November 27, 2025 • 25 mins
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What if the problem isn’t your logo, but the foundation under it? We sit down with brand strategist Jessica Adanich to explore how real positioning, consistent visuals, and honest storytelling turn a business from forgettable to first choice. Adanich’s journey from sculpture and glass blowing to leading marketing at Mace, then launching Design Pod Studio, sets the stage for clear, field-tested advice: Branding is the sum of every touchpoint, not a mark on a shirt.
We dig into the brand discovery process—questions that force owners to name their five and ten-year goals, define target audiences, and pinpoint which aesthetics actually fit. Adanich shares a candid misstep about launching with a clever but confusing agency name, then rebuilding for clarity. From there, she maps how to move from transactions to experiences: packaging that earns price, photography that signals authenticity, and customer responses that build trust. If you want to charge more for a bar of soap or a specialty product, the unboxing, the booth, and the email all matter. Consumers are sharp; they spot stock photos and AI artifacts. Original images and a consistent tone of voice are no longer optional.
Adanich explains how to articulate your purple cow—the differentiator that justifies your price and attracts the right buyers—then proves it with a case study of a niche recoil pad brand that scaled by aligning product, visuals, and content. On tech, she’s pragmatic: AI and templates are tools, not strategy. Keep the human taste, use the tools to move faster, and make brand decisions with intent. Al
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Hosted and produced by Gary Pageau
Edited by Olivia Pageau
Announcer: Erin Manning
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Erin Manning (00:01):
Welcome to the Dead Pixels Society Podcast, the
photoimaging industry's leadingnews source.
Here's your host, Gary Pageau.
The Dead Pixels Society Podcastis brought to you by Media
clip, Advertek Printing, andIndependent Photo Imagers.
Gary Pageau (00:18):
Hello again, and welcome to the Dead Pixels
Society Podcast.
I'm your host, Gary Pageau, andtoday we're joined by Jessica
Adanich, who is with Design PodStudio.
And she's going to talk to ustoday about marketing and
branding and all kinds ofexciting stuff like that.
And she's coming to us fromFlorida, even though she's a
Cleveland native.
(00:38):
And we talked a lot about thatbefore the show.
But now we're talking aboutmarketing.
Hi Jessica, how are you?
Jessica Adanich (00:43):
Good.
Thank you so much for having meon.
I'm excited to be here.
Gary Pageau (00:47):
Well, Cleveland Rocks, let's just get that out
there.
Jessica Adanich (00:49):
Yes, obviously.
Gary Pageau (00:50):
First, let's talk a little bit about your
background, how you wereattracted to marketing.
How did you get into it?
Uh, kind of some of theprojects you worked on before
you struck out on your own.
Jessica Adanich (01:00):
Yeah, so my background, my my college degree
is actually in sculpture with aminor in glass blowing, believe
it or not.
Gary Pageau (01:08):
So you went for the money.
Jessica Adanich (01:09):
Yes, yes.
You know, I thought, how can Ibe a billionaire in life?
Ah, yes, a sculpture degreefrom a private art institute.
Gary Pageau (01:16):
That's the way to do it.
Jessica Adanich (01:18):
Yes.
So clearly that was themission.
Um, so the backup plan was Istarted getting graphic design
internships in college, andthroughout the years, I ended up
bouncing around to variousdifferent companies.
I worked for Vitamix doinggraphic design in their
commercial division.
I worked for Hasbro in theirNerf division, actually doing
(01:39):
soft good engineering, basicallysewing prototype bags for the
Nerf line.
So that wasn't really graphicdesign, but it was still design
in a way.
Gary Pageau (01:46):
It was 3D sculpture, kind of.
Jessica Adanich (01:48):
Yeah, yes, a soft, soft sculpture.
Yes, correct.
And then I worked for acommercial real estate company
as a graphic design marketingspecialist, moved to a
photography company as a digitalretoucher, then Mace Pepper
Spray ended up moving fromBennington, Vermont to
Cleveland, Ohio.
And in that transition, theywere hiring new executive staff
(02:11):
and ended up getting hired torun their marketing and design
department.
So it's been quite a wild ridefrom sculpture and glass blowing
to now here we are.
Gary Pageau (02:22):
And now you're in in Florida running your own
company.
Jessica Adanich (02:25):
Yes, I was with Mace for six years, and I had
always thought that I wanted tobe a business owner, but as they
say, you make plans and Godlaughs.
I didn't have a plan.
I didn't create a business planor strategy.
You know, things were changingat Mace in terms of management
and whatnot.
And I kind of saw anopportunity to take that jump.
(02:46):
So I jumped out of the plane,as they say, and to see if my
parachute would open.
And I structured my companywith the goal to move to the
water within five years andended up doing it within the
first year.
Um, I do have another companythat is all about shark
conservation, so that's why itmade sense for me to move to the
water.
And also snow kind of kills mysoul a little bit more each
(03:08):
year.
And I thought, oh, if I want tosurvive life, I might need to
move to the tropics.
Gary Pageau (03:14):
So, what's the appeal of sharks to you?
Jessica Adanich (03:17):
I feel, well, they first of all, they're
definitely like the bees of theocean.
Without sharks, our entireecosystem would fall apart, just
like any other ecosystem onland, woods, you know, um
prairies, things like that.
You need to have a balancedecosystem between plants and
insects and wildlife.
And the oceans are just that.
(03:38):
And sharks being an apexpredator, it's very important
for our oceans to have them.
And I, for whatever reason,ever since I was little, was
fascinated with the water.
I mean, design pod or all ofour branding is ocean whale
related, but sharks are they'relike living dinosaurs, you know,
they're misunderstood, but Ithink that they're absolutely
fascinating.
So I design and create productsto raise awareness and educate
(04:01):
on shark conservation.
Gary Pageau (04:02):
Because clearly the Great Lakes were the hotbed of
sharks.
Jessica Adanich (04:07):
Yes, you know, my my family said the same
thing.
Like, what is wrong with you?
Where did this come from?
And I was like, I don't know,maybe in a past life I was in
Atlantis.
Like that would make sense.
Gary Pageau (04:17):
There you go.
So it's talking a little aboutyour branding philosophy, right?
What do you bring now?
You know, like I said, lookingat the design pod stuff, you the
pod part is clearly like podsof fish, right?
You've got whale pods anddifferent kinds of things.
