Choosing the Plow
In the words of Elton John (or nearly): Don’t plant me in the penthouse, I’m going back to my plow.
I’ve been self-employed for most of my career, following a path that—by design—has been more garden trail than yellow brick road. I started with onsite freelance work, transitioned into a virtual office lifestyle, and eventually explored building a larger agency. Along the way, I realized I didn’t want to manage employees. I wanted to do the work.
My best days are spent hands-on: graphic design, brand illustration, and custom WordPress web design. I thrive in long-term, one-on-one client relationships, many of which have lasted for decades. Those deep roots are where the real magic happens.
Growing Toward Accessible Web Design
As a solo designer (with a trusted bench of creative collaborators), I take seriously the need to keep learning. A few years ago, for example, I moved away from template websites and learned to build fully custom WordPress sites using Elementor. Since then, I’ve launched more than 25 custom Elementor websites. Like good fertilizer, learning keeps the business healthy and me interested.
In April 2024, the Americans with Disabilities Act was updated to include privately owned websites as places of public accommodation. In plain terms: accessibility is no longer optional. So I rolled up my sleeves and began training in accessible web design.
In January 2025, I launched my first accessible website — the Andiamo Creative site you’re reading now. Since then, I’ve launched four more accessible sites, with additional projects underway. Accessibility is an ongoing learning process, but two things are already clear: doing something is better than doing nothing, and perfection slows progress. Accessible website design is now a core service at Andiamo Creative.
A Budding Side Gig: Surface Pattern Design
Alongside client work, I’ve been growing a side business in Surface Pattern Design — the artwork found on textiles, wallpaper, home décor, and apparel. Nearly three years ago, I launched Ro Carr Studio and began entering design challenges on Spoonflower. I’ve now entered 94 consecutive competitions, consistently placing in the top 10%, including 7 top ten placements and one first-place win (yay!)
This past year, I was also honored to be featured in Uppercase Magazine’s biennial Surface Pattern Design issue. I continue to grow this work with an eye toward licensing designs to home and apparel companies worldwide.
Tools, Not Shortcuts
AI, like most new technologies, arrived with plenty of hand-wringing. While I strongly support protecting creative ownership, it’s clear AI isn’t going away. Over the past year, I’ve begun using it thoughtfully—as a tool for research, copy editing, and early-stage design exploration—so I can spend less time on repetitive tasks and more time on creative thinking.
A good tool belongs in the shed, not in the driver’s seat.
Star projects from last year
Below is a shortlist of some of my favorite projects from 2025.
Annual Report
Wisconsin Historical Society
This marked my fourth consecutive year designing the Society’s annual report.
Event branding
Lincoln Park Chamber
Working with a long-time client, we branded a new networking series for the Chamber.
E-book Design
Hungry for Rural
High-value downloads help supercharge the blogging world.
Equipment Catalog
Engineered Rigging
Glossy catalog designed for marketing fleet of equipment.
Branding for Jazz Band
The Mil Town Flamingos
Illustrative logo and brand design for local jazz band.
Business Training Site
Welhouse Consulting Website
Accessible website design for local business training consultancy.
I Prefer the Plow
I’ve never been interested in shortcuts or penthouses. Looking back, I’m proud of the work grown in partnership with my clients and collaborators. And I can see the path forward is simple: solid work, accessible websites, thoughtful design, responsive service, and long-term relationships.
Good soil.
Steady growth.
The plow still suits me just fine.
