unicaformo.com/embodied-healing-counseling-and-yoga ), whose calm, grounded energy and passion for healing made this project feel like soul work.
👉 [Zoe](https://unicaformo.com/zoe-schroeder-nutrition ), a brilliant nutritionist whose vision for her practice made me think, “Yep, I want to sign up, too.”
Each of these projects reminded me why I do what I do—and how good design is so much more than visuals. It’s connection, clarity, and alignment.
What do you love the most about the clients you work with?
What I love most about the clients I work with is how deeply real they are. They’re thoughtful, purpose-driven, and usually building something that feels personal and meaningful to them—and that energy is contagious. Most of them come to me not just wanting a pretty website, but wanting something that feels true to who they are and what they do. They care about the experience their clients have, they care about doing things the right way, and they’re usually multi-passionate and a little bit scrappy like me (in the best way). I also love that they trust me. They’re not micromanaging every detail—they’re handing over their vision and saying, “I know you’ll bring this to life.” That trust gives me the freedom to go all in and create something that’s not just functional, but elevated and strategic too. And honestly? So many of them I’d be friends with outside of business—which makes the work that much more fun. I’m always cheering them on long after the site is launched, because I want to see them win.
Provide tips for newcomers to the field. What advice do you have for building a portfolio, finding clients, selling templates and/or staying creative?
- Done is better than perfect. I know, I know—you’re a designer, so everything has to be just right. But seriously, launch the portfolio, post the thing, start the offer. You’ll learn so much more by doing than by endlessly tweaking behind the scenes.
- Build the kind of portfolio you want to get hired for. Don’t wait for a dream client to magically appear. Create a fake project, rebrand a brand you love for fun, or offer a few portfolio-building projects at a discount (with boundaries). Show the work you want more of, even if it means starting with self-initiated pieces.
- Getting clients? Be a real human. Show your face. Share your process. Talk about what excites you. Most of my leads came from just being myself online and building actual relationships. Be where your people hang out (Instagram, Facebook groups, etc.) and be helpful. People remember that.
- Stay creative by stepping away. No one does their best work staring at a screen for 10 hours straight. Go outside. Read a book. Reorganize your living room at midnight like your 10-year-old self would’ve. Creativity needs white space and fun to survive. Don’t forget that. And honestly? Give yourself grace. You’re not behind. You’re just building something real, and that takes time. 💛 (also a reminder to myself, here).
What is your personal/business mission? Is there something that drives you?
My mission is simple: to create intentional, strategic, and beautiful design that helps people and businesses thrive. I’m here to serve the dreamers, the doers, and those with a deep-rooted passion for what they do. The people who want their work and their website to reflect their vision, values, and mission. What drives me is the belief that design isn’t just about making something look good—it’s about creating a lasting impact. I want to empower my clients to feel confident in their online presence, to make their businesses work for them (not the other way around), and to give them the tools they need to succeed without feeling overwhelmed by the tech or design side of things. I’m also driven by the freedom to build a business that aligns with my personal values, where I can pour energy into my clients, my family, and my own creative pursuits without sacrificing balance. It’s about making design work for life, not the other way around.
What inspires your designs?
My designs are inspired by so many things—mainly the people I work with and the stories they tell. I draw inspiration from the emotions and energy behind the work my clients do. When I really connect with a client’s mission, their goals become mine, and that drives the design process in such an authentic, powerful way. I also find inspiration in nature—the colors of a sunset, the textures of stone, or the flow of water. The natural world reminds me that design should feel fluid, balanced, and effortless. I love incorporating that sense of peace and harmony into my work. Travel plays a huge role in my creative inspiration, too. Seeing new places, experiencing different cultures, and exploring diverse architecture opens my mind to fresh perspectives. Every city, every street, every small detail you notice when you step outside your usual environment sparks new ideas.
