Hey, I’m Aaron Hokanson, the creator behind Selfhoot. I’m a graphic designer and creator based in Utah, and my journey has been filled with challenges, growth, and a lot of self-doubt. Like many entrepreneurs and creators, I’ve faced that constant feeling of not being “enough” and the pressure to always be perfect. In my work, I used to set ridiculously high standards for myself, convinced that any mistake would reflect badly on me. That fear kept me stuck, second-guessing myself, and hesitating to put my work out there.

For a long time, I sought validation from others, hoping their approval would finally make me feel good enough. But eventually, I realized that real confidence and success don’t come from external validation—they come from within. It was about showing myself the same grace and understanding I offer to others. I had to accept that I was enough, flaws and all.

As I worked through these challenges, I also had to face the mental health battles that so many creators know all too well—social anxiety, depression, and that overwhelming sense of being stuck. But over time, I learned how to set boundaries, be kinder to myself, and embrace imperfection. Those tools were life-changing, and they gave me the courage to face my fears and take action.

That’s what inspired Selfhoot. I created this brand for creators, entrepreneurs, and anyone working to push past self-doubt and take action. Selfhoot is all about shifting your mindset, believing in your potential, and embracing your imperfections. It’s about celebrating the journey and reminding yourself daily that you’re capable of making it happen, even when it feels tough.

When I’m not working on designs or building this brand, you can usually find me out in nature here in Utah, playing board games, or just pausing to appreciate the simple moments that make life worthwhile. Life’s unpredictable, but I’m learning to embrace every part of it—imperfections and all.

Let’s rewrite our stories, push past the doubts, and celebrate the progress we make along the way. One step, one hoot at a time.