Hi guys,
We’re happy to share a new Talk on Creativity with Amy Hood — co-founder of Hoodzpah Design, the studio she runs with her twin sister, Jennifer. Their work is rooted in bold typography, playful humor, and a distinctly Californian style.
In this talk, Amy shares insights into the unique aesthetic of her studio, the dynamics of working with her twin sister, and the importance of community in building a successful design business—with all the messy, human, hilarious moments that come with it.
When asked about Hoodzpah’s style, Amy shares a refreshingly grounded perspective: you don’t “find” your style—your style finds you.
“I always wonder, how do you find your style?” she says. “I think it’s just innate. Even if you try to change with the times, it always ends up looking like your style.”
Even attempts to imitate someone else’s work fall flat, she jokes, because your hand—and your instincts—give you away. “If you’re not copying something one-to-one, it will always just inform what you already innately do.”
That stubborn consistency, she says, is a blessing. It’s what turns a freelance practice into a recognizable studio. But it can also feel limiting. “When you hit the ten-year mark, you’re like… can I do anything else? Am I stuck?” she laughs. “And then you realize—no, this is me. And that’s good.”
For many young designers, the early years of running a studio feel like a rush to look established: polishing portfolios, cold emailing, chasing dream clients. But for Amy and Jen, their first steps came through something far more organic—their creative community.
“All of our first clients were friends,” Amy reflects. Musicians starting new ventures. High school buddies building passion projects. A pasta company created by friends from Nashville. “They trusted us—and they gave us fun projects that showed what we could do.”
They bartered logos for photography, reinvented each other’s brands, and even staged a fake busy-office photoshoot with friends sitting at desks so they could appear more “legit.” “That first phase of bartering with your creative friends? I lovethose times,” she says.
These early opportunities created the snowball effect that most design programs never teach: friends grow, friends get jobs, friends refer friends.
“It’s hard to pinpoint. But your friends will go on to do great things—and people see your work through them.”
Continue reading the story on our website & watch the full episode on Bloomerangas YouTube channel ✨
