For those of you have just joined me on this creative journey, my name is Alexandra Salfi and I am a freelance multimedia designer and writer. I started my freelance design business—photography and designs by alex—a few years ago, in 2018. I wanted my platform to be one of positivity, community, and passion, and all of those ideals still hold true today. At the beginning, I had all of the right ideas and goals in mind, having successfully written my first book and done original food photography for it, and then proceeding to graduate from McMaster University with a double major in Honours English & Cultural Studies and Multimedia. I graduated summa cum laude and received the BMO Combined Honours scholarship for achieving stellar grades in my class/faculty. I became part of an international honours society, received my degree, and on paper, I looked pretty damn good.
However, mentally, I was drained. Entering university right after high school left little to no room for self-discovery. I entered a Physical and Chemical Sciences program in my first year because it seemed like the ‘smart’ choice and by midterm, I was miserable. I dropped all of my science-based classes and decided that for second term, I would take one course from each of the different arts to see if I had what it took to be a creative, professionally. I don’t have any regrets because having that stressful and eye-opening experience allowed me to make new friends, take risks, and truly find my passion in exploring the arts and expressing my creativity. If it wasn’t for making the wrong choice, I may have never made the right one, and for that I am grateful to my past and confused self.
From 2018 to now—2021, I did a lot of self-discovery, found a newfound confidence in myself and in my work, and spent a lot of time strengthening my personal relationships. I suffered two major losses which affected my will to express my creativity immensely—first my grandmother, and then my grandfather shortly after. I could spend hours writing on the topic of grief alone—and I probably will in the future—but for now I will say that everything I experienced shattered parts of my heart that could never be mended. What I did learn is, that in spite of a wound, whether physical or emotional, there is hope to be found in our more difficult life experiences and there is great strength that is garnered within the self during these times. This strength may come from within or from a loved one; either way, it is commendable and worthy of acknowledgement.
With newfound strength and confidence came a sudden burst of energy to create, inspire, and persevere. I’m an overthinker, so at times this is difficult to this day, but when analyzing the entire picture and focusing on the good things that were to come, the pain slowly started to fade away and instead, become replaced with hope, passion, love, commitment, and motivation. This isn’t everyone’s story—it’s mine. Not everyone will be able to overcome losses or re-ignite that spark in the same ways. What I do know, is that no matter what, you can achieve your goals, you can flourish, and you can find that inner confidence—even if it takes a while.
Generally, there isn’t a timeline on success—I took four years to fully embrace my passion and work endlessly on growing my brand and vision, and I aim to continue working even harder going forward.
I’m Alexandra Salfi—the face behind photography and designs by alex. I’m a little broken, but who isn’t? This is my story and I’d love to help tell yours through my many venues of creativity. I now choose to focus on the good, the exciting, and the positive. I hope that my freelance business helps others find the light and creativity within themselves. This is only the beginning, and for those who have been along my journey thus far, I thank you from the bottom of my heart. For those who are new to photography and designs by alex, enjoy the ride and I hope to bring some joy to your lives.
