The toys scattered on the
Redhead Design Studio's office floor don't carry a registered trademark or a copyright symbol. Neither do the two 6-year-old boys playing with them.
Yet they effectively convey the image of the
Old Town Lansing studio, where co-owners, Jennifer Estill and Amy Moore, have crafted a marketing company fueled by personal relationships and brand development.
And brand identity is crucial for any entrepreneurial ventures in these dour economic times, say the (yes, both red-headed) co-owners.
"Our dream clients are the ones launching their businesses like we did," says Moore, 33, a
Michigan State graduate and former art director at the Lansing-based marketing agency,
Pace & Partners.
Redhead Design caters to clients whose businesses are small but robust. The firm, which has two designers and a web programmer on staff, produces brochures, websites and promotional materials for a diverse range of clients.
Customers span from educational entities—like
Ingham County Intermediate School District and
MSU's College of Law—to small "boutiquey" operations like East Lansing confectioner,
A Piece O' Cake, and hand-made baby blanket creator,
Gigi Blanki.com.
"The thing about Lansing as a market is that there is a lot of opportunity for small businesses," says Estill, 35, who started Redhead Design in her Westside Lansing home in 2000. Moore became co-owner in 2006.
"There's a lot of talk about the Big Three. There's the university and there's the state,” says Estill. "I see in this town a huge market of employers and clients that are smaller, independent . . . creative entrepreneurs."
Old Town ProudRedhead Design is centrally located 408 E. Grand River storefront in Old Town—where, Estill notes, “You can't throw a stick without hitting a designer.” Old Town offers the ideal setting for any inventive outfit, they say.
Estill and her husband, John, a programmer at Lansing's
Jackson National Life, bought and renovated the 1,200-square foot structure, which she describes as being an "eyesore" before they rehabbed it.
In addition to overhauling the interior, Lansing artist
Barb Hranilovich designed a mural for the building's exterior wall. Then a collective of friends, family and well-wishers splashed on the mural's colors as part of a two-day painting party.
"This is really a creative neighborhood here," Estill says. "There are a lot of graphic designers and that almost works to our benefit, because people people have to come to know the area as, 'That's where all the creatives are.'
"I think it projects the right image, being a creative business in a creative neighborhood."
Brand NewThe firm's core mission has been to elevate those brands and images to match their clients' premium products and services, Moore and Estill say. And it’s a philosophy that’s gotten them national attention.
With A Piece O' Cake, which makes artistic wedding cakes and gluten-free baked goods, Redhead Design built the family business' website. In 2006, the Internet design captured two
American Advertising Federation ADDY Awards.
Meanwhile, Redhead Design is busy revamping the award-winning website, says Kelly Kobus, who recently took over as owner of A Piece O' Cake. The process has been collaborative.
“If we bring an idea, they know how to finesse it,” Kobus says.
Another client, the Ingham County Intermediate School District, has a slightly different objective: to do a lot with a little. The educational service agency's budget is constrained, says Jane Hensley, ISD public information assistant.
Where a four-color publication is cost-prohibitive, Redhead Design can transform simple black-and-white into something glossy and classy, Hensley says. And low budget works, as evidenced by the two ADDYs that Redhead Design nabbed for their work with the ISD.
“They get us,” Hensley says. “We want things to look professional without looking like it cost us a lot of money, and we don't spend a lot of money.”
The Business of CommunityIn terms of growth, Redhead Design owners remain cautious. They don't want to lose the freedom that enables them to bring in their children—like Estill's 6-year-old son Robbie and his friend Koby Sturk on this day—or even Moore's Labrador Retriever "Manny" into the office.
“We're stocked with candy and dog bones,” Estill says.
In addition to Robbie, Estill has two sons, Issac, 4; and Spencer, 3 months. Estill's youngest was born within a week of Moore’s first child, Nola.
The mothers and business partners were out of the office for six weeks, but worked from home during maternity leave.
“It was almost amazing,” Estill says about the timing of the dual pregnancies.
Adds Moore, “We couldn't have planned it if we tried.”
But Estill and Moore’s families don’t stop with their children. Old Town and Mid-Michigan also fall into their extended family, benefiting from Redhead Design’s abundant pro-bono work.
The
Capital Area Humane Society, the Old Town Commercial Association, the
Educational Child Care Center (EC3) and the
Westside Neighborhood Home Tour are among those organizations that have benefited from the Redhead Design's modern style and philanthropic touch.
“(Pro-bono work) builds goodwill, obviously,” Moore says. “It's usually fun. You usually have a bit more freedom than you do with paying clients.”
Adds her partner, “It think it builds good karma. If you do good things for other people, good things happen to you.”
Estill and Moore say these philanthropic values were instilled in them while working for Pace & Partners’ founding partner, Dennis Pace.
Like Moore, Estill worked at the Lansing agency after she graduated from MSU with a journalism degree (“I thought I'd be laying out
Rolling Stone,” Estill says about her divergent career path.)
Estill also serves on boards for the nonprofit EC3 and the Old Town Commercial Association. In 2006, Estill received the
Capital Area United Way's Eleanor C. Barnes Volunteer Communications Leadership Award for Redhead Design's work on behalf of the agency.
Larry O'Connor is a freelance writer whose work appears regularly in the
Battle Creek Enquirer,
Jackson Magazine and
Michigan Hockey Magazine.
Dave Trumpie is the managing photographer for Capital Gains. He is a freelance photographer and owner of Trumpie Photography.
Photos:
Amy Moore (L) and Jennifer Estill at Redhead Design Studio
All Photographs © Dave Trumpie