We had the good fortune of connecting with Sara Avans and we’ve shared our conversation below.
Hi Sara, any advice for those thinking about whether to keep going or to give up?
I think that the best way to find an answer to this question is by questioning the reasons why I should keep going or give up. If I’m in a situation where I’m struggling with my business, I would first try to understand whether it’s just a phase and it is worth to be resilient, or a symptom that maybe pursuing that career does no longer aligns with my broader life goals, and might only bring me more frustration, anxiety and unhappiness than quitting. We need to be rational and remember that the ultimate goal is not growing a business per se, or earning lots of money, but do what makes us feel excited to wake up every morning, and grateful to have a day ahead to do what we love. I won’t quit at the first setback, but neither keep pushing myself into something that makes me miserable, simply out of pride.
Please tell us more about your work. We’d love to hear what sets you apart from others, what you are most proud of or excited about. How did you get to where you are today professionally. Was it easy? If not, how did you overcome the challenges? What are the lessons you’ve learned along the way. What do you want the world to know about you or your brand and story?
I’m a freelance Brand Strategist, Logo & Web Designer. What I consider unique about my work is that I approach every project as a “creator” rather than a “creative,” which means that I don’t design pretty or trendy logos, but I foster innovation and beauty, to create something enduring, able to influence society, and to connect with a brands’ audience on a deeper level. I give brands a soul, to elevate their products from the status of commodity, to something that has a very specific space and value (positioning) in their client’s life. The biggest lesson (and challenge) is to make my work not about myself, or about showcasing my skills and talent, but about my clients, and then to make their brands about their own clients.
In other words, I don’t create to make my clients happy, but to make the clients of my clients happy.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I would use the same approach I have to my business – it’s not about myself and what I like, but it’s about my friend and what she likes. So this question would have a different answers according to the person I’ll be showing around. I’d pick different locations and experiences that take into account her preferences and expectations. So assuming my bestie from London would join me here, I’d bring her to some iconic coffee shops, like Momo Cafe, Chrome Yellow, or my new favorite, Victory C.C..Then, a long walk on the Beltline (and maybe another coffee), followed by a healthy lunch at Sama in Buckhead. We’d spend the afternoon exploring my neighborhood – Brookhaven – as she’d be curios to know the area where I live. We could enjoy a yoga class at Yonder Yoga, and finally dinner at Aziza in West Midtown.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I’d like to give a shoutout to my friends and business partners Diego and Mattia. For believing in me and actively helping me develop my ideas, even when they sounded a little too crazy, or didn’t turn out the way we expected. They’ve always been there to support me and to listen to me. They’ve also taught so much, that I wish I’ll be able to return them at least third of the value they brought to my life, and that would be already A LOT!