Today we’d like to introduce you to Hayley Fedders.
Hi Hayley, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Studio Seaside started in 2012, almost by accident. I had recently graduated from San Francisco State with a degree in Industrial Arts and was working in graphic design, but I kept getting freelance referrals from friends, family, and former coworkers. Before I knew it, evenings and weekends were completely booked, and I realized I had the opportunity to build something of my own.
What started as freelance design quickly grew into a full-service branding and web design studio. Over the years, I’ve refined my process to focus on strategy first, then design. I found that when you truly understand a business, who they serve, what makes them different, and where they’re headed, the creative work becomes so much stronger.
Today, I work with businesses of all sizes, from local entrepreneurs to established companies and nonprofits, creating brands and websites that not only look beautiful but also help them grow. I especially love working with businesses here on the Central Coast because I get to support the community where my family and I live.
One of the things I’m most proud of is building a business that allows me to do meaningful creative work while also being present for my two kids. Entrepreneurship has definitely come with its challenges, but I wouldn’t trade it for anything.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Not at all. Like most small business owners, there have been plenty of ups and downs over the years. In the beginning, I said yes to everything because I was just grateful to have clients. I undercharged, overworked, and spent way too much time revising projects because I didn’t have a clear process or boundaries.
As my business grew, I realized that good design is only part of what makes a project successful. Creating systems, setting expectations, and having a solid strategy became just as important. Learning to charge what my work was worth and narrowing my focus to the types of projects I do best were huge turning points.
Balancing business ownership with raising two kids has also been a challenge. There have been seasons where work demanded more than I wanted it to, and others where family needed to come first. I’ve learned that balance isn’t something you achieve once. It’s something you’re constantly adjusting.
Looking back, I’m grateful for those struggles because they shaped the business I have today. They taught me to work smarter, trust my instincts, and build a business that supports both my clients and the life I want outside of work.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Studio Seaside is a branding and web design studio that helps businesses build thoughtful, strategic brands that feel authentic and stand the test of time. We specialize in custom branding, Squarespace and Shopify websites, and brand strategy for service-based businesses, nonprofits, hospitality, healthcare, and lifestyle brands.
What sets us apart is that we don’t start with colors or logos. Every project begins with strategy. We take the time to understand our clients, their audience, and what makes their business different before we ever start designing. That foundation leads to stronger brands and websites that not only look beautiful but also work hard for the business behind them.
I’m also known for creating an efficient, collaborative process that keeps projects moving. Branding and website projects can easily drag on for months, but through a process I’ve refined over the past 13 years, many of our websites are completed in just one week without sacrificing quality or customization.
Brand-wise, I’m most proud of the relationships we’ve built. Many of our clients come through referrals or return years later as their businesses grow. That trust means more to me than any single project. I also love that we’ve been able to work with so many businesses right here on the Central Coast, helping shape brands that make our local communities stronger.
At the end of the day, I want people to know that great branding is about so much more than aesthetics. It’s about creating clarity, building trust, and giving businesses the confidence to grow. That’s what we strive to do with every project.
So maybe we end on discussing what matters most to you and why?
The relationships I build with my clients matter most to me. Branding is a deeply personal process. Business owners are trusting me with something they’ve often spent years building, and I never take that lightly. My goal is for every client to feel heard, supported, and genuinely excited about the direction we’re creating together.
Outside of work, my family is always my biggest priority. One of the reasons I started Studio Seaside was to build a business that gave me the flexibility to be present for my kids while doing work I truly love. That balance continues to shape many of the decisions I make.
I also care deeply about our local community. Living and working on the Central Coast has given me the opportunity to work with incredible local businesses and nonprofits that are making a real impact. Being able to use my skills to help those organizations grow is one of the most rewarding parts of what I do.
Pricing:
- Brand strategy and visual identity projects typically start around $5,000.
- Custom branding and website projects generally range from $8,000 to $25,000+, depending on the scope.
- Website Sprints start at $5,000 and are designed to launch a fully custom Squarespace website in just one week.
- Every project is custom quoted based on the client’s goals, timeline, and needs.
Contact Info:
- Website: https://www.studioseaside.com
- Instagram: https://www.instagram.com/hayley.fedders/
- Facebook: https://www.instagram.com/studio.seaside/
- Yelp: https://www.instagram.com/studio.seaside/
- Other: https://www.tiktok.com/@studio.seaside
