“Behance has been part of my life even before I became a graphic designer,” shares art director Luana Lloyd. “It's been incredibly influential in my personal pursuit of the artist I wanted to be.”

Finding her path as a creative was a long and winding journey — one that Luana describes as “a little all over the place.” At age 16, she was training to be an electrical technician, but felt no spark for wires and sockets. Luana then pivoted to learn how to code, but logic puzzles and debugging weren’t for her either. 

What resonated with her the most was the visual side of technology: choosing the look and feel of her projects. Luana decided to take a leap of faith: “I dropped everything and moved to a different city to start in design.”

wheel of magic - how's and what's in six steps by luana lloyd

Her decision wasn’t just about following a passion. It was also about survival: “To be honest, I come from a difficult background, so I had to do what it took to pay for rent and food,” Freelancing was a natural step for Luana, and her first gig was designing and selling CVs to her classmates.

As Luana began building her career, one platform quickly became essential: Behance. “I've discovered such amazingly talented artists and found endless inspiration by visiting this platform daily for many years,” she says.

2024 calendar /// how to do anything ✿◠‿◠) by luana lloyd

In addition to helping her broaden her creative horizons, Behance has been pivotal in helping her build her freelancing career: “I would say that 80% of my clients slide into my Behance DMs!” 

Today, Luana has completed over 30 freelance projects through Behance, collaborating with clients from Switzerland, Germany, New Zealand, the UK, and the US who seek her out for her bold, typography-driven designs. “You get to connect with people from all corners of the globe, on projects you might never stumble upon otherwise,” she says. “It has been such a blast to see my work being recognized and to see so many people eager and happy to work with me.”

Subject: The Future of Design is Video-First - 2025 by luana lloyd

Last fall, she upgraded to Behance Pro, and has seen a noticeable improvement in her experience on platform: “It's provided tools that have directly supported my career growth. My best clients have appeared after I migrated to Behance Pro.”

Many of Luana’s clients on Behance become returning customers. Building a strong foundation of reliability and clear communication have been the key to her success: “This means regular updates, quick responses to their questions, and actively seeking their feedback.” 

She also makes a point to follow up after a project ends. “This isn't just a polite check-in; it's an opportunity to identify any immediate future needs they might have,” she says. Often, she’ll propose a retainer model for ongoing work. “This benefits both of us — they get consistent support without the hassle of initiating a new project every time, and I secure a stable income stream,” explains Luana. “It transforms a transactional relationship into a partnership, making it much more likely they'll keep coming back.”

zine 1500 days for cybercafe skate shop by luana lloyd

We asked Luana to share her tips for creatives looking to launch their freelance careers on Behance. 

1. Glow Up Your Portfolio

Your portfolio is your calling card, and Luana stresses that it needs to reflect your authentic self:  “Lots of people say this, but you have to put the work into your portfolio. Put your personality on it.” That means showcasing not just client work, but also personal projects that reflect your style and skills. “Quality over quantity, always.” 

zine - conversations with my inner child by luana lloyd

2. Network Strategically 

For Luana, engaging with the creative community has opened doors to new projects and collaborators. “Don't be shy!” she advises. “Slide into those DMs (professionally, of course), comment on other creatives' work, and engage with the community. Genuine connections can lead to some great opportunities.”

Poesie Veneziane - Rebranding luana lloyd

3. Know Your Worth

Pricing your work can be tough, but Luana encourages freelancers to stand firm. “Seriously, don't undersell yourself,” she emphasizes. “Do your research, understand market rates, and factor in your experience and skill.” Knowing your value also means being selective: “It's okay to say no to projects that don't align with your values. You're a creative, not a discount store!”

BeYond - A zine for the Gen Z travel lovers luana lloyd

Over the last decade, Luana has used Behance as a springboard for her career — from discovering inspiration to building her portfolio, to ultimately finding new clients to grow her business.