Whether it’s the minimalist elegance of Scandinavian design or the vibrant, bold colors in Latin American street art, traveling allows me to tap into a broader world of creative possibilities. I’m also constantly inspired by other industries. Fashion, interior design, and even product design—these fields are so rich with innovation and style. I love how the fashion industry tells a story through texture, color, and cut. It pushes me to think outside the box and experiment with unexpected pairings in my design work. The same goes for interior design; the way a space is curated, how people interact with it, and the feelings it evokes often inspire the layouts, colors, and flow in my own work. And of course, fellow creatives—whether they’re in interior design, art, or any other creative field—continue to inspire me. I love seeing how people push boundaries in every area of design. It reminds me that design is more than just visual—it’s about creating something that connects, communicates, and leaves a lasting impression.
How did you discover Showit or why do you use it?
I discovered Showit at the very beginning of my wedding stationery business. I had a Squarespace site that was fine at best, but I started noticing that all the ridiculously stunning websites in the wedding industry were built on this platform called Showit. So I dove in. I’ve always been scrappy, persistent, and relentless—so being handed an entirely new platform to learn? I was excited. I could see the potential, and I wanted to master it. That’s exactly what I set out to do in 2016, and I’ve been learning, experimenting, and improving ever since. I’ve worked on other platforms over the years, depending on what clients needed—but honestly, nothing compares. The design capabilities are nearly endless. The mobile customization alone is worth raving about—unlike other platforms that just autopopulate the mobile version, Showit lets you design it intentionally and beautifully. And maybe most importantly? It’s something I can hand over to my clients and they feel confident making tweaks. I don’t want my clients to feel confused or nervous about updating their site. Showit’s drag-and-drop interface gives them the freedom to make changes without breaking anything. I spend the hours building it from scratch—tweaking, refining, and making sure everything flows—so they can simply double-click to swap a photo or update text with ease. It’s seamless, empowering, and exactly how it should be.
List your absolute favorite podcast, business books, or tool, etc and why?
Podcasts:
Giggly Squad: This is my ultimate escape and the podcast I turn to when I need a break. Hannah and Paige are hilarious and down-to-earth, and their conversations are the perfect mix of lighthearted humor and real talk. It’s the kind of podcast that makes me laugh out loud and helps me unwind after a long workday, which is so important for staying balanced. (plus it keeps me up to date with pop culture! haha)
Business Books:
Profit First by Mike Michalowicz: This book completely changed how I manage the financial side of my business. It flips the traditional approach to budgeting on its head, focusing on paying yourself first and making sure your business is profitable from day one. It’s practical, eye-opening, and honestly, it’s been a game-changer in helping me take control of my finances.
Tools:
Dubsado (after Showit, of course!): After Showit, Dubsado is my number two tool. This all-in-one business management system keeps my client onboarding, contracts, invoicing, and workflow automation organized and streamlined. It saves me time, reduces stress, and makes me look professional—everything I need in one place. I don’t know how I ever lived without it!
What are the guiding principles—and personal habits—that keep you aligned with your values and balanced as an entrepreneur?
One thing I really want to emphasize is how important it is to stay aligned with your values in business. It’s something I’ve learned through experience: When I’ve worked with clients who truly resonate with my values, the projects feel so much more fulfilling. Building a business around what I love, and what aligns with who I am, has allowed me to grow in a way that feels authentic and sustainable. I also believe in the power of balance. Entrepreneurship is a marathon, not a sprint, and it’s easy to get caught up in the hustle culture which is something I learned the hard way the first time around.
For me, taking time to recharge—whether it’s through travel, spending time with my fam and friends, or simply unplugging—helps me stay inspired and creative. This balance allows me to come back to work with a fresh perspective, which ultimately benefits my clients too. Lastly, I want to shout out to all the other creative entrepreneurs out there. It’s not easy, but it’s obviously worth it or we wouldn’t do it. The highs and lows are part of the journey, and there’s always something to learn. So, if you’re new to the field, don’t get discouraged by setbacks. Every challenge is an opportunity to grow, refine your skills, and get one step closer to where you want to be.
Important Links
Website: https://unicaformo.com/
Instagram: https://www.instagram.com/unicaformo/
Directory Profile: https://creativedesignerdirectory.com/showit-experts/unicaformo/
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