Today we’d like to introduce you to Callie Cullum.
Callie, we appreciate you taking the time to share your story with us today. Where does your story begin?
After a few years in the corporate world, I knew that it wasn’t for me. I didn’t feel good in my body and could tell my mental health was suffering from long hours and long commutes. When I moved from San Francisco to Atlanta, I took the opportunity to try out freelancing and working for myself and after a few years scraping by on whatever work I could find, I started The Look & The Feel and built a real business. What originally started with two business partners (myself and our other co-founder) working as essentially a freelance duo, evolved into a team of designers, writers, and team support contractors. Eventually my business partner left and pursued a different career path and now I run The Look & The Feel as the sole owner. I’ve been in business for 9 years now serving clients all over the states (and the world). I have found my calling in helping busy women (mostly mothers) pursue their dreams and build businesses that support their lifestyles and families in ways a traditional desk job can’t.
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?
As with any business, it’s definitely had it’s ups and downs. The hardest parts have been trying to not live in the constant state of feast or famine. Building processes and finding the right team to support both myself and the business has taken time and a lot of trial and error. Going through the pandemic and having to pivot our services and offerings to meet people where they were at during that time was also a learning experience. Another big shift was when I had my own children and had to work out how to be present in both entrepreneurship and for my daughters. Having my kids definitely ignited a passion in helping other women be successful in their businesses so that they don’t have to choose between having a career or being with their kids when they are young.
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’m an award-winning brand and web designer, small business owner, potter, and mother. I specialize in helping small business owners, entrepreneurs, and nonprofits feel confident showing up online. After earning my BFA in Graphic Design in 2010, I’ve had the privilege of working with an incredibly wide range of clients from government agencies and Fortune 500 companies to Grammy-nominated artists and HGTV stars, and in 2017 I launched The Look & The Feel, my women-owned branding and Squarespace design studio based in Charleston, SC.
What I’m most proud of isn’t any single project, rather it’s the moment a client sees their finished brand or website and says “that’s exactly it.” That moment of recognition, where someone finally sees themselves reflected in their work, is what I show up for every day.
What sets me apart is my ability to really listen. Not just to what clients say, but to what they mean. Most people know how they want to feel but struggle to articulate it visually and translating that gap into a cohesive, beautiful brand is where I thrive. My clients don’t just get a pretty website. They get something that actually sounds, looks, and feels like them.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
When it comes to tools, I like to keep it pretty simple. Adobe Creative Suite is the backbone of my design work and it’s where most of the magic happens. Dubsado (my CRM system) keeps my client experience organized and professional on the backend so I can focus on the creative work instead of chasing down unorganized feedback. Squarespace is obviously near and dear to my heart, I’ve built my entire business on it and it’s what I trust for my clients too. Pinterest is my go-to for inspiration and staying ahead of design trends, it’s where I go when I need to think visually or get out of a creative rut. And on the browser front, I use Arc, which sounds like a small thing but it’s genuinely changed how I work it’s a smarter, more organized way to keep my never ending tabs organized.
Pricing:
- Squarespace Templates: $247
- Website Design: Starting at $1,995
- Branding: Starting at $1,850
Contact Info:
- Website: https://www.thelookandthefeel.com
- Instagram: https://www.instagram.com/lookandfeelbranding
- Facebook: https://www.facebook.com/lookandfeelbranding/
- Youtube: https://www.youtube.com/@thelookandthefeel
- Other: https://www.pinterest.com/lookandfeelbranding/
