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At Designity, innovation is at the heart of everything we do.
Pushing creative boundaries and redefining the creative service industry is what drives us every day! But we know that innovation isn’t just about tools or strategies, and it doesn’t just appear out of nowhere — it comes from our amazing team and the ideas they bring to the table!
Innovative people who think outside the box, challenge the status quo, and bring fresh perspectives. People like Services Ops Specialist Laura M.!
From working with global startups to optimizing creative systems, Laura’s role blends design thinking with a sharp business understanding to help Designity be the best Designity it can be for our clients!
Are you ready to see how Laura went from designing brands to designing systems for success?
Get ready, because it’s time to meet Laura!
You have a background in design. How did you get into that?
I’ve always been a creative person.
So, I grew up in a really creative household. My sister’s a designer, and my mom has always been into interior design. That kind of environment naturally got me interested in all things creative from a young age, especially painting. I actually started oil painting pretty early on, and I still love it.
When it came time to figure out what I wanted to do career-wise, I knew it had to be something creative. But I also wanted it to be more than just making things look good or an expression of my own world. I was really interested in how something I created could be both beautiful and functional for someone else. That’s what drew me to the field of design in the first place.
I started studying Design (yes, only design with no last name) at Universidad de los Andes in Colombia, and it ended up being so much more than I expected. I originally thought design was mostly about making things functional and visually appealing, but I quickly realized it goes way beyond that. I discovered that design is really about creating and curating experiences that connect with people and improve their lives in some way. It’s about understanding their needs, tapping into their wants and hopes, and using different tools and methodologies to bring those to life. I like to think of it as being a kind of catalyst: helping turn someone’s ideas or thoughts into something real and impactful. I developed a mindset to tackle challenges from human-centered approaches.
How did you go from graphic design to the administrative side of things?
After graduating, I joined a branding consulting studio based in Colombia that worked with clients across Latin America, Europe, and the U.S. I was there for a little over three years. It was a really formative experience, working with a diverse team of creatives from different backgrounds and areas of expertise.
The studio was structured into three creative departments: art direction, marketing, and branding/brand strategy. I started as an intern and made a point to work across all three early on because I was really eager to learn how those pieces fit together. Over time, I gravitated toward branding and eventually took on the role of Branding Director, where I was able to build new services into our portfolio, such as Brand Strategy.
In that position, I also wore a few hats: leading project management, overseeing the creative team, handling client relationships, and directing creative strategy. Most of our clients were startups too, which I loved, because it meant we weren’t locked into rigid, traditional branding models. There was a lot more room for experimentation, and we could really push the boundaries: building strategies that were tailored, flexible, and told out-of-the-box stories to connect brands to audiences. That mix of creativity and strategy is what really kept me excited.
What brought you to New York from Colombia?
After some time in that role, I started getting more involved in strategic and business decisions for the studio. That was a really valuable experience because it was something I hadn’t been exposed to before.
The founder would often meet with her advisers and the team leads to figure out the next steps for the business, especially during COVID, when we had to pivot and rethink our services constantly.
Even though I was part of those conversations, most of the time my role stayed focused on creative input. And I started to notice that sometimes my ideas were challenged—and for good reason. I realized that my creative suggestions didn’t always have a strong business case behind them. For example, I might say something like, “We need to hire three new illustrators because we’re missing a specific style in our branding work.” That made sense from a creative perspective.
But someone from the admin side would ask, “Why? Are we measuring the team’s capacity? Do we have enough long-term work for them?” And I didn’t always have the answers.
That’s when I started to understand that being a strong creative leader also means understanding the business impact of those decisions. It’s not just about whether the work looks good or whether the client likes it—it’s also about how those choices affect the company, the team, and the resources.
When I started thinking about my next step, I remembered how much I enjoyed working with startups. I really like being part of teams that are open to change, willing to try new things, and not afraid to make mistakes. That kind of environment feels exciting and full of possibilities.
I also knew I wanted to keep learning, especially about the business side of creative work. But I didn’t want to study something too traditional like business administration. I was looking for a place where I could learn about business in a creative way.
I also wanted to live in a city that would help me grow, both professionally and personally. I was looking for a place with creative people, opportunities to learn, and a strong startup community. That’s why I chose New York. It’s full of art, museums, and cultural events, which is really inspiring to me. And at the same time, it’s one of the biggest cities for startups, which means I could learn a lot about how that world works.
So I moved to New York to learn more about the business side of creative services and to be part of a place where creativity and new ideas come together.
What did you do once you got to New York?
New York is home to Parsons School of Design, and that’s where I found the perfect master’s program for what I was looking for: Strategic Design and Management. The program teaches how to build and structure new businesses, how to manage change in a volatile world, and how to drive innovation, all through design thinking. One of the biggest takeaways for me was the shift in mindset: designing with people, not just for them.
We also look at business from a social and environmental perspective, which I think is really important. It’s not just about making something work or sell, but understanding its impact on the world around us, and not only in the present but for the future.
It honestly felt like the perfect fit. And the fact that I could do it here in New York, surrounded by creativity and opportunities to apply what I was learning in real time, made it even better.
