Today we’d like to introduce you to Maddie Urso
Hi Maddie, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Over-Served started as a dream that grew out of one of the most transformative seasons of my life. As a recent post-grad, I found myself immersed in a season characterized by change, a sense of directionlessness, confusion, and an overwhelming feeling of being stagnant, compounded by the looming uncertainty of what was to come. It was a strange mix of excitement about the future and uncertainty about how to move forward.
In the year prior, I was introduced to the sport of pickleball, a game that took me several matches to grasp but mere moments to adore. Before I knew it, every spare moment was dedicated to court time. I was captivated by how pickleball not only offered individuals a pastime but also united them, fostering enjoyment not just in the game itself but in each other’s company.
At the same time, I started working full-time at an advertising agency in Tampa, which became my crash course in branding and creative strategy. Being surrounded by such creativity inspired me to channel my own passions into something I could build from scratch. That’s where Over-Served was born. It became my creative outlet—a place where I could combine my love for pickleball, my background in branding, and my desire to create something meaningful that acted as an extension of who I am but also who I strive to be: Creative, Bold, Open-Minded, Balanced, Confident, and Gritty. The Over-Served brand truly embodies these qualities, and my hope was for it to extend far beyond that.
Fast forward to now, Over-Served has become so much more than just a pickleball brand. It’s about creating products that inspire connection and confidence, fostering a sense of community through local pickleball and happy hour events, and showing that even when life feels a little chaotic, you can find your groove, your people—and have a lot of fun along the way. Over-Served has been my reminder that even in the messiness of uncertainty, something beautiful can take shape.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
They say the best things in life are often the hardest, and that couldn’t ring truer. Starting a business while working a full-time job has been like juggling a hundred balls at once—sometimes you catch them all, and other times, a few hit the ground. Balancing the demands of my job with my endless ideas for Over-Served has been one of my biggest challenges. There are so many things I dream of creating and doing, but with only 24 hours in a day, it’s impossible to execute everything at once.
Imposter syndrome has crept in at times. At 24, I’ve often questioned whether I’m qualified to juggle all of this. But I’ve realized that no one has it all figured out. Growth comes from doing, learning, and allowing space for imperfection. A quote that’s stuck with me and become my mantra is, “Keep the car in drive while you wait for the maps to load.” It’s a reminder that even when clarity feels out of reach, forward motion—no matter how small—will eventually lead you to where you’re meant to be.
This journey has been challenging, but it’s also been incredibly rewarding. Every late night, every moment of doubt, and every step outside my comfort zone has strengthened my confidence and deepened my commitment to bringing my vision to life. Through the chaos, uncertainty, smiles, and tears, Over-Served has given me a renewed sense of purpose and direction. Looking back, I can see how every challenge was part of a bigger plan—not just shaping the brand, but shaping me as well.
Appreciate you sharing that. What else should we know about what you do?
In addition to running Over-Served, I work as an Account Executive at an advertising agency, where I collaborate with notable clients to bring their brand stories to life. From strategy and brand storytelling to day-to-day account management, I’ve honed my ability to craft campaigns that truly resonate. It’s fulfilling to see how thoughtful strategy and creativity merge to create something impactful.
Outside of my full-time role, I take on freelance projects, offering services such as photography, branding and visual identity packages, and social media management. These creative endeavors allow me to work with businesses to align their visual and strategic goals in a way that speaks to their target audience.
Something I hear often is that “I have an eye for the good stuff.” What sets me apart is my unique outlook on the world and my ability to spot the small, meaningful details that others might overlook—whether it’s the perfect angle for a photo, a subtle design element that elevates a brand, or a creative spark that connects the dots in unexpected ways. I bring this perspective to everything I do, whether it’s managing an ad campaign or designing products for Over-Served.
Of all my work, I’m most proud of Over-Served because it embodies so much of who I am: my creativity, my love for connection, and my ability to turn an idea into something tangible. Building this brand has been a journey full of challenges, growth, and a renewed appreciation for the power of passion and purpose. My drive, creative vision, and ability to recognize potential in the details that most overlook are what truly set me apart.
Let’s talk about our city – what do you love? What do you not love?
Tampa will always hold a special place in my heart. It’s where I grew up, so there’s a sense of home here that could never truly be replaced. Over the years, I’ve found little “secret hideaways” that bring me comfort—places I’ve adopted as my own, which I’m constantly drawn back to. Tampa offers a beautiful balance of city energy and the calming presence of water, and there’s always something to do—whether it’s attending local events or catching a sunset on Bayshore.
That said, as a 24-year-old filled with an unrelenting curiosity and the desire to see and do it all, there are moments when I feel I’ve outgrown Tampa. I dream of traveling the world, building a larger community for Over-Served, and moving to a new city in my 20s to embrace change and growth.
One phrase that grounds me during these moments of longing is, “Be where your feet are.” It’s a reminder to stay present and appreciate the here and now. My first solo trip to Costa Rica taught me how transformative it can be to embrace the present, even while holding space for future aspirations. Whether I’m dreaming of the next adventure or focused on building Over-Served, I remind myself that I’m exactly where I need to be—and that every step forward, no matter how small, is part of the journey.
Pricing:
- Freelance Branding/Marketing Services:
- Alongside my full-time work, I offer custom branding and marketing services for small businesses. Whether you need photography, brand toolkits, visual identity packages, website design, or full-scale campaign strategies, I’m here to help bring your vision to life. I create tailored brand toolkits that truly capture the essence of your business, with pricing based on the scope of each unique project. I’d love to connect with anyone looking to bring their vision to life—whether it’s on the court or through their business!
Contact Info:
- Website: https://www.over-served.co/
- Instagram: (OSPB IG:) https://www.instagram.com/overserved.co/ & (PERSONAL IG:) https://www.instagram.com/maddieurso/
- LinkedIn: https://www.linkedin.com/in/maddie-urso-b77879209
- Other: https://www.maddieurso.com/
