Today we’d like to introduce you to Alicia Palazzolo.
Hi Alicia, so excited to have you with us today. What can you tell us about your story?
Ever since I was a little girl, I’ve loved artsy things. I spent my time drawing, crafting, making clothes for my Barbies out of random objects, and even attempting to start a neighborhood magazine with one of my friends while in elementary school. I was that girl chasing butterflies, with my head in the clouds—always dreaming up ideas and bringing an optimistic attitude. Creativity has been a part of who I am for as long as I can remember. At a young age, I started taking art classes at a local studio called Art 101, and by the time I was 16, I became one of the art teachers there. In high school, I also studied fashion design through an off-campus career center, which added another layer to my creative interests.
At first, I thought I might pursue a career in fashion design or art therapy. But as graduation got closer, a conversation with my high school counselor helped me realize what truly lit me up: art and the idea of selling or promoting something I believed in. That’s when she introduced me to graphic design. I didn’t know much about it at the time, but after learning more, it seemed like the perfect fit. I started college at Western Michigan University for my first year and later transferred to the College for Creative Studies (CCS), where I completed the remainder of my four years. My time at CCS was where my skills and passions really came together. It pushed me, challenged me, and taught me to think bigger, deeper, and to stay curious.
During school, I had the privilege of interning at a range of companies that helped me grow creatively and professionally. My first internship was at Campbell Ewald, where I was introduced to real client work and the world of advertising. After that, I worked in the badging department at Chrysler, where I learned a ton about type design and attention to detail alongside passionate car designers. From there, I made a big move to Boston to intern at Reebok Headquarters. I was nervous at the time, moving to a new state all by myself, but it ended up being one of the best learning experiences both personally and professionally. I learned so much about pattern design, layering textures, and working across different departments like color and materials. After that, I worked on a sponsored project with Shinola through CCS, and ultimately, our team’s brand concept was picked as first place. I then went on to do a summer internship at Procter & Gamble in Cincinnati, where I deepened my skills in leadership and design thinking. My last internship was with Xperience Communications, where I learned more about designing for events and tradeshows.
After graduation, I had a few different job offers, including one from P&G out of state. I ultimately chose to stay in Michigan and started my career at The Mars Agency, where I learned about shopper marketing, retail design, and new business pitches. After a few years, I took a job at a boutique branding studio called Brand Barr. This move really shifted my career toward where it is today. Working closely with the founder and team, I learned how to approach branding from every angle, including digging deep into strategy and being curious and explorative with our design thinking and extensive research.
Throughout my time at each of these places, I had the honor of learning from and being inspired by so many talented people that I now refer to as my mentors. Some were creative directors or brand managers, while others were team members or colleagues I got to brainstorm with. I’m so thankful for each of these experiences, as they taught me so many valuable lessons that I still use today as a designer and business owner.
In 2020, right as COVID hit and just before having my first son, I was laid off from my employer due to a change in the company’s business model. At the time, it was a little scary, but it ended up being the biggest blessing in disguise. It gave me the opportunity to be home full-time with my son, and later, with my twin boys who arrived in 2022. Looking back, I couldn’t imagine it any other way.
I first established Alicia Cox Designs in 2014, running it as a side business while working full-time at my daytime design jobs. In 2020, I transitioned into running it exclusively with limited hours, slowly building my client base through retained work, referrals, and partnerships with trusted collaborators like the founder of Brand Barr, Alex Jona.
Today, I’m the proud designer and owner of Alicia Cox Designs, a freelance design studio specializing in visual brand identities, packaging, print, and digital design. I have over 12 years of professional experience and a passion for bringing brands to life visually, backed by strategy and in-depth research. Right now, I balance my work with raising my three young boys just outside Metro Detroit. I’m excited to continue growing my business more once my boys are all in school and to see where it goes!
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I would say in the first six years of running my business, the biggest learning curve was understanding the fundamentals: things like pricing, mindset, and the business-side of design. In college, I learned the design skills and creative foundations, but much of the business side had to be learned along the way. I improved over time through practice, continued education, mentorship, and hands-on experience with different types of projects. I believe this is an ever-evolving journey. The more exposure and experience we get by actually doing the work, the better we become.
