From Graphic Design Student to Freelancer: Ella Roffey Graphic Designer Journey

Briefly describe your business

Freelance Graphic design- Specifically branding and identity to support small businesses

What inspired you to start your business, and what problem does it solve?

While studying Graphic Design at Portsmouth, I developed a deep understanding of what separates a forgettable business from one that truly resonates and it always came back to brand. That education gave me a first-hand appreciation for how much a strong visual identity can shape the way people perceive and trust a business. So when I noticed a problem hiding in plain sight, that around 60% of small businesses fail within their first five years, not because their idea was bad but because they couldn't get people to trust them fast enough, I knew I could help. Strong, consistent branding can increase revenue by up to 23% and boost conversion rates by 33%, yet it's often the last thing a startup invests in. That's what inspired me to launch my freelance graphic design business, specialising in helping small and start-up businesses build brands giving them the professional, credible presence they need to earn customer trust from day one and genuinely improve their odds of survival.

Tell us about your journey so far, we would love to hear of any key successes or challenges you have overcome

Building a freelance business from scratch as a university student came with its fair share of obstacles. Without an established portfolio or client testimonials, convincing small business owners to take a chance on me was an uphill battle from the start, made harder by the imposter syndrome that crept in constantly, making me question whether I was skilled enough to be doing this at all. Pricing my work was another minefield, charge too little and I risked undervaluing, charge too much and I'd price myself out of the very clients I wanted to help. Juggling real client briefs alongside coursework and deadlines meant my time management was tested daily. And perhaps the most unexpected challenge was the conversations themselves, persuading small business owners that branding wasn't a nice-to-have luxury but a genuine business survival tool, especially when budgets were tight and priorities were elsewhere. Carving out a credible niche in an already competitive market, while battling self-doubt, pushed me to grow far beyond what any lecture theatre could have taught me alone. Despite those early challenges, the momentum I built throughout my first year exceeded anything I had imagined. Putting myself out there at regular branding and business events gave me the chance to connect directly with other business owners, understand their real struggles, and establish myself as someone genuinely invested in the small business community, not just a designer behind a screen. That visibility paid off quickly, and by the end of my first year I was fully booked. The work was also being recognised beyond my own client base, winning Graphic Designer of the Year for both Hampshire and London two years running. What I'm most proud of is the confidence I've built and the foundations I've laid for the future of the business.

How has the Student StartUp team/University supported you?

One thing I didn't expect when starting out was just how much the University of Portsmouth would have my back. Their Student StartUp team was brilliant, I could book one-to-one mentoring sessions whenever I needed, and having access to Innovation Connect meant I had a proper co-working space on campus to work from, which made everything feel a lot more legitimate, especially in those early days when I was still finding my feet. Their structured enterprise programme walked me through the stages of actually running a business, not just the creative side, which filled a lot of gaps I didn't even know I had. Honestly, knowing that support was there, particularly on the days imposter syndrome was hitting hardest, made a huge difference.

What skills have you developed through running the business?

Looking back, some of the biggest things I've grown through aren't design-related at all. Running my own business taught me how to communicate. How to listen to a client, understand what they actually need, and explain my ideas in a way that makes sense to someone who isn't a designer. Presenting at brand events was something I never imagined I'd be doing, but it pushed me out of my comfort zone in the best way and slowly built a confidence I didn't have when I started. Networking taught me how to hold a conversation, build genuine relationships, and put myself forward even when self-doubt was telling me not to. I'm more resilient, more self-aware, and far better at backing myself than I was at the start.

What's next for your business?

Right now I'm running my freelance business alongside a full-time in-house graphic design job. It's busy, but I wouldn't have it any other way. Working in-house has taught me a lot and helped me grow as a designer, but my business has always stayed a priority. I'm constantly picking up new clients, working on new projects, and building on everything I've already created. The long-term goal has always been to work on my business full time, and everything I'm doing right now is working towards that.

What's your top tip for other student entrepreneurs?

Use every single thing your university has to offer. The mentoring, the events, the co-working spaces, the people around you. It's all there and it's free, so make the most of it while you can. But more than that, believe that you are capable of doing it. Imposter syndrome is real and it will show up, but it doesn't mean you're not ready. You don't need to have everything figured out before you start, you just need to start. Some of the best lessons I've learned came from just throwing myself in and figuring it out as I went. Back yourself, ask for help when you need it, and don't wait until you feel ready, because that feeling might never come, and your idea is worth more than your self-doubt.

How has doing a Self-employed placement year help get you to where you are now?

It gave me real, hands-on experience that no traditional placement could. I wasn't just assisting someone else's vision, I was running my own projects, managing real clients, and making real decisions from day one. That level of responsibility shaped me into a much more confident and capable designer than I would have been otherwise. When it came to applying for jobs, I wasn't walking in as a graduate with a portfolio, I was walking in as someone who had already been running a business, handling clients, and delivering results. That made a huge difference. I went straight into an in-house graphic design role and within a year I'd already been promoted. I genuinely don't think that would have happened without the placement year pushing me to grow so quickly.