July 17, 2024
From College Sweethearts to Design Innovators with Mike and Tori Logan: Mastering Collaboration, Client Relationships, and Branding Strategies
Unlock the secrets of successful collaboration and entrepreneurship with Tori and Mike Logan of Perfectly Different Design. Join us on Ready Set Collaborate as we explore their incredible journey from college sweethearts at Georgia State University to founding their innovative design company in 2013. Learn how Tori's early passion for art, inspired by her father's print company, and the heartfelt inspiration behind their company name, grounded in their relationship and a meaningful song, fueled their creative success. The Logans passionately discuss the crucial role of collaboration in thriving as a company and their dedication to providing specialized design solutions for small businesses, nonprofits, and churches.
Ever wondered what truly separates a brand from branding? Tori and Mike unravel this distinction while sharing their own transition from traditional employment to entrepreneurship, catalyzed by personal faith and the COVID-19 pandemic. Discover how side gigs and a strong professional network gradually morphed into a prosperous full-time business. The Logans emphasize the importance of understanding client values and audience needs, using a question-driven approach to authentically craft a brand strategy that resonates deeply with the core identity of their clients.
Get a behind-the-scenes look at their meticulous web and print design processes. From initial client consultations to managing expectations and ensuring color accuracy, Tori and Mike leave no stone unturned. They share invaluable strategies for maintaining strong client relationships, including consistent communication and thoughtful gestures of appreciation. This episode is a goldmine of insights on achieving success through thoughtful collaboration and expert design, making it a must-listen for aspiring entrepreneurs and established professionals alike.
Connect with Tori and Mike Logan
https://www.perfectlydifferentdesign.com/
mlogan@perfectlydifferentdesign.com
Stay tuned for the next episode of Ready Set Collaborate with Wanda Pearson. Subscribe - Follow and Like Ready Set Collaborate with Wanda Pearson
Chapters
00:00 - The Art of Networking and Collaboration
08:56 - Navigating Brand Strategy and Business Growth
16:28 - Web and Print Design Processes
21:57 - Color Accuracy, Client Expectations, Customer Relationships
Transcript
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Welcome to Ready Set Collaborate podcast with Rhonda Pearson, where we will dive deep into the world of networking, collaboration and partnership, unlocking the secrets to a successful team working within innovation.
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Whether you're an entrepreneur, a creative professional or just someone eager to understand the power of networking and collaboration, this podcast is your go-to resource.
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Join us as we explore the stories, strategies and insights from experts, entrepreneurs and thought leaders who have experienced the magic of networking and collaboration to achieve successful results.
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Tune in to Ready.
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Set Collaborate podcast on a journey towards achieving your goals with host Wanda Pearson.
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Welcome to the Ready Set Collaborate podcast with Wanda Pearson the Art of Marketing Strategy series.
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Today I want to speak life into someone who has been a cornerstone in the journey of this podcast, my marketing manager, diane Freeman, the sponsor of the Ready Set Collaborate podcast, isn't just a guiding star in the vogue of our brands, but a beacon that cultivator watering, nurturing and believing, sometimes even more fiercely than I did, in our ability to unite small businesses with intention of growth and shouting them out to the world.
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She is the maestro behind the melody that is Ready Set Collaborate.
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It speaks to the readiness to take in new challenges, the preparedness to set sights on higher peaks and the underlining spirit of a collaboration that fuels genuine success.
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She is passionate about helping entrepreneurs get to the goal of excellent clients through the marketing maze.
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Check her out at her website, bscenesocialmediacom that's spelled with a B-E like a B scene S-E-E-N.
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Socialmediacom.
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Or find her on social media at bscenesocialmedia Diane Freeman.
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Thank you, diane, for being a sponsor to this podcast series, the Market the Art of Marketing Strategies, and I want to thank you.
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So make sure everyone please subscribe, follow and share and like on all podcast platforms Spotify, apple Podcasts and more.
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The Ready Set.
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Collaborate with Wanda Pearson.
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Now let's get on to the show.
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Welcome to the Ready Set.
