When Cruising Through Your Website the Design Work Is Undeniably Strong. but to Me It’s the Tone of the Copy That Really Stands Apart From Other Design Shops. How Important Has It Been to Establish a Bold and Brash Voice for Whiskey?

I’m every bit as critical of copy as I am of visual communication when it comes to the things that Whiskey puts out into the world, because I believe that to truly break through the clutter, you have to craft the message just as finely as the design. What is the point in spending hours killing yourself on some cool typography if what it says isn’t equally as engaging? I have also worked with a few writers whom I have really clicked with. When you find that connection, you hold on to it for dear life. Only good things happen when you have relationships like that.

What Was Your Takeaway After the Highly-Involved Boulevardia Project That Got so Much Local Attention?

We have a good amount of out-of-town clients. In fact, for a few years there, most of our creative had been seen outside of K.C. So it was fun to jump on something that had a lot of local visibility, and it was satisfying to hear what people in our hometown thought about our work. I think some people were surprised by the scope of stuff we created for it.

I also have to say, projects like Boulevardia have a high probability of being a total nightmare for creatives. It’s very easy to start a big project feeling you are on a sunny beach, and then all of a sudden you realize you are just standing in quicksand. But Boulevardia was truly one of the most pleasant and satisfying experiences I have had in my career. The team Boulevard assembled all wanted this event to be killer and they trusted the people they brought on to make that that happen. There was a lot of freedom and open dialogue, and I think that is reflected in what ultimately was produced. I wish I could give you a juicy story but, happily, there isn’t much drama to relay.

How Were the First 7 or 8 Years of Your Career at Ad Agencies Different Than the Past 7 or 8 Running Your Own Shop?

Stagnation is one of my biggest fears in life. I enjoy learning, growing and getting better every day. So that happens if you are at an agency or you run your own shop. The biggest adjustment I’ve found since making the switch is that I now have a handpicked crew of big thinkers and talented designers I get to mentor and help learn, grow and be as badass as they can be. I’m no longer a lone wolf just worried with the work that is on my desk.

But no matter where I am, my main goals will always be to keep the work at as high of a level as possible and make my clients shitloads of money.

When Did You Know It Was Time to Walk off the Ledge and Start Your Own Thing?

Not sure you ever really know when you should take the leap. Especially in the moment. But for me, there were two reasons that made the fear seem less crippling. First, I was becoming less comfortable in a traditional agency structure and I needed a change. Second, I had about 30 hours a week of freelance I was juggling with a full-time job and about a year of guaranteed work ahead of me. So I thought that even if not one more piece of work shows up, I could at least have as much fun as possible doing my own thing for one year. That one year is now five, and the sixth is already looking like it’s going to be a lot of fun.

What Is Your Latest Epiphany?

We are Groot.