Why I Quit My Agency Job to Build My Own Design Practice

On paper, I had what most designers work toward. A strong salary, steady promotions, and a leadership role at a successful agency. Over time, the work stopped feeling like growth. It started feeling like a cage.

For almost four years, I managed a design team and led branding work for a wide range of clients. I learned how to deliver at scale, build bulletproof processes, and guide projects from messy brief to finished work. That was valuable. But... pouring your best energy into work you do not believe in eventually wears you down. I felt it every day.

At some point, I realized the ladder I was climbing was not leading anywhere I wanted to go. I was not looking for another title or another internal review cycle. What I wanted was freedom. I wanted to create meaningful work, collaborate directly with clients who value design, and build something I actually cared about.

So I made the decision to step out on my own.

Some things you can't delegate. Your creative vision is one of them. Today, my work lives in two connected lanes:

Keith Paul Acton is my personal design practice where I partner with small businesses, startups, and growing brands on identity design, creative direction, and digital work that actually makes an impact.

Serotonin Studio is my creative space for producing premium, hand crafted design assets and resources that help designers elevate their own work.