We’re continuing our We See You series celebrating incredible women - because you can’t be what you can’t see. This time, the spotlight shines on Zoe Ugne, a brand strategist, lead designer and founder of Edinburgh branding studio Studio Zo. With over eight years of industry experience, Zoe’s journey is one of rediscovering confidence, embracing creativity and turning passion into a truly fulfilling career.
Tell us about growing up
When I was younger, I was always the one coming up with games for all the kids to play. My imagination felt endless, and I loved seeing everyone gather around, waiting for the next idea. But as school life took over, that confidence faded. It wasn’t until I started my own creative business over five years ago that I began to reconnect with that fearless, imaginative version of myself.
What was your first job?
A nanny! I’ve always loved children and have a mindful approach to childcare. During my studies, I also worked as a barista (best job!) before returning to nannying. After graduating from Robert Gordon University Aberdeen (Gray's School of Art). I started as a designer at a marketing agency in Edinburgh.
What inspired you to start your own business?
Working as a graphic designer at an award-winning agency was great, but something was missing. I wanted to help businesses find their identity and create something with real meaning. Running my own studio lets me do that and it also gives me the flexibility I need to manage my chronic health condition. Listening to my body and working on my own terms has been life-changing.
How did you transition into self-employment?
When I told my boss I planned to leave, we agreed on a transitional period where I’d continue with existing clients as a freelancer. I did that for a few months whilst also building up my own client base. I felt grateful to work with founders directly and use my skills and knowledge to make a difference in their businesses.
What does a typical morning look like for you?
I’m a morning person! I wake up at 7am, stretch or do a little yoga in bed, then make my Earl Grey tea and read a few pages of a design or psychology book. After that, I study Italian for about 10 minutes, have a light breakfast and start work. If it’s sunny, I’ll take my tea and book outside and read in the sun.
What kind of network do you rely on?
My friends are everything. Many run their own businesses or have inspiring careers. I learn a lot from them, even when our paths differ.
What are your biggest challenges?
Most of my work comes from word of mouth, which can be unpredictable. Some months are overwhelmingly busy, others are quiet (August and December typically are quiet for Studio Zo). I am hoping to gain more control over this through networking, as well as staying consistent with social media.
What’s your management style?
I’m observant and strive to help people play to their strengths. I spot what they do well and nurture it, assigning tasks that stretch them just enough to feel genuinely accomplished, without tipping into frustration. My feedback is thorough and no-nonsense, but I always make a point of thanking them and showing genuine appreciation for their efforts.
What’s the toughest part of running your business?
Social media! I like to work with deep focus, no distractions and if I set up a camera to film myself, it disrupts my focus... So, creating content for social media is a pain in the a*s. Networking can be uncomfortable, but I prefer it to creating social media content for my business
Best piece of advice you’ve received?
Save your energy and don’t stress so much, especially about those pesky computer glitches or login nightmares. Yes, they’re maddening, but most problems can be fixed, or someone can help you sort them out. And once they’re resolved, you’ll wonder why you ever let yourself get so stressed.
One system you can’t live without?
Notion is brilliant for business and personal use. I’ve set up client portals, my weekly tasks and even my annual goals inside Notion. It also houses all my email prompts and notes from client meetings. My entire business pretty much lives there!
Your advice for aspiring entrepreneurs?
Whatever you think you can't do, just know that there is someone who is confidently doing it wrong right now. They have no plans to do it better, and people are paying them to do it. So, you are good enough. Start now. Learn and grow.
Where do you see yourself in the future?
I will either introduce more psychology in my branding process as my education expands or become a therapist in my 50s!
What do you wish you’d known sooner?
I wish I’d started networking earlier and nurtured my university friendships more. Very few of my friends are designers, and I’ve realised how much having a creative community matters.
That’s part of the reason I joined the egg business club - to reconnect with that sense of community and feel part of a supportive Edinburgh network. I’ve made some good connections through the egg Summit. I’ve also attended webinars. it feels good to connect with women in business locally. It's inspiring and opens the world up a bit.
Your vision for the business?
Studio Zo will remain a boutique design studio but known and celebrated for its tagline, 'A Home of Soulful Brands.' Over the next decade, I’ll continue studying psychology to deepen our brand strategy work. We’ll partner primarily with medium-sized businesses, while still serving small one-person businesses and start-ups here and there, crafting authentic, award-winning identities that resonate deeply.
To chat to Zoe or learn more about her design and branding work, check out studio-zo.com. egg members get 5% off Brand Strategy, Visual Identity, Editorial & Packaging Design services (excl. production costs).
For a fun Edinburgh networking event with a difference, join Zoe at Sip & Draw on Thursday 20th November at The Tower Portobello, a unique Scottish venue available for exclusive hire.
