September 12, 2023

Diana Oyaga created Wico Lab to help social impact entrepreneurs and visionaries share their stories creatively. With more than twelve years in advertising and technology, she now offers brand design, communications, and marketing and business strategy through her own business. Her business model is entirely refreshing, and focuses on the culture of the business, collaboration and one-on-one communication. Throw in Diana’s creativity and innate sense of design, and you have a winning combination! Recently, we asked her a few questions, and here’s what she had to say.

Diana Oyaga, founder of Wico Lab

Your company should reflect yourself, your vision, your experience and what you do.

What is one piece of advice you have in life or in business?

Your company should reflect yourself, your vision, your experience and what you do. I believe this is true because all of our stories are unique, and the different situations we've lived or experiences we've had both personal and professional, have brought us to where we are now. This is something I'm trying to bring more and more into my work and truly express what I want and know can work based on my own experience instead of trying to do what's right or what makes sense in the market.

Wico Lab Banner that says "Re branding Re energizing"

What inspired you to start your own business?

For me, two big reasons led me to this decision to work on my own. One is helping others, and the second one is the opportunity of working on art and design projects that give me more freedom to create.

What motivates you or gives you joy in life or in business?

CHANGE! What motivates me in my business is knowing that I can always improve, or change what I'm doing. If I want to go into a more creative direction I'll work towards that. If I feel that I need to drop a service that I was offering and is not working for me, I will stop working with this. In life, I look for change when I need it, such as a new hobby, new trip, or new place to live in.

What motivates me in my business is knowing that I can always improve, or change what I'm doing.

Have you had to overcome any significant barriers in business and how did you manage to conquer them?

Yes, of course. One barrier is getting new clients. One thing I do to overcome this is to always be networking and meeting new people who might share my vision and get help from my services. A second barrier is juggling product and brand development with sales and client work. As a new company I need to always be revising my value proposition, doing new communication assets and fixing my website. On the other side I need to be out looking for new clients and working with current clients. Both things take time and it's a challenge to find the right balance. What I do is always put my clients first, and work with them as much as needed. Then, when I have time off client work, I plan certain weeks of the month to do more client outreach and certain weeks to dive in more to the planning and brand building side of my business.

What are your hopes for the future?

I hope to collaborate with impact projects in a way that I can get deeper into a community and help solve a problem. On the creative side, my next step and intention is to collaborate with other artists and designers and create visual communication campaigns or artworks, not waiting to have those paid by a brand or asked for by a client but just deciding to tap into this ourselves and share our thoughts and intentions.

Thank you, Diana, for sharing your advice and journey with the WMarketplace!

SHOP wico lab services

Launched in 2020, TheWMarketplace is a nationwide e-commerce marketplace for women-owned businesses to sell their products and professional and personal services. Offering favorable terms to its sellers, it also is a supportive community of women entrepreneurs that have access to learning opportunities through the trademarked HER-Commerce™ programs. With over 500 women-owned businesses selling 4000+ products and services ranging from home goods to coaching, in over 35 states, TheWMarketplace empowers shoppers with a new way to find the communities they want to support, including Black-woman owned, Latina-owned, AAPI-owned, Veteran woman-owned, and more. The Her Story Q&A is one benefit ThWMarketplace provides to sellers.