What's the Most Important Step in Following Your Dreams?
This week's guest, Karla Pámanes has the answer. Karla is a business owner, single mom, and award-winning designer who makes the world more beautiful one design at a time. And she's got great advice!
Welcome to another issue of Who I’d Rather Be Talking About, where I interview cool and interesting people from around the world.
This week, I’m talking to Karla Pámanes, an award-winning designer, branding expert, and mentor.
(Karla is legit.)
I first discovered Karla when she and I both commented on a LinkedIn post and then commented on each other’s answers. You know, one of those social media moments, where you start having a convo for all to see and then think, “Maybe I should just send a message???”
Well, I did, and as it turned out, Karla has this really cool networking thing where she does virtual coffee chats to connect on LI. We had a chat and I learned all about Karla’s work as a designer and a bit about her life. At end of the call I knew she was someone I wanted to talk about. :)
Karla is a go-getter who is rocking it as a single mom, entrepreneur, daughter, sister, and overall cool human.
Abbey: Let’s start by going back in time. Can you please tell us about your early life?
Karla: I was born and raised in Torreón, Coahuila, Mexico. It’s located in northern Mexico, approximately 200 miles from the U.S. border.
I have a twin sister, Graciela (I'm the oldest by a minute!), and an older brother, José. I had a good childhood.
My parents' main priorities were ensuring we had food and a good education—two things they valued the most.
They worked incredibly hard to give us the best education possible. We attended a bilingual school from kindergarten, and one of my mom’s biggest goals was for us to speak English because she believed it would be a valuable tool for our future.
We didn’t have a lot, but as a middle-class family, we had enough.
Abbey: How has your past influenced your life today?
Karla: I always felt like the black sheep of the family—the odd one in a house full of Type A personalities.
I was the complete opposite, the creative one. Recently, I heard something that stuck with me:
We sometimes become what others tell us we are.
I remember hearing people say I was creative, so I owned that and believed it.
My parents were both engineers—my mom, a chemical engineer, and my dad (RIP), an industrial engineer. They worked a lot. My dad always had two jobs and taught at two universities. My mom taught high school and was always hustling—tutoring, making and selling handcrafts, and even starting a chocolate business from our home garage. That business eventually took over our whole house and helped put three kids through international college (at the same time!).
I credit my hustle and work ethic to my parents.
They always said our inheritance in life was education. They deeply believed in it and worked incredibly hard to give us the best opportunities possible.
Abbey: How did you decide to start your own business?
Karla: It’s been a long road to where I am today, but I always knew I wanted to be a graphic designer—even though I didn’t fully understand what that meant initially.
Graphic design was the only creative career available in my hometown of Mexico, so I was determined to pursue it.
I’m not sure how my parents found out about the opportunity to study in El Paso, but they learned about a program where Mexican citizens could pay U.S. resident tuition at certain border schools. They sent my brother to the University of Texas at El Paso (UTEP), which is well-known for engineering. A year later, they sent my sister and me. I didn’t want to go—I had a boyfriend at the time—but my parents insisted. Looking back, I always say that being forced to move to El Paso for college was the best worst thing they ever made me do.
My parents were hesitant about me pursuing graphic design and tried to push me toward something more "stable" like marketing. I’m pretty sure they thought I would starve as a designer.
But within just a couple of months, while still struggling to adjust to university, I decided to change my major.
(Since I was already there against my will, I figured I might as well study what I actually wanted.)
I loved everything about graphic design, and eventually got an internship opportunity in Knoxville, Tennessee, at Scripps Networks Interactive.
I fell in love with Knoxville and knew I wanted to come back. So, a semester after graduating, I asked if there was an opportunity for me, and they opened a position.
If there’s one thing I’ve learned in life, it’s that the biggest opportunities I’ve had came because I asked for them.
I originally thought a couple of years of experience would be great, but those "couple of years" turned into a decade at an amazing company with an incredible team that I still consider family.
In 2018, the company was acquired, and around that time, I started thinking about starting my own business. But I was afraid and unsure how to make it a full-time thing. We moved to Connecticut for my ex-husband’s job, and I found a position at a small agency. It was a great experience to go from a corporation of thousands to a team of five.
Then COVID hit, and I was the first to be let go.
In 2020, we went to my hometown in Mexico to quarantine with my parents. Unfortunately, within two months of being there, my dad passed away. That was my rock-bottom moment.
By the end of 2020, I had to make a decision: keep playing it safe and look for another "stable" job or go all in on my business—the thing I knew in my heart I wanted but had been too scared to pursue.
2021 was the year I went full-time in my business, and I’m happy to say things have worked out way better than I ever imagined. I moved to San Antonio, Texas, to be closer to my mom and left a 21-year relationship with the father of my son.
Abbey: Can you tell us about your work?
Karla: I specialize in logo, brand identity, and website design. Logo design is my favorite, and what I initially focused on. But I quickly realized a logo alone could only do so much for a business. That’s when I expanded into brand identity design and eventually website design—to give my clients a more complete and strategic foundation.
Essentially, if it can be designed, I can help! But it all starts with a strong brand identity.
I also freelance as a graphic designer, helping companies with various design needs—from editorial design and social media graphics to full-blown marketing campaigns.
Abbey: What does “a day in the life” look like?
Karla: Weekdays start early—getting my son, Lennon, breakfast, helping with lunch, and getting him ready for school. If the weather is nice, we walk to school. After that, I usually go for a 30-45 minute walk before starting my workday.
