Meet Azul Duran | Founder & Creative Director, Drift Studio

We had the good fortune of connecting with Azul Duran and we’ve shared our conversation below.

Hi Azul, can you walk us through the thought-process of starting your business?
When I met my partner, Andy, six years ago, I was working at a gas station. They told me I should have my own business. I laughed and told them they were crazy. At the time, I was just trying to survive in a system that wasn’t built for people like us: minorities, LGBTQ+, anyone who doesn’t fit the mold.

Over the years, they kept bringing it up. Even after I left retail and started working full-time in design, they’d still say, “You should start your own thing.” But I kept chasing the traditional idea of success. I climbed the corporate ladder, eventually becoming a creative director at a marketing agency with over a hundred clients. I was flying around the country for events, giving presentations, doing all the things I thought I was supposed to want.

But the higher I climbed, the emptier it felt. I was burnt out and miserable. I worked in spaces where I couldn’t be myself. No one looked like me. My ideas were often dismissed for being “too young” or not backed by enough data, even when I could see that their so-called “proven” strategies weren’t working.

By late 2024, my mental and physical health had hit a wall. A few days after my birthday, I walked away from corporate life without a plan. I had some savings, a portfolio in progress, and a lot of rejection waiting for me. I applied for job after job and got nowhere. Night after night, I’d go to bed wondering what was wrong with me. Why didn’t anyone want to take a chance on me?

Eventually, I realized I was asking the wrong question. Instead of “Who will hire me?”, I started asking, “Who do I want to work with?” That changed everything. I stopped waiting for permission and decided to bet on myself.

I formed my LLC and started promoting myself anywhere I could. Social media, Craigslist, Reddit, freelance sites—whatever I could find. Then came my first client. Then another. Then a retainer. Suddenly, I was designing for people who trusted me. People who valued my perspective. People who saw me as an equal.

For the first time in my career, I felt respected for what I brought to the table. That’s when it clicked. This was what I had been chasing all along. Freedom, purpose, and the ability to create work that actually meant something. I just never believed it was possible until life forced me to try.

Looking back, I think my partner saw something in me long before I saw it in myself. I used to think they were crazy for saying I should start my own business. Now I know they were right.

Alright, so let’s move onto what keeps you busy professionally?
It definitely was not easy. I’ve always felt misunderstood, like I see the world through a completely different lens. When I have a creative idea, I can see it in full clarity in my head. I know exactly how it should look, feel, move, and sound. But getting others to see what I see has always been the hard part. I’ve often felt like I was 2,000 steps ahead, trying to explain a vision that no one else was ready for yet.

Professionally, I got to where I am by working for other people first. I didn’t go to design school or have a traditional education. I’m self-taught. Everything I know, I learned through real-world experience. From working retail and food service to climbing my way through corporate agency life, I picked up skills you only get from being in it. Communication, organization, computer systems, managing clients, navigating chaos. I’ve always been a sponge.

What sets me apart is how deeply personal I make the creative process. I believe in storytelling, and I bring that into everything I create. I don’t just ask clients about their business goals. I ask about who they are as people. I want to know their upbringing, their interests, their personality, their insecurities, their sense of humor, even their taste in music. I observe how they talk, how they move, what lights them up. I take all of that and translate it into something visual that feels like them, not just something trendy or cool.

That is how Drift operates. It is a partnership, not a transaction. My clients are involved at every stage. We moodboard together. We experiment. We go back and forth. I want them to feel seen and heard in the final result.

Drift is loud, bold, and unapologetic. It is for people who never felt like they fit in. For people who were told they were not professional enough or did not look the part. Drift is about showing up fully as yourself and being proud of it.

The biggest lesson I have learned is that being different is not a weakness. It is the reason I am here. And I want the world to know that you do not need a degree, a fancy title, or anyone’s permission to do meaningful work. You just need to trust your perspective and be brave enough to use it.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I’m still new to the area, so I’ve been slowly exploring and figuring out what feels like home here. That has actually been one of the best parts of moving, getting to discover things little by little with my partner, Andy, and our cat, Oreo, who sometimes comes along with us on his leash and harness.

One of my favorite places to hang out is Tempe Beach Park near Rio Salado. It is great for riding scooters, being near the water, or just sitting and people-watching. We love bringing snacks and making a whole afternoon out of it.

I also really love the Desert Botanical Garden. It is peaceful, beautiful, and a perfect place to walk around, take photos, and just slow down. It is probably my favorite spot in the whole area.

When it comes to food, I have not explored a ton of restaurants yet, but so far I really like Cava and Flower Child. Both are fresh, healthy, and easy, which is the kind of vibe I lean toward most days.

On weekends, Andy and I like walking around Mill Avenue. There is always something going on, and it is fun to just explore the area with no specific plan. We are still adding new places to our list, but we have been enjoying the process of finding our new go-to spots here in Tempe.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I want to thank every single manager I had throughout my career who showed me how not to be a manager. And every CEO or business owner who showed me how not to run a business. Watching their mistakes taught me the kind of manager, employee, and founder I wanted to become by doing the opposite.

I want to thank my partner, Andy, who was the first person to ever believe in me, even when I didn’t believe in myself. They’ve been by my side through every moment, every pivot, every breakdown and rebuild.

I’m grateful to my parents for everything they sacrificed as immigrants, giving me a chance at a better life in this imperfect world. The opportunities are there, but only if you are willing to work twice as hard to access them.

I want to shout out Marcell and McKenzie of Griswold House, who helped me with my very first brand photoshoot for Drift Studio when the studio was still just an idea. That early support helped me start shaping what Drift would eventually become. Instagram: @griswoldcreativehouse

Huge thanks to Jaz of VETTED, my first official Drift client, who trusted my vision for her brand from day one and encouraged me to be bold and unapologetic with the creative direction. Instagram: @with.vetted

And lastly, to Lizzy of Peppy Steps, a brilliant friend and mentor who pushed me to start posting on social media and stop overthinking the likes, the metrics, and the fear. That one nudge led me to my first client and set everything in motion. Instagram: @peppysteps

Website: http://madebydrift.studio

Instagram: https://www.instagram.com/madebydriftstudio/

Linkedin: https://www.linkedin.com/in/azulduran/

Other: https://azulduran.medium.com

Image Credits
Brand photography: Griswold House