Today we’d like to introduce you to Alma Santillan.
Hi Alma, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Design has always been more than just a skill for me; it’s the lens through which I understand and connect with the world. I was brought to America when I was six years old, and since then, I’ve carried the pride of being a Mexican American and a DACA recipient in my heart. Growing up in a household with limited resources, I learned early the power of resilience, hope, and creativity in navigating life’s challenges. Graphic design became my voice and my refuge, a way to express stories that words alone couldn’t capture. This passion led me to pursue a degree at Abilene Christian University, and just a week after graduating, I stepped into the corporate world with Clarus Glassboards. Over four years, I grew into the Senior Designer role, leading projects and collaborating closely with the engineering team to develop innovative products.
Yet, deep down, I felt the call to build something of my own, something personal and authentic. That’s how *Customs by Alma* came to life: my creative studio dedicated to helping small businesses across Fort Worth tell their unique stories through thoughtful branding and design. Photography became a natural extension of that vision, another way to connect with people and tell their stories visually. Whether I’m capturing a brand’s personality, a quiet moment between couples, or the emotion behind a small business owner’s dream, photography allows me to blend artistry with authenticity. I love creating images that feel alive and honest, ones that reflect the heart behind the work. Together, design and photography have become the tools I use to celebrate identity, creativity, and community in every project I take on.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a smooth road, but I think that’s part of what’s made the journey so meaningful. Transitioning from a full-time corporate design role to running my own business was both exciting and terrifying. There were moments of imposter syndrome, financial uncertainty, and the constant challenge of balancing creativity with the realities of being self-employed. Juggling a day job while building *Customs by Alma* on nights and weekends requires a lot of discipline and heart, especially when working with small businesses who trust me to bring their vision to life. There have been late nights, tough lessons, and seasons of doubt, but each challenge has pushed me to grow not just as a designer, but as a person. It’s still a work in progress, but I’ve learned to find pride in that progress.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At Customs by Alma, I specialize in creating thoughtful, custom branding and design solutions tailored specifically for small businesses across Fort Worth. My work primarily focuses on helping local businesses tell their stories visually, from logos and marketing materials to comprehensive brand identities that feel authentic and purposeful. I’m also passionate about photography, which complements my design work by capturing genuine moments and personalities that bring brands to life. It has become a big part of what I do. I love capturing meaningful events, such as weddings, quinceañeras, and other celebrations that mark significant moments in people’s lives. There is something really special about documenting those emotions and details, and it allows me to bring the same creativity and care I use in design into storytelling through images. I believe that what sets me apart is my dual perspective as both a corporate-trained designer and a small business owner. I understand the importance of professionalism and innovation, as well as the value of personal connection and storytelling.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
Finding mentors and building a network has been a massive part of my journey. Fort Worth’s Creative Mornings gave me the chance to meet some incredible local creatives and industry folks. I’m really thankful for my teachers, too, Brandon Wheatley at Paschal High School, and Mike Wiggins and Ryan Feerer at Abilene Christian University. They were super supportive. They helped me figure out my path early on. Honestly, it’s all about being genuine, asking questions, and showing up. Networking isn’t just swapping contacts; it’s about building authentic connections with people who inspire and challenge you.
Contact Info:
- Website: https://customsbyalma.myportfolio.com/
- Instagram: https://www.instagram.com/customsbyalma
Image Credits
All images are the property of Alma Santillan DBA Customs by Alma.
