Meet Trailblazer Cassandra Farina

Today we’d like to introduce you to Cassandra Farina.

Cassandra, please share your story with us. How did you get to where you are today?
I’m a native Wisconsinite new to Tucson byways of Chicago, Washington DC and Raleigh. I grew up working in my parent’s family-owned restaurant on Lake Michigan. They instilled in me that hard work, good craftsmanship, and strong relationships make life meaningful. Art, design, and creating things is always something I’ve been drawn to, its second nature. I have been a graphic designer for 10+ years and designed everything from logos to catalogs to mobile apps. I have a BFA in Graphic Design from Iowa State University. What started as a side job has flourished into a full-time business, and I have been partnering with clients to translate their ideas into concrete stories through thoughtful design. I help them tell their brand story beyond the logo, developing it across a variety of marketing and design pieces, including print, web, and UI/UX design.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I found transitioning from the 9-5 to freelance design to be both a blessing and a curse. I’m fortunate that it allows me to move, travel and spend loads of time with my family. However, it wasn’t always smooth sailing as the lines often blur. Finding that sweet spot in middle is a challenge and once I had a baby my whole concept of time changed. I’m a total sucker for saying yes. without even thinking my response is generally “yes!” I’m still learning to say no, but when you are able, make sure you’re spending the time you have doing work you’re proud of. You really can do what you love for a living and merge it all together to suit the things that are important to you.

Please tell us more about what you do, what you are currently focused on and most proud of.
Since branching off on my own, I have been partnering with clients to help bring their brand visions to life. Usually beginning with a logo and developing it across all their communication materials… from a small piece like a business card to a pitch deck presentation, to a website or custom advertising campaign. I’m proud to be able to offer a full-service personalized design experience without the cost and commitment of an agency.

Finding a mentor and building a network are often cited in studies as a major factor impacting one’s success. Do you have any advice or lessons to share regarding finding a mentor or networking in general?
The mentor relationships in my life have always developed by chance. I think it begins with a natural connection, respect, and admiration for someone. You just have to ask questions, start listening and be willing to do the grunt work. I’ve been fortunate all of my business has come from word-of-mouth. I realized it no longer matters where you are, I have large and small clients nationwide and love them all. Being reliable and producing a quality product in the past has brought me meaningful work and valued business relationships.

Contact Info:

• Website: www.cassandrafarina.com
• Email: hello@cassandrafarina.com
• Instagram: cassandrafarina

Image Credit:
Jolene Redfern

Getting in touch: VoyagePhoenix is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.