We had the good fortune of connecting with Jenni Ohnstad and we’ve shared our conversation below.

Hi Jenni, other than deciding to work for yourself, what was the single most important decision you made that contributed to your success?
Finding my community. I went solo the latter half of 2018, and it took some time to get my feet under me. By the time I was looking to expand my network— Covid hit. Like many, I went online and found some great groups—many of which I am still part of today. But local, in-person networking has been the most fulfilling for me.

Owning your own business is a rollercoaster, and it so important to have a strong network of close friends and family you can lean on for support. Talking to someone who knows your industry or business and can celebrate your wins and commiserate the losses is invaluable. I’ve learned so much from those who are just slightly ahead of me on the curve, who freely share the trials they endured before enjoying success.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Creating feels like something I was born to do. My parents tell me I was drawing as soon as I could hold a crayon. Growing up, I didn’t think making a living as a creative was possible until my high school art teacher encouraged me, introducing me to the world of graphic design. It checked all my boxes—problem-solving, organizing information, and creativity and I was instantly sold—there was no plan B!

My first job out of school was at an ad agency. I learned SO much about professional design, but I also realized there were many aspects of advertising that did not align with my values. I left that job to move to Nashville and landed at my first nonprofit—Vanderbilt University. Suddenly the work I did was not to sell a widget and make someone money—it was to visually explain important research to the public, promote educational lectures, and encourage a diverse set of good-fit students to apply to Vanderbilt. I had purpose, and that made all the difference to me.

In 2018, I became an independent designer. During the pandemic, I rebranded and niched down to only serve nonprofits and mission-based businesses. It has been my best decision. Not only is it easier for others to understand what I do, but I work to improve my community.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If the weather was nice, I’d take them to a low-key outside patio where they could relax and have a bite and drink—Pinewood Social, Blue Moon on the Cumberland, bartaco, or Tailgate Brewery.

The next day, we would have brunch at the Buttermilk Ranch, then do some window shopping in the 12 South area before grabbing a snack at Five Daughters bakery or Jeni’s ice cream. That evening, we’d go hear some live music at Robert’s Western World or the Station Inn.

The next day would be all culture—Frist Art Museum, African American Museum of Music, or Country Hall of Fame, ending with a nice dinner downtown at Husk and a walk down Broadway to see the honky-tonks.

The nicest day would be spent outdoors—a hike at Beaman Park or a walk along a greenway. A visit to Cheekwood Botanical Gardens if it was spring, a visit to the Nashville Zoo if they had kids, a drive down Natchez Trace if the leaves were changing, or a walk inside Opryland Hotel if the weather was cold or rainy. A hearty take-out meal from Hattie B’s or Voodoo Gumbo would be a great end to a day spent out and about.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
All the wonderful women in my life! Friends I’ve made at every stage that are still there when I need a heart-to-heart, including a great group here locally. The Nashville creative and business community whose first thought is always “who can I connect you with?” Anytime I have a problem, I know one of them will step up to help me.

And of course my husband and two daughters, who are my inspiration and cheer me on.

Website: https://lumineacreative.com

Instagram: http://instagram.com/lumineacreative

Linkedin: https://www.linkedin.com/in/jenni-ohnstad

Other: https://www.etsy.com/shop/juniperberry

Image Credits
Mandy Liz Photography, Colleen Neal Photography

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