Itzel Islas on releasing collections, running a successful sticker club & scaling outside social media

Itzel Islas is a freelance graphic designer and illustrator originally from Tijuana, Mexico, now living in San Diego, California. Itzel's work is inspired by Mexican culture, vibrant colour palettes and playful elements of everyday life. Her mission since 2016 has been to create a positive bi-cultural impact through design.

In this episode, Itzel shares her journey of building a sticker club from the ground up, sharing everything from designing the perfect sticker to fostering a community of loyal customers. She also opens up about how she’s scaled her business beyond social media, maintaining authenticity while growing her brand, and the lessons she’s learned along the way.

Hello, everybody. Welcome to the podcast. So glad to have you here Itzel! Let’s dive right in – can you take us back to where it all started?  I heard you were designing apparel for another company before you started your own art. How did you make that transition?

After college, I got a job designing apparel. I spent about a year at my first company then nearly eight years at the second one. It wasn’t until the last four years there that I started creating for myself outside of work—just for fun. I had what most people would call a “cool” job, designing for brands like Disney, Star Wars, and Marvel, and our stuff sold at places like Urban Outfitters, Target, and Walmart. But honestly, I started to feel a bit restricted. I’m a graphic designer, so I began playing around with illustrations and doodling after work. I even started an Instagram account as a digital sketchbook.

Little by little, people started to notice. At first, I didn’t think much of it but eventually, I realised this could turn into something more. By then, I’d had some freelance requests and posting daily helped me refine what my style is today.

The real turning point came during the pandemic in 2020.

In 2019, I was gearing up to quit my job. I’d saved some money and was ready to take the plunge but then the pandemic hit and fear set in. I thought, “No way am I leaving my job now. I need that steady income and health insurance.” At the time, everyone was scared. No one knew what was going to happen. 

One morning, I remember very clearly that the stress of the pandemic, the fear of losing my job, and the pressure at work all just became too much. People at my job were losing their jobs at the time, and we were also heavily overworked. That morning, I had my first panic attack, and then a few hours later, another one and another. I had no idea what was happening to me. I thought I was sick, so I went to the doctor, and they told me it was acute stress. 

It shook me to my core. I realised I couldn’t keep going like this. Even after taking time off, the thought of returning made me feel terrible. That’s when I knew that I had to leave for my health. So, I emailed my art director, and I resigned. It was such a strange feeling, but looking back, I’m so glad I did it. It was the push I needed, even if it came in a way I didn’t expect.

Oh wow, I'm sorry you went through that, but it sounds like it worked out in the end. I can totally relate—my business started because I was in a horrible work situation, too. I think a lot of artists can relate to that situation, too. It’s such a relatable experience, right? Sometimes you just need that push, that moment where you think, “Okay, this is it. Whether I’m ready or not, it’s time to take the leap and do my own thing.” 

So, was that when you officially started YayItzel, or did your brand evolve into that later on?

I started YayItzel a couple of years before but it was never meant to be a real brand. It was just for fun. My name was taken on Instagram, and since I say “yay” a lot, it just clicked, so I stuck with it. But in 2020, I decided to make it official. I was already freelancing, so I thought, “Why not turn this into a real business?”

That’s awesome! I love how many people end up with a handle or business name because their first choice was taken. 

So, how did you start with your visual branding? Did you have a plan for your logos, colours, and fonts, or did it evolve naturally?

Honestly, in the beginning, I didn’t plan much. I’m really glad I started YayItzel without the pressure of it becoming something serious. I’ve got friends who feel that pressure, and it can be overwhelming. It was just my digital sketchbook with no strings attached, no need to make money, just pure fun. I played around with whatever felt good. 

Over time, I noticed I gravitated towards certain colours, so I created a cohesive palette. As I started getting interest from people about wholesale, I realised I needed a logo. It all came together pretty organically.

And now you’ve got a fully fleshed-out brand, logo, colour palette, and even a cool illustration of yourself, which serves as your profile picture. Did that all come from the same organic process, or did you sit down and intentionally create your brand identity?