Between 2020 and 2022, I began running my studio exclusively, and during that same period, I also became a mom to three boys. This brought a new kind of challenge: learning how to juggle client work while also being a full-time stay-at-home mom. I didn’t want to have to choose between the two. I’m deeply passionate about design and my business, but I also wanted to be at home with my boys before they head off to school full-time. Both parts of my life are important and fulfilling in different ways, so it took some trial and error to figure out what so-called “balance” looked like for me. I learned there is no perfect formula. It shifts depending on the season, my kids’ ages, my own definition of success, and even things like sleep regressions. Over time, I found a rhythm that feels good, and I’m incredibly grateful for the support of my husband and mom, who help with the boys so I can carve out focused work time beyond just nap times and late nights. Right now, I have a system that works for this season of life, and being mindful of my capacity also helps.
Another ongoing challenge is finding the time to market myself consistently online, I think many other solo business owners can relate to this. Between client work and family life, things like social media often end up low on my priority list. I’ve learned to give myself grace in this area, trusting that there will be more space for it in the future as my daytime hours open up. Instead of forcing it, I lean into what feels natural and enjoyable when it comes to showing up and creating content. It might not align with what the “social media gurus” suggest, but it feels right for this season. And that’s what matters most.
I know that as my kids grow and my business expands, new challenges will come. That’s all part of the journey. Rather than viewing struggles as setbacks, I see them as opportunities to grow, improve, and expand my thinking, skills, and personal development.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I specialize in visual brand identities, packaging, print, and digital design. I work with clients across various industries, from solo entrepreneurs to established brands.
I’m best known for my blended approach to design, where in-depth brand research drives decisions around color, typography, tone, and more. This allows each solution to be uniquely tailored to the business it represents, rather than relying on a fixed visual style. While my style is versatile, I often gravitate toward clean, geometric brandmarks or custom letter-based icons and logotypes, each carefully layered with meaning and intention. This combination of adaptability and consistency makes my work both recognizable and responsive, ensuring it meets each brand’s unique needs.
I’m most proud of collaborating closely with passionate clients and partners, creating a welcoming space for honest connection and feedback that helps us get to the core of the brand. It’s about creating something they’re excited to show off—something that feels authentic to their brand, helps them launch with ease, and resonates deeply with the audience they’re trying to reach!
What sets me apart is my unique combination of creativity and organization, which enhances the customer experience. Additionally, my experience working on both the client and agency side has provided me with a distinct perspective, streamlined workflow, and a deep sense of empathy, all of which inform my creative approach and ensure I deliver impactful, tailored solutions.
Are there any important lessons you’ve learned that you can share with us?
It’s hard to choose just one, so here are my top three lessons that have made the biggest impact: the power of connection, reflection, and setting achievable goals.
Connection — The people you surround yourself with truly shape your growth, both personally and professionally. Whether it’s finding a mentor you admire, connecting with a peer to inspire and challenge each other, or meeting like-minded entrepreneurs and creatives; connection matters. These relationships might come from people you already know, strangers you reach out to online, or in-person networking events. No matter how they come about, being surrounded by people who are uplifting, positive, and on a similar journey is incredibly powerful.
Reflection — After each project, I make time to reflect and take notes. For me, that looks like tracking how long a project took, what the final deliverables were, what went really well, what new lessons I learned, and if any challenges came up, how I might handle them differently next time. Keeping this running list has been so helpful for improving my workflow and enhancing the client experience over time. I think regular reflection is valuable for any business, no matter the industry, as it is able to give you so much insight.
Achievable Goals — I’m all for dreaming big, but I’ve found that breaking those dreams into smaller, achievable goals is what actually gets me there. It keeps me moving forward and helps prevent the overwhelming feeling that can come from staring down a huge goal without a clear starting point. Also as a busy mom, I don’t always have long, uninterrupted stretches of time, so having manageable steps allows me take action whenever those smaller windows open up throughout the day!
Contact Info:
- Website: https://www.aliciacoxdesigns.com/
- Instagram: https://www.instagram.com/aliciacox_designs
- LinkedIn: https://www.linkedin.com/in/aliciacoxdesigns/