I officially start working at 10 AM. Every day looks different, but generally:
Mondays are for designing and working on my business.
Tuesday–Thursday are full of meetings and I squeeze in some design work at night if needed.
Fridays are now reserved for personal projects and admin work.
Lennon gets home around 4 PM, and I work until about 6 PM. Then we have dinner together and usually watch a show. I help him with homework if needed. We’re currently looking to add a sport to his schedule. He took a break after earning his black belt in martial arts, so I’m excited to get him back into something active.
At bedtime, we still read together. He’s 11, and I have no idea when parents are supposed to stop reading with their kids, but I’m not planning to stop anytime soon.
On weekends, we sleep in a little. Saturday mornings always start with waffles and bacon—Lennon’s favorite. We’re homebodies, but we also love to explore, so we switch things up.
Sundays are more low-key. Lennon has basketball practice and games.
I use Sundays to plan and get ahead for the week ahead.
I like to call them Schmondays!
Abbey: How do you balance it all?
Karla: I don’t believe true balance is ever fully attainable—I just do my best. My son often ends up with more screen time than I’d like, and while working from home offers flexibility, it can be tough to draw the line between work and life. It’s definitely a juggling act! But no matter what, he always comes first. I work hard, but I also prioritize making memories. Travel, fun experiences, and quality time together will always be at the top of my list.
Abbey: You are a master at networking. Tell us about your strategy.
Karla: I love networking! It’s funny because, in the beginning, I was terrified of it. When I first started learning about business, I realized networking meant talking to people—and that scared the crap out of me.
But who would have thought that now it’s one of my favorite parts of my business? Getting to know people, learning their stories, and hearing about the amazing things they’re doing is truly fascinating.
Last year, I set a goal to have 100 coffee chats—and I actually lost count because I surpassed that goal by August! I also love attending business conferences where I can learn and connect with interesting people. Being part of masterminds and networking groups has also been a game-changer, giving me a space to exchange ideas with other business owners.
Entrepreneurship can be lonely, especially as a solopreneur, so community is incredibly important to me. That’s why networking isn’t just something I do—it’s something I prioritize.
Abbey: In addition to your work, you believe in giving back. How do you do this?
Giving back has always been important to me. Every time I have the chance to help others in some way, it brings me so much joy.
Each year, I take on a couple of pro bono design projects to support people who may not have the resources to invest in branding but truly need it. I’ve also volunteered with various organizations, but my favorite way to give back is through design—helping others elevate their businesses or organizations with my skills.
Abbey: What’s next?
Karla: I have so many goals!
In my business, I want to continue growing my team and creating opportunities for women designers. Right now, I have the privilege of contracting two designers from Mexico—one of them is my niece, which is extra special to me.
Another big goal is to give back even more, in honor of my dad. After he passed away, my siblings and I established a scholarship in his name for engineering students at the university where he taught. He also helped bring an international industrial engineering student chapter to his university, and we’ve been able to sponsor many students to become members.
This year, my main goal is to write a book, with proceeds going toward funding scholarships in my dad’s honor.
I also want to expand the education side of my business, teaching more aspiring designers how to build successful brand design careers.
In my personal life, my goal is simple: to be happy and fulfilled. I want to be a great mother, friend, and daughter, and to truly enjoy the life I’m building.
Abbey: Any advice for entrepreneurs?
Karla: The first and most important thing is to believe that it’s possible for you. For years, I struggled with that—I didn’t fully believe I could run my own business, and because of that, I held myself back. Your beliefs shape your thoughts, and your thoughts shape your reality.
It wasn’t until I decided that this was what I was going to do—no backup plan, no wavering—that things started falling into place.
Also, never stop learning. Whether it’s mentorship, coaching, courses, or simply surrounding yourself with people who inspire you, always invest in your growth.
Business is a journey, and the more you learn, the more you expand what’s possible for you.
How to get in touch with Karla…
Website: karlapamanes.com
Instagram: karla.pamanes
Linkedin: Karla Pámanes
And now… the Speed Round, and a special chance to see Karla’s work!
The beautiful white graphic below is made by Karla.
Notice, there’s a pink graphic below Karla’s… this is an example of a writer (yours truly) stumbling around with Canva. I sent it to Karla, asking, “Please, show me how it’s done!”
She’s the master!
Thank you, Karla, for working your magic!
Thank you, Karla for sharing your life with us. You’re truly an inspiration!
And remember - if you need design work, branding, or mentoring, contact Karla!
I’ll be back next Thursday with another What I’d Rather Be Talking About.
In the meantime, watch for a surprise pop up newsletter for paid subscribers with recent travel tips from one of Europe’s greenest tourist destinations.
And don’t forget… the Great February Newsletter Sale ends soon!
Take advantage of 48% off annual memberships today! :)
You two were destined to meet! 👍🏼😊👩🏽💻
Abbey, this conversation beautifully highlights that the most important step in following your dreams is deciding to believe they are possible for you. Karla’s journey shows that opportunity often follows courage, especially the courage to ask, to pivot, and to go all in without a backup plan. I appreciate how her story weaves hustle, grief, reinvention, and service into one coherent arc of purpose. The throughline is not just talent, but conviction paired with consistent action. Thank you for spotlighting a story that reminds us belief is the foundation on which everything else is built.