How important is that whenyou're developing branding for a
client, trying to find out whattheir ethos or their core thing
(04:39):
is?
Jessica Adanich (04:40):
Yeah, so branding first, a lot of people
think that it's just their logo.
And branding is much deeperthan that.
It really is everything thatvisually, aesthetically makes up
your brand.
So it's the colors, the fonts,what type of photography you
use, the tone that you use inwriting copy, or how you speak
about your company, your missionstatement, your core values.
(05:02):
All of those things broughttogether is your brand.
Your logo is like the face ofit.
So I tell people, you know,it's very important to
understand all of those things,you know, planning your mission
statement, figuring out thosecore values.
It's as if you're building ahouse, your branding is the
foundation.
Often companies or newentrepreneurs, they'll skip over
(05:23):
that or say, oh, we'll figureit out later.
But then a few years down theline, they might have created a
logo and it's on vans andt-shirts and you know, business
cards, and they don't reallylike it, or it doesn't align
with their target audience andthey have to redo it.
So they're investing even more.
So and it's not just because Ilove it and it's what I do.
I am a big proponent of itbecause it's so crucial to
(05:44):
companies in selling theirproduct or service.
Gary Pageau (05:47):
So a lot of businesses don't understand what
branding is.
Like I said, they think it'sthe logo when it's really what
their customers think aboutthem.
So, what are the some of thesteps that you take your clients
through so they can kind ofdiscover that?
And if you had people who mayhave had a complete
misunderstanding what theirbrand was, yes and yes.
Jessica Adanich (06:10):
So, the first question, I love that you say
discover because what Iliterally do is send them a
brand discovery questionnaire,and it's 20 to 30 questions
asking them everything fromsimply what is your company
name?
You know, you might be callingit something shorthand
internally, but what is theactual company name that you
want in the logo?
And is it too long, too short,all the way to what's your year
(06:34):
goal, five year, ten year, wheredo you want to be in those
years, your competition, whatcolors, fonts do you like, um,
your target audience.
So it really asks the client todo a deep dive and
understanding their businessbecause I think people they know
it so well that they're like,oh, I know it and I they take it
for granted.
Whereas being forced to writeit out really has them analyzing
(06:57):
it and putting pen to paper orkeys to a computer helps them
understand that.
And then that gives me aroadmap.
I tell people that I'm kind oflike a visual detective.
If I can understand what's inyour head, or even if you pull
images from online saying I likethis brand's website or I
really like this logo, you mightnot be able to articulate why
(07:17):
you like it.
And that's fine because notmany people can, but I can see
the similarities and be adetective and say, okay, they
like this kind of aesthetic,this vibe, they're going for you
know this direction.
Uh, and that's how we kind ofstart designing.
Gary Pageau (07:32):
So tell us about the story of the person who
completely didn't get it.
Jessica Adanich (07:37):
I tell a story very often because I'm
transparent to a fault, and Ithink that it's important to
share some of our missteps.
So Design Pod wasn't alwaysdesign pod.
I initially, when I started mycompany, called it Purple
Cuttlefish Creative Agency.
Gary Pageau (07:54):
That's a mouthful.
Jessica Adanich (07:56):
Exactly.
I love cuttlefish.
I designed this logo, I stilllove the logo.
I had a website done, businesscards designed.
I went to an event and I spentthe entire weekend explaining to
people what a cuttlefish was,not what my agency or company
was going to be doing forclients.
I back and I blew everythingup.
I completely went back to thedrawing board and said, okay,
(08:19):
yes, I love cuttlefish, but whoam I targeting?
Because I overthought it.
And yes, this is what I do fora living, but I was so close to
it that I overthought it.
So I think it's importantbecause as business owners,
sometimes we project that we'reperfect and we make all the
right decisions, and that's notthe case.
Um, and I I do have clientsthat do the same thing where
they'll come to me and say, Ireally love flamingos and I want
(08:41):
a flamingo eating a cupcake.
Okay, well, you're a roofingcompany, that doesn't make any
sense.
Exact situation, but separatebetween what we personally like
and what makes sense for thebrand.
Gary Pageau (08:52):
Do you think there's a lot of overemphasis,
if you will, on kind of thebranding piece of it because of
social media and all that?
Everyone wants to be a personalbrand, everyone wants to have a
you know, put their brand outthere and everything.
But you know, if you don't havethe fundamentals of your
business to execute your brandpromise, you're kind of missing
(09:13):
the point.
Jessica Adanich (09:14):
Correct.
And if you don't know who youare, whether it's the you as the
individual or the company andwhat you stand for, you're not
going to be able to communicatethat.
Right.
I think a lot of people want touse their name as their
business, um, which is fine.
But again, unless you know whatyou're standing for or what you
bring to the table and what'syour unique factor, you can't
(09:37):
sell to everybody.
I often also bring up the bookbecause I absolutely love it,
called Purple Cow by S.
And you know, what is yourpurple cow factor?
The market is flooded withsocial media, the internet, our
smartphones.
We have many computers in ourpockets everywhere we go.
We can find something better,you know, FOMO.
Uh, what separates you fromeveryone else?
(09:57):
I have a few clients that aresoap makers.
You know, everybody uses soap,or they should.
What makes your soap brand umconnect with your target
audience?
Gary Pageau (10:09):
Yeah.
And you know, it's interestingyou say it because, like you
said, everyone uses soap.
And, you know, I know there'sthis sort of trend towards like
artisanal soap and goat milksoap, and you have people who
like have soap shops, and peoplecan come in and they have
batches and do all that stuff.
And you know, that's reallycool because you're really
(10:31):
leaning into more of anexperience.
You're kind of moving away froma transaction from the dove bar
to the goat milk soap withraspberries in it, and who knows
what else is in it.
How can people transition fromthat transactional to that
experience kind of thing, whichwhere I think you can charge
more and have a higher value?
Jessica Adanich (10:49):
Yeah, it comes back to the branding.
Gary Pageau (10:52):
Right.
Jessica Adanich (10:53):
A good example is if you are at any sort of
market or trade show and someonehands you a piece of
information, marketingcollateral, and it's on copy
paper, you're going to mostlikely probably fold it up and
put it in your pocket.
If somebody hands you that samemarketing collateral content on
a different weight paper, younaturally are going to treat it
differently.
Right.