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Collaborate with Wanda Pearson.
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I am so excited to have my guests, tori and Mike Logan of Perfectly Different Design, and I'm excited for them to share what they actually.
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You know what they do, and the good thing about it is that this is my daughter and son-in-law and they are actually my web designers and my graphic designer, so I am so excited to have them on the show because they have a lot to offer here.
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So I am going to talk about well, say hi guys, say hi, say hi to my audience, but I'm going to talk about your bio and I love the bio that you wrote, um, uh, and it really tells you how you all created this name.
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Perfectly different design, yes, but let me just tell about your bio Two star cross lovers with a passion for beautiful design and a heart for the people Mike and Tori Logan have been creating since they were in diapers yes, she has, and they haven't looked back.
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They were in diapers yes, she has, and they haven't looked back.
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Both college graduates from Georgia State University's Ernest G Welch School of Art and Design, the DISS duo has made it their mission to help small businesses, nonprofits and churches reach their goals by offering specialized design solutions.
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They reside in Atlanta, georgia, with two daughters, lila, six years old almost almost seven and Kaya, four years old, and love mentoring couples and watch watching rerun of the office in their free time.
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Boy, you are definitely old souls.
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The office I haven't seen that in a while.
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That's classic tv yeah, yeah, no, yeah, the office, my god, that's been out for a long time, so yeah, yeah, it's so funny yeah, yeah, well, you probably used to watch it.
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Uh, when you put us here but, yeah, but I am so excited to have them on on this podcast because this is my new series that I'm offering as far as helping and educating people on what we do to actually collaborate and how we collaborate, and collaboration is the key to success.
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Right, that's what we call.
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Success is collaboration.
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But tell us a little bit about yourself before I dive into the questions.
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Mike and Tori.
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Yeah, thanks for having us and thanks for asking.
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We have perfectly different design.
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It's a mouthful but it means a lot.
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But we actually founded this company back in 2013.
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So it's a little over 10 years old.
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Right now, our main focus is just partnering with small businesses, nonprofits and churches really to help them with their overall design experience.
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So we help them with their branding, we help them to get just nailed down great websites with high-end social and print assets as well, and that's been our focus.
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It's been a different journey getting here over the years, but that's where we're at today.
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I know as far as our story and our name.
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I think Tori can share more about that because she started that whole part.
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Yeah, I think I know for me growing up and my father having his own print company and asking me to design a publisher and you know the passion for me started there and I loved art all my life and so I saw design as an avenue to essentially make money in college.
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That's what we focused on and I told him we met Look, we're going to have our own business, you know we're going to do this.
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I told him we met.
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Look, we're going to have our own business.
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You know we're going to do this and growing up with probably being entrepreneurs like that's the avenue I want to go in.
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And he took the leap of faith to leave his job last year and God has been blessing it just tenfold, so that part has been really encouraging.
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And the name was actually inspired by a song by Karina Pagian called Perfectly Different, and the lyrics of the song just describe our relationship and so we had a perfectly different wedding, work, conferences, and so everything about us is just perfectly different.
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So it only was fitting to name the company for a different design.
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I love it.
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I love that you said that to her, because I remember just you going to your daddy daddy's office and he always said you're going to be doing what you're doing.
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I didn't realize you was doing publisher for him at that time, during that time.
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So she was forced to go to work with him.
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Ok, you got to go with your daddy to work.
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But yeah, but I'm so excited that you actually, and also with your sister who does interior design, right, so the design, the creativeness, and the family, and Mike, I am so excited that God who would think that for somebody to retire at such a young age?
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I wasn't that young when I retired, exactly.
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And then you follow guys, the guys away as far as and he's been the whole time.
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I'm just so excited about the success that you all have come to be, and especially together, and you're teaching your kids that design as well, that art.
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They are teaching us.
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So Tori is actually my artist.
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She does paintings.
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You can't really see the painting behind, but she does beautiful paintings but also my logo that we're going to talk about.
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See, there it is, yes, beautiful.
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I have one in my house too Two, three, but my logo, which is WD Pierce Associates.
