Brad Hughes, a brand and identity designer based in San Francisco, shares his journey from editorial design to running his own consultancy. Initially captivated by editorial design through magazines like Thrasher, Hughes spent a decade working in the editorial world, including a stint at Wired, before transitioning to brand design with Strava. He discusses the challenges and rewards of freelancing, emphasizing the importance of storytelling in branding and the value of organic client relationships. Hughes highlights the balance between work and family life, noting his work routine and the significance of in-person client interactions. He encourages budding designers to focus on their craft rather than rushing to achieve success, suggesting that hard work and perseverance will lead to fulfilling opportunities. Recently, Hughes and his family relocated to Whitefish, Montana, continuing his consultancy work from there.