So if your brand wants to movefrom, you know, maybe $5 soap to
(11:17):
$10 soap, it's about youringredients, but about your
packaging.
How does your display look atthe market?
How does your front look?
You know, everybody wants to beApple and Under Armour, but
they don't want to do thatinvestment.
Another question I ask clientsare, you know, if you're an
Apple user, how many emptyproduct Apple boxes do you have
in your home?
And they'll be like, Oh, I havea lot.
Gary Pageau (11:38):
Yeah.
Jessica Adanich (11:39):
And it goes for Samsung and Google.
The packaging, it's part of theexperience.
It's and that's part of thebranding.
It's looking at every singleaspect a consumer can interact
with your brand down to if theyemail you or message you on
social media, what kind ofresponse do they get back?
Do they get an automaticresponse of, hey, someone will
be in touch with you?
You know, all those touchpoints really add up and matter.
Gary Pageau (12:00):
So when you've done your research or discovery
phase with your client and allthat, I'm sure you've run into
cases where they still want todo things the old way.
They like, I like what you did.
This is great, but we're stillgonna do the discount coupons on
the green construction paperbecause that's always worked.
Um, can you talk a little bitabout how you manage that
(12:22):
process?
Jessica Adanich (13:03):
Yes.
As I take a deep breath.
That does happen often, and Ifind that it's with individuals
that are overall micromanagersin their business, right?
Not isolated just to themarketing and branding design
(13:24):
area.
So I try to walk them through,you know, okay, if we're gonna
try this, here are the pros andcons of it.
Here's what might be ouroutcome.
We can certainly try it, butthen let's have a plan B and C
for if X, Y, Z happens.
I have no problem taking clientdown a short path, as long as
it's not a massive financialinvestment, to allow them to see
(13:47):
the fruits of their thoughts.
You know, and often just likein Design, you have to see the
logo that you think might workon paper to realize that's not
the one that you want.
Gary Pageau (13:59):
Right.
Jessica Adanich (13:59):
And I think that that's just the case for
being a human in the world andrunning a business of trial and
error.
And business owners that areopen to understanding and
learning that they don't knowwhat they don't know, that's not
successful.
Gary Pageau (14:15):
One of the challenges I think business
owners have is they want to alleveryone wants to grow their
business, right?
Everyone wants more, everyone'smore stuff.
But when you're choosing tomake, you know, ten dollar bars
of soap out of goat's milk andraspberries, you're excluding a
lot of part of the market,right?
You're basically saying, youknow, that there are people who
are not customers because theydon't want to pay that much for
(14:35):
soap or they don't care aboutthe the ingredients or the
handcraft and whatever.
And what I find is you havepeople who just want to appeal
to everybody and therefore theyappeal to nobody.
Jessica Adanich (14:46):
Yes, that definitely happens.
And that goes back to thosetypes of business business
owners, their end goal or theirmission or core values is just
to make more money.
Gary Pageau (14:56):
Right.
Jessica Adanich (14:57):
I had a potential client actually that I
did a consultation with eightmonths ago, and the first thing
that out of their mouth was,Well, we feel like this is gonna
be a good route for us becausewe think it's gonna make us a
lot of money.
And then when I startedconsulting with them and having
a conversation, they didn'tunderstand their target
audience.
And I said they wanted to makea perfume.
(15:17):
And I said, Well, you know,Burberry is a very different
vibe versus Chanel.
Gary Pageau (15:22):
Right.
Jessica Adanich (15:23):
Those are target audiences.
You might like both, but I'msure if you walked into a store,
you might gravitate one morethan the other.
Those are different targetaudiences, and they just had the
mindset of, oh, perfume costs alot, we can do this, we're
gonna make money.
But at the end of the day, youhave to have other information
in order to sell.
Gary Pageau (15:41):
Right.
Yeah, because I mean, really, Imean, as a non-perfume user,
when I see the ads for it, it'sreally nothing about the scent,
it's about you know, the actresshaving some sort of weird
romantic experience, diving offa cliff and landing in the water
(16:02):
and swimming around, and thensome guys there, and he's all
ripped.
And who knows what it smellslike, but they're selling a
brand.
Jessica Adanich (16:11):
Yes, they're selling an experience that if
you put this on, you're gonnasomehow be a supermodel diving
off an island cliff to asupermodel man on a yacht that's
right, exactly your boat,correct.
But they understand theirtarget audience, so yeah, it is
very interesting.
And I think the the companiesthat are most successful are the
(16:32):
ones that hone in on who theyare.
You know, definitely don't picksomething that you're also not
in line with.
You are making natural soaps,but you're allergic to goat's
milk, like maybe don't do that,right?
Gary Pageau (16:45):
Or you don't you don't really care about the
craft that's involved with that.
You're just churning out barsof soap, and it just happens you
want a higher dollar of soap,so you churn out the goat soap,
and you're really not doing agood job with it, right?
Because you don't care.
Jessica Adanich (17:02):
Yeah, yeah.
I I'm a huge, huge advocate ofpositive reinforcement,
uplifting my clients that ifthey really love what they're
doing, it's gonna show through.
And that's most times I feelbusiness owners start their
business because they love whatthey do, right?
Or they're really good at aservice, and then they're like,
let me start this as a business,and then you're trying to
(17:23):
figure out all of thosecomponents.
But in today's world, with themarket being so flooded as it
is, people love authenticity.
You know, a few years ago,Forbes did a study, and I bring
this up a lot as well.
That people today now arefollowing the owners of brands
and not the brands themselves.
Right.
They understand what thatcompany is donating their
(17:44):
dollars to, what they stand for,because money, you know, you
want to put it back into acompany that you believe in.
So being honest and authenticto who you are doesn't matter if
people don't like you.
Honestly, that's a good thing.
Because then that means thatpeople that do like you are
gonna like you a heck of a lotmore.
Gary Pageau (17:58):
Right.
Yeah, and then an authenticitypiece I think is is important
because in the photographyindustry, right, when you talk
about a physical print orshooting film or something like
that, that's really more of anauthentic experience than you
know, just shooting a greatpicture on an iPhone where the
computational photography insidethat camera is going to correct
(18:21):
all the problems, it's gonnafix the blemishes, it's gonna
perfect the exposure, it's gonnado all these things.
So a lot of my listeners andyou know, the retailers I talk
to, you know, they're saying,you know, people are leaning
into print and film for thatauthentic experience, right?
