A conversation about creativity with Lindsay Scholz
Lindsay is a creative director & founder of a design studio here in St. Louis. Her work is extremely balanced; seamlessly blending functionality, beauty, and analytics to elevate women owned businesses— or as she likes to say “women who mean business”. [Click here and you’ll understand immediately.]
I was thrilled to pick her brain about life, work & design.
Molly: You seem to be a very consistent person; a quality that tends to come from people who know themselves deeply. Was there a point you remember feeling like your style melded with who you are/were?
Lindsay: Thank you so much for saying that, because even now, I often feel so scattered! I’ve owned my creative studio full-time for 4 years now, but it really wasn’t until the last two years where I’ve felt fully secure and confident in my style as a designer.
I think a lot of young business owners tend to follow trends and change up their style a lot when they’re just starting out, because it’s easy to see what someone else is doing successfully online and begin to spiral into self-doubt. That was definitely me back in 2016-17, and while I sometimes cringe looking back at some of the work I created for myself and for clients, it was all a part of my learning and self-refining process.
Now, though, I own who I am as a creative and am thankful that clients specifically work with me for my perspective and style. Everything that I surround myself with seems to have a symbiotic relationship – my work, my home, even my closet! – and serves as a source of creative inspiration.
Molly: I consider your work to be functional art. So I am curious, did you ever consider working in a physical design format or was graphic design always your goal?
Lindsay: I did! Not many people know this about me, but I was a journalism major in college. I was dead-set on pursuing a career in magazine journalism and fell in love with layout design. I envisioned myself working for a print publication and writing and laying out my stories in a visually beautiful way – and then print journalism began to decline with the rise of digital right around the time I graduated.
My work now allows me to go back to my roots of print by helping clients design business cards, catalogues and more – and there really is nothing more satisfying than holding something that you’ve designed yourself, as I’m sure you know!
In the future I’d love to push myself to explore additional forms of physical design through interior and product design.
Molly: Through following & interacting with you on Instagram, it’s clear to me that you incorporate design into many aspects of your life. Has this evolved naturally or do you intentionally focus on exploring design in different areas of your life?
Lindsay: I think that this has evolved naturally over the years, because even as a child I remember being enthralled by rearranging my room (funny, but true!), drawing and spending time being intentionally creative. As I grow older and it seems like there is less and less free time to enjoy, I’ve prioritized focusing on all facets of design because it simply brings me so much joy!
Molly: I loved seeing your Horror Film Homepage Designs. [Click here, if you missed it.] Do you regularly take on personal projects?
Lindsay: Thank you! That was such a fun exercise for me because it truly was a passion project. I wish I took on more personal projects, but with my current client schedule, opportunities to sneak in extra work are few and far between. That entire project was completed in one sitting because all of the ideas were just instantaneously connecting and flowing – it was magic. I think the best thing about personal projects is that they likely won’t ever bring in income, but it seems like they are almost always the most loved when shared with others. A goal for 2022 is to create more personal work, for sure!
Colander in Glacier: Coming late November, 2021
Molly: After living with these ceramic pieces for a few weeks, have you noticed any shifts in your daily rituals or mindset as you interact with them?
Lindsay: I have – the pieces are so beautiful, I actually want to spend more time at home cooking! Instead of making a mad dash out the door with a to-go coffee in hand, it’s nice to sit down with a ceramic mug of coffee and take a moment to savor and reflect on the day ahead.
We just picked a ton of late-season tomatoes and using the colander rinse and drain them was awesome.
Also, I’m actually using my dining table now! Even if I cook at home I usually end up eating on the couch, which is a habit I’ve been wanting to break. Now, it’s nice to light two candles using the candle holders and feel like we’re having a fancy dinner – even if it’s just a random Tuesday night after a stressful day of work.
Molly: Do they fit seamlessly into your home or did you have to create space for them [visually speaking]?
Lindsay: The pieces absolutely did – so much so that I like having them on display and not hiding in the cabinet. I’ve kept the colander out on my kitchen counter because it makes washing fresh produce much less of a chore and much more of something enjoyable. I’ve been toying around with the idea of adding open shelving to our kitchen, and these pieces would be right at home on full display for years to come.
Molly: What are your favorite spots in St. Louis; in regards to their architecture & interior design?
Lindsay: There are so many, because St. Louis is truly such a special and beautiful city! The first spots that come to mind are Olio in Botanical Heights (the first restaurant I ever visited here, which totally pushed me over the edge to move here), the Contemporary Art Museum (the perfect spot to go midday when in need of inspiration!), Descendant in Webster Groves (I love their brand and pieces) and Louie on Demun (gorgeous interior, the best food I’ve ever had in my life). All of these places are so different from each other, but do a great job of embodying the creative heart and soul of our city.
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