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Tori created that and started the website for me and Mike took it over.
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Now Tori's taking it over, so I don't mind, they just take care of me.
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That's why you have an entrepreneur family and over.
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So I don't mind, they just take care of me.
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That's why you have an entrepreneur family, and that's what it's all about as far as the creativeness that we have in the family.
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So thank you all for definitely being who you are and being perfectly different.
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Design I love that and as you explain that, that makes sense.
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Wise name that, yeah.
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So I'm going to ask you some questions.
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So I think you already answered some.
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So what inspired you to pursue a career in branding, web design or print design?
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Yeah, I think this was definitely her idea.
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I will say that when we got married actually when we started dating, I think when we met we both were artists.
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We were already artists wanted to pursue graphic design.
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One because it was fun, but two, I think, as artists we saw that graphic design was lucrative.
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It was one way for artists to actually make a living in this world today.
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So I think that we have that in our sights.
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But I guess, in regards to where we're at today, I didn't want this.
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I didn't.
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I did not want to have my own business.
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I didn't mind being an employee and doing that whole thing for the next 30, 40 years.
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But I think honestly for me, what led me here to this point I guess both of us was just, I think, over time, doing more work for more clients on the side, doing stuff here and there and seeing that it was fun to do that while we still worked our nine to five jobs.
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But honestly, it was just last year just praying and just seeing where God was leading us and what that next step was and just seeing how you know.
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It's almost like you are working for somebody for so many years.
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You are getting training through that and you have to ask yourself what is that training for?
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Is it just to stay there and keep doing their thing?
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or is it to?
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eventually go.
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I have this network and I blow for myself, so that's what kind of landed me here, but for you it can be different.
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Yeah, I would also say the pandemic was a major game changer, with my job cutting my hours, with me being at home with the kids and us needing to supplement that income.
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And so he quickly had to pivot and really God just brought us clients out of nowhere.
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Like God supplemented what we needed to make to keep on living.
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And so that was a major time in our life just where God just kept providing and I think for us, seeing how lucrative the business was during that season, it with him, he was doing it part-time and so for us we saw okay, if we can make this much doing it part-time, how much can we make doing this full time?
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And I think really last year, when he was at his last job, him seeing, okay, I want to work from home, I want to be, I want to have the freedom to go to my kids' stuff at school and different things and just having that freedom and that's, I think that's what really shifted him to say you know, what?
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I'm gonna take a leap of faith.
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I'm gonna leave my job because I know that God is going to provide because he has been so yeah, yeah, that's awesome, that's awesome.
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So, and that is so true, the pandemic really helped us pivot a lot of things, like when I created my own brand, right, and you know with the WD Pearson and when I started doing webinars with other entrepreneurs and how can we help each other.
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So that pandemic and it didn't stop.
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Actually, the business grew.
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Of course, I served as an illegal shield, idea, smart shield and small business but that actually helped those people who wanted to get into their own business and had the passion, instead of going back to the nine to five.
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What have I always wanted to do?
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So that was where I came in with my WD Pearson associate to coach them, consult them and I really love the story of what you all talked about this and in fact, I told her okay, I need a logo.
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What do you want to, I don't know, just create a logo.
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And this is what she created WD Pearson Associates LLC.
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I got my LLC, so I helped a lot of people get their LLCs and then their home business as well, and small business.
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But, yeah, you are so right, that pandemic boy.
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It can either hurt you or help you.
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And this helped us Right.
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How do you differentiate between a brand and a logo?
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And this helped us right.
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How do you?
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differentiate between a brand and a logo?
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That's a great question, honestly.
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So think of it this way.
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I'll go one step before.
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There is a brand and there's also branding, and those terms are used interchangeably in our industry, but they're a little bit different.
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A brand think of it this way A brand is the intrinsic internal values of who you are as a company.
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So that's like your name, your values, your purpose, like what you stand for, who you are, your history, all that.
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That's your brand.
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Your branding is how you portray who you are.
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So it's your logo, your color palette, fonts, web design, all those things that are more external.
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So your logo is a part of your branding, whereas your brand is more on the inside.