If it's a little bit imperfect,that's okay, but they made it
that way.
Jessica Adanich (18:38):
Yes.
And I tell clients all the timethat they need to have
professional photography done oftheir products, of their
services, their office space.
Stock photography, you know.
In the last five, 10 years, theaverage consumer has gotten
very, very keen to understandingsomething's photoshopped.
(18:59):
You'll not in mainstream ofyou'll be in the grocery store.
Oh, well, she was photoshopped.
That wasn't the case.
People didn't know thatretouching was really a thing
unless you were in the industry.
So now to really be authentic,you need to have good
photography done and consistent.
It can't just be stockphotography.
You know, I have a lot ofclients who are like, oh, I
really love this website and Iwant to look like them, but they
(19:21):
have no photography and theyexpect to have the same design,
but with stock photography,right?
Gary Pageau (19:26):
Or even AI generated stuff.
Jessica Adanich (19:28):
Oh, good lord.
The things that have beengenerated with AI are things of
nightmares.
Like, I know that AI is up andcoming, but it's not as keen as
what people think.
Like you ask it to do stuff andit will give you, instead of
trees, weird arms and legs.
Gary Pageau (19:43):
Like it's or six fingers on a hand, right?
Jessica Adanich (19:46):
You can see that correct, huge component of
high-end photography.
And it's gonna last you, it'snot like it's a bad investment.
People, it's a cost, and I tellthem you need to change your
words, it's not a cost, it's aninvestment.
Gary Pageau (19:59):
Yeah, well, and that's one of the things I
think.
I mean, I think there's a placefor it, right?
I mean, you mentioned Photoshopearlier.
There was a time not that longago where even retouching an
image digitally was, especiallyin the news world, was verboten,
right?
You just didn't do that becausepeople were gonna lose their
faith in reality if pictures arebeing retouched, and that went
sideways, obviously.
(20:19):
And then I think I think AIgenerating stuff is gonna kind
of go that way where you know,if you weren't very good at
photography, you could bereplaced by generative AI.
But if you're really good andunderstand your craft and work
with clients and you know how toplease the client, give the
client what they want, and allthat, there'll still be a place
for you.
Jessica Adanich (20:39):
Yes, and I get that question a lot of well,
you're a designer, you havemarketing agency, you know, AI
is you know gonna ruin yourbusiness.
Gary Pageau (20:46):
And Canva's coming for you.
Jessica Adanich (20:51):
I you know, it's lurking in the shadows, but
there's still a massive amountof people out there that want to
work with a real trueprofessional, and they can have
their ideas be heard, have aconversation with, you know,
it's like if you were to buyconcert tickets, would you
rather hear AI-generated versionof Adele, or would you rather
hear actual Adele?
(21:11):
Right.
People really respect creativetalent and want to work with a
human being.
I think AI is a massive tool inthe toolbox, it shouldn't be
used for everything.
It's gonna help all businessesdo a lot of different things,
but just like the computer anddigital photography, it's
there's pros and cons to it.
Evil, good sides is how do weuse it for good versus bad?
Gary Pageau (21:34):
So, what is the project or campaign that you've
worked on that you're like thisis represents the work I want to
do, like most successful?
Jessica Adanich (21:46):
Most successful.
Gary Pageau (21:47):
Well, I mean, it's like okay, if you're gonna
showcase something like a theclient that got the message that
followed through all that funstuff, you know.
Do you have an example of that?
You may not be able to namethem, but I just I want to
understand because we kind oftalked about people who didn't
do the right thing and kind ofscrewed things up.
Now it's talking about somebodywho did the right thing.
Jessica Adanich (22:07):
Yes.
I would say I I have a main oneof my main clients is Kickies.
They are a recoil pad company.
So recoil pads are a thickpiece of rubber that goes on the
end of a shotgun that absorbsthe energy when you shoot a
shotgun.
I started off with them helpingthem with they were smaller at
that time.
Well, the ownership was new.
(22:28):
Started off doing somepackaging for them.
And now, I mean, gosh, it's nowI've been with them six years.
Now they've grown the team.
They're really great aboutunderstanding.
Let's add this.
How can we really come togetheras a team?
No one person can doeverything.
I think the most successfulcompanies are where they bring
together different experts indifferent areas.
(22:50):
You know, every week we have ameeting with their head of
photography and social media andvideo, the owner and myself of
okay, this event's coming up.
How do we prepare for it?
How do we plan?
How do we capture the event?
Where proactive versusreactive, they over the last few
years are growing because theyknow their brand, they know
(23:11):
their target audience, they wantto be the best in their
category because they feel likethey they are an elite pad
because of the material thatthey're made out of, and they're
not going to sacrifice.
Like they know where they are,and I think that that's
incredibly valuable.
You know, they know theirpurple cow factor and they're
not going to sway, and here weare, and let's go.
Gary Pageau (23:32):
But I think it's interesting because you named
something that was not somethingprobably my audience is
radically familiar with, and yetyou're kind of you're very
clearly defined like what theirmarket position was and why
they're different in a very, youknow, niche area.
And it sounds to me likethey're growing and doing well
by leaning into that.
Jessica Adanich (23:50):
Yes, they are, and they're passionate about it.
You know, we had aconversation, for example, about
email blasts.
Well, the industry standard isto send X amount of emails a
month or a week, but the owner'svery adamant about okay, let's
send email blasts when we havenew content because our audience
doesn't want the bad bath andbeyond emails of let's spam you.
(24:12):
They know that when an emailblast comes in from kickies,
there's going to be new content,new product, something to see.
So they're going to be morelikely to open it versus just
emailing them to email.
And that goes in line with thebrand.
Whereas doing more massiveemails continuously over and
over again might work foranother company.
Gary Pageau (24:31):
Right.
Jessica Adanich (24:32):
You know, I'm a again a big component of
telling people you need tofigure out what the box looks
for you versus trying to fit inanother box that somebody else
is doing.
Right.
You know, people will lookacross the street and be like,
XYZ is doing this, I should dothat too.
Gary Pageau (24:46):
Right.
No, like comparison is thethief of joy, as they say.
Jessica Adanich (24:52):
Yes, yes, it is in all aspects of life.
Gary Pageau (24:55):
Exactly.
