Finding Your Why – and Holding Onto It When Things Get Messy
Me working on textile designs from Thailand.
Running a small studio is romanticised a lot. People picture the flexible hours, the creative freedom, the coffee shop mornings. And don’t get me wrong — I wouldn’t trade this path for anything. But behind every curated desk setup and dreamy client project is someone choosing, over and over again, to stay connected to why they started in the first place.
For me, that “why” is simple — but powerful:
To do meaningful, creative work at a pace that allows me to show up fully.
To build brands that feel calm, clear, and intentional.
To work with people I genuinely believe in — and who believe in what they’re building too.
But here’s what I’ve learned:
👉 Even the most meaningful “why” will be tested.
👉 Especially when things feel slow. Or unclear. Or heavier than expected.
When the passion meets pressure
When you work for yourself, everything starts with you — from setting timelines and managing clients to pushing through the not-so-inspiring days. It can be incredibly freeing… but also confronting.
There will be projects that challenge your process. Clients who shift direction halfway through. Weeks where your to-do list outweighs your energy. Days when you wonder if all the late nights and emotional investment are worth it.
And in those moments, it’s easy to fall into hustle mode. To say yes when you should say no. To rush instead of reflect. To start doubting the slower, more thoughtful path you chose — because that urgency is loud, and your “why” can feel quiet by comparison.
But that’s exactly when you need it most.
Your “why” is your filter
When you’re clear on why you do what you do, it becomes a filter for everything else:
Who you work with
How you structure your time
What kind of energy you bring into each project
What “success” actually looks like for you
For me, that clarity has helped me build a studio that reflects the kind of work I want to put into the world. One that prioritises creative alignment over speed. That values collaboration over transaction. That leaves room for depth — not just deliverables.
It doesn’t mean the work is always easy. It means it’s always anchored.
When things get hard — come back to it
Your “why” won’t magically protect you from hard days, late nights, or creative ruts. But it can guide you through them. It can remind you that your version of success doesn’t have to look like anyone else’s.
It can help you:
Say no to work that doesn’t align
Set boundaries without guilt
Price your value with confidence
Show up from a place of groundedness, not panic
And when you do come back to that why — not just once, but often — it becomes a foundation. One you can build a brand, a process, and a creative career on.
What’s your why?
Maybe you started your business to have more freedom with your time.
Maybe it’s because you saw a gap in the industry and knew you could fill it better.
Maybe it’s simply because you wanted to create something that felt yours.
Whatever it is — name it. Write it down. Hold it close. And check in with it when things feel off. Because when you build from that place, your work starts to feel less like a job and more like a reflection of who you are.
My why — and what it’s led to
Humid Studio wasn’t born from a big launch or a 5-year plan. It started with the decision to create more space — for myself, and for the kind of brands I love working with.
👉 Brands that want to feel grounded.
👉 That don’t want to blend in.
👉 That care more about meaning than trends.
I get to work with clients who value that same approach. And that makes all the difference.
If you’re building something from the ground up, and the process feels heavy or unclear — come back to your why. That’s where the good stuff lives. Not in doing more, but in doing what matters.
And if you ever need support bringing that vision to life — I’m here. Let’s build something clear, calm, and full of intention.