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So one way to view, to say for you like your brand is Wanda Pearson from Chicago.
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Like this background this is my story, but my logo like yours.
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There it may be your outfit, this is one piece that, that that shows others who you are and paints a picture of your brand internally.
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If that makes sense, yeah.
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No, that makes a lot of sense, because that's actually my next question how do you approach brand strategy for a new client?
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So you created my my and Tori knew I love purple right.
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So how do you approach creating that brand strategy for a new client?
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Yeah, I think that for us, what we've learned is that one.
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It can be a very slow process, but it helps to ask a lot of questions.
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This is like anything else in life, Like our business is really just working with people and seeing what their values are and seeing what the values of the audience is and then going from there.
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But you start by just asking a lot of questions because our job is to get to know them as well as we can.
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Because our job is to get to know them as well as we can because we want to visually represent them in a way that's going to bring in the folks to their business or to whatever they're doing.
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So asking a lot of questions and I think for us from that point, it's finding creative solutions.
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I think a lot of times for a brand, people try to do too much, they try to show or they try to convey too much all at once.
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But think of it like anything else in life, like when you're trying to get to know somebody or you want them to get to know you.
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This takes time, it's a process and we don't have to talk about everything all at once in one conversation.
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So we help them to boil down the essence of who they are, who their business is, what they stand for and what they want to accomplish the essence of who they are, who their business is, what they stand for and what they want to accomplish and then from there figure out okay, how can you creatively and purposefully convey that to your audience so that they not only know you and trust you, but you can convert them to actually partner with you and buy from you, and so on.
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Okay, and that makes sense.
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Tori, do you have anything to add to that?
00:14:48.976 --> 00:14:50.134
No, that was great.
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Is that it all?
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Is that at all?
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is that at all?
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Yeah, so, yeah.
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So what are some of the common mistakes that businesses make when trying to build their brand?
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And you may have already touched on that, mike.
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Yeah, I'm trying to give an example of one that we worked with in the past.
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I know, as of right now, really for our business, I've done more of the hands-on branding stuff.
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Tori actually works full-time with Bridge Point Church as their designers.
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We have different hats.
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I've been doing more stuff for the business as of late to answer all these, but I think that one of the biggest mistakes was that your question.
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One of the biggest mistakes, that yeah, when they're trying to build their brand.
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What are some of the biggest mistakes?
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One of the most common ones that I can see is them making it too personal, because a brand, in its essence, is I view it within three sections it's a combination of your values, like what you care about today, your aspirations.
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So who do you want to be 5, 10, 20 years from now, and what does the market need?
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What does the market value?
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Because that may be different from the other three things and it's all those three things together.
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But if you make it all about you and what you like, that's fantastic, but that's not going to attract your audience Because they may not like what you like or they might think how you think.
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So I think, knowing that the whole purpose of a brand is to, yes, show who you are and to convey that, but it's to build a bridge and form a connection with your audience.
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Okay, we see these things in a simple manner.
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We both value these things.
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Let's partner in some way.
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Let's offer a service to you or products that's going to help you in your life and really lift up how we both value this similar thing, if that makes sense.
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Yeah, yeah, and it makes sense Exactly.
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So let's talk about the design process.
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So can you walk us through your typical web design process?
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Yes, at this point I oversee most of our web design.
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Honestly, I think the same as before.
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Our process is boring, but it is lots of questions.
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Typically we will have a call with a client for 10, 15 minutes just to really understand three key things.
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One, what their primary goal is, what they're hoping to accomplish.
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What is the function of the website?
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Is it informational?
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Is it to buy a product?
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Is it for an event?
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What's the primary goal?
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What is their budget and what's their timetable?
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Those things right there.
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Once you nail those down, you can find out whether or not we're the best option for them or they should go with somebody else.
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But once we have those nailed down and if we're aligned, if we see a path for us to help them, we will send a very detailed questionnaire that some clients buy on board.
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Honestly, I'll be honest, that questionnaire is a litmus test for whether or not we should engage, Because oftentimes, whenever clients will engage someone like us for help, they think.
