Today we’d like to introduce you to Heather Smith.
Hi Heather, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I never really set out to start my own business. It just sort of happened, in the best way. I spent over a decade working for all kinds of businesses, and every job taught me something new. Two days after graduating from college, I moved to New York City without a job and a desire to learn. My first industry job was a paid internship where I was creating Flash ads for T3. I really enjoyed that job but it’s wild because Flash isn’t even a thing today. After the internship ended, I got a job at The New York Times in their syndication department. There, I designed sell sheets and micro websites to push content from The New York Times to publications around the world. It was really different from what I was doing at T3 but I loved the mix of print and digital work.
After major knee surgery in 2010, I took a few months off to recover, and by the fall of 2010, I had landed at Exhibit E, building custom websites for art galleries. That job was really special—helping art galleries show off their work. But after having my second son, we decided we needed a change so we moved down to Atlanta to be closer to my family.
Not long after moving, I joined the staff of a large church and worked on everything from billboards to car wraps to the weekly bulletin while also designing and building a few different websites. It was a lot, but I loved the variety and the chance to make a real impact in a community.
All along the way, I kept freelancing on the side. It kept me sharp and gave me the chance to work with all sorts of clients. I decided at the end of 2019 to take a leap and launch Rooted Design so I could be around more for my kids. I officially launched Rotoed Design in January 2020 with the idea of working with churches but when Covid hit in 2020, everything shifted and I changed my focus from churches to working with mostly service-based businesses.
It wasn’t easy, but it felt right. Rooted Design is really just me bringing together everything I’ve learned over the years—agency life, publishing, art, community projects—and making it my own. I get to work with great clients, be creative every day, and still be there for my family. Honestly, I wouldn’t have it any other way. I’m excited to see where this journey takes me next.
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?
No, it hasn’t been a smooth road. After launching, covid hit, and that was really hard because not only could I not network but I found it difficult to break through the noise on social media. I didn’t launch with a big platform and found it difficult to build trust through all the noise that was happening on social media in 2020.
This forced me to really figure out what I wanted and to keep pushing through. I’m glad I didn’t throw in the towel because I now get to work with some amazing companies that are doing great things.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I run a marketing and web design agency. My work centers around graphic design, web design, and SEO—basically, everything small businesses need to look great online and attract new customers. I’m especially proud of the business I’ve built from the ground up, and the relationships I’ve developed with my clients. I really believe in clear, friendly communication and making sure every project feels collaborative and stress-free.
Most of my clients work with me on a month-by-month basis, which means I get to be a partner in their growth, not just a one-time vendor. What sets me apart is that I genuinely care about my clients’ success—I’m always looking for ways to help them stand out and reach their goals. In fact, a lot of my business comes from referrals, because people know I’m easy to work with and I make a real difference for small businesses
Do you have any advice for those looking to network or find a mentor?
I worked with a coaching agency called Agency Mavericks for 18 months. It was a great experience because I was able to connect and network with other agency owners who were further along in their journey. It was a great experience where I learned a lot about creating systems, how to track projects, how to scale the agency, and talk through problems as they came up. My advice for others would be to find a coach or group of business owners where you can hold each other accountable and grow together.
Contact Info:
- Website: https://rooteddesign.co
- Instagram: https://www.instagram.com/rooteddesign.co
- Facebook: https://www.facebook.com/rooteddesignco
- LinkedIn: https://www.linkedin.com/company/rooted-design-llc
- Youtube: https://www.youtube.com/@RootedDesign
Image Credits
Headshot – Desi Williams Photography, https://www.facebook.com/DesiWilliamsPhotography
