Today we’d like to introduce you to Michele Allen.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
In the early 1990s, I started out doing graphic design by hand. I would order text, cut rubylith and use a large camera to develop artwork for screen printing. I find it to be a strong foundation to my development in using various materials, textures and beginning to design not only for printed items for brochures but for full environments. By the late 1990s, I had developed a passion for what was called environmental graphic design. I worked on retail stores, tradeshow exhibits, museums, corporate interiors and sports arenas. I loved how graphic design could shape and transform a space.
I knew very early in my career that I had a strong desire to own a company. I do things a bit differently than some designers, I am a very analytical thinker. I have a great love for math and figuring things out. Owning a company allows me the opportunity to use both sides of my brain.
I started Crux in 2005 with the hopes of creating an agency that could deliver and meld the needs of clients not only in branding, print, but also to combine digital and environment solutions to a client’s deliverables. Many clients use multiple vendors for these services and we often see a real disconnect in their brand and quality.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I wish it were always a smooth road, but I am a believer that we learn from the bumps and it definitely refines us, shapes us to do better and constantly improve.
I remember starting Crux and thinking that it was going to be easy to get the word out and those that liked my work would use my services. I was so wrong, I was offered a lot of jobs once I went on my own, but using my services as a vendor was not an option. Finding good clients are always at the forefront of all companies. Making sure there is a good connection between both teams. We strive to be an extension of our clients, and it takes a lot of hard work to build those long term relationships.
In 2008, seems like the world got quite. At times, it was always advised to lose the small clients and focus harder on larger ones. For some reason, that never sat well with me. It was our small clients that pulled us through some pretty tough years in the economic downturn. All of our clients have needs, and we value all of them. That’s what we went into business to do, to help everyone brand better and be able to deliver their message with confidence and results.
Alright – so let’s talk business. Tell us about Crux Creative – what should we know?
Crux Creative is a 360 degree Creative and Marketing Agency. What that means is we look at your brand as a whole. We can work with your company from the ground up to build your brand, or we can come into play at any point. We break our services into three categories: Brand Development, Digital Marketing and Experiential Environments.
We develop brand strategies for companies as well as the delivering the creative that goes with that, from logos to ads and brochures. We also design and develop websites, marketing automation and other digital marketing strategies. Our experiential environments are definitely what sets us apart. Though we have award winning work in all areas, you will see excellence in all our environments. We have designed 100s of tradeshow exhibits throughout our careers for small to Fortune 500 companies. We have also worked on museums, corporate interiors, sports arenas, history walls and donor walls throughout the country.
What sets us apart from our competitors is a couple things. One, no matter what the budget, we deliver amazing results. We work hard and have serious passion for our clients and the work they do. Two, we have lived and breathed the larger companies we have worked for and have taken the best parts of our experience to do things better and smarter. We have the skills of the big boys, but we get to deliver it to clients that can’t afford those types of services or expertise. It is very rewarding to see these companies grow and succeed that we have been fortunate enough to work with.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
I have had numerous people throughout my career that have influenced me creatively and in business development. I had one boss back in the 90s that really helped me blossom as a designer and help build my confidence. I do not think I would be where I am today without him. I have encountered people in business that have helped and also rubbed me the wrong way. It helped me determine who and what kind of company I wanted to have and didn’t want to have. Being honest and ethical was definitely at the top of that list.
My current business partners are at the forefront of where we are most recently. I have an amazing team with me that works very hard for our clients as well as developing Crux further. I would never be able to do all that we do without them.
Contact Info:
- Address: 250 E. Wisconsin Ave.
Suite 1800
Milwaukee, WI 53221 - Website: www.cruxcreative.com
- Phone: 414.289.7180
- Email: info@cruxcreative.com
- Instagram: https://www.instagram.com/cruxmilwaukee/
- Facebook: https://www.facebook.com/cruxcreative
- Twitter: https://twitter.com/cruxcreative
- Other: https://www.linkedin.com/company/967263/
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