So if people wanted to discoverwhat design pod is all about
and what Jessica is all about,where would they go for more
information?
Jessica Adanich (25:04):
Yes, they can go to designpod.studio.
And then you can also find me,Jessica Adanich, on LinkedIn,
Instagram, Facebook.
Just give us a follow.
Gary Pageau (25:16):
Sounds great.
Well, listen, Jessica, it wasgreat talking to you.
I learned a lot and youreinforced some things I already
thought.
So that's always a good thing.
I've had a blast.
Thanks for having me.
Exactly.
So thank you so much.
Best wishes and hope to talk toyou again.
Erin Manning (25:27):
Yes.
Thank you for listening to theDead Pixels Society podcast.
Read more great stories andsign up for the newsletter at
www.theadpixels society.com.
Welcome to the Dead Pixels Society Podcast, the
photoimaging industry's leadingnews source.
Here's your host, Gary Pageau.
The Dead Pixels Society Podcastis brought to you by Media
clip, Advertek Printing, andIndependent Photo Imagers.
Gary Pageau (00:18):
Hello again, and welcome to the Dead Pixels
Society Podcast.
I'm your host, Gary Pageau, andtoday we're joined by Jessica
Adanich, who is with Design PodStudio.
And she's going to talk to ustoday about marketing and
branding and all kinds ofexciting stuff like that.
And she's coming to us fromFlorida, even though she's a
Cleveland native.
(00:38):
And we talked a lot about thatbefore the show.
But now we're talking aboutmarketing.
Hi Jessica, how are you?
Jessica Adanich (00:43):
Good.
Thank you so much for having meon.
I'm excited to be here.
Gary Pageau (00:47):
Well, Cleveland Rocks, let's just get that out
there.
Jessica Adanich (00:49):
Yes, obviously.
Gary Pageau (00:50):
First, let's talk a little bit about your
background, how you wereattracted to marketing.
How did you get into it?
Uh, kind of some of theprojects you worked on before
you struck out on your own.
Jessica Adanich (01:00):
Yeah, so my background, my my college degree
is actually in sculpture with aminor in glass blowing, believe
it or not.
Gary Pageau (01:08):
So you went for the money.
Jessica Adanich (01:09):
Yes, yes.
You know, I thought, how can Ibe a billionaire in life?
Ah, yes, a sculpture degreefrom a private art institute.
Gary Pageau (01:16):
That's the way to do it.
Jessica Adanich (01:18):
Yes.
So clearly that was themission.
Um, so the backup plan was Istarted getting graphic design
internships in college, andthroughout the years, I ended up
bouncing around to variousdifferent companies.
I worked for Vitamix doinggraphic design in their
commercial division.
I worked for Hasbro in theirNerf division, actually doing
(01:39):
soft good engineering, basicallysewing prototype bags for the
Nerf line.
So that wasn't really graphicdesign, but it was still design
in a way.
Gary Pageau (01:46):
It was 3D sculpture, kind of.
Jessica Adanich (01:48):
Yeah, yes, a soft, soft sculpture.
Yes, correct.
And then I worked for acommercial real estate company
as a graphic design marketingspecialist, moved to a
photography company as a digitalretoucher, then Mace Pepper
Spray ended up moving fromBennington, Vermont to
Cleveland, Ohio.
And in that transition, theywere hiring new executive staff
(02:11):
and ended up getting hired torun their marketing and design
department.
So it's been quite a wild ridefrom sculpture and glass blowing
to now here we are.
Gary Pageau (02:22):
And now you're in in Florida running your own
company.
Jessica Adanich (02:25):
Yes, I was with Mace for six years, and I had
always thought that I wanted tobe a business owner, but as they
say, you make plans and Godlaughs.
I didn't have a plan.
I didn't create a business planor strategy.
You know, things were changingat Mace in terms of management
and whatnot.
And I kind of saw anopportunity to take that jump.
(02:46):
So I jumped out of the plane,as they say, and to see if my
parachute would open.
And I structured my companywith the goal to move to the
water within five years andended up doing it within the
first year.
Um, I do have another companythat is all about shark
conservation, so that's why itmade sense for me to move to the
water.
And also snow kind of kills mysoul a little bit more each
(03:08):
year.
And I thought, oh, if I want tosurvive life, I might need to
move to the tropics.
Gary Pageau (03:14):
So, what's the appeal of sharks to you?
Jessica Adanich (03:17):
I feel, well, they first of all, they're
definitely like the bees of theocean.
Without sharks, our entireecosystem would fall apart, just
like any other ecosystem onland, woods, you know, um
prairies, things like that.
You need to have a balancedecosystem between plants and
insects and wildlife.
And the oceans are just that.
(03:38):
And sharks being an apexpredator, it's very important
for our oceans to have them.
And I, for whatever reason,ever since I was little, was
fascinated with the water.
I mean, design pod or all ofour branding is ocean whale
related, but sharks are they'relike living dinosaurs, you know,
they're misunderstood, but Ithink that they're absolutely
fascinating.
So I design and create productsto raise awareness and educate
(04:01):
on shark conservation.
Gary Pageau (04:02):
Because clearly the Great Lakes were the hotbed of
sharks.
Jessica Adanich (04:07):
Yes, you know, my my family said the same
thing.
Like, what is wrong with you?
Where did this come from?
And I was like, I don't know,maybe in a past life I was in
Atlantis.
Like that would make sense.
Gary Pageau (04:17):
There you go.
So it's talking a little aboutyour branding philosophy, right?
What do you bring now?
You know, like I said, lookingat the design pod stuff, you the
pod part is clearly like podsof fish, right?
You've got whale pods anddifferent kinds of things.
How important is that whenyou're developing branding for a
client, trying to find out whattheir ethos or their core thing
(04:39):
is?
Jessica Adanich (04:40):
Yeah, so branding first, a lot of people
think that it's just their logo.
And branding is much deeperthan that.
It really is everything thatvisually, aesthetically makes up
your brand.
So it's the colors, the fonts,what type of photography you
use, the tone that you use inwriting copy, or how you speak
about your company, your missionstatement, your core values.
(05:02):
All of those things broughttogether is your brand.
Your logo is like the face ofit.
So I tell people, you know,it's very important to
understand all of those things,you know, planning your mission
statement, figuring out thosecore values.
It's as if you're building ahouse, your branding is the
foundation.
