Behind the Brand: A Candid Conversation with Nicole Martinez
Hey everyone! Natalie here—Nicole's assistant and junior designer. I've been dying to sit down with Nicole and get the real story behind n/volve collective, and she finally agreed to spill all the details.
If you've been wondering about the person behind the brand transformations you see on our Instagram, you're in the right place. I'm pulling back the curtain on Nicole's journey from MySpace designer (yes, she really started there!) to working with luxury brands across South Florida. Trust me, this isn't your typical founder story—it's messier, more honest, and definitely includes a few plot twists.
So grab your coffee (Nicole's having her usual iced latte, almond milk, half-sweet seasonal flavor), and let's dive into the conversation I've been wanting to have since day one.
Let's start at the beginning. What got you into design in the first place?
You're going to laugh at this, but it all started with MySpace in middle and high school. I was that friend who everyone came to when they wanted their page to look incredible. I'd spend hours customizing HTML codes, picking the perfect song, and creating these elaborate designs that told a story about who they were.
Looking back, I was already doing what I do now: helping people visually communicate their personality and attract the right people. I just didn't know it yet.
Beyond MySpace, I was obsessed with anything that let me create. The Sims was my playground because I could design beautiful homes. I'd beg my mom for scrapbooking supplies and turn every major life moment into an elaborate photo book project. There was something about taking a various pieces and turning them into something cohesive and beautiful that just clicked for me.
So how did you get into working with major brands?
After getting my degree in Advertising from the University of Florida, I dove headfirst into the PR and marketing world here in South Florida. I was working for some incredible luxury brands including Ocean Drive Magazine, the Miami Marlins, high-end hotels and restaurants in Miami. The kind of brands that had serious budgets and even bigger expectations.
But here's what I kept noticing: there was this massive disconnect between the stories these brands wanted to tell and how they were actually executing them visually. They'd have this grand vision, we’d craft this beautiful strategy on paper, but when it came time to bring it to life visually and digitally, something was getting lost in translation.
I'd sit in meetings thinking, "This could be so much more powerful if someone understood both the strategic side AND could actually execute the design and technical elements seamlessly." That gap kept nagging at me because I knew there had to be a better way.
That's a pretty bold realization. When did you decide to do something about it?
The entrepreneurship classes I took in college really opened my eyes to what was possible and I knew one day I’d want to start my own business. I loved the leadership aspects, the team collaboration, being able to control my own destiny instead of waiting for someone else to make decisions. But more than that, I genuinely wanted to help clients in a way that felt more complete and impactful.
When COVID happened, suddenly the "right opportunity" presented itself. I had learned enough, and frankly, the world was shifting in a way that made entrepreneurship feel less risky and more necessary. It was like the universe was saying, "Now or never, Nicole."
So I took the leap. Not because I had it all figured out, but because I knew I could solve that problem I kept seeing—the gap between brilliant strategy and flawless execution.
Let's talk about that gap. What exactly were you seeing that others were missing?
Most agencies or freelancers specialize in one thing. You've got your strategists, your designers, your developers, your marketing experts. But finding someone who can think holistically—who understands the strategic thinking, can design with intention, AND handle the technical side of building websites that make sense with the customer journey… that's incredibly rare.
My background in PR, events, and marketing gave me this bird's-eye view of how luxury brands operate. I understood what it takes to attract high-end clients, how to create experiences that feel premium, and most importantly, how every touchpoint needs to work together to tell one cohesive story.
That combination of strategic thinking with hands-on design and technical execution? That's what was missing, and that's exactly what n/volve collective was built to provide.
Speaking of brands, what's the biggest mistake you see when people try to build their own?
This question gets me every time. People think a strong brand is just about having pretty visuals or an interesting logo (even if it’s hard to read or understand). They'll spend hours on Pinterest finding inspiration, follow every design trend they see on Instagram, and think that's going to magically create a powerful brand.
But here's the truth: trends fade. What you saw on Instagram last month is already outdated. If your brand is built on following what everyone else is doing, you're not building a brand—you're blending into the background.
A strong brand starts with strategy. It's rooted in understanding what makes your offer unique, who you're trying to attract, and how you want them to feel when they interact with your business. The visuals should support that strategy, not drive it. And they should be timeless enough to grow with your business, not require a complete overhaul every time the design world moves on to the next shiny trend.
You mentioned making people feel something. Why is that visual storytelling piece so important?
Think about it this way: your business strategy tells you where you're going and who you need to attract to get there. But your visual storytelling? That's your first impression. It's what makes someone stop scrolling, click your link, and decide whether they trust you enough to keep exploring.
More than that, it's the continuous relationship that keeps drawing people back. Every time they see your content, visit your website, or receive an email from you, your visual story along with your message is reinforcing who you are and why they should care.
You can have the most brilliant business strategy in the world, but if your visual story doesn't align with it, is inconsistent or doesn’t make people feel the right things, you're missing out on connecting with your ideal clients. It's not just about looking pretty—it's about strategic communication that drives action.
What about someone who knows their brand isn't working but doesn't know where to start?
