Today we’d like to introduce you to Michelle Hayward.
Thanks for sharing your story with us Michelle. So, let’s start at the beginning and we can move on from there.
My parents were entrepreneurs who owned a rural I.G.A grocery in Michigan’s Upper Peninsula. You could say, the power of the product innovation and brand design – if it did or did not connect with consumers – had a direct effect on my family’s livelihood. I was curious to know WHY shoppers were drawn to certain items over others. What was driving this connection?
I went on to study at Michigan State University. Upon graduating, the Dean of the Language School gave me powerful advice, “Go temp and learn the many businesses of the world,” and this led me to find the world of branding and design – which was a natural fit to my early musings around marketing and innovation.
I often say, I was in “the right place at the right time.” I found myself in the center of the creation of the field of brand strategy with some of the biggest food companies in the world! The late 90s was a time of experimentation in building brands for the fitness/health market, remaking iconic brands, and growing new ideas in the marketplace, yet I found that there were true limitations to the work we were doing.
I endeavored to build a new type of agency that framed the future that our clients were envisioning. That means that while we employ the tools of strategy and design, we need to be agile and work toward the business goal – not just toward the execution, like an ad or a package.
I founded Bluedog Design 18 years ago based on the values of curiosity, intentionality, and the desire to be bold. I wanted to create a space that is a source of inspiration and collaboration towards a common pursuit. What started with only a handful of employees has matured into a team of experts over 40 strong.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The major disruptions have been shifts in our clients, but one story immediately comes to mind. In 2012, a 12-year relationship with our largest client came to an end. While we had some months to adjust to the idea financially, it took much longer for our team to shift into a new gear and embrace our future without what had been such a vital part of our day-to-day. The old adage that when one door closes, another opens, was our truth as well. So many doors opened that year alone, that our business was fundamentally and forever altered – the diversity of industry, project type and client volume began to dramatically shift.
Bluedog Design – what should we know? What do you guys do best? What sets you apart from the competition?
Bluedog Design is a modern growth consultancy. We seek to solve for the complexity that lives within our clients’ businesses with the goal of driving clarity and illuminating a path forward into action. We don’t just inspire progress, we make it happen—all within a journey that gives our partners deeper, more intuitive understanding of their consumers, businesses and organizations.
Our tried and true approach is rooted in the principles of Design Thinking. After decades of practice, we’ve mastered the art of uncovering insights, the discipline of iterative design and innovation, the process of organizational buy-in and adoption and the gift of translating complexity to clarity.
Our unique culture is the backbone of our company and fuels our success. We are intentionally values-based and we put a strong emphasis on our customized internal processes that allow our team the freedom to participate broadly and the accountability of owning decisions.
We have a proprietary practice at Bluedog called Global Safari. We travel the world to progressive markets with our eyes wide open. We’ve amassed thousands of artifacts and hundreds of insights against key emerging areas. This practice is the bedrock of our ability to remain one step ahead, to envision the future, and to imagine our partners’ brands and businesses there.
What is “success” or “successful” for you?
Success is building a culture and a team that acts as a magnet, attracting highly sought-after talent. If we are accomplishing that, we ensure that we deliver for the organizations that hire us again and again. Witnessing growth for our client and our team, is our ultimate marker of success.
Contact Info:
- Address: 403 N CARPENTER STREET
CHICAGO, IL 60642 - Website: www.BluedogDesign.com
- Phone: 312.243.1101
- Email: info@bluedogdesign.com
- Facebook: https://www.facebook.com/BluedogDesignLLC/
Image credit:
Main Photo: Mark Schepker.Photo @2017, http://www.markschepker.com
Interior shots: SIRI BERTING PHOTOGRAPHY
Getting in touch: VoyageChicago is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
