My talks come from lived experience building, selling, scaling, and changing direction when the old version stopped working.
Creative CEO speaking on branding, reinvention, and the decisions that change a business.
KADY
SANDEL
I didn’t start with a house with a pool, or a successful design business.
I moved from Serbia to the US, worked a $9/hr job, and freelanced on Craigslist designing $65 logos.
That path led me to building a branding studio, working with 350+ brands, and landing high-value clients.
Then, I built an online course and was teaching designers how to start and grow a business. Made 6-figures there too.
Everything worked on paper.
But I felt off. Burnt out.
At some point, I started questioning everything.
The work. The clients. Even the advice I was giving.
That’s when I realized I was in creative misalignment.
I was working with clients I didn’t care about.
And teaching things I no longer cared to say.
Then I turned 33.
I got a couple of fine lines around my eyes…
and I became obsessed with skincare.
Ingredients. Products. What actually works.
I even thought about starting a skincare brand.
But then I looked at my own business:
My last two clients were skincare brands.
Both paid over $25K.
That was the moment.
So, I changed everything overnight.
Website. Social. Messaging.
My design studio went from a branding agency
to a SKINCARE branding agency.
I went from design agency owner
to SKINCARE branding expert.
Instead of offering design, we now offer SKINCARE design.
For skincare founders.
Growing skincare brands.
Same business. Different focus.
And finally, it clicked.
If something feels off in your business, you’re probably not wrong.
And it’s usually not about doing more.
It’s about stopping and thinking about what you’re doing.
You don’t need a new idea, a new business direction,
or another shiny object.
You need to be honest about what’s no longer working.
We stay because we fear the change.
We keep doing things just because we’ve always done them.
We work harder instead of thinking better.
We stay busy because it feels productive.
But we don’t give ourselves space.
Space to think.
Space to question.
Space to realign.
And that’s usually the problem.
So here I am.
I run a skincare branding studio, and I speak on stages about stepping back, making better decisions, and creatively aligning again.
What if everything looks right… but still feels off?
SPEAKING
TOPICS
What happens when a business looks successful on paper but feels wrong in reality? I share how creative misalignment appears in the work, clients, messaging, and decisions behind it. This talk explores why doing more rarely solves the problem and how stepping back can reveal what genuinely needs to change.
Positioning is not a tagline or design exercise. It shapes how a business is understood, who it attracts, and why people choose it. I break down how clear positioning influences messaging, pricing, offers, and growth, giving founders a stronger foundation for making decisions and creating demand without constantly chasing attention.
Before anyone else believes in the business, the founder has to believe in the decision behind it. This talk explores the self-trust required to raise your prices, change direction, reject the wrong opportunities, and keep moving before the results are obvious. The first step is rarely a perfect plan. It is trusting yourself enough to begin.
