How I Became a Designer for Nonprofits
This is the story of how I, Esther (the founder + leader designer at Sereth Design), became a creative director and designer for nonprofits + brands that give a crap.
My family lived abroad in Asia as missionaries.
I grew up between two worlds - the United States and China. My parents were missionaries. For my family, being missionaries meant community building and developing relationships with others. From a young age it was instilled in me to be a citizen of the world, looking out for the welfare of others and being part of a community much larger than myself. For eight formative years of my life (from the ages of 8-16) I was exposed to culture, customs, and life experiences that are different than those living on the opposite side of the world than me. And yet, I found similar threads between the two. Living between the worlds gave me an understanding that we’re all living lives that are similar, albeit with different traits. And we’re all in pursuit of the same things: joy, health, peace, community.
I attended university for advertising and design.
When I started university, I was torn between two paths: art + psychology. On the one hand I wanted to paint, draw, and be creatively free. On the other, I was so curious about how the minds of people inform their day-to-day experiences. In my second year, I stumbled into an Advertising class where I was captivated by the idea that design could merge with the study of the mind. I learned how design and emotion are so tightly connected, and how it can change peoples’ perceptions and spur action. Additionally, my senior year, I received the award for “Most Promising Multicultural Student” from the American Association of Advertising Agencies.
In 2017, I started my career working in advertising agencies to gain industry experience.
I graduated from the University of Oregon in 2017, and landed an internship working in Chicago at a multicultural advertising agency. This was my first look into the big world of advertising, and I quickly gained experience working with clients such as Infiniti, Humana, and Nissan. My learnings at my first agency were how to market and resonate within cultural markets such as Hispanic, Asian, and Black). Then, I moved agencies to work for one where I worked on various projects for clients such as Blue Cross Blue Shield, Disney, Oscar Mayer, Hershey’s, and more. In this agency I learned about campaign marketing, brand design, guerilla marketing, and delivering ideas that create culture, shape society, and invent the future.
In 2018, I co-founded a nonprofit with two of my best friends and launched projects highlighting topics such as sexual assault, beauty standards, and we published a book of stories of women from around the world.
Simultaneously, I was working on side projects with my friends that were deep passions of mine: A photo series that highlighted women sexual assault survivors (we were even featured on FOX 32 Chicago for!), and designing and publishing a book of stories and photos of women around the world revolving around their ideas of beauty. These projects were the beginnings of Dry Ground, our nonprofit for women by women, giving them a space to speak and have their voices heard.
In 2020, I started a new job as an in-house designer for a large global nonprofit.
After working in advertising, I felt this draw to move into a space that I felt more passion towards - one that made me feel like I was making a bigger impact on the world. I began working for a global humanitarian organization partnering with children, families, and their communities to reach their full potential by tackling the causes of poverty and injustice. As an in-house designer I designed for fundraising campaigns, event marketing, and digital marketing. I learned a lot about donor relations and storytelling.
In 2021, I branched off on my own to start Sereth Design to design for small businesses.
During the COVID-19 pandemic, I was inspired to take my knowledge and venture off on my own! Sereth Design was born out of a dream to provide sensational, refined, and thoughtful design for small businesses around me. What began as word of mouth (from previous coworkers and friends) slowly grew into connecting with businesses all across the United States virtually, and even landed me work abroad. Since opening the studio, I have worked with clients in the production, photography, food, therapy, education and wellness industries.
Since then, I refined my niche to focus my knowledge and passion to work with nonprofits and brands that give a crap.
Over the years working with many different types of businesses (and loving all of them!), I found my way back to the question: “How is this benefiting the world, and touching lives other than myself?” I realized the purpose behind Sereth Design has always been to use design to touch lives and move mountains. To evoke emotions, bring people together by finding common ground and shared goals, and ultimately leave the world a better place than we found it. Now, as the creative director and lead designer at Sereth Design, I work solely with nonprofits and brands that give a crap — those who are pushing for equality, safety, health, and community. And I’m loving every moment of it!
If you’re a nonprofit or community-minded business and are looking for a brand or website designer, let’s chat.
I’d love to help tell your story in the most thoughtful and strategic way. Fill out an inquiry form or send us an email so we can start the conversations. I know you have a story to tell and lives to touch, let me help you get there.