Often companies or newentrepreneurs, they'll skip over
(05:23):
that or say, oh, we'll figureit out later.
But then a few years down theline, they might have created a
logo and it's on vans andt-shirts and you know, business
cards, and they don't reallylike it, or it doesn't align
with their target audience andthey have to redo it.
So they're investing even more.
So and it's not just because Ilove it and it's what I do.
I am a big proponent of itbecause it's so crucial to
(05:44):
companies in selling theirproduct or service.
Gary Pageau (05:47):
So a lot of businesses don't understand what
branding is.
Like I said, they think it'sthe logo when it's really what
their customers think aboutthem.
So, what are the some of thesteps that you take your clients
through so they can kind ofdiscover that?
And if you had people who mayhave had a complete
misunderstanding what theirbrand was, yes and yes.
Jessica Adanich (06:10):
So, the first question, I love that you say
discover because what Iliterally do is send them a
brand discovery questionnaire,and it's 20 to 30 questions
asking them everything fromsimply what is your company
name?
You know, you might be callingit something shorthand
internally, but what is theactual company name that you
want in the logo?
And is it too long, too short,all the way to what's your year
(06:34):
goal, five year, ten year, wheredo you want to be in those
years, your competition, whatcolors, fonts do you like, um,
your target audience.
So it really asks the client todo a deep dive and
understanding their businessbecause I think people they know
it so well that they're like,oh, I know it and I they take it
for granted.
Whereas being forced to writeit out really has them analyzing
(06:57):
it and putting pen to paper orkeys to a computer helps them
understand that.
And then that gives me aroadmap.
I tell people that I'm kind oflike a visual detective.
If I can understand what's inyour head, or even if you pull
images from online saying I likethis brand's website or I
really like this logo, you mightnot be able to articulate why
(07:17):
you like it.
And that's fine because notmany people can, but I can see
the similarities and be adetective and say, okay, they
like this kind of aesthetic,this vibe, they're going for you
know this direction.
Uh, and that's how we kind ofstart designing.
Gary Pageau (07:32):
So tell us about the story of the person who
completely didn't get it.
Jessica Adanich (07:37):
I tell a story very often because I'm
transparent to a fault, and Ithink that it's important to
share some of our missteps.
So Design Pod wasn't alwaysdesign pod.
I initially, when I started mycompany, called it Purple
Cuttlefish Creative Agency.
Gary Pageau (07:54):
That's a mouthful.
Jessica Adanich (07:56):
Exactly.
I love cuttlefish.
I designed this logo, I stilllove the logo.
I had a website done, businesscards designed.
I went to an event and I spentthe entire weekend explaining to
people what a cuttlefish was,not what my agency or company
was going to be doing forclients.
I back and I blew everythingup.
I completely went back to thedrawing board and said, okay,
(08:19):
yes, I love cuttlefish, but whoam I targeting?
Because I overthought it.
And yes, this is what I do fora living, but I was so close to
it that I overthought it.
So I think it's importantbecause as business owners,
sometimes we project that we'reperfect and we make all the
right decisions, and that's notthe case.
Um, and I I do have clientsthat do the same thing where
they'll come to me and say, Ireally love flamingos and I want
(08:41):
a flamingo eating a cupcake.
Okay, well, you're a roofingcompany, that doesn't make any
sense.
Exact situation, but separatebetween what we personally like
and what makes sense for thebrand.
Gary Pageau (08:52):
Do you think there's a lot of overemphasis,
if you will, on kind of thebranding piece of it because of
social media and all that?
Everyone wants to be a personalbrand, everyone wants to have a
you know, put their brand outthere and everything.
But you know, if you don't havethe fundamentals of your
business to execute your brandpromise, you're kind of missing
(09:13):
the point.
Jessica Adanich (09:14):
Correct.
And if you don't know who youare, whether it's the you as the
individual or the company andwhat you stand for, you're not
going to be able to communicatethat.
Right.
I think a lot of people want touse their name as their
business, um, which is fine.
But again, unless you know whatyou're standing for or what you
bring to the table and what'syour unique factor, you can't
(09:37):
sell to everybody.
I often also bring up the bookbecause I absolutely love it,
called Purple Cow by S.
And you know, what is yourpurple cow factor?
The market is flooded withsocial media, the internet, our
smartphones.
We have many computers in ourpockets everywhere we go.
We can find something better,you know, FOMO.
Uh, what separates you fromeveryone else?
(09:57):
I have a few clients that aresoap makers.
You know, everybody uses soap,or they should.
What makes your soap brand umconnect with your target
audience?
Gary Pageau (10:09):
Yeah.
And you know, it's interestingyou say it because, like you
said, everyone uses soap.
And, you know, I know there'sthis sort of trend towards like
artisanal soap and goat milksoap, and you have people who
like have soap shops, and peoplecan come in and they have
batches and do all that stuff.
And you know, that's reallycool because you're really
(10:31):
leaning into more of anexperience.
You're kind of moving away froma transaction from the dove bar
to the goat milk soap withraspberries in it, and who knows
what else is in it.
How can people transition fromthat transactional to that
experience kind of thing, whichwhere I think you can charge
more and have a higher value?
Jessica Adanich (10:49):
Yeah, it comes back to the branding.
Gary Pageau (10:52):
Right.
Jessica Adanich (10:53):
A good example is if you are at any sort of
market or trade show and someonehands you a piece of
information, marketingcollateral, and it's on copy
paper, you're going to mostlikely probably fold it up and
put it in your pocket.
If somebody hands you that samemarketing collateral content on
a different weight paper, younaturally are going to treat it
differently.
Right.
So if your brand wants to movefrom, you know, maybe $5 soap to
(11:17):
$10 soap, it's about youringredients, but about your
packaging.
How does your display look atthe market?
How does your front look?
You know, everybody wants to beApple and Under Armour, but
they don't want to do thatinvestment.
Another question I ask clientsare, you know, if you're an
Apple user, how many emptyproduct Apple boxes do you have
in your home?
And they'll be like, Oh, I havea lot.
Gary Pageau (11:38):
Yeah.
Jessica Adanich (11:39):
And it goes for Samsung and Google.
The packaging, it's part of theexperience.
It's and that's part of thebranding.
It's looking at every singleaspect a consumer can interact
with your brand down to if theyemail you or message you on
social media, what kind ofresponse do they get back?
