Work Friends Member Spotlight: Lucia Urbanic
Even before I launched Work Friends, I knew I wanted to keep the membership tight-knit so that those involved could actually get to know each other and find real value in the community. Over the course of the past five months, our crew has grown slowly and Lucia is one of our newer members—and she is the epitome of creative go-getter making freelance life work for her.
I think you’ll enjoy reading about her journey going from working as a senior designer at Bumble and bumble to freelance multi-media designer and supporting brands like Kosas, Victoria Beckham Beauty, and more.
Lucia Urbanic
Multi-media Designer & Art Director
“I find success in my amazing work-life balance. I’m still busy, but I get to choose where I work from. I get to lay on the beach for two hours if I want. Work from Greece or Italy in the summers.
I travel the world and work for the coolest beauty brands. I am so lucky to live life and work at the same time. “
What’s your background and specialty?
Multimedia Designer + Digital Art Director
How/why did you choose beauty as your niche?
My first jobs after graduating college were freelancing for Cosmopolitan Magazine and interning for Milk Makeup. I thought working for a magazine (specifically Nylon, but they had folded right after I graduated) was my dream, but honestly it was not glamorous at all. Once my contract was up and my internship was over, I worked for a small beauty brand called Context Skin. We were so tiny, just the owner and myself (David I miss you if you’re reading this!!). I handled everything from PR to designing emails—and really got to experience everything that goes into a beauty brand. Things just stuck and I kept landing beauty jobs.
I did a lot of ecomm work in my earlier years and now I get to do more video/animation work which is what I’m honing in on. Next year I may have a new niche but I’m excited to keep exploring video for now.
I love beauty—it’s been seven years and it never gets old.
What’s something unexpected you’ve learned about yourself through freelancing or consulting?
Being your own boss isn’t as daunting as it seems. You kind of just fall into it.
I have to thank all my other jobs for helping me understand different work structures (having in-house and agency experience really helps). I feel like you have to learn how to be a chameleon to be a successful freelancer. I’m really good at figuring out how a team works quickly and delegating my task load (thanks to my virgo rising).
What’s a pivotal moment in your career that shaped where you are today?
Quitting corporate America almost three years ago. I was the senior designer on the 360° team at Bumble and bumble. I got to concept campaigns from start to finish and be on set. I loved working there!
I had a quick stint working from Costa Rica remotely, so when the hybrid model came back into play I started to question if I really wanted to go back to an office. I ultimately decided my freedom was more important and quit my job. I went to Bali for a month, then was unemployed for another four months after that. I racked up a bunch of credit card debt (I feel like it’s important to note this, change is hard and scary but it works out!) but finally I landed my first full-time freelance client. And it’s been smooth sailing ever since.
If you could snap your fingers and instantly master any new skill, what would it be and why?
I love the video art I make but I am not a traditional editor—I learn as I go. The dream would be to fully master After Effects and Premiere, keyboard shortcuts and all.
How do you stay creative and avoid burnout, especially when juggling multiple projects?
I chat with my other girlfriends who are freelance designers and peep the work they’re making. Usually, we all experience burnout at the same time. [Laughs] I’m constantly saving videos and graphics on Instagram as well, so a quick scroll through my Saves helps too. After a busy week I always treat myself just so I can have a second to breathe.
What’s been your favorite freelance project to date?
I love the videos I helped create for the Soulgazer launch at Kosas. They are so visceral and fun!
Who’s your dream client?
Kosas was my longtime dream client and now I get to work for them!! Next up I would love to work for Ilia, Rhode, and the OG of chic clean beauty, Glossier.
How do you define success in your career? Has that evolved or changed over the years?
Growing up in New York City I was always career driven. I job hopped to salary jump and was always working. Once I landed a senior designer position at 27 I realized everyone above me was in back-to-back meetings every day. Their teams’ calendars had essentially no breaks, no freetime. They were constantly glued to their computers. Work was their life. That was NOT the life I wanted.
Now, I find success in my amazing work-life balance. I’m still busy, but I get to choose where I work from. I get to lay on the beach for two hours if I want. Work from Greece or Italy in the summers. I travel the world and work for the coolest beauty brands. I am so lucky to live life and work at the same time.
What have you gained from being a part of Work Friends?
I just joined a month ago, but it is so inspiring to be around people in the same field as you. I hope to work with people from Work Friends and draw inspiration from what they are creating. Freelancing can feel isolating so it’s nice to have a group where we are all in the same boat :)
What’s your most-repurchased beauty item?
Paula’s Choice Skin Perfecting 2% BHA Exfoliating Toner (bye bye, pores on my nose) and Ilia Limitless Lash Mascara (the best, seriously.)
Get in touch with Lucia
It's fun to be Work Friends
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It's fun to be Work Friends 〰️
If you’re interested in joining Work Friends, you can find more information here. And if you’d like an introduction to Lucia or any member of the Work Friends community, send me a note.