Small Business Profile: Visible Logic
To follow up on a previous post requesting feedback on topics and offering to highlight members of the community, I learned of visiblelogic.com. A well-designed message can position your organization, product or service to look unique, capable and strong enough to go head-to-head with any competitor of any size. That is just what Emily Brackett (founder of Visible Logic) strives for with a talented stable of high performing freelancers, contractors and vendors that scale to any project.
Before opening Visible Logic, Emily worked at several successful studios in the Chicago & Boston area. At these full-service studios she completed a broad range of design work, including B-to-B marketing collateral, annual reports and identity projects. Early in her career Emily worked in print production and as a print buyer in the book publishing industry. This foundation in print management allows her to troubleshoot the production side of projects.
“I always knew I’d start my own design firm, but I had to get the right experience before going out on my own. I got laid off in the summer of 2001 and decided it would be better in the long run to start my own business rather than search for another design job.” – Emily Brackett
|The Challenge?Small businesses require someone who really understands their business; they cannot afford to mis-communicate to whatever precious audience they are able to amass. Businesses of any size can take a lesson (particularly in this climate) to adopt a consistent brand from one media to the next. Working with a lot of start-ups and entrepreneurs, Brackett also observes many often scramble to identify their brand along with their business so they can build a livelihood.||The Opportunity?Visible Logic views design as a business tool, helping businesses by providing a useful web site or a memorable identity. This enables businesses of any size compete on an even playing field. Emily views graphic design as something that is equal opportunity. It doesn’t have to be hugely expensive, but can make your small business look professional, established, cutting edge, large, etc. She designs for both print & web (logos, book covers, marketing materials, web sites), and frequently works in more than one media for any given client. Graphic designers can work in several areas of design, but being able to work across media allows her to be more helpful to her clients and brings Emily the most satisfaction. Making things readable and usable through good design—establishing a clear hierarchy of information—makes things easier to understand.|
What interested me most about my interview with Emily is her authenticity in reflecting that she didn’t start out with a plan to land where she did. She had always enjoyed art, color and type—but didn’t know what to do with it. Like many people, she wasn’t really aware of what a graphic designer did. So, I took the long route getting to where I am. I have a liberal arts degree, then I worked in book publishing. That’s where I realized exactly what graphic designers did and finally figured out where I belonged. Then, I went back to school at Massachusetts College of Art to get a degree in graphic design. Best decision!