Yeah, there was a point where I sat down and thought, "Okay, I need to create a brand guide." But it wasn’t too hard because it was just about pulling together what I was already doing. I’ve always used my own handwriting for everything, so I created alphabets and decided on brand fonts based on what I’d been using. It was more about pulling everything together and saying, "This is the look." I still play around with it sometimes, but yeah, it all feels pretty cohesive now.

Yeah. I love that. For anybody listening, if we go to your Instagram or your website, it's very clear that you have done that. You can even see when you're promoting something using your font or illustrated lettering. You can see those colour palettes. I love how you have those Instagram highlights that all use the same font and colour palette. It creates this very you vibe, so everything feels cohesive. 

Out of curiosity, because I know everyone listening will want to know, how do you create your own fonts?

This isn’t fancy. I create them all in Illustrator. I used to sketch them in a sketchbook and then scan and refine them in Illustrator. But now, I'm in the process of making them actual fonts, so I can just type them up. But there's something I love about the playfulness of arranging each letter, making sure it looks exactly how I want. My work is very organic, and I like to keep that feeling.

Yeah, I love that. It makes sense that you'd want to be able to move them around and update them. There’s a tool to turn them into a typeface—it’s fun, and a lot of artists love doing that.

Let’s talk about your products now. I read that you started with small pieces of apparel, like stickers and keychains. Tell me about why you started with those products and how it went.

I’ve always loved stickers. Ever since I was little, I used to collect them, so that was my first product. Stickers are still a big part of my shop because they’re fun and easy to produce. You can get as few as 30 or 50 pieces made, and they’re cheap to ship because it’s just an envelope and a stamp. They’re affordable and a great way to gauge if people are interested in your work. That’s why I started with stickers and later added pins and keychains.

And you still do stickers now, right? You even have a sticker club on Patreon, which is so cool! Many artists use Patreon, but maybe not for a sticker club. How have you found the best way to promote a Patreon? A lot of artists have one but don’t know how to convince people to sign up.

I like to take photos of the envelopes before I ship them. It always looks so fun. I take photos of the stickers themselves and show people the process. Sometimes I create videos and post them on Instagram, making a reel or TikTok of me packing and shipping, even walking to the mailbox. Nothing too formal or fancy, but just showing people what I do because a lot of people aren’t aware of what boot camping is or what a sticker club means. So, I try to be very clear about what you get. I’ll make a story saying, “Hey guys, there are a couple of spots open. Here’s my link.” And that’s worked out so far.

Yeah, the idea of “show, don’t tell.”

You can tell people, “Hey, I have a sticker club,” but that maybe doesn’t mean anything. But if you show them what it is, what they get, what it looks like, and literally show you shipping it - that helps a lot. 

For those who don’t know, can you explain what a sticker club is and what goes into it if they want to start their own?

Sure! Every artist does it differently. Some include prints, postcards, or other items. I ship out a sticker monthly. I design a new sticker each month and ship it to my Patreon subscribers, along with a handwritten letter. I also like to add little details, like a different stamp or sticker to close the envelope, and people seem to really appreciate those touches.

It is so satisfying! I saw photos on Instagram of you holding all the envelopes like a rainbow of colour. It’s so cool to see. I love that idea! Getting fun mail is incredible. 

Outside of stickers, you now have way more things like berets, earrings, tote bags, cups, prints, and more. How do you decide what new products to add and whether they’ll be a good or profitable idea? 

Most of it is trial and error and is driven by something I want. I’m not driven by what’s trending or what people want; it’s more about what I wish I could find in stores but can’t. For example, I wanted a beret with pan dulce on it, but I had never seen one, so I made one. It’s cool to see others feel the same way. At this point, I know people really like my reusable tote bags, so I continue to create products that I personally love and believe in.

Yeah, I think that’s a great way to look at it. If you follow trends, you might blend in with everyone else. But by creating what you want and what inspires you, you stand out. People follow you because they like your unique way of looking at the world. Your work is so full of colour and joy—it reflects you as a person, and that definitely comes across, which is what people love about you.

Exactly. Also, I basically wear all the hats, so I do the marketing, too. I want to feel good and excited about the products I’m selling. I believe in everything I make, and that makes it easier to sell because I’m genuinely excited about it. I don’t think it would be as genuine if I were just creating based on what's trending.

