Charlee Alexeev of Emerald on Building a Branding and Web Design Studio for Modern Businesses

Charlee Alexeev of Emerald on Building a Design Studio That Helps Brands Communicate Complex Ideas Clearly

Charlee Alexeev is the Founder and Creative Director of Emerald, a design studio specializing in branding, websites, and digital experiences. Her work has been recognized by Webflow, Awwwards, and Adobe, and Emerald received the Netty Award for Up and Coming Agency of the Year in 2024.

Before launching Emerald, Charlee worked both in agency environments and at a tech startup, experiences that shaped her belief that the strongest brands begin with understanding people before designing visuals. Today, Emerald partners with marketers and business owners who have complex products or services and need help communicating their value clearly through thoughtful design and digital strategy.

Please share a brief introduction and your business:

Charlee Alexeev is the founder and Creative Director of Emerald, a design studio specializing in branding, websites, and digital experiences. Her work has been featured by Webflow, Awwwards, and Adobe, and she received a Netty Award for Up and Coming Agency of the Year in 2024. Before launching Emerald, Charlee worked at an agency and a tech startup, where she learned that the best brands start with understanding people, not pixels. When she's not exploring new Webflow tricks, you'll find her testing recipes or wandering her neighborhood.

Do you have a co-founder?

Yes! Leah and I met freshman year of college, and basically became inseparable after that. She copied my class schedule, worked alongside me at internships, started a club with me and more. This gave us both the foundation and trust in each other going into a business partnership.

Take us back to when you launched? What was your marketing strategy?

I had been freelancing for my entire adult life, and started with reconnecting with past clients. Referrals were and still are a huge part of the business. Connecting IRL through networking events in person and virtual also fueled the referral based growth strategy.

Please share a brief introduction and your business:

Charlee Alexeev is the founder and Creative Director of Emerald, a design studio specializing in branding, websites, and digital experiences. Her work has been featured by Webflow, Awwwards, and Adobe, and she received a Netty Award for Up and Coming Agency of the Year in 2024. Before launching Emerald, Charlee worked at an agency and a tech startup, where she learned that the best brands start with understanding people, not pixels. When she's not exploring new Webflow tricks, you'll find her testing recipes or wandering her neighborhood.

Did you always know you wanted to be an entrepreneur?

Was honestly in denial for years, but yes! My parents built and ran a family business my brother and I were very involved in growing up. After a taste of the corporate world, I knew it wasn't for me.

What accomplishments are you the most proud of to date in your business?

Taking the big stage at Webflow Conference this past year with Leah my business partner! It was empowering to overcome a fear of public speaking, and connect with so many wonderful attendees who connected with our story.

What is one thing you wish you had known when you started your Entreprenista journey?

Just how many wonderful women we're truly waiting and ready to connect. Everyone I've connected with so far is top tier.

What did you go before starting your own business?

Digital design with experience in both agency and in-house.

What made you take the leap to start your own business?

A lay off! After years of freelance work on the side and a little push from a pandemic, it truly was the perfect time for Emerald to be born. 

Do you have any recent wins?

Not only did we hit our revenue goals last year, but we did it while taking off most Fridays, working "half speed" for the summer, taking an extended winter holiday, and many long weekends away in between. Your business should align with your life goals, not the other way around.

Who are your customers?

Marketers and business owners with a complicated product or service that they're struggling to communicate and connect with their audience. They're often at a turning point, whether its a new product launch, growing their team or just getting started.

What's your favorite business tool?

Notion! I organize my personal and work life in Notion, connect project timelines to my calendar, share grocery lists with my husband. It's truly the root of all admin in my life.

What's your approach to work-life balance?

Our entire project schedule is based around the life we want to lead! This means taking a minimum full week off each quarter, blocked, 2 week summer break and 2 week winter break. We put it on the calendar early, and communicate our time off with clients before a project even starts so there are no excuses for us not to take the time off.

How do you avoid burn-out?

Leaving my laptop, and sometimes even my phone behind when I'm OOO.

What advice do you have for aspiring Entreprenistas?

Your first year in business is not an indicator of your true success and potential. Good things take time, trust the process. You've got this!

After a layoff pushed her to fully embrace entrepreneurship, Charlee Alexeev built Emerald into a thriving design studio rooted in creativity, collaboration, and intentional work life balance. By prioritizing relationships, referrals, and meaningful client partnerships, she continues to help businesses translate complex ideas into clear and compelling brand experiences.

If you are a woman founder looking to grow your business while connecting with a powerful network of female entrepreneurs, Entreprenista provides the community and resources to help you scale with confidence. Learn more about joining Entreprenista League.