Today we’d like to introduce you to Brenda Hayes.
Hi Brenda, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Today, I consider myself a creative strategist, with ongoing learning in UI/UX design and web development, while graphic design remains at the core of everything I do. I focus on transforming vision into something tangible, intentional, and impactful for the communities it serves.
Recently, I came across a June 2009 issue of The High Point Enterprise featuring “Meet the Seniors,” a high school spotlight my parents had saved. It highlighted our interests, hobbies, and career goals—mine were interior design or becoming a Chinese interpreter. At the time, I had no idea how these two paths might intersect or that I would one day merge the creative and communicative elements of both.
Creativity has always been my compass. I loved drawing and experimenting with all forms of art, and I’ve naturally gravitated toward trying different ways of expressing myself. When Chinese was introduced at our school as an optional language class, I felt compelled to take it, as my mind has always been open to new experiences. What truly captured me was Mandarin calligraphy. The brushstrokes, the discipline, and the artistry form an art in itself, helping me internalize the language in a way that felt both visual and deliberate.
Thereafter, I attended Guilford College on a basketball scholarship, having played since middle school, starting at the local recreation center, through AAU, high school, and into college. But before my freshman season ended, I felt depleted. Years of pushing and performing caught up with me. It wasn’t an injury—it was burnout. I needed rest, both physically and mentally.
I stepped away from the team and focused more on my studies, adding additional art courses while trying to understand my path. After sophomore year, I made another pivot, driven by curiosity rather than certainty. At that time, I didn’t fully know what graphic design was, but I enrolled in GTCC’s Advertising & Graphic Design program. That decision changed everything.
Graphic design became the bridge between the two paths I once thought I had to choose between. It gave me the tools to bring ideas to life and translate complex goals into meaningful, human-centered experiences. Over time, that foundation in design grew into a broader practice.
Additionally, interior design is an art form in its own right, entering personal spaces to bring them to life, make them comfortable, or offer a fresh perspective through connection and understanding the person for whom you are creating. That’s also how I see every new lead, recurring client project, and interconnected partnership. In exchange, they challenge me, inspire me, and expand the possibilities of my work in ways words cannot fully describe. What once felt like a split decision—interior design or language—turned into harmony, shaping the professional I am continually becoming.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
I wouldn’t say my road has been completely smooth, but I believe it is unfolding exactly as it needs to. It has challenged me to be grateful for the lane I occupy, not constantly searching for the passing lane or the easiest route to avoid bumps and potholes. Additionally, each connection and project taught me not just the trade, but also about myself—new ways to see the world, understand others, and communicate effectively. I learned that listening is one of the greatest tools for driving change, and that there’s always more than one perspective.
One of my professors in the design program, Awilda DeJesus, who is part of the Latinx community and specializes in calligraphy and typography, left a lasting impression on me. She provided mentorship to students both inside and outside of class, including at events with organizations like AIGA in Downtown Winston-Salem, where she encouraged exploration and growth. We talked about her experiences in the industry, including how she often felt excluded from certain professional spaces because they were predominantly white-facing. Her journey in graphic design was far from smooth. The barriers she faced ultimately led her to teaching, which at the time seemed like the only avenue available to her. Her story stayed with me because it highlighted the ways systemic barriers shape opportunities, but also how resilience and mentorship can expand them.
I also began to notice similar boundaries in the field as an African American woman. I encountered limitations and double standards in acquiring certain roles at specific companies and studios, which pushed me toward entrepreneurship. Creating my own path allowed me to generate opportunities for myself, innovate, and ensure my voice and the voices of my clients were fully understood. Facing these challenges taught me resilience, adaptability, and the importance of perspective in shaping meaningful work.
Now, as I navigate my career and prepare to welcome my first child in August, a child of mixed Afro-Colombian heritage, I see even more potential for growth and expansion. In my work, that means offering bilingual design, which for starters has me diving into a crash course in Spanish 101. This is very much a present journey, shaping both my professional practice and my vision for the future.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I specialize in branding, creative strategy, website design, and redesign, and currently, I’m expanding my skills to include building websites from the ground up. I focus on sustainable design, which means I not only create visually compelling solutions but also assess patterns and workflows analytically. I use that insight to develop strategic, creative solutions that improve efficiency, optimize processes, and deliver real value for businesses and entrepreneurs.
What I’m most proud of isn’t any single project, but the discipline of sticking with it and knowing what I can—and cannot—offer. I’m able to communicate that clearly to clients without feeling pressured to take on work that isn’t the right fit. My priority is always the best execution for the client’s goals, even if that means recommending someone else who can serve them better.
What sets me apart is my intuitive reflection and approach to collaboration. I’m not a fan of comparison unless it comes to discerning what’s right and wrong in terms of respect, justice, and improvement. I put myself in my clients’ shoes to deeply understand how they want to connect with the people they serve. I approach each project as an opportunity to translate passion into meaningful communication. My ability to combine analytical insight with strategic creativity allows me to design solutions that are both effective and sustainable.
What has been the most important lesson you’ve learned along your journey?
Knowing God has been the most important lesson in my journey, and my growing relationship with Him has helped me dismantle perfectionism. It can become a detour from discovering our true identity because it keeps us stuck. For me, it doesn’t always show up as procrastination, but it can paralyze me from taking the next step or exploring a new direction. I’ve learned that every step forward matters, no matter how small, what it looks like, the shoes I have on that day, or even the weather when I step outside; in the sum of it, that’s faith. My goal is to actively live out my purpose and move closer to who I’m meant to be and what I’m meant to do.
Contact Info:
- Website: https://hraftr.com/
- Instagram: @hereafter.today
- Facebook: https://www.facebook.com/hereafter.today/
- LinkedIn: https://linkedin.com/in/brenda-hayes
