Getting Personal: About Lucia Garcia

How it all started

My story began in 1985, in Arequipa, Peru. Before my second birthday, my parents made the difficult decision to leave Peru because of political and economic instability. This move had a big impact on who I am today: a person of blended cultures. I grew up in the Dominican Republic, surrounded by warm weather, warm water, and warm people.

As an immigrant I saw my parents work hard, and sometimes, I saw their sadness. As this was before the internet existed they were only able to call their family in Peru maybe twice a year and the first minute was spent with their voice shaken and holding back tears. This made me want to be the good kid with good grades in subjects like math.

Growing up I never felt creative. In my head, those kids were drawing, dancing, being expressive and that just wasn’t me in my eyes yet. Looking back, my imagination was always there, as well as my need to have things orderly, but I didn’t find my passion until college.

My Creative Path

When the time came to select a career, I truly didn’t know what to do, but after some calculated analysis I selected architecture.

It was during a creative writing class where we had to write short stories that a professor first complemented my creativity. This opened my eyes to the idea that I wasn’t just good at math, I could also tap into something else and that something was my dormant creativity. That realization changed everything.

After university we moved to Florida and my path took me to Palm Beach State College to study Graphic Design. I interned at the college’s marketing department, worked at an ad agency, and freelanced designing logos, magazine layouts, and other print projects. It was during this time that I met a web designer who needed help with her projects. With my curiosity and self-taught spirit, I dove into learning basic programming and that is when I discovered my true passion for web design.

Iconova Design is Born

I’ve always had a love for change. Relocating never felt like a burden, it was more of an adventure. In 2014, I moved to California, first living in San Francisco and then Sunnyvale. While working at a digital ad agency, I was offered the opportunity to work as an independent contractor on projects I liked. I jumped at the chance.

Growing up with entrepreneurial immigrant parents who ran a bakery, I never saw a traditional 9 to 5 job as the ultimate goal. They created their own path which inspired me to do the same. After nearly ten years of freelancing, I realized I also wanted to help small businesses build a digital presence. And that’s how Iconova Design came to life.

Iconova isn’t just about building websites. It’s about helping small businesses tell their stories in meaningful ways. I’m passionate about using my diverse design background to create websites that not only look great but also serve as powerful tools for growth and connection.

Today’s Mission

Today, in 2026, I find myself, alongside my fiance Jeff, on my fourth big move, this time in Milwaukee, Wisconsin. Happy to have survived my first Midwest winter (it’s not as bad as people say) and getting back to art classes. I’m Lucia Garcia. I’m Peruvian but also Dominican. I love traveling, I love guinea pigs and other cute rodents, and I’m a nerd about anything art related. I have been car free for over a decade and I’m happy on a train, love a body of water, and I love helping others create their visions.

My goal is simple: to use my talents and skills for good by supporting those who are dedicated to making a positive impact. Whether it’s small businesses, nonprofits, or organizations that serve their communities, I want to help them build a digital presence that reflects their mission and values.