Empowering Authenticity: Edyline Espaillat’s Journey in Brand Design

by:

November 8, 2024

Edyline Espaillat’s journey into brand design is a story of passion, persistence, and authenticity. From her early college days, where she found joy and challenge in building her portfolio, to coding her own website from scratch, Edyline’s entrepreneurial spirit has been fueled by a deep desire to help others find their unique voice. Her brand, Edyline Brand Design, is a testament to her belief in thinking outside the box and embracing individuality. Through her work, Edyline empowers quirky business owners to succeed without sacrificing who they are, proving that authenticity and creativity can be the keys to success.

1. What inspired you to start Edyline Brand Design, and how did your college experience shape this decision?
What inspired me to start EBD was when I had to work on my portfolio and brand in college. I had so much fun and it was challenging so I knew I wanted to help others with their brand.

2. Can you share a specific moment or project that confirmed your passion for brand design and helping others?
A specific moment that confirmed my passion for brand design and helping others was when I decided to code my website from scratch. I knew the importance of having a website and didn’t have all the resources at the time so I used the knowledge I gained from one college course and online resources to create a professional website I was proud of. It was so difficult because I am not a web designer but I was determined to make my dream into reality, despite the obstacles.

3. What challenges did you face when starting out, particularly with building your reach and visibility?
The challenge I faced when starting out was figuring out how to make the time to engage with people on top of everything else. I love talking to people but by the time I was done with working on my business, I was tired! I learned quickly that forming relationships with potential clients is a lot better than being consistent on social media.

4. How did you overcome the fear of putting yourself out there and dealing with potential risks like predators?
I overcame the fear of putting myself out there by realizing how important it is that clients know what I look like. It’s much easier to trust me if they can see my face, hear my voice, and get used to me if I show up consistently. It’s a risk but if you use the right strategies, you’ll mostly reach the right people.

5. How do you ensure that your clients’ brands stand out and resonate with their target audience?
I ensure my clients’ brands stand out and resonate with their target audience by asking specific questions and doing extensive research. I make sure I dive deep into who they want to reach and that we’re specific on what they want to accomplish. Then I research their target people as much as possible before I design.

6. What strategies have you found effective for increasing brand awareness for your clients?
The strategies I found effective for increasing brand awareness are brand consistency, a brand that appeals to their target audience, and the right tone of voice. Brand consistency involves using the same color scheme and fonts instead of choosing random ones here or there. Secondly, an example of a way to appeal to a specific audience is pairing readable fonts with neutral or dark colors for a law firm. There’s a reason you don’t see their logos in pink! They want a serious feel. Lastly, the tone of voice is how a brand communicates with their audience (think of Chick-fil-A’s southern way of speaking in their ads).

7. Can you describe a time when your work made a significant impact on a client’s business or personal brand?
I made a significant impact on a client’s personal brand when I combined his intended vibes into his new logo suite. Some of the vibes conflict with each other so it was challenging but rewarding. This led to a unique brand that fits into all his future careers perfectly!

8. How do you balance maintaining your personal safety with building a visible presence online?
I balance maintaining my personal safety with building an online presence by going with my gut. I’m very careful with who I allow to follow me on social media. I review everyone and if someone doesn’t feel right, I block them. I know this will make it harder for me to have a lot of followers but it’s worth it because I only want to reach people with good intentions.

9. What role does personal authenticity play in your approach to brand design and client interactions?
Personal authenticity plays a big role in my approach to brand design because it’s the essence of my business. I want outcasts like me to be successful, not to have to fit into a boring suit just to make money. When I design, I think out of the box, even further, out of the box’s environment. I even bend the rules of the fundamentals of design to get there.

10. How do you address and manage the ups and downs that come with running your own business?
I address and manage the ups and downs that come with running my business by remembering my accomplishments thus far. Also, I knew when I started my business that it was going to be one of the hardest things I ever had to do so stick it out. The money will come again!

11. What advice would you give to other women who are hesitant to put themselves out there or start their own business?
The advice I would give to women who are scared to put themselves out there or start their business is to start and worry about the other things later. You’ll have time to perfect things as you go. I’ve seen so many designers have success just by sharing their work and having a Google form for their clients to fill out. As for putting themselves out there, the block feature is your best friend if someone makes you feel uncomfortable!

12. How do you handle setbacks or challenges when they arise in your professional journey?
I handle setbacks by remembering that they’re a part of the journey, not an indication that I shouldn’t be doing this! Then I research the solution because I’m sure other designers have come across the same problems.

13. Can you share an experience where you helped a client who felt like an outcast find their unique voice and place in the world?
I helped one of my clients find their unique voice by designing a logo different from the inspiration she got from another company’s logo. I understood the tone she was going for based on her inspo but I didn’t even want to take inspiration from it. I gave it the same feel but a completely different concept so that her personality would come out!

14. What motivates you to continue pursuing your passion for design and supporting quirky business owners?
What motivates me the most to pursue this industry for quirky people is the fact that there’s still this belief that you have to be this uber professional person to succeed in this world. There’s no room to be a free thinker. I’m here to challenge that.

15. How do you stay inspired and maintain creativity in your work despite the challenges and pressures of entrepreneurship?
I stay inspired by paying attention to the world around me. There’s inspiration everywhere. I once combined three colored hair bands and realized this would be a great color scheme! I take photos of these ideas so I won’t forget, then return to them later.

IG: @edylinebranddesign