Exactly. Speaking of which, you have just released a collection of axolotl-related things, which I am partial to because I love axolotls! You've released this as a collection, right? Some artists release individual items. What do you think are the advantages of releasing a collection versus individual items?

I don’t know if one is necessarily better than the other. I could design everything and release it bit by bit, but I just like the cohesiveness of a collection. It appeals to me to see it all together as a collection, and that’s something I’d gravitate towards in a shop. So, I tend to wait until I have a solid group of four to eight items and then release them as a collection (although sometimes I do release an individual sticker). It just feels more special.

Do you find that when you drop a collection, people buy multiple items from it?

Definitely! If people really resonate with the theme, like Axolotls, for example, they’ll often buy all the related items.

That makes sense. People might be waiting for that one theme they love, and when it drops, they’ll want everything. It’s an interesting approach.

Now, you share all of this on social media, and you have 33,000 followers on Instagram! What do you think is working for you right now when it comes to growing and engaging your audience?

I think what's worked for me from the start is staying true to who I am and being authentic in my voice. People resonate with that and connect with it. I also try not to stress too much about the algorithm because it changes constantly. I do the posts and reels but beyond that…

I just put out content that’s authentic to me and that I believe in, and people really seem to resonate with that.

Definitely, it’s clear that you’re posting work and content that excites you and that you’re passionate about, whether it’s your work, events, or topics you care about. Your profile is full of colour and joy, reflecting you as a person—you’ve done a great job. What about strategies outside of social media? Have you found anything else that works well?

Yeah, I love doing in-person events! I enjoy being part of the community, so I do a lot of pop-ups and curate events. I always create events with the idea of the perfect event I’d want to see, which usually involves design, coffee, and treats. Recently, I’ve also been hosting artist meetups. These events give me exposure in a different way. People who didn’t know my work might come across it at an event and follow me afterwards.

That’s such a brilliant strategy! I noticed on your Instagram that you’ve done many workshops, spoken at conferences, and participated in various events. It’s a great way to get your work out there and connect with new people.

Yeah, it's been amazing. Events are a big part of how I get the word out, and I enjoy meeting people face-to-face. You can’t beat that kind of connection. I also have business cards or something to hand out so people can find me online later. It’s great to connect with people who might not have found me.

Great point. I think many artists rely solely on social media, but you’ve tapped into this in-person, local aspect that’s so powerful. Plus, it sounds like it’s also more fun and fulfilling for you.

Yes, exactly! Social media can be a bit isolating sometimes. I love the community aspect of events. Meeting other artists and seeing what they’re doing is inspiring. It’s just a different kind of energy. I think it shows in your work when you’re genuinely excited about what you’re doing.

I have a couple of final questions for you. These are the ones I ask everyone on the podcast. First, what do you think is the number one lesson you've learned about branding your passion?

The biggest lesson I've learned? Oh my gosh, there are so many. But I think the most important one is definitely to be your most authentic self. People really resonate with authenticity. 

If you’re trying to be someone you’re not, or if you’re just following trends without truly connecting to them, people can tell. There’s something about genuine work that stands out, and I always encourage others to focus on what truly makes them happy and sparks their creativity.

I've found that connecting to your middle school or high school self and tapping into those early experiences and inspirations can be incredibly powerful, too. It’s a way to keep your work grounded in who you really are.

Another important lesson is simply to be nice. It sounds basic, but kindness has taken me so far. Being nice and patient, because building a brand or growing a following takes a lot of time and effort. It’s taken me over ten years to become the designer I am today, and I always remind people that patience is crucial.

That’s so true. Thank you so much for sharing that! It’s been an incredible conversation. Before we wrap up, do you want to share what you have going on and where people can find you?

Sure! You can find me on Instagram. And I'm pretty much @yayitzel on all the platforms, so TikTok, etc and then my Patreon is Patreon.com/Itzel. I post most of my updates and everything I have going on Instagram so that’s the main place to keep up with me.

Awesome! And if anyone’s looking for some amazing stickers, join the sticker club or check out the shop for other incredible products. That’s where you want to go. 

Thank you so much for joining the show, Itzel and goodbye to everyone else!‍