Sam Ma, Founder, SEO Strategist and Web Designer at Designthropology Studio
Tell us about your background and what led you to become a freelancer?
I studied Biomedical Sciences at university, which honed my analytical mind, but I always knew my true passion was in the creative industry. Over the years, I explored illustration, filmmaking, and animation before transitioning to Graphic Design in 2014. For the past decade, I’ve worked as a multidisciplinary Graphic Designer in-house for start-ups and medium-sized enterprises.
While I enjoyed solving problems for brands through creative visual solutions, I often felt something was missing. Repetition, lack of progression, and the sense that I was building someone else’s dream took a toll on my mental health and well-being. Eventually, I asked myself, "Why can’t I do what they’re doing?". I wanted to focus on the areas that excited me most instead of being a “jack of all trades.” My brand, Designthropology, now mainly focuses on SEO and website design, complemented by skills in web development and brand animation.
What do you love most about running your own business? And what’s been the most challenging part?
As a business owner, I love the variety of wearing all the hats from admin and client management to delivering the work itself. Seeing positive results for my clients makes everything worthwhile. The best part is the continuous learning, every client brings new challenges and pain points, which I get to research and turn into tangible solutions.
The biggest challenge for me has been pricing. Mastered gave me a framework to calculate rates logically, removing doubt from quoting and ensuring my business remains profitable while covering expenses and tax. Over time, as my skills and services have improved, I’ve gained the confidence to charge more, backed by client successes, experience, and expertise in SEO and web design.
What impact did the bootcamp have on your business or mindset?
The bootcamp taught me that sometimes the “boring way” is actually the best way. There’s no magic, just consistent persistence. Showing up to seminars and small group sessions helped me build discipline and connect with others outside my industry. Sharing ideas with fellow business owners gave me new perspectives, while also making it rewarding to contribute to their journeys.
I also learned to acknowledge small wins and take steady steps toward bigger goals, it may sound simple but can be wholly transformative. A huge mindset shift came from my mentor, who encouraged me to accept compliments gracefully and fully, instead of brushing them off and skipping to the next work topic. She reminded me: ‘you’re a professional and an expert, don’t dilute or talk yourself down’.
The bootcamp also helped me refine my focus. I entered thinking I’d only do web design for wellness brands, but I left pivoting toward SEO services for small and creative businesses.
The bootcamp gave me motivation to refine my branding, which I had been tinkering away at for some years, but finally produced a brand identity I feel proud to show and reflects more of my core business values of sophistication, nature and empathy.
Designthropology's refreshed branding, created during the Bootcamp
Were there any "aha!" moments during the bootcamp that really stuck with you?
- Competition exists, but no one else is me. Putting my face and personal brand out there is what makes me stand out.
- I don’t need to offer everything; focusing on a niche and a clear target audience is more powerful.
- I don’t need to be on every social platform; just two strong, consistent channels are better than spreading myself thin. Plus, it’s easier to keep track of what works and what doesn’t.
One big push from my mentor was running my first-ever SEO webinar during the bootcamp. It was well attended, and the response showed me just how many business owners are eager to learn about SEO. That experience solidified my decision to niche into this area.
Have you made any changes in your business (or mindset) since completing the bootcamp?
My breakthrough was realising that networking is a thing! I’ve embraced networking and now regularly attend local groups, expanding my circle to include more business owners. My business is now hyper-focused on SEO services, with web design as a secondary offering. I’m constantly updating my skills to stay ahead in SEO, AI-driven search, and software development.
Another major shift was learning to confidently pitch my business. Practicing my one-minute pitch has been invaluable, as it forced me to be specific about what I do, who I serve, and why.
I’ve also become much more comfortable selling myself online. Where I once cringed at self-promotion, I now share my work openly and include clear calls to action on my website and social channels.
It feels almost like an out-of-body experience when I’m described as the CEO of my own business, yet at the same time, I feel genuinely part of the business community.
Mastered helped plant the seed of sourcing my first few clients, and a year on since then I am now able to find clients on my own.
What would you say to someone who’s thinking about going freelance or starting a small business but feels unsure?
If you feel the pull but lack clarity or confidence, Mastered is the perfect place to start. You’ve got nothing to lose and everything to gain. It takes you from “winging it” to building a foundation you can grow on, while also helping you figure out if freelancing is truly right for you.
Life will always have uncertainties. If deep down you know you’ll regret not trying, take control and take that first step.
What are you most excited about in your future?
I’m excited to continue gaining confidence in articulating what I do and why. Public speaking is something I want to improve on, and I look forward to connecting with more businesses to share strategic insights that help them grow.
The evolving landscape of SEO, especially with AI shaping how people search, fascinates me. I’m motivated by the challenge of keeping up with trends, data, and analysis to provide lasting impact for my clients.
Find out more about Sam's work here.
You can also follow her on Instagram and LinkedIn
Find more information about the 'Business and AI skills for creatives' bootcamp here.