Francesca’s journey to becoming a designer was anything but a straight line, driven by a desire to “break the norm” and experience something different. Leaving her native California for Montana State, she pursued graphic design, despite a high school background with limited art classes. Post-graduation, she entered the professional world at Massive Studios, but quickly found herself facing burnout. As she described, “I quickly learned you couldn’t live off of that salary alone,” leading to a period of working night shifts to make ends meet.

A significant shift occurred when she transitioned into the restaurant industry, initially designing menus and eventually becoming a brand and marketing manager. This role broadened her design scope to include interior design and event planning, providing invaluable experience in a startup environment. However, the demanding hours and diverse responsibilities reinforced the need for boundaries and a focus on her core passion. She stated, “I just wanted to be a graphic designer. I am not an interior designer,” highlighting her desire to focus on her true passion.

The COVID-19 pandemic became a turning point. After a furlough, Francesca recognized the unsustainability of her situation and the growing demand for her design skills. She launched Francesca Creative, finally aligning her passion for graphic design with her desire for autonomy. Her husband’s support helped her to “just quit and then immediately dive into Francesca creative.” Her journey, marked by adaptation and continuous learning, ultimately led her to build her own successful design business, where she could finally focus on her passion.

Francesca’s experience as a woman designer in Bozeman has been largely positive, marked by supportive colleagues and clients. However, she acknowledges the common expectation for designers to wear multiple hats, particularly in startup environments or outside of design studios. This often means being asked to take on roles beyond graphic design, such as web design, marketing, and social media management. “People do expect you to wear multiple hats,” she explains, highlighting the tendency for clients to seek an designer to meet all their creative needs. This pressure to diversify skills, while initially beneficial for gaining experience, can lead to burnout if boundaries aren’t established.

Francesca emphasizes the importance of setting boundaries as a designer, a lesson she learned through her own experiences. In her early career, she readily accepted additional responsibilities, driven by a desire to learn and grow. However, she now recognizes the value of specializing and focusing on her core strengths. “I’m finally at a point where like, I don’t want to do that. I don’t want to be a web designer,” she asserts, highlighting the shift towards prioritizing her passion for graphic design. This realization comes with experience and confidence, allowing her to define her own role and avoid being stretched too thin.

Ultimately, Francesca’s journey reflects the evolving landscape of design, where adaptability and a willingness to learn are crucial. While she hasn’t faced overt gender-based discrimination, she has navigated the challenges of balancing multiple roles and establishing professional boundaries. Her advice to young women designers emphasizes the importance of being open to new experiences and saying “yes” early on, while also recognizing the need to define their own path and prioritize their well-being.

Francesca’s guidance for aspiring female designers boils down to a blend of seizing opportunities and knowing when to set limits. “Just be open to new experiences,” she advises, stressing the value of a “yes” mentality, especially at the outset. She believes that early career exploration through many different projects is essential for building a strong foundation. “Especially in the beginning, just say yes,” she emphasizes, highlighting the importance of immersing oneself in various aspects of design to discover one’s niche and cultivate a broad skill set.

However, Neff also underscores the necessity of learning to establish boundaries as one’s career advances. “And then later on, you’ll have the wherewithal to start saying no,” she states, reflecting on her own journey where she initially embraced numerous roles. This transition from “yes” to strategic selectivity is key to avoiding burnout and focusing on areas of genuine passion and expertise. She encourages young women to recognize when to prioritize their well-being and long-term career goals.