This is where most people get overwhelmed, so let's break it down simply. Before you touch a single font or pick a color palette, you need to get crystal clear on three things:
What makes your offer unique? Not just different—unique. What result can you provide that no one else can in quite the same way?
Who exactly do you want to target? Not everyone who might need your service, but the specific type of person who would be excited to pay your prices and refer their friends.
How do you want them to feel when they experience your brand? Confident? Inspired? Exclusive? Empowered? This feeling should guide every decision you make.
Once you have those answers, everything else (the colors, fonts, imagery, website design, even your social media strategy) should all work together to communicate those three things clearly and consistently.
You've worked with everyone from new businesses to major brands. What do they all have in common?
Every single client comes to me with the same underlying issue: their brand doesn't feel aligned with who they want to attract and what they're actually offering.
The new business owner might say, "I don't feel confident sharing my work because it doesn't look professional enough." The established brand might say, "We're attracting the wrong clients and competing on price instead of value. As we continue to grow, I want a brand that reflects the excellence we provide"
But at the core, they're all experiencing that disconnect between who they are and how they're showing up in the world. They know they're capable of more, they know they deserve better clients, but their current brand isn't supporting those goals.
That's exactly what n/volve collective was designed to solve: helping businesses align their visual presence with their true value and ideal clients.
How has your vision for the business evolved since you started?
When I first launched, I wanted to be everything to everyone. I thought I could be a one-stop shop for branding, websites, social media management, marketing strategy, even interior design and operations systems. If a business needed it, I wanted to provide it.
But I quickly learned that less is more. Trying to be a master of everything meant I was becoming a master of nothing. My clients were getting diluted results, and honestly, I was burning myself out trying to keep up with too many different skill sets.
So I made the strategic decision to focus on what I do best: strategy, branding and websites. Now I can provide genuine expertise in these areas instead of spreading myself too thin. My clients get better results, I can charge premium prices for premium work, and I actually enjoy what I'm doing again.
Sometimes the best business decision is knowing what NOT to do.
What's been the most rewarding part of this journey?
Hands down, it's watching the transformation happen in real-time. There's this moment, and I see it with every single client, where everything clicks. They see their new brand come to life, their website goes live, and suddenly their entire energy shifts.
They start showing up differently on social media. They're more confident in their sales conversations. They stop apologizing for their prices and start attracting clients who are excited to pay them. It's like watching someone step into the version of themselves they always knew they could be.
That first step into the next level of their business? I never get tired of being part of that transformation. It reminds me why I started this business in the first place.
And the most challenging part?
The doubt. Especially during slow periods when new projects aren't coming in as quickly as I'd like. It's so easy to start questioning everything—your pricing, your process, whether you're even good at what you do.
I think every entrepreneur goes through this, but it doesn't make it easier when you're in the thick of it. You start wondering if you should have just stayed in your corporate job with the steady paycheck and predictable schedule.
But then a dream client reaches out, or a past client refers someone incredible, or you get a testimonial that reminds you of the impact you're making. Those moments make all the uncertainty worth it.
For someone who's been thinking about making their own leap but is scared to start, what would you tell them?
Don't wait until you have everything figured out. Don't wait until you have the perfect business plan, the ideal savings account, or complete confidence in your abilities. You'll be waiting forever.
Start now, even if it's just a side project. Even if you can only dedicate a few hours a week to it. Even if you have no idea how it's going to turn out.
I wish I had started sooner instead of waiting for the "perfect" moment. Every month you delay is another month you could have been learning, growing, and building toward your goals.
The leap is scary, but staying stuck in a situation that doesn't fulfill you is scarier. At least when you jump, you're moving toward something better.
Alright, let's wrap up with some rapid-fire questions:
Morning routine in three words?
Breakfast, coffee, sunlight. In that order, non-negotiable.
Favorite font?
This is torture for a designer, but I have to say Neue Montreal. It's clean, easy to read, versatile, and somehow manages to feel both modern and timeless.
Coffee order?
Iced latte, almond milk with whatever seasonal flavor they have but make it half sweet. I like to taste the coffee, not just sugar.
Go-to playlist to get in the zone?
”Lo-fi Beats” on Spotify when I need to focus, old-school Drake or Bad Bunny when I need energy. No in-between.
Dream brand to design for?
CSB or Move with Us. These brands have mastered the art of creating experiences, not just products for customers. Their photoshoots, their design direction, their pop ups and community events… their entire brand ecosystem—it's everything I love about strategic branding executed flawlessly.
Last show you binged?
The Summer I Turned Pretty. Don't judge me—sometimes you need teenage drama and beach aesthetics.
If you could have lunch with any woman, who would it be?
Natalie Ellis. I love how direct she is and how she's not afraid to evolve with whatever season of life she's in. Plus, I have about a million business questions I'd love to pick her brain about.
There you have it—the real story behind n/volve collective, complete with MySpace origins and entrepreneurial growing pains! I hope you loved getting this behind-the-scenes look as much as I enjoyed finally getting to ask Nicole all these questions I've been dying to know the answers to.
If you've been waiting for a sign to finally invest in your brand and take your business to the next level, consider this your official invitation.
Ready to transform how you show up in your business? Let's chat about bringing your vision to life with strategy, style, and systems that actually work.
