What Creative Growth Actually Looks Like
From first clients to real visibility and doing the work scared.
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I’ve been connected with Sana on LinkedIn for a while, and we’ve supported each other from a distance. This was our first proper chat, and honestly, I loved it. She was open, real, and shared parts of her journey that you just do not get from posts alone. From chasing the first client to figuring it all out on her own, she talked through the messy bits most people skip. There were things I found out about her that genuinely surprised me in the best way.
From Freelance to 10K Projects: How She Built a Global Design Career | #108: Sana Arif
Sana Arif is a senior designer, branding expert and co-founder of Si-Tech, a creative studio behind over 10,000 design projects worldwide. With six years of hands-on experience and more than 500 clients, she’s helped founders and creators turn their ideas into brands that actually stand out. From carousels to packaging, logos to infographics, Sana knows how to make a message look as good as it sounds.
In this episode, we talk about branding, confidence, growth and what it takes to build something from scratch. Sana shares how she found her voice, how she attracts loyal clients, and why showing up consistently beats chasing trends every time.
Lessons:
First Clients Feel Impossible Until They Are Not
Build Trust Before You Build a Brand
Learn Faster When You Are Doing It All
Confidence Comes After You Start
Visibility Without Value Does Not Last
Lesson 1: First Clients Feel Impossible Until They Are Not
Before the 10,000 projects, there was one reply. One message. One person who said yes. It came after months of hearing nothing. After applying to freelance jobs and getting ghosted. After wondering whether it was ever going to work. That first yes was not glamorous. It did not come with a big budget or flashy recognition. But it gave her the proof she needed. Someone trusted her. Someone gave her a chance. And that changed everything.
Most people assume the start of something will feel exciting. But the beginning often feels slow, invisible and lonely. No feedback. No momentum. Just effort and hope. Sana’s story is a reminder that you do not need a perfect launch or a viral post to get going. You need one person. One conversation. One job. Focus on earning that first bit of trust. Deliver with everything you have. Let that be the foundation you build from.
Lesson 2: Let Your Work Speak First
Sana never tried to win people over with big words or bold claims. She let her designs do the talking. Her work was clean, useful and intentional. It was not about following trends or being the loudest voice in the room. It was about making something that worked, and making it well. Clients noticed. They trusted her because she delivered, not because she pitched perfectly.
In a space full of self-promotion and performance, it is easy to forget that consistency still wins. You do not have to explain your value if people can see it in your work. Sana built her brand on reliability, not aesthetics. What she promised, she delivered. Over time, that reputation became more powerful than any portfolio. When your work speaks for itself, you do not have to say as much.
Lesson 3: You Learn Fast When You Are the Team
When Sana started, there was no one else to fall back on. No mentor reviewing her work. No team to lean on. Just her, the brief, and the deadline. That kind of pressure can feel overwhelming but it also forces clarity. There is no time to second-guess. You have to learn quickly, stay calm and figure things out on the fly. That is exactly what she did.
We talk a lot about experience as something earned over years. But sometimes the best learning comes from doing things before you are ready. Sana made mistakes. She improved quickly. She had to. Every project stretched her ability and her mindset. That is how she became someone clients could rely on. Responsibility builds speed. And speed builds confidence.
Lesson 4: Show Up Before You Feel Ready
Sana’s creative career did not begin with certainty. She did not have a five-year plan. She did not wait until her portfolio felt polished or her skills felt perfect. She started with what she had. Curiosity. A desire to learn. And the willingness to figure it out as she went. The confidence came later. The momentum came later. The growth came from showing up, not waiting.
Most people wait to feel ready before they begin. But the truth is, clarity often follows action, not the other way around. Sana built her brand in public. She made progress by doing, not preparing endlessly. She got good by getting going. If you are hesitating, this is your sign to move anyway. You do not have to know exactly where it leads. Just take the first step and trust that your ability will catch up.
Lesson 5: Visibility Comes From Value
Sana never went viral. She did not obsess over hashtags or trends. She built her visibility the slow way, by helping people. Her reputation came from results. She solved problems, built trust, and let her clients do the talking. Over time, that work turned into word-of-mouth. And word-of-mouth turned into a business.
It is tempting to believe you need massive reach to grow. But attention without trust is just noise. What Sana proves is that you can grow through value alone. Quiet consistency can be more powerful than loud visibility. You do not need to chase exposure. You need to deliver something worth remembering. And when you do that well, people find you.
We had some tech issues at the end, but even then, she wrapped up with a message to the audience in her native language, which made the whole thing feel even more special. It was brave, thoughtful, and exactly how she shows up. I left this episode with a bunch of things I want to try, and even more to reflect on. This one is full of lessons, energy, and the kind of honesty we need more of. Hope you enjoy it as much as I did.
Keep producing,
Tommen
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