How did your career lead you to Designity?
While I was working on my master’s, I also joined Parsons Entrepreneurial Lab, or Elab. It’s a space created to support students who want to become entrepreneurs, using design tools and methods. The focus isn’t just on building a business to make a profit, but also on understanding people’s needs, listening carefully, and creating solutions that really connect with them. It also means thinking about how a business impacts its team, the community, and the environment.
At Elab, I got the chance to do a few things. I facilitated workshops for early-stage entrepreneurs, helped build a community of over 200 students who were interested in startups, and worked on research about how AI affects funding access for female founders. It was a great opportunity to learn and contribute while connecting with like-minded people.
One day, Shahrouz, the founder of Designity and a fellow at Elab’s incubator, came to speak to our group. He shared his journey as an entrepreneur, the challenges he faced, and how he was building a company with the goal of changing the traditional agency model. What really inspired me was that he built Designity from the ground up, with a clear purpose, a strong impact in mind, and without external funding. That really stood out to me.
After that talk, I was very interested in the company. I saw Designity as the perfect place where I could apply my design background while also learning more about the business side of creative services. Plus, it was a startup, so it brought together the two things I was most passionate about.
I reached out to Shahrouz, and after some conversations where I shared my experience and interests, I got to learn more about how Designity works. I was especially drawn to the Service Operations team. Our job is to design and improve how the company delivers creative services, making sure everything works smoothly, and effectively for everyone involved: the clients, the creatives, and the internal team.
I’ve now been part of Designity for ten months.
What’s your day-to-day look like as a Service Ops Specialist?
As a Service Operations Specialist at Designity, my day starts with a daily standup where our team aligns on goals and priorities for the day. We meet in our virtual office on Kumospace, which helps us stay connected and collaborate even while working remotely.
The rest of my day is a mix of teamwork, problem-solving, and project work. I work closely with Clara, Theresa, and Joey to talk through client issues, service challenges, or patterns we’re noticing across the creative and client experience. When a client flags something or a Creative Director needs support, we come together to figure out the best solutions. Our goal is always to improve the service, make things run smoother, and make sure everyone—clients, creatives, and internal teams—feels supported.
We also look at how each solution fits into the larger Designity system. Will it impact others? How can we roll it out in a way that makes sense for the entire community? There’s a lot of thought put into not just fixing problems, but improving the experience for everyone involved.
Another part of my role is project time. At Designity, we’re very organized about planning our work. Each week, we have dedicated time to focus on initiatives that support our team’s goals and the company’s bigger mission. Lately, I’ve been focused on improving team collaboration and finding new ways to simplify how we work. As Shahrouz said, the model has already been validated, and now it’s about making it even better. That’s the part I find most exciting.
I also help document and establish best practices to make sure our processes are clear and consistent across the team, and support designing workshops to train Creatives on our systems and guidelines.
Are there certain tools that help you with your day-to-day?
Yes, definitely. We use Miro a lot in our day-to-day work. It helps us synthesize information, analyze data, and collaborate as a team. We also use it to plan and organize our days and weeks, so we can stay focused on the right tasks and priorities.
Another key tool is Airtable, which is where our main platform is built. It holds everything from client timelines to deliverables and all the data we collect around them. I use it regularly to gather insights, track progress, spot client issues early, and help prevent cancellations before they happen. It’s a really important tool for keeping our services running smoothly and making sure we're always one step ahead.
And, of course, Slack to keep communication with the team flowing!
Can you explain what workshops at Designity are and what they’re used for?
Workshops at Designity serve a few key purposes.
The first is training and alignment. Whenever we create a new process or guideline, we design a workshop to go along with it. This helps make sure everyone is trained on the change, understands how it works, and is aligned on how to apply it. It’s our way of making updates clear and easy to adopt across the team.
The second is feedback-driven learning. We regularly ask Creative Directors for their thoughts on what’s working, what’s not, and what they’d like to understand better. For example, they might ask for a case study of a trial that didn’t go well, or clarification on why certain notifications are necessary. That kind of feedback helps us spot knowledge gaps and create workshops that address real needs and support growth.
So overall, it’s a balance. On one hand, we’re building workshops based on internal systems and best practices. On the other hand, we’re tailoring them based on the needs and questions of our Creative Directors and creative community. It’s all about making sure people are supported, informed, and able to do their best work.
In addition to that, we also have internal training workshops, including AI workshops, which are designed to help the internal team enhance or speed up daily tasks. These are prepared by leadership and usually take place on Fridays once a week. They’re a great way for us to stay connected and learn how to use new tools and emerging technologies more effectively.
What is a client workshop?
A client workshop is a working session where Joey, Theresa (our Chief of Staff), Clara (our Creative Services Operations Manager), and I meet to talk through client-related issues. We review flags from Creative Directors, identify patterns or challenges, and then collaborate on strategies and solutions to address them.
It’s more than just a regular meeting. We call it a workshop because it’s hands-on—we actually map out the steps we’ll take to solve the problem. For example, we’ll decide who needs to talk to the client, what message we’ll send, what support the Creative Director might need, and what process or SOP we need to create or improve. Then, each of us takes ownership of a part of that plan.