Do they get an automaticresponse of, hey, someone will
be in touch with you?
You know, all those touchpoints really add up and matter.
Gary Pageau (12:00):
So when you've done your research or discovery
phase with your client and allthat, I'm sure you've run into
cases where they still want todo things the old way.
They like, I like what you did.
This is great, but we're stillgonna do the discount coupons on
the green construction paperbecause that's always worked.
Um, can you talk a little bitabout how you manage that
(12:22):
process?
Jessica Adanich (13:03):
Yes.
As I take a deep breath.
That does happen often, and Ifind that it's with individuals
that are overall micromanagersin their business, right?
Not isolated just to themarketing and branding design
(13:24):
area.
So I try to walk them through,you know, okay, if we're gonna
try this, here are the pros andcons of it.
Here's what might be ouroutcome.
We can certainly try it, butthen let's have a plan B and C
for if X, Y, Z happens.
I have no problem taking clientdown a short path, as long as
it's not a massive financialinvestment, to allow them to see
(13:47):
the fruits of their thoughts.
You know, and often just likein Design, you have to see the
logo that you think might workon paper to realize that's not
the one that you want.
Gary Pageau (13:59):
Right.
Jessica Adanich (13:59):
And I think that that's just the case for
being a human in the world andrunning a business of trial and
error.
And business owners that areopen to understanding and
learning that they don't knowwhat they don't know, that's not
successful.
Gary Pageau (14:15):
One of the challenges I think business
owners have is they want to alleveryone wants to grow their
business, right?
Everyone wants more, everyone'smore stuff.
But when you're choosing tomake, you know, ten dollar bars
of soap out of goat's milk andraspberries, you're excluding a
lot of part of the market,right?
You're basically saying, youknow, that there are people who
are not customers because theydon't want to pay that much for
(14:35):
soap or they don't care aboutthe the ingredients or the
handcraft and whatever.
And what I find is you havepeople who just want to appeal
to everybody and therefore theyappeal to nobody.
Jessica Adanich (14:46):
Yes, that definitely happens.
And that goes back to thosetypes of business business
owners, their end goal or theirmission or core values is just
to make more money.
Gary Pageau (14:56):
Right.
Jessica Adanich (14:57):
I had a potential client actually that I
did a consultation with eightmonths ago, and the first thing
that out of their mouth was,Well, we feel like this is gonna
be a good route for us becausewe think it's gonna make us a
lot of money.
And then when I startedconsulting with them and having
a conversation, they didn'tunderstand their target
audience.
And I said they wanted to makea perfume.
(15:17):
And I said, Well, you know,Burberry is a very different
vibe versus Chanel.
Gary Pageau (15:22):
Right.
Jessica Adanich (15:23):
Those are target audiences.
You might like both, but I'msure if you walked into a store,
you might gravitate one morethan the other.
Those are different targetaudiences, and they just had the
mindset of, oh, perfume costs alot, we can do this, we're
gonna make money.
But at the end of the day, youhave to have other information
in order to sell.
Gary Pageau (15:41):
Right.
Yeah, because I mean, really, Imean, as a non-perfume user,
when I see the ads for it, it'sreally nothing about the scent,
it's about you know, the actresshaving some sort of weird
romantic experience, diving offa cliff and landing in the water
(16:02):
and swimming around, and thensome guys there, and he's all
ripped.
And who knows what it smellslike, but they're selling a
brand.
Jessica Adanich (16:11):
Yes, they're selling an experience that if
you put this on, you're gonnasomehow be a supermodel diving
off an island cliff to asupermodel man on a yacht that's
right, exactly your boat,correct.
But they understand theirtarget audience, so yeah, it is
very interesting.
And I think the the companiesthat are most successful are the
(16:32):
ones that hone in on who theyare.
You know, definitely don't picksomething that you're also not
in line with.
You are making natural soaps,but you're allergic to goat's
milk, like maybe don't do that,right?
Gary Pageau (16:45):
Or you don't you don't really care about the
craft that's involved with that.
You're just churning out barsof soap, and it just happens you
want a higher dollar of soap,so you churn out the goat soap,
and you're really not doing agood job with it, right?
Because you don't care.
Jessica Adanich (17:02):
Yeah, yeah.
I I'm a huge, huge advocate ofpositive reinforcement,
uplifting my clients that ifthey really love what they're
doing, it's gonna show through.
And that's most times I feelbusiness owners start their
business because they love whatthey do, right?
Or they're really good at aservice, and then they're like,
let me start this as a business,and then you're trying to
(17:23):
figure out all of thosecomponents.
But in today's world, with themarket being so flooded as it
is, people love authenticity.
You know, a few years ago,Forbes did a study, and I bring
this up a lot as well.
That people today now arefollowing the owners of brands
and not the brands themselves.
Right.
They understand what thatcompany is donating their
(17:44):
dollars to, what they stand for,because money, you know, you
want to put it back into acompany that you believe in.
So being honest and authenticto who you are doesn't matter if
people don't like you.
Honestly, that's a good thing.
Because then that means thatpeople that do like you are
gonna like you a heck of a lotmore.
Gary Pageau (17:58):
Right.
Yeah, and then an authenticitypiece I think is is important
because in the photographyindustry, right, when you talk
about a physical print orshooting film or something like
that, that's really more of anauthentic experience than you
know, just shooting a greatpicture on an iPhone where the
computational photography insidethat camera is going to correct
(18:21):
all the problems, it's gonnafix the blemishes, it's gonna
perfect the exposure, it's gonnado all these things.
So a lot of my listeners andyou know, the retailers I talk
to, you know, they're saying,you know, people are leaning
into print and film for thatauthentic experience, right?
If it's a little bit imperfect,that's okay, but they made it
that way.
Jessica Adanich (18:38):
Yes.
And I tell clients all the timethat they need to have
professional photography done oftheir products, of their
services, their office space.
Stock photography, you know.
In the last five, 10 years, theaverage consumer has gotten
very, very keen to understandingsomething's photoshopped.
(18:59):
You'll not in mainstream ofyou'll be in the grocery store.
Oh, well, she was photoshopped.
That wasn't the case.
People didn't know thatretouching was really a thing
unless you were in the industry.
So now to really be authentic,you need to have good
photography done and consistent.
It can't just be stockphotography.
