Student Spotlight Series #3 - Brad Stoneking
Overview
Welcome to my ongoing Student Spotlight Blog + Instagram Live Series.
I created this episodic adventure to:
Flex the incredible wins my students are stacking while blazing their own paths.
Reveal the adversity they’ve overcome and/or are currently navigating in their day-to-day.
Showcase how they persistently show up like creative professionals who take their shit seriously.
Below, you have 2 ways to consume this interview:
Watch the Instagram Live full interview below as students expand on the 7 questions.
Read the Blog Post 7-Questions-based interview further down this page.
Note: Scroll to the bottom of this page if you’d like to be a student I feature here in the future!
Meet Brad
This session highlight’s my student making savage moves, Brad Stoneking, a branding and illustrator whiz operating under Piedmont Brand Co.
Brad has already found success running his own 6-figure creative design business…
But he wanted to get more clear about what he truly wanted to build on the side:
His personal brand and pushing his illustration work.
Attracting dream clients like Vans.
Building credibility/authority as a design educator.
We started working together in my Q1 3-Week Boot Camp back in January ‘22 (learn more about quarterly Boot Camps here).
We then went deeper down the rabbit hole when he then joined my 12-Week Spring ‘22 Coaching Program (learn more about Fall + Spring Programs here.)
And currently, we continue to work together in my Monthly Alumni Mastermind (available for graduates of my 12-week programs).
Instagram Live Interview
Click to watch the full interview.
7 Questions Interview
1. Tell us a little bit about who you are, what you do, and why we should care?
My name is Brad Stoneking and on any given day I am an award-winning Brand designer, father, husband, teacher, funny guy and advocate for good design.
For over 20 years I worked for “The Man,” developing brands for places your grandparents visit on their way to the great beyond.
In 2021, inspired by the shared trauma of a global pandemic, I left my corporate Creative Director job AND my previous design studio, Canopy, to work for/by/on myself, under the banner of Piedmont Brand Co.
Corporate Brad would say that “My goal is to help startups launch and establish their brands through targeted strategy, approachable design, and focused messaging.”
The work I’m doing at Piedmont is actually more:
“I design cool things for cool people.”
When I’m not making vectors, I spend my social media time:
Trying to get Vans to hire me through passion projects.
Educating new freelancers on very easy-to-avoid pitfalls.
2. Before we started working together, where were you at with your work, confidence, and direction?
Before we met I was honestly in a very weird and angry space.
In 2021, my first year as a solo designer, I was making money, but not in the spaces where I wanted to actually work.
I was taking every job from any direction, and I wasn’t happy. I was working harder, not smarter.
I had more Instagram accounts than Zuckerberg, and wasn’t really putting any focused energy into ANYTHING that would drive my business forward.
I was also just coming out of a coaching situation that wasn’t really working for me.
Not the coach’s fault by any means, just different vibes for different tribes, you know?
3. What were your top 1-3 biggest hurdles you’ve had to work hardest on to overcome—and what are some lingering blind spots you’re continually improving on?
Prioritizing Life in the Work/Life Balance model.
Focusing my social media strategy + approach.
Learning to say NO.
These have been the most valuable hurdles I’ve learned to overcome.
Some, like prioritizing life and focusing my social media approach were extremely easy and moved the needle fast.
Saying No has been and will continue to be a challenge.
4. What was the defining moment of getting fed up AND/OR waking up to start taking your shit seriously?
I’ve always taken my work and freelance career seriously—it’s something I’ve been working at for over 20 years.
I’ve always had a side hustle, but I was struggling to find joy in the FULL-TIME space.
Then, right before Scotty’s 2022 Q1 Boot Camp, I was swiping through Instagram stories and James Martin, a person to whom I feel I owe a great life debt, was like “Go take Coach Scotty’s Boot Camp!”
I had been following Scotty for a while…
Even though I was burnt out on coaches, I figured if James thought you were worth a mention, I could at least give you three weeks.
5. What have been your biggest wins since we worked together?
Since we’ve been working together here are my biggest professional wins:
I leaned heavily into pursuing and pushing my illustration this year.
To date, I’ve created 40 illustrations with 7 being paid projects (2% of my income)!
My 2023 Goal is to have at least $50k come from illustration work alone.
I currently have $156K secured on the books for 2023 for non-illustration work—so my target is to earn over $200k.
I invested heavily in myself by attending 2 conferences:
1. Creative South in Columbus, GA.
While at CS, I became friends with some heavy hitters like Tim and Harry from Native Screen Print Co., Jason Craig, Aaron Sechrist, and Jimmy from Atomic Child—guys I had looked up to for years.
2. Crop Cons in Austin, TX
I put myself out there with this Crop Conference Poster.
While at Crop, I met a ton more people that I’ve admired—looking at you Meg Lewis!
But the biggest treat was when Cey Adams (Beastie Boys/Def Jam Records designer) asked for my card so we could collaborate on some new merch.
Before leaving Austin, I mentioned to Crop Cons creator, Matt Dawson, that being on that stage was part of my 5 year plan. His response: “Why not next year?”
I turned down a brand project for an orthopedic practice (my old stomping grounds) so I could continue focusing on personal illustration work.
This led to an old client reaching out after seeing all the Vans work, asking for me to illustrate this design that encompasses the vibe of their bar.
My biggest personal wins:
Growing my business and social platforms naturally, without any gross sales tools or paying for likes.
Learning that I have a unique perspective on freelance and that it resonates with a lot of folks who are struggling to find their path.
No one talks about their failures—I teach folks how to learn from them.
Finding true work-life balance by leaning into saying no when a yes doesn’t feel 100% right—It’s helped my business and my relationships.
6. What was your biggest highlight/takeaway from working together this year?
I don’t have to be everything for everyone all the time…
Because focusing down on manageable wins, over time, compounded, leads to HUGE successes!
7. What’s one piece of advice you’d give to someone who’s dealing with the same struggles as your past self?
Everyone around you is just as lost as you are, some have just learned to enjoy it.
And find a coach that fits your vibe.
Connect With BRAD
Make sure to show Brad some love and connect with him if you found this helpful:
I’m always looking for the next Brad to make moves with, if that’s you, learn how we can work together below. 👇🏻
Let’s Work Together 🤝
Join the 12-Week Coaching Waitlist!
The 3-Month Side Hustler’s Coaching Program is meticulously designed to help you get serious about what you want + give you the tools to get there.
You'll get direct daily/weekly access to me within an intimate, yet intense setting that surrounds you with 6-10 creative souls.
SCOTTY HERE 👋
I’m a full-time Coach for Web 2 + Web 3 creatives and I side hustle my own art in the rapidly evolving NFT space.
I’m also a designer, podcaster, speaker, + husband, and rad dad to 2 kids (and 3 cats), making moves out of Cedar Falls, Iowa.
After 5.5 years of side hustling outside my Corporate Cubicle, I made the full-time leap to Side Hustle Coach in January 2020.
I’ve since scaled this into a 6-figure creative business and have coached well over 1.5k students worldwide. 🤯
My mission is to put you in a position to get paid to play creating work you vibe to that impacts the people you care about the most.
I’d love the chance to work with you in a future 3-Week Boot Camp or 12-Week Coaching Program.