Not just a pet project: Building a sustainable freelance business

Talk/Panel /Wednesday/October 19/9:00 AM

Description and details

Interested in working for yourself, but not by yourself? Wondering what it's like building a sustainable freelance business focused on projects you care about? Join Johanna Ostrich and Alex Ording as they share a heartwarming case study: redesigning the Petfinder Foundation website with an all-freelancer team.

They’ll be discussing how they:

  • Brought together the right team for the project
  • Collaborated on research, design, and development
  • Spent multiple meetings identifying the perfect puppy photos
  • Worked closely with a nonprofit team to create a flexible and maintainable site that can grow with the organization
  • Approach building their independent businesses to be rewarding and sustainable

By sharing their years of experience as full-time freelancers, Johanna and Alex hope to encourage others interested in working for themselves.

You’ll have a chance to ask them questions during the Q&A.


Venue name: Zoom


  • Johanna Ostrich

    she | her | hers

    Principal, Johanna Ostrich Design

    Johanna is a freelance designer, speaker, and educator in DC, specializing in UX/UI for the web.


  • Alex Ording

    she | her | hers

    Founder & Principal, Code & Pattern

    Alex is an independent creative technologist based in Brooklyn.



This event will be streamed via Zoom:

  • In order to participate fully, plan to join via the Zoom app on a computer, tablet, or mobile device with enough bandwidth to support viewing video.
  • Only those whose display name fully matches the name on our registration list will be admitted from the waiting room, to ensure only those who have registered for the event are able to attend — and to create space for intimate conversations.
  • This event will be recorded unless technical issues occur. The recordings will be shared in the AIGA DC recordings archive for AIGA members to rewatch or catch up on at a later date. If you’re not an AIGA Member, you can register for a membership on the AIGA Membership website.
  • You can ask the speaker questions ahead of time (Google form), which may be answered during the event.

You can find more about joining our virtual events, including how to connect, directions to troubleshoot, and information about our refund policy in our FAQ.


If you need any additional accommodations, please contact us using a method that works best for you:

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You can learn more about how we’re making DC Design Week an accessible experience by visiting our accessibility statement.

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