Aileen Wisell is a successful graphic designer based in Boston, Massachusetts. She runs her own design studio, Wisell Creative, where she helps brands tell their stories through smart, thoughtful visuals. Her work focuses on logos, websites, and brand systems that feel clear, modern, and personal.
Aileen grew up between Lexington, Massachusetts and Cape Elizabeth, Maine. The natural beauty of the Maine coast shaped her eye for color, balance, and simplicity. She studied graphic design at the Massachusetts College of Art and Design (MassArt), where she focused on branding and identity systems. Her senior thesis explored how travel brands use design to create trust and connection.
After graduating in 2014, Aileen worked at agencies like Hatch Design Group and North Loop Creative. She designed for restaurants, nonprofits, and lifestyle brands. Over time, she developed a reputation for clean, user-focused design with strong storytelling.
In 2020, she launched Wisell Creative as a full-time studio. Her clients now include Seagrass & Stone, Kind Harbor Wellness, and Camber Coffee Co. She also volunteers as a design mentor with InnerCity Weightlifting, helping individuals build branding for small businesses.
Aileen’s creative process is deeply tied to her lifestyle. She spends time outdoors, travels often, and finds ideas in everyday moments. She believes good design starts with listening and grows through practice.
Today, Aileen is known for her ability to blend coastal calm with sharp visual strategy. She proves that successful design is not just about how it looks—but how it works.
Q&A with Aileen Wisell: On the Meaning of Success
What does success mean to you at this stage in your career?
For me, success isn’t a finish line. It’s being able to live in alignment with what I value—creativity, clarity, and autonomy. I’ve had years where I earned more but didn’t feel fulfilled. And I’ve had years where I felt completely engaged with my work and my life, even if it was quieter on paper.
Right now, I define success as having the freedom to choose the clients I work with, the ability to take time off without guilt, and the space to keep growing creatively. If I can keep doing work that feels purposeful and still have time to kayak at Sebago Lake or paddleboard at Kettle Cove, that’s success.
Have there been any turning points in how you think about success?
Definitely. One moment that stands out is my transition from agency work to full-time freelance. I was leading brand design projects at North Loop Creative, and while I loved the clients, I started to notice that my energy was going more toward managing processes than actually designing. I missed that hands-on creative work.
So in 2020, I launched Wisell Creative. At first, it was just me at a desk in my apartment, reaching out to clients I’d built relationships with over the years. It wasn’t a big, flashy launch. But I remember finishing my first full brand system as an independent designer and thinking, “This is what I want.” That shift changed how I measured success. It wasn’t about the title—it was about ownership.
What early experiences shaped your drive or mindset toward success?
Growing up in Cape Elizabeth gave me a deep appreciation for place. My parents are both steady, practical people. My dad’s an engineer, and my mom’s a teacher. Neither of them pushed “success” in a traditional sense. What they modeled was consistency—showing up, doing things right, and being generous with your time.
In high school, I was the Layout Editor for the yearbook and designed the playbill for our theater production of Guys and Dolls. That experience taught me responsibility early. There were deadlines, a team counting on me, and no backup plan if something didn’t come together. I still work that way—start early, stay organized, and give things the time they deserve.
What’s one mistake or challenge that taught you something useful about success?
Trying to do too much at once. A few years ago, I said yes to five big projects at the same time. On paper, it looked great—steady work, variety, income. But I was rushing, stressed, and not doing my best work. I remember trying to finish a brand guide for one client while also building a Webflow site for another, all while pulling all-nighters. I ended up behind on deadlines and not proud of the results.
After that, I built a new intake process and created boundaries. Now, I space out client work, give myself time to think, and leave room for creative reset days. I’d rather take on fewer projects and do them well than chase volume. That shift helped me build a better reputation, too.
How do you keep yourself focused and motivated in such a solo role?
I rely on routines. I start most mornings with a sketchbook or a journal—not a screen. I write down one design idea, one thing I saw recently that inspired me, and one thing I want to improve. That process keeps me connected to why I started.
I also keep a visual diary. It’s full of layout experiments, color palettes, hand lettering practice, and photos I’ve taken in places like Portland Head Light or Acadia. It’s not for clients—just for me. When I look back at it, I can see how my eye has changed. That’s motivating. Success doesn’t have to be loud. Sometimes it’s just knowing you’re getting better.
What advice would you give someone who wants to build their own version of success in a creative field?
Start by defining what success looks like for you, not just what you see other people doing. When I was younger, I thought I had to work at a big agency or land corporate clients to be “legit.” But I realized I’m happiest working with small businesses and nonprofits, where the impact is personal and clear.
Also, don’t rush your style. I spent years trying to sound or look like what I thought “real” designers should. It wasn’t until I leaned into my love of Maine landscapes, quiet design, and clear storytelling that I found my voice.
Finally, remember that success evolves. What mattered to me at 22 doesn’t matter to me now. Be open to that. Stay curious, protect your time, and don’t measure your progress only in income or followers. The most satisfying work I’ve done came from relationships, not metrics. And those take time to build.