Today we’d like to introduce you to Sam J. Ciulla.
Sam, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Approaching college, I wanted to be an architect, but as I viewed classes with massive drawing boards and people starring at slide rules I got cold feet and decided to be a “graphic designer”.
Born and bred in Chicago, except for a year in NYC, I’ve worked at small, medium and large design firms, focusing on brand design, packaging and corporate identity., The last one, LAGA as the Managing Director of Creative. We grew the company to 3 offices, 200 people with global affiliates. We won tons of awards and received many accolades, but at a certain point, too many layers, buyers, and opinions drove me to start my own firm. Born out of another landmark Chicago design firm, MLR Design started in 1965, I took over in 2006 and we revitalized the firm to become CIULLA ASSOC.
I have had the opportunity to see this business go from T-squares to Macs. From ordering type to designers having to wear multiple hats! I’ve had the honor to work on some of the world’s biggest brands like Coca-Cola, P&G, Kraft Foods and many others, also, a number of great entrepreneurial start-ups, born out of someone kitchen or garage. What I love about what I do is that I get to learn a different business multiple times a year; it gives you the opportunity to experience a new trade, how it’s made and how it’s marketed.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I have to say I have been blessed and lucky through most of my journey. I have been fortunate to have hired, mentored and collaborated with some of the best and brightest in our industry. Although the business of design is constantly changing and evolving, we have learned that we need to continually reinvent ourselves.
Many of the big brands we work on are struggling due to changing buying habits, consumer trends and of course online shopping. The new growth areas for us are small entrepreneurial start-ups and boutique brands that compete with the big guys. Most of these brands big and small are changing to meet consumer needs… its all about “healthier, BFY, natural, organic, safer. clean labeling and better for the environment”.
Alright – so let’s talk business. Tell us about CIULLA ASSOC – what should we know?
We are a “strategic design consultancy” with a focus on CPG (consumer packaged goods) and Corporate Identity. We help create and revitalize brands and companies that may have lost their way or aren’t as relevant as they used to be. Essentially, every project is different in scope but most all assignments involve a front-end strategic component to determine the strongest path to meet the project goals.
We use our “Brand Manifesto” process to develop visual and verbal platforms, share/test them with the target audience, get feedback and insights which lead us to our final design recommendations and solutions. What sets us apart is our depth of experience, creativity and sound intuition. We have won dozens of awards and help many brands excel and meet their business goals, companies such as Coca-Cola, Starbucks, Kraft, Henkel, Colgate and Tom’s of Maine, to name a few. Plus local charities such as Marillac/St.Vincent, The JPA.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
I have had many partners, mentors, and collaborators along the way. Frederick Z. Vallarta the first design firm I worked at. Jim Hansen and Bill O’Connor my second big job at SOURCE/INC. Howard Alport, Allan Glass, Stevan Lipson and Eliot Schreiber from LAGA. I learned a lot from all of them.
My wife Kathie, always there to rally me on and keep my eye and the ball and my son Christopher J. Ciulla, collaborator, co-worker and the next generation of the firm.
Contact Info:
- Address: 325 W. Huron Street, Suite 812
Chicago, IL 60654 - Website: www.ciulla-assoc.com
- Phone: 312-943-5995
- Email: sam@ciulla-assoc.com
- Instagram: https://www.instagram.com/ciulla_assoc/
- Facebook: https://www.facebook.com/CIULLA.ASSOC/
- Twitter: https://twitter.com/CIULLA_ASSOC
- Other: https://www.linkedin.com/company/535927/
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