I confess… my rebrand nearly ruined me

Confessions of an Interior Designer

Welcome to another episode of Confessions of an Interior Designer!

Today, host Caroline Turner chats with Iga Soszynska, the founder of Designed by So, a multidisciplinary design studio based in Los Angeles. With a background in interior design, branding, and business strategy, Iga helps designers build strong, scalable businesses with a focus on marketing and process improvement. In this episode, she shares her journey from working at large firms to striking out on her own, and the lessons she learned about branding the hard way. Plus, she reveals the key mistakes designers make when trying to market themselves—and how to avoid them.

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⏰ Timestamps:

• 00:00: Intro and welcome with Caroline Turner
• 00:21: Iga's Introduction
• 32:45: Iga's vice
• 35:16: Confession - The brand refresh
• 50:10: Question #1 - What every designer should know about marketing
• 52:37: Questions #2 - Thoughts on AI
• 59:43: What made Iga feel

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📲 Helping designers build businesses that thrive—follow Iga for strategy and branding insights:

• Instagram: @designedbyso
• Website: designedbyso.com

Got a juicy confession or design dilemma? Submit anonymously here.

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• Learn more about the podcast, guests and episodes here

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📝 Credits:

• Caroline Turner - Host & Executive Producer
• Cory Barton - Audio Engineer & Producer
• Gracie Miller - Producer
• Kim Kovacik - Cover Photography