Designing Home Base
Lisa Devenny is designing her own future and building community in San Diego.
Lisa is a graphic designer and force of nature. Her positive energy naturally draws like-minded and like-hearted people into her orbit. On top of that, she works her a** off as the owner of Rockfish Design Studio, putting her whole heart and mind into everything she makes.
Lisa grew up in Iowa and is quick to show, and tell, that Midwest Nice is very real. Even when reflecting on being let go from her job, Lisa expressed genuine gratitude.
“My big career shift happened in spring of 2020—I’m sure many people can relate. I got laid off because of the pandemic, so my transition from full-time corporate designer to full-time freelance designer was more of a shove than a shift.”
Albeit abrupt, that push created momentum. After five years working in corporate design, Lisa’s pandemic layoff resulted, happily, in the opportunity for Lisa to become the grounding force behind her own career. And Rockfish Design Studio was born.
The Life & Work of a Military Spouse
Lisa’s husband is no exception to the incredible humans she attracts. Active duty in the Navy, his career has expanded Lisa’s community even wider to a common lot of other military families.
“When my husband is deployed or gone for long periods of time, it’s great to have my own sense of stability, my own thing that I genuinely love to do. And the military community is incredible. When I find out someone I’m working with is linked to the military it’s an instant bond.”
With Lisa and her husband leading very different professional lives, relating to each other’s work can feel like speaking different languages.
“It’s kind of hilarious how opposite our jobs are. There’s give and take to learning how we can support each other through whatever the other is experiencing.”
Where Lisa Got Her Spark
Lisa’s passion for design is a way to channel her creativity, not only when her husband is deployed but every single day. Like her niceness, Lisa’s creative nature was dialed in very early in life.
“I’ve always wanted to be a designer. Being creative is a big part of who I am. My senior year of high school, I created an independent study because I’d taken all of the design classes. They were like, ‘We don’t know what to do with you. Make up your own curriculum.’”
Lisa gives her parents full credit for sparking her creative spirit.
“My dad is an anatomy and physiology professor and super organized, which inspired my love for list-making. My mom was a fourth grade teacher, she’s the creative one. She encouraged us to sew our own Barbie clothes, make art with nature, scrapbook our family trips—scrapbooking was really my first taste of graphic design. My parents ignited my creativity for sure.”
Growing Her Own Way
In Lisa’s career journey the distance seems greater than the miles. In only three years of working independently she has covered massive ground, from making six figures her second full year in business to launching new design products that better serve her growing client roster.
She took her first few years of business ownership day by day, establishing routines and finding balance. Now, Lisa consistently focuses on growth, partly fueled by inspiration from her life partner.
“My husband is always striving to be better. He’s always learning, growing, always has his head in a book. He has such a supportive Navy community too. He inspires me to keep learning.”
Lisa is also deeply inspired by the people she works with. Spinning up designs for her own clients aligns with her natural inclination to truly connect with every client and collaborator.
“Helping someone start or amplify their dream business is an incredibly rewarding part of being a designer. Showing someone branding for the company they’ve dreamed about for years, putting real visuals in front of them—it’s always a humbling experience.”
Making Creative Connections
Lisa is a superconnector. Her drive to foster meaningful relationships comes from a genuine passion that, much like her midwest roots, runs incredibly deep. She builds community everywhere she goes, and is also part of one specific and personally meaningful community.
“I hang out with a group of military wives, many who have their own businesses too, so we have this common ground—with military ties and navigating the success of our businesses.”
Beyond her local community, Lisa travels far and wide seeking creative inspiration (check out her travel blog, especially if you have your eye on Thailand). She’s also inspired by makers of all kinds, in part, and in earnest, to avoid self-comparison.
“I view other creatives as equals, not competition, and always try to see their work as inspiration. Then there’s no need to compare yourself.”
Lisa also connects with other creatives by keeping no secrets about her success. She shares her guiding values openly and often.
“I firmly believe timing is everything. I applaud those who start successful businesses right out of college, but working in a corporate setting for five years before starting my business was absolutely the best path for me. I learned a ton.”
Timing is everything. Do the f*cking work. These are just a few of Lisa’s gems. Balanced by the most Midwest Nice note of all: Be nice.
“Being a good human goes a long way. Treat anyone you meet like they are a potential client. Genuinely talk to and listen to people. They will remember you, and might even recommend you, if they or someone they know needs your services in the future.”
A final word of advice to anyone considering starting their dream business, not necessarily by way of force, but by your own will:
“Just start. You don’t need to know exactly what you’re doing right away. Lean into what you’re good at, be consistent, and the rest will take care of itself.”
Find and follow Lisa below: