Ep. 16 Staying Small On Purpose (Plus BTS of Her Rebrand) w/ Liz Strong of Lux + Vita

May 27

Do you really need to scale your business to be successful? In this episode, I’m chatting with my longtime friend and creative ops expert Liz Strong of Lux + Vita about what it means to stay small on purpose and why that might actually be the smartest business move you can make.

We dive into the behind-the-scenes of Liz’s recent rebrand, her evolution from designer to VA to OBM and now studio manager, and the intentional decisions she’s made to build a business that supports her life (not the other way around).

This episode is equal parts strategy, real talk, and permission to stop chasing more.

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Liz Strong and Morgan Specht Talk About Staying Small On Purpose (Plus BTS of Liz's Rebrand)

From Designer to Studio Manager: Liz’s Evolution

Liz got her start as a web designer, but over time her business evolved. After moving into virtual assistant work, she shifted again into online business management. But being an OBM never quite felt like the right fit. It was like a pair of jeans that looked great on the outside but never felt quite right on the inside. Everyone around her understood what an OBM was and the title made sense, but it didn't describe the work she actually loved doing.

Eventually, through client conversations and market research, Liz landed on the title of Studio Manager. A sweet spot between the task-based execution of a VA and the high-level strategy of an OBM. Her role focuses on project management, inbox and client communications, streamlined systems, and setting up workflows that make life easier for everyone.

As Liz puts it, her goal is to help her clients be able to take a random Tuesday off without things falling apart.

A Rebrand That Finally Feels Right

After refining her services and embracing the Studio Manager role, Liz realized her old branding no longer fit the business she was building. Her visuals were polished and professional, but they didn’t reflect her dry humor, salty personality, or the tone of her actual client experience. So, she did a full rebrand.

Instead of DIY-ing her visuals (even though she has a design background) Liz chose to work with a team of contractors who could bring her new vision to life. She bought a semi-custom brand and a website template that felt aligned with her next chapter, and it paid off. The final product? A brand that not only represents her voice and style but makes potential clients say, "This is so you."

As someone who works primarily with designers, Liz knew her brand needed to speak their language visually and professionally. And while her past branding was solid, she wanted her online presence to reflect the high-level, detail-oriented experience she brings to every client.

Staying Small on Purpose

One of the core themes of our conversation was the idea of staying small on purpose. Liz has been on large teams before where she managed contractors, helped sustain operations, and felt the pressure of being responsible for everyone’s livelihood. She’s seen firsthand how quickly growth can become overwhelming.

From navigating team layoffs to dealing with client industries that suddenly dried up, Liz learned that bigger isn’t always better. These days, she prioritizes working with clients who value simplicity and sustainability over relentless scaling. Her business is built to support her life, not the other way around. That means things like shutting down her inbox in December, taking random days off, and showing up fully for her clients without burning herself out.

Hard Truths About Scaling

Liz also pulled back the curtain on what really happens behind the scenes when you scale quickly without sustainable foundations. From contracts that weren’t clear enough to team members who were onboarded without proper systems, she’s seen how messy things can get when growth outpaces structure.

Her biggest advice? Start with the basics. Get legally sound contracts (especially for team members), clarify your onboarding process, and don’t expect a team member to save your business if you don’t know how to lead. Scaling is a mindset shift. You’re not just doing the work anymore, you’re managing people, marketing consistently, and holding the vision. If that’s not what you want, that’s okay.

The Reality of Running a Business with a Toddler at Home

Of course we had to talk about what it’s really like to run a business while parenting a toddler full-time. Liz shared the raw truth: her son is home with her every day, she doesn't have family nearby, and she squeezes work into nap time, quiet time, and blocks of screen time (Octonauts and Bluey are MVPs).

She’s built her business with intention so she can take time off, honor her capacity, and be fully present as a mom. There’s no such thing as balance, she says—just choosing the priority in front of you hour by hour.

It’s Okay to Stay Small

This conversation is packed with wisdom about branding, hiring, rebranding, parenthood, and business growth. But the biggest takeaway is this: staying small doesn’t mean you failed. You don’t need a giant team, a million-dollar business, or a packed client roster to be successful. What matters most is building a business that supports the life you actually want.

And if that life includes snarky brand messaging, a dark-and-moody design vibe, and shutting it all down in December—Liz is living proof that it’s not only possible, but worth it.

Connect with Liz on Instagram at @luxandvitadsn or reach out to explore studio manager support for your creative business.