Roles
Founder
Creative Director
Designer
Illustrator
Brand Builder
Website Builder
Creative Management
Founder
Creative Director
Designer
Illustrator
Brand Builder
Website Builder
Creative Management
Back in 2021, I created Designed by Leanne as a lockdown side hustle. I wanted to start an Etsy shop selling personalised prints that look beautiful. I started with no team, no funding, and no roadmap; just a dream, a set of creative skills and some business knowledge.
One year later, I had grown the business into a full-time job for myself and two years on from that I have developed a thriving business with over 10,000 sales across Etsy, my Shopify store and in-person markets!
The initial goal of Designed by Leanne was to design and sell unique, beautiful and bespoke prints. If someone hung one of my custom prints in their home and a friend came round, my goal would be that a conversation something like this would happen:
"That's a cute print!"
*double takes*
"Wow, that's personalised!"
"That's a cute print!"
*double takes*
"Wow, that's personalised!"
My custom cat prints were the products that really started to take off, and so cats have become a huge theme across my business.
Creative Roles
Brand Identity: I crafted the brand identity entirely from scratch, starting with a hand-lettered logo and a bold, inviting colour palette designed to resonate with my ideal audience. My goal was to create something that felt warm, personal, and proudly small-business; a brand that didn’t try to mimic a corporate look, but instead had the feel of a creative, relatable, independent maker. I wanted customers to feel like they were stepping into something homely and heartfelt.
Product Design: I designed a growing collection of personalised and ready-to-go prints, testing what resonated most with customers and making tweaks to improve the most successful products over time. I also chose the best way to style and present the products using photography and Photoshop mock-ups.
Packaging & Unboxing: I created a tactile, joyful experience using printed thank you flyers with a free poster on the back, durable packaging and gift notes.
E-commerce: After seeing success on the Etsy marketplace, I launched, designed and built my online shop using Shopify, and managed everything from building the interface, to listing photos to customer service.
Creative Management: As the business grew, I reached a point where I could no longer do it all myself, so I hired a freelance Junior Designer to support the personalised print process and help bring my ideas to life. I created clear briefs, set creative direction, and oversaw the delivery of assets including social media graphics, brochures, and printed materials for markets and events. This experience taught me how to lead with both clarity and kindness, finding the balance between creative freedom and consistent brand storytelling.
Creative Management: As the business grew, I reached a point where I could no longer do it all myself, so I hired a freelance Junior Designer to support the personalised print process and help bring my ideas to life. I created clear briefs, set creative direction, and oversaw the delivery of assets including social media graphics, brochures, and printed materials for markets and events. This experience taught me how to lead with both clarity and kindness, finding the balance between creative freedom and consistent brand storytelling.
Building a Community Through Storytelling
Growing Designed by Leanne has been about building a brand that feels personal, warm, and human. I’ve intentionally focused on community-building through content, drawing inspiration from books like Community is Your Currency by Daisy Morris, creative courses, and networking events in Bristol.
Growing Designed by Leanne has been about building a brand that feels personal, warm, and human. I’ve intentionally focused on community-building through content, drawing inspiration from books like Community is Your Currency by Daisy Morris, creative courses, and networking events in Bristol.
How I’ve Built a Community
Storytelling through Social Media
I always try to share more than just finished work, I like to tell the story behind it. From process videos and carousels, to honest reflections on running a small business.
I always try to share more than just finished work, I like to tell the story behind it. From process videos and carousels, to honest reflections on running a small business.
Creating Shareable Content
My content is crafted to engage; whether it’s useful, emotional or entertaining. I focus on writing strong hooks to stop the scroll and lead with moments that spark curiosity or connection.
My content is crafted to engage; whether it’s useful, emotional or entertaining. I focus on writing strong hooks to stop the scroll and lead with moments that spark curiosity or connection.
Intentional Engagement
I treat my audience like a creative community; replying to messages and comments, celebrating their stories, and showing up with consistency and care. I also run giveaways and use Meta ads to help increase my following.
I treat my audience like a creative community; replying to messages and comments, celebrating their stories, and showing up with consistency and care. I also run giveaways and use Meta ads to help increase my following.
Reflections & Wins
Over the past four years, Designed by Leanne has grown from a little Etsy side hustle into a thriving creative brand. With over 10,000 sales, over 3,000 five-star reviews, repeat customers, community-led sharing, and collaborations with influencers and shops.
I’ve learned the value of consistency over perfection, and that showing up with honesty and heart will always resonate more than chasing trends.
I’m incredibly proud of what I’ve built. Not just a business, but a brand that connects with people. And it all started with a few prints, a lot of passion, and a big dream.
Need some help building a brand?
