Patricia Caruana grew up just outside of Baltimore, Maryland, in a home where art was part of everyday life. Her dad was a woodworker, her mom loved calligraphy, and Patricia was always surrounded by creativity. She started using Photoshop in high school and was already making event posters before most teens had a portfolio.
She went on to study at the Maryland Institute College of Art (MICA), one of the top design schools in the country. There, she developed her clean, modern style and a strong eye for typography. Her senior project focused on accessibility in public signage—a hint at the kind of thoughtful, people-first work she’d become known for.
After graduation, Patricia cut her teeth at a boutique agency in D.C., working on campaigns for nonprofits and universities. Later, she joined a wellness startup and led a full brand makeover that helped take the company national. That success gave her the confidence to launch her own studio, Caruana Creative, in 2019.
Today, she works with everyone from tech founders to arts organizations. Her designs are clean, smart, and rooted in meaning. She believes good design isn’t just about looking pretty—it’s about helping people feel something, understand something, or take action.
Outside the studio, you’ll find her hiking Maryland’s Eastern Shore, experimenting with printmaking, or curled up with a book on design history. Her rescue greyhound, Matisse, is usually nearby. Patricia’s story is one of focus, purpose, and quiet creativity—and she’s just getting started.
What is your typical day, and how do you make it productive?
My day usually starts around 6:30 a.m. with a strong cup of coffee, a walk with my greyhound Matisse, and about 30 minutes of reading—usually something art or design-related. I try to avoid screens until I’ve centered myself. My workday is split into blocks: client strategy calls in the morning, focused design work midday, and admin or development tasks in the afternoon. I plan each day the night before using a simple Trello board that reflects weekly goals. That system helps me avoid decision fatigue and stay on task.
How do you bring ideas to life?
I always start analog—with sketches, sticky notes, and voice memos. Ideas need room to breathe before they’re funneled through software. For example, with Thrive Garden Co., I started by mapping out visual metaphors around growth and accessibility. Only after defining those concepts did I move into Illustrator or Figma. I also rely heavily on research and mood boards to ensure the design direction speaks to both the client’s mission and their audience’s mindset.
What’s one trend that excites you?
I’m drawn to the rise of inclusive branding—where accessibility and representation are prioritized in every detail, from alt text to color contrast to inclusive imagery. It’s not flashy, but it’s powerful. It’s about creating work that everyone can connect with.
What is one habit that helps you be productive?
I block out at least two “deep work” hours per day—no email, no Slack, just focused creation. During that time, I disable all notifications and put on a playlist that matches the tone of the project I’m working on. It’s a ritual that cues my brain into creative mode.
What advice would you give your younger self?
Don’t chase perfection. Chase clarity. Early in my career, I over-polished everything and missed out on valuable feedback because I was afraid to share half-formed ideas. Now, I understand that progress comes from iteration, not perfection.
Tell us something you believe almost nobody agrees with you on?
I believe most logos are too complex. Simplicity is misunderstood—it’s not boring, it’s strategic. I’ve had more debates than I can count convincing clients to strip back layers instead of adding more.
What is the one thing you repeatedly do and recommend everyone else do?
Revisit your own portfolio quarterly. Not to obsess over aesthetics, but to assess: Does this still reflect how I think? What would I do differently now? It’s like a self-critique that keeps me evolving.
When you feel overwhelmed or unfocused, what do you do?
I step away from my screen. Usually, I’ll go for a walk with Matisse along the Chesapeake Bay or head to the Baltimore Museum of Art. Physical movement and visual inspiration are my go-to reset buttons. I don’t force myself to power through if I’m not thinking clearly—it backfires.
What is one strategy that has helped you grow your business or advance in your career?
Saying “no” more intentionally. When I first launched Caruana Creative, I said yes to every opportunity, even when it wasn’t the right fit. Eventually, I learned that clear boundaries not only protect my time but actually attract better-aligned clients. That’s how I’ve built long-term partnerships instead of one-off gigs.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
Early on, I botched a print campaign for a nonprofit by not requesting a proof before sending to press. The color balance was off, and they had to reprint. I owned it completely and paid for the reprint. From that point on, I’ve built in quality checks at every stage—and I never skip them, no matter how small the job seems.
What is one business idea you’re willing to give away to our readers?
A curated stock image platform that focuses on inclusive, hyper-local imagery—featuring real people from real communities instead of the usual staged scenes. Designers are desperate for more authenticity in stock photography.
What is one piece of software that helps you be productive? How do you use it?
Figma. It’s changed how I collaborate—especially with developers. I use it not just for UI but also for prototyping mood boards and presenting visual direction in a live, editable format.
Do you have a favorite book or podcast you’ve gotten a ton of value from and why?
The book “Design as Art” by Bruno Munari. It’s witty, simple, and endlessly inspiring. Munari reminded me that design doesn’t have to be loud to be meaningful—it just has to be thoughtful.
What’s a movie or series you recently enjoyed and why?
I really enjoyed the Abstract: The Art of Design series on Netflix. The episode with Paula Scher, especially. She’s fearless with typography and isn’t afraid to let emotion and intuition guide the work.
Key learnings
- Simplicity in branding isn’t a trend—it’s a durable design strategy that requires discipline and clarity.
- Time-blocking and intentional “deep work” hours help creatives stay focused and avoid burnout.
- Rejection and failure are valuable teachers when treated as part of the iterative design process.