The goal is always to respond thoughtfully and proactively, making sure our services are consistent, supportive, and aligned with both client needs and internal workflows.
What is your favorite part of your job?
What I enjoy most about my job is having the opportunity to work on projects that truly move the needle for the business. Being part of initiatives that can change the way we operate is not only exciting but also a great way to apply my design background and problem-solving skills in a meaningful way.
My role challenges me to go beyond surface-level issues and really dig into the root cause of problems. From there, I get to help shape the full process—from gathering insights and defining the problem, to designing and rolling out a solution. That full journey has been an incredible learning experience.
I think what makes it especially rewarding is being in an environment where my ideas are heard and supported. I get to work with a team that values excellence, pushes me to do my best work, and is always open to collaboration. So, I’d say the most fulfilling part is being able to do what I love, using the skills I’ve built, in a space where growth and impact go hand in hand.
Do you ever get to flex your design muscles while you work?
All the time!
A lot of what we do is design, even if we don’t always call it that. It’s not always labeled as “graphic design” or “design strategy,” but the thinking and the process behind it is very much design.
For example, when we’re mapping out the flow of a workshop or building a journey map to understand how our internal systems work, that’s design. I use design tools constantly. Even though it’s not always called out by name, it’s at the core of what we’re doing.
Design here is about more than how something looks. It’s about how something works. We design workflows, we design interactions, and we design the experience that our clients and creatives go through. Even something like planning out when a notification will go out to a creative or a client in a communication sequence—that’s designed. It’s intentional. It’s meant to guide someone through a process in a thoughtful way.
So yes, I’m flexing those design muscles every day! Using them to rethink, rework, and improve the systems that support our services.
How would you say Designity is different from other agencies you’ve worked at?
I’d say there are three core things that really set Designity apart from other agencies I’ve worked at.
First, it’s deeply data-driven. Every decision we make is supported by data, and I’ve learned how powerful it is to combine quantitative metrics with qualitative insights. Having both helps us see the full picture and make smarter, more informed decisions. I’ve honestly never worked anywhere else that uses data in such a meaningful and consistent way to drive excellence and improve our services.
Second, it’s incredibly diverse. Our team is made up of people from all over the world, with different cultures, backgrounds, accents, and life experiences. That diversity brings so much value, because we approach problems from different angles and challenge each other to think differently. It really enriches our processes and creates space for more innovative solutions.
Third, it’s highly collaborative. Especially within the Service Operations team, there’s a strong sense of support and teamwork. We work closely together to improve our services and quickly find and implement solutions. Knowing that there is a team behind me who’s always willing to brainstorm, share feedback, and push ideas forward makes a huge difference. It’s a space where you feel supported and empowered to actually get things done.
What do you like to do when you’re not working?
When I’m not working, I really enjoy being part of a Latin American run club here in New York. We usually meet up on Saturdays to run together. I’ve made a great group of friends through it, and it makes me feel at home. I think when you live abroad, having a community that grounds you and gives you that sense of belonging is really important. So, I spend time with them, and I enjoy both the social part and the running itself.
I also love painting, especially oil painting. It has been a passion of mine since I was very young. Things have been a bit more hectic since I moved to New York, so it's harder to find time for it, but whenever I can, I still go back to it. It's something I truly enjoy.
Another thing I really like is watching series. Two of my favorites are “The Last of Us” and "The Handmaid’s Tale!"
<div class="c-blog_comp-cta cc-component-2"><div class="c-blog_comp-cta-left"><div class="c-blog_comp-cta-left-wrap"><img src="https://global-uploads.webflow.com/61cdf3c5e0b8155f19e0105b/63695243d096983691046ac3_Potential-Creative.png" loading="lazy" alt="" class="c-blog_comp-cta-left-img"></div></div><div class="c-blog_comp-cta-right cc-dark"><div class="c-blog_comp-content"><div class="c-text-wrapper cc-mb-32"><div class="c-title-4 cc-bold"><strong>Like to work as a freelancer with consistent income?</strong></div></div><div class="c-text-wrapper"><div class="c-text-2">Designity's collaborative model is designed to give you all of the perks of being a freelancer without the income instability.<br></div></div></div><div class="c-blog_comp-wrapper"><a href="http://designity.com/creatives" target="_blank" class="c-button w-button"><strong>Join Our Creative Community</strong></a></div></div></div>
Do you have any words of inspiration for aspiring creatives or anyone looking to move into the admin side of design?
I think a lot of us are afraid of the unknown, especially when change happens so quickly. Whether it's moving to a new country, learning a new culture, switching careers, or stepping into a new role, it can feel overwhelming not knowing what’s ahead.
But my advice is to do it anyway, even if you're scared. Taking those leaps into a new place, a new company, or a new challenge pushes you to grow in ways you couldn’t have imagined. You discover strengths you didn’t know you had, and you start to build a version of yourself you’re really proud of.
I’ve changed so much through my own journey, and I truly love who I’m becoming. The moments that felt the scariest ended up being the ones that helped me grow the most. So, trust that even when things feel uncertain, they often turn out even better than you expect!
