By Rachel Zorel
Rachel Zorel is founder of NJ branding agency 7 Layer Studio, explores the balance of structure + freedom in fueling creativity. An intentional framework makes space for innovation — helping ideas take root without being lost in the day-to-day demands of business. With two decades of experience in design and branding, Rachel leads her team with a bold vision of creative excellence, collaboration, and a deep commitment to heart-driven work. As a female founder, she brings a unique perspective, using her experience to foster positive change for both clients and their audiences. Rachel’s approach blends passion with process, helping companies bring their ideas to life through thoughtful, innovative solutions. She holds a BFA from Syracuse University and a Business Perspectives for Creative Leaders certificate from the Yale School of Management. Rachel resides in South Orange NJ with her husband and four children.
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Finding Freedom Within Process
In fourth grade, our first project of the year was a “how-to” presentation. It was 1989, and my idea was a guide on how to study for a test. I outlined a step-by-step process for preparing, reviewing, and mastering test material, complete with techniques and tips. It was more than just advice — it was a framework, a structured way to go from point A to point B with a clear plan in mind. It took away the overwhelm of figuring out where to start or what to do next, allowing me to focus entirely on the work itself rather than the process of studying.
That early lesson in creating structure has stuck with me and continues to influence how I approach running a design studio. Managing a creative business is a precarious balance between framework and freedom. How do you foster a culture that inspires boundary-pushing ideas while ensuring deadlines are met, projects stay profitable, and the company continues to grow? This question sits at the heart of every creative studio.
Processes are essential in a fast-paced studio where everyone wears multiple hats. They provide consistency, streamline workflows, and give teams the confidence to take creative risks. A realization we’ve adopted in recent years is the need to build room for experimentation into the creative process.
If it’s not built into the architecture of a project, it might never happen. Ironically, it’s often the framework itself that creates the space for the most innovative work. When the basics—timelines, workflows, and pacing — are clear, the creative mind is free to wander, explore, and dream without being bogged down by the “when” and “how.”
While frameworks provide structure, they must also leave room for flexibility. A good framework isn’t rigid — it’s a roadmap, not a rulebook, flexible enough to adapt when unexpected challenges arise. Intuition also plays a key role, allowing us to make thoughtful decisions in the moment without straying too far off course.
Balancing structure and freedom takes a mix of intention and adaptability. When it works, you get a space where ideas flourish and the work flows — the ultimate win for any studio.
