Today’s Notable Young Entrepreneurs are Jessica Gordon and Chris Reygel of Superfish, a brand development and graphic design firm that’s based on one key principle of advertising that many modern agencies neglect and always strives to deliver the hook…
Elevator Pitch: Describe your job in a nutshell.
We are a brand development and graphic design firm. We work with small to medium size businesses to help find their brand’s hook – it’s what sets them apart from their competition. Once we discover their hook, we use it as a strategic guide to execute great design in the form of logos, websites, video and marketing materials, to name a few. Unlike other design firms, we don’t impose a style on our clients; we really work with them to develop a unique style and position.
Why did you start working at your company? What was the inspiration for this career route?
When we graduated from the Advertising program at OCAD, we were both weary of entering the advertising industry. It seemed to us that the industry had lost its way; that it was more concerned with creating pieces of pop culture instead of doing its job, which is to entice people to buy products or services. After the market crashed, we saw that many people were starting their own businesses and we thought how great it would be if we used our training, otherwise wasted on marketing fast food, to help these businesses with their branding. We both love design with purpose, and we really see small businesses as the way forward.
What is the best part of what you do on a day-to-day basis? The most challenging part?
We love it all; from meeting a variety of clientele and learning about their business needs, to creating unique designs, to coming up with relevant marketing pieces and then being able to execute them. The whole experience has been very rewarding. We love that we’re working hard for our paycheques and not praying for the weekends. The most challenging part is time… we wish we had more of it.
What is one sign that you’ve seen over the years to suggest that your work/life balance is off?
Chris growing a moustache… we’re still not sure what it means, but we’re sure it will result in unintended consequences.
Where do you see yourself in five years?
We would love to have an expanded in-house team that would allow us to work on bigger projects, (hey, web coders and app developers, this means you!) We see a warehouse space in our future, filled with creative minds, lights, cameras, and at least one ping pong table.
What is one major challenge that you’ve had to overcome in your career? How did you overcome it?
When we started, we didn’t have a name or a brand, we were just freelancers. Under this banner, we couldn’t charge what we were worth; it seemed that many people were hearing the word, ‘free’, when they heard ‘freelance’. So when we created Superfish and gave a look and voice to our brand, this challenge quickly disappeared.
What does success look like to you? Does Money = Happiness?
Of course it does, but not by itself! Every time we take on a new client, we look for three things: 1. Will the job pay well? 2. Will the job offer an opportunity to great creative work? 3. Will the client be fun/great to work with? If two of those conditions are met, we see that as success.
What is the most memorable milestone in your career?
Getting our own office.
Do you have any advice for other young professionals?
Celebrate your weirdness!
Where is your favourite place to wine/ dine in your city and why?
Chris loves Banh Mi Boys, it’s down the street from our office and they seriously know him by name. Jess likes Seven Lives in Kensington Market. They are closed Sunday to Tuesday, so that means no taco Tuesday 🙁
When you’re not working how do you love to spend your “Me” time?
Music (Chris likes to make music and Jess loves her iPod), drink coffee, ride bikes, watch Netflix, go to shows of all sorts, eat yummy food and power nap.
Where is your favourite place to travel? Why?
Chris likes NYC, Paris, and a small town in Belgium called Peer. Jess likes California for the sunshine, the ocean and the tacos.
If you had to choose a theme song, what would it be?
Oh! You Pretty Things by David Bowie
If you weren’t doing what you’re doing, what would you be doing?
We’ve both thought about it and are not sure – definitely something in the creative field!
Do you support any charities? If so, which one(s) and why is that important to you?
We are very interested in one-for-one business models (for every product sold, one product is donated to a charity). We are currently working with a one-for-one company now and would love to work with more! We really like the work of the Corsage Project. Goodfoot Delivery Service is really cool and we recommend them to everyone!
What to you is notable?
People who use business to change the world instead of protesting what they don’t like about it.
Businesses that equate social change for the betterment of humanity with their bottom line.
Blackberry, iPhone, Android, or Other?
iPhone, for now.
#NOTABLE
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