You know, I have a lot ofclients who are like, oh, I
really love this website and Iwant to look like them, but they
(19:21):
have no photography and theyexpect to have the same design,
but with stock photography,right?
Gary Pageau (19:26):
Or even AI generated stuff.
Jessica Adanich (19:28):
Oh, good lord.
The things that have beengenerated with AI are things of
nightmares.
Like, I know that AI is up andcoming, but it's not as keen as
what people think.
Like you ask it to do stuff andit will give you, instead of
trees, weird arms and legs.
Gary Pageau (19:43):
Like it's or six fingers on a hand, right?
Jessica Adanich (19:46):
You can see that correct, huge component of
high-end photography.
And it's gonna last you, it'snot like it's a bad investment.
People, it's a cost, and I tellthem you need to change your
words, it's not a cost, it's aninvestment.
Gary Pageau (19:59):
Yeah, well, and that's one of the things I
think.
I mean, I think there's a placefor it, right?
I mean, you mentioned Photoshopearlier.
There was a time not that longago where even retouching an
image digitally was, especiallyin the news world, was verboten,
right?
You just didn't do that becausepeople were gonna lose their
faith in reality if pictures arebeing retouched, and that went
sideways, obviously.
(20:19):
And then I think I think AIgenerating stuff is gonna kind
of go that way where you know,if you weren't very good at
photography, you could bereplaced by generative AI.
But if you're really good andunderstand your craft and work
with clients and you know how toplease the client, give the
client what they want, and allthat, there'll still be a place
for you.
Jessica Adanich (20:39):
Yes, and I get that question a lot of well,
you're a designer, you havemarketing agency, you know, AI
is you know gonna ruin yourbusiness.
Gary Pageau (20:46):
And Canva's coming for you.
Jessica Adanich (20:51):
I you know, it's lurking in the shadows, but
there's still a massive amountof people out there that want to
work with a real trueprofessional, and they can have
their ideas be heard, have aconversation with, you know,
it's like if you were to buyconcert tickets, would you
rather hear AI-generated versionof Adele, or would you rather
hear actual Adele?
(21:11):
Right.
People really respect creativetalent and want to work with a
human being.
I think AI is a massive tool inthe toolbox, it shouldn't be
used for everything.
It's gonna help all businessesdo a lot of different things,
but just like the computer anddigital photography, it's
there's pros and cons to it.
Evil, good sides is how do weuse it for good versus bad?
Gary Pageau (21:34):
So, what is the project or campaign that you've
worked on that you're like thisis represents the work I want to
do, like most successful?
Jessica Adanich (21:46):
Most successful.
Gary Pageau (21:47):
Well, I mean, it's like okay, if you're gonna
showcase something like a theclient that got the message that
followed through all that funstuff, you know.
Do you have an example of that?
You may not be able to namethem, but I just I want to
understand because we kind oftalked about people who didn't
do the right thing and kind ofscrewed things up.
Now it's talking about somebodywho did the right thing.
Jessica Adanich (22:07):
Yes.
I would say I I have a main oneof my main clients is Kickies.
They are a recoil pad company.
So recoil pads are a thickpiece of rubber that goes on the
end of a shotgun that absorbsthe energy when you shoot a
shotgun.
I started off with them helpingthem with they were smaller at
that time.
Well, the ownership was new.
(22:28):
Started off doing somepackaging for them.
And now, I mean, gosh, it's nowI've been with them six years.
Now they've grown the team.
They're really great aboutunderstanding.
Let's add this.
How can we really come togetheras a team?
No one person can doeverything.
I think the most successfulcompanies are where they bring
together different experts indifferent areas.
(22:50):
You know, every week we have ameeting with their head of
photography and social media andvideo, the owner and myself of
okay, this event's coming up.
How do we prepare for it?
How do we plan?
How do we capture the event?
Where proactive versusreactive, they over the last few
years are growing because theyknow their brand, they know
(23:11):
their target audience, they wantto be the best in their
category because they feel likethey they are an elite pad
because of the material thatthey're made out of, and they're
not going to sacrifice.
Like they know where they are,and I think that that's
incredibly valuable.
You know, they know theirpurple cow factor and they're
not going to sway, and here weare, and let's go.
Gary Pageau (23:32):
But I think it's interesting because you named
something that was not somethingprobably my audience is
radically familiar with, and yetyou're kind of you're very
clearly defined like what theirmarket position was and why
they're different in a very, youknow, niche area.
And it sounds to me likethey're growing and doing well
by leaning into that.
Jessica Adanich (23:50):
Yes, they are, and they're passionate about it.
You know, we had aconversation, for example, about
email blasts.
Well, the industry standard isto send X amount of emails a
month or a week, but the owner'svery adamant about okay, let's
send email blasts when we havenew content because our audience
doesn't want the bad bath andbeyond emails of let's spam you.
(24:12):
They know that when an emailblast comes in from kickies,
there's going to be new content,new product, something to see.
So they're going to be morelikely to open it versus just
emailing them to email.
And that goes in line with thebrand.
Whereas doing more massiveemails continuously over and
over again might work foranother company.
Gary Pageau (24:31):
Right.
Jessica Adanich (24:32):
You know, I'm a again a big component of
telling people you need tofigure out what the box looks
for you versus trying to fit inanother box that somebody else
is doing.
Right.
You know, people will lookacross the street and be like,
XYZ is doing this, I should dothat too.
Gary Pageau (24:46):
Right.
No, like comparison is thethief of joy, as they say.
Jessica Adanich (24:52):
Yes, yes, it is in all aspects of life.
Gary Pageau (24:55):
Exactly.
So if people wanted to discoverwhat design pod is all about
and what Jessica is all about,where would they go for more
information?
Jessica Adanich (25:04):
Yes, they can go to designpod.studio.
And then you can also find me,Jessica Adanich, on LinkedIn,
Instagram, Facebook.
Just give us a follow.
Gary Pageau (25:16):
Sounds great.
Well, listen, Jessica, it wasgreat talking to you.
I learned a lot and youreinforced some things I already
thought.
So that's always a good thing.
I've had a blast.
Thanks for having me.
Exactly.
So thank you so much.
Best wishes and hope to talk toyou again.
Erin Manning (25:27):
Yes.
Thank you for listening to theDead Pixels Society podcast.
Read more great stories andsign up for the newsletter at
www.theadpixels society.com.
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