Finding Freedom in Design: How Freestyle Founder Alison Joshi Built a Business Around Life, Not the Other Way Round

When you speak to Alison Joshi, you quickly understand that creativity and control are the cornerstones of her business. Founder of a small but mighty design agency specialising in the leisure and visitor attraction sector, Alison has built her agency around her life — not the other way around.

As a Freestyle Founder, she’s proof that a successful agency doesn’t have to mean a big team or relentless growth. It can mean freedom, balance, and work that still sparks joy.

“I started my agency because I wanted to be creative again, and be around for my kids.”

Claire: Tell me why you started your business. Was being a Freestyle Founder always part of your plan?

Alison:

“I set up my business in 2011, and it wasn’t something I ever thought I’d do. But a few people planted the seed, and it made me realise maybe it was what I wanted — I’d just never allowed myself to think that way.”

Alison was working as a lead designer for a large London agency, running big campaigns for brands like Sainsbury’s and Diageo. But the work had become repetitive, and the print department was shrinking as digital took over.

“I was bored, there was no progression, and I wanted a family. There was no part-time work on offer, so I thought, maybe I can do this on my own.”

At first, she went freelance for stability, but quickly realised she wanted more than project work.

“From day one, I wanted my own clients again. I missed solving problems and talking to the people behind the business.”

Building a team that supports her freedom

Alison now runs a three-person agency supported by trusted freelancers. The structure gives her the flexibility to stay hands-on creatively while keeping her workload (and life) sustainable.

“I’ve modelled the business so I still oversee all the creative work. That’s the part I love — the discovery, the conversations, the moments when clients think they want one thing, and you show them something better.”

Her core team handles admin and artworking, freeing her up to focus on client strategy and design direction. It’s a neat embodiment of the Resources pillar in our Your Agency of the Future framework; building the right support around you so the founder doesn’t have to do it all.

“I’ve learned to protect my time, and my clients respect that.”

Like many Freestyle Founders, Alison’s strength lies in her Mapping; she’s clear about what success looks like and unapologetic about the boundaries that make it possible.

“When I had my first baby, I had to protect that time. There wasn’t an option. I learned quickly to say no. I don’t take calls at 5pm. I’ll reply later and explain why. Clients appreciate the honesty.”

And this openness attracts clients with similar values.

“Most of the people I work with are family-led or in the visitor attraction space, so they get it. They respect that I’m running a business and raising a family.”

This blend of clarity and communication sits squarely in the Mapping pillar. Knowing your vision and values, and sticking to them, demonstrates leadership, showing others what a sustainable business can look like.

Wrestling with systems and structure

When it comes to her Checkpoints and Fitness pillars, Alison admits she’s still a work in progress.

“I’ve invested in a CRM system and I know I should use it more, but it’s about building the habit. I’m organised, but spreadsheets just don’t fill me with joy!”

She’s self-aware enough to know the limits of her creative comfort zone and ties her operational goals back to her strategic ones.

“If I don’t write it down as a goal, I won’t do it. So I make it part of my quarterly plan, even the creative stuff, like taking a day off every quarter to go to an art gallery.”

That reflection captures the essence of the Fitness pillar: creating systems that free, rather than stifle, creativity.

Looking ahead: growth, but on her terms

As her children get older, Alison is open to growing her agency, but not beyond recognition.

“I don’t want to get too much bigger. Five people feels about right. I’d love to bring in a project manager or account manager to help with systems and follow-ups, so I can focus on creative direction.”

Her story shows that “small” doesn’t mean static. It means deliberate.

“There’s always a trade-off, for me, it’s been financial at times, but I’ve built something that works for my family. That was the whole point.”

Claire’s Takeaway

Alison’s story is a masterclass in intentional agency design. She’s built her business around her life and stayed true to her values, even when it meant slower but stable growth.

For Freestyle Founders, the message is clear: your business doesn’t need to be bigger to be better;  it needs to be yours.

Find out what founder profile you are by taking our Your Agency of the Future assessment now.

https://www.youragencyadventure.com/