Sarah Hogan, graphic designer and boozy cake maker

Tell us about your background and what led you to become a freelancer?

I didn’t really set out to become a freelancer; it was something I had to do when I got ill with glandular fever, which developed into post-viral fatigue that lasted over a year. Suddenly, the way I’d been working just wasn’t sustainable, and I had to take a hard look at my relationship with work. Freelancing became a way to rebuild on my own terms: setting healthier practices, choosing projects that energised me, and creating an environment where I could thrive—without having to conform to the priorities of a boss who cared more about business targets than the people hitting them.

What do you love most about freelancing or running your own business? And what’s been the most challenging part?

What I love most is the variety and the freedom to follow my curiosity. One day I might be buried in a set of brand guidelines, and the next I might be sketching out packaging ideas or piping buttercream onto a wedding cake. I like that I don’t have to split myself into neat boxes, I get to bring all those sides of me into my work, and that keeps things interesting.

The hardest part has been balance. At the start, I thought freelancing meant I’d have more time, but actually you have to fight for it—saying no, setting boundaries, not slipping back into old patterns of overwork.

“Boundaries aren’t a weakness, they’re a strength.”

What impact did the bootcamp have on your business or mindset?

Before the Mastered bootcamp, I had a huge lack of confidence that kept me saying yes to things that didn’t actually work for me. I was constantly worried about turning work down, even when it didn’t suit me, and it left me stretched too thin. The bootcamp gave me the space (and the nudge) to really think about what I wanted my business to look like—and to realise that boundaries aren’t a weakness, they’re a strength.

Six months on, I’m not saying I’ve cracked it, but I feel more confident about making choices that support me rather than drain me. I’m clearer on the kind of projects and clients I want to work with, and I’ve stopped feeling like I have to fit into anyone else’s version of what running a business should look like.

Were there any "aha!" moments during the bootcamp that really stuck with you?

For me, the biggest breakthroughs were twofold. In a coaching session, I realised that slowing things down—taking time to craft stories rather than rushing to have the “right” answers—can actually feel more expert and professional for me. It also gave me the confidence to own my neurodiversity, and being open about that hasn’t been nearly as scary as I thought. In fact, it’s led to much more connected and honest working relationships.

But just as important was the community. I met some wonderful, inspiring people on the bootcamp. People I know will remain close friends and colleagues for life. That sense of support and connection has been just as valuable as the mindset shifts.

Have you made any changes in your business (or mindset) since completing the bootcamp?

Since finishing the bootcamp, the biggest change has been giving myself more space. Both in how I work and how I think about my business. Before, I had a habit of zipping myself up just to get the job done as quickly and efficiently as possible. Now, I’m bringing more of me into my freelance work, which makes the process feel more collaborative and meaningful.

I’ve also stopped chasing the next job quite so relentlessly, and I’m allowing myself room to breathe—to reflect, to enjoy the projects I’m in, and to build in practices that feel sustainable, and community has been a huge part of that. The people I met on the bootcamp remind me that freelancing doesn’t have to be a solo mission; having that circle of support makes the ups and downs feel less lonely and keeps me accountable to the kind of business I actually want to run.

“Freelancing doesn’t have to be a solo mission.”

What would you say to someone who’s thinking about going freelance or starting a small business but feels unsure?

I’d say don’t expect to have it all figured out before you start—you won’t. Freelancing and running a business are things you learn by doing. There will be scary moments, and times you doubt yourself, but there’s also a huge freedom in building something that feels like yours.

And give yourself permission to bring 'you' into the work. It’s tempting at first to just say yes and deliver as fast as possible, but the real joy comes when you slow down enough to do things in a way that actually works for you.

What are you most excited about in your future?

What excites me most is the freedom to keep evolving. I don’t see freelancing as a fixed path—it’s something I can keep reshaping around who I am and what feels important at the time. That might be taking on bigger cultural projects, or it might be finding new ways to let my cake-making and design overlap. I like that it doesn’t have to look the same year after year.

And for me, it’s never really about the money. Sure, that’s nice, but there’s no real satisfaction there. What keeps me interested are the projects that feel meaningful, the collaborations I don’t see coming, and the chance to try things out without knowing exactly where they’ll end up.

Find out more about Sarah's work here.

You can find more information about the 'Business and AI skills for creatives' bootcamp here.