In 2018, I officially started my business. It was a tiny side hustle that would one day grow into Humm House. My motivation? Freedom. The freedom to create, explore, and build a life and work that felt deeply fulfilling and authentic. I had a degree in Conservation & Resource Studies from UC Berkeley and wanted to make a difference, but I also craved autonomy, fluidity and flexibility. Working for myself felt like the only way to honor both.
Before Humm House, my hands were in the dirt, working on farms and in kitchens, churning bone broth and making tallow soap with the leftovers. I was exploring the world through the land through food, farming and homesteading. I made tinctures, salves, homemade cheese, deodorant, kombucha, you name it.
I started a monthly "Pizza Night" in the area, celebrating the local produce through handmade pizzas I cooked in a wood-fired cobb oven on a a local farm. It was a "slow food" kind of life, and in some ways it was dreamy. In other ways, it was confusing and aimless. During this time, I had a good deal of flexibility to explore, but also had a growing anxiety about my unknown path forward.
To soothe my fears, I decided to drop everything in my life to travel the world (as you do when you're in your early 20s). I left my house, my relationship and my cat, and travelled on my own for two years. Though this didn't directly build my career (some may see this as deleterious to becoming an "adult"), it was a pivotal experience that shaped my sense of connection with myself, others and the world. I gained confidence in myself, and trusted that I could handle new, unknown situations. I was, in fact, resilient and capable.
When I returned, the similar anxieties and fears about a "career" crept back in, but this time, I approached it in a new way. I decided that I was ready to build, and that I could do it myself. How I was going to do that was a bit of a mystery, but I started with what I knew best - making things.
Humm House began very small. I made and sold greeting cards, soaps, and healing balms on Etsy and made logos for friends, in between long outdoor adventures, climbing and camping out of my truck.
There was no strategy, no branding, just curiosity and a desire to create freely. I had a job at a local reclaimed wood company, and was able to start building out my hustle on the side. This was the "slow boat" to growth, as I had no direction, no business plan to work off of and no starting capital.
I had no mentor, guidebook or roadmap, either. My family and friends didn’t work in design or creative entrepreneurship, and I didn’t know anyone in my community doing this kind of work. I had taken a few local design classes here and there, but besides that, I learned as I went. And I definitely didn't have any idea of how to run a business. Every decision felt like navigating uncharted territory. I often felt alone, unsure if I was doing things “right” or even if I could sustain this unorthodox, "create-your-own-adventure" career path.
But there was something about it that kept me going: this work was endlessly new and dynamic. Every client, every project, every day brought a different challenge and a fresh opportunity to grow and create. It was definitely scary during the beginning, navigating these unchartered waters. Because everything was new, every step felt like a huge hurdle to overcome. Soon I realized that this was a kind of practice; a practice in finding comfort in the discomfort. To lean into the friction of growth.
As I slowly grew, my portfolio grew, and I realized I loved more than just logos. I loved creating vibes, crafting entire brand worlds that wrapped a business in a visual and emotional blanket. Naturally, I gravitated toward clients in the farm, food and conservation worlds. These were people who were doing good in the world, my people.
I started working with local conservation organizations, like the Shasta Valley RCD (peep that logo), Siskiyou Valley PBA and the Youth Environmental Summer Studies (YESS). I realized that even if my hands weren’t physically in the dirt, I could help amplify their missions and support their causes. This really energized me to keep working and building my brand so I could help these inspiring organizations with their visual communication. I finally felt grounded in my passion and path forward, I just didn't know how to get there.
For a long time, my own branding stayed minimal. I worried that being too specific would turn clients away. I hesitated, unsure of how to present myself without feeling exclusive. But after reflecting on my values, my mission, and the people I truly wanted to serve, I finally took a leap: I developed a brand strategy and visual identity that really felt like me.
For my new brand expression, I leaned into the things I personally love; the desert, collaborating with other women, sustainability, adventure and the energy of the hummingbird, and smashed them all together into a playful, earthy brand identity. I had fun with it. I decided that I was ready to share more of me, and that I had a unique perspective to offer, crafted from all of those rich, varied experiences of my past.
With clear visuals, intentional messaging and a cohesive story, I feel more confident, proud and excited than ever. I invested in myself and my brand, hiring messaging experts and web developers to help hone my brand. I was no longer alone on this journey, and that felt amazing.
Now, my work no longer just existed, it resonated. It started to attract the people and projects that aligned with my energy and purpose. It was working! The anxiety of “am I reaching the right people?” shifted to curiosity and joy: I can’t wait to find my people.
This new clarity has allowed me to focus on the brands I love to serve. The soulful, purpose-driven businesses that value connection, creativity, and the common good. My branding is no longer a safety net; it’s a lighthouse, guiding the right clients to me, and helping me build meaningful relationships along the way.
I still hold my own fears and challenges as I navigate the wild west of solopreneurship, and I am no where near done learning and evolving. In fact, I've become more open about sharing the in-between, the work-in-progress messiness as another way to connect more deeply with others. Every experience, every "failure," and success is more data to learn from and build on. Finding beauty and comfort in that journey has made experimenting with new ideas more approachable and even enjoyable.
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Today, Humm House now fully embraces the desert, nature, women and brands with heart and personality. My journey taught me that aligning your work with your values, strengths and vision isn’t just empowering, it’s magnetic. When you lean into what makes you unique, you don’t just find clients. you find your people.
Your brand deserves the same: clarity, soul and freedom to grow.
Let's chat about your story, from early beginnings to your dreams for the future. I'm here for it all!
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