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Ok you're going to do it all for me.
00:17:35.132 --> 00:17:35.811
I'll drop it off.
00:17:35.811 --> 00:17:41.763
You'll do it when this is more of a partnership, like you mentioned before, that the whole goal is for us to collaborate.
00:17:43.077 --> 00:17:51.728
We're the same way Like for us to serve anybody they have to come in forehand and let's partner together so we can build this dream that you have.
00:17:51.728 --> 00:18:00.550
So we'll send this questionnaire and typically, if they're willing to go through it, it shows us okay that you're willing to commit not just financially but the time to partner with us.
00:18:00.550 --> 00:18:01.355
We can go from there.
00:18:01.355 --> 00:18:06.224
But from there so we just go through a very typical design process.
00:18:06.224 --> 00:18:12.444
We will build out like wireframes and prototypes of the site based on what they've offered us.
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That will be in line with a site map.
00:18:14.434 --> 00:18:17.104
It's just a simple menu of what the site's going to have.
00:18:17.104 --> 00:18:19.115
We'll go on from there and build mockups.
00:18:19.115 --> 00:18:31.789
We will do different things before the actual site is built, because what you don't want to have happen is you have this $5,000 site finished and it doesn't meet their needs, and then what do you do?
00:18:31.789 --> 00:18:32.730
You go backwards.
00:18:32.730 --> 00:18:41.883
So we have steps in place to really test things out and just to refine the vision and the idea before we get to the final launch date, so that everyone's pleased with the final product.
00:18:43.318 --> 00:18:50.961
And that goes with the value ensuring your website design aligns with the client's brand right as far as whatever you design.
00:18:50.961 --> 00:18:53.703
So that actually goes with what we're talking about anyway.
00:18:53.703 --> 00:18:58.527
So what are some of the common challenges you face in web design projects?
00:19:01.736 --> 00:19:04.278
I'm trying to think Honestly.
00:19:04.278 --> 00:19:13.928
I feel like I can share about that, but I feel like some of the common challenges that we face with web design fall on with just design in general, whether it's for print or social media.
00:19:13.928 --> 00:19:18.800
I feel like it can be some of those common things I want to ask you, like for you right now.
00:19:18.800 --> 00:19:26.605
For Tori, her main niche is really print and social design, but how have you noticed some common challenges that you face in that realm?
00:19:26.875 --> 00:19:29.663
Yeah, I would say using common challenges just with, like clients.
00:19:29.663 --> 00:19:37.218
Yeah, I would say using Common Challenge just with like clients, and then for me it's one thing is just like when clients don't give For me.
00:19:37.218 --> 00:19:43.308
My client is a church, but I deal with different people to make the design different ministry leaders, I should say.
00:19:44.317 --> 00:19:49.560
And so one of the common challenges I've run into is just not having enough information, and so I have a process.
00:19:49.560 --> 00:19:57.527
I have a form for how I like to receive information, an intake form, so that way it's all neat and I have all the information.
00:19:57.527 --> 00:20:04.267
But sometimes people text me their information and what happens?
00:20:04.267 --> 00:20:07.397
It's happened twice lately but I don't have all the information I need.
00:20:07.397 --> 00:20:17.344
So then I have to go back and ask for more questions and inquire more, and then there's more back and forth and yeah, so that just it delays the project.
00:20:17.344 --> 00:20:23.286
One, because it's like this whole I need to know the price of the event and different things like that.
00:20:23.595 --> 00:20:33.887
Yeah, that is, and that's something I want to ask you too, tori, is how does print design differ from digital design and a print and design project?
00:20:33.887 --> 00:20:36.761
So how does it differ in the print design from a digital design?
00:20:36.761 --> 00:20:38.807
So how can you tell us about that?
00:20:39.714 --> 00:20:44.346
Yeah, so yeah, I was actually working on some print design platter last night, but yeah.
00:20:44.346 --> 00:20:58.259
So the difference is like, with the print design, you're going to touch it, you're going to feel it, you're going to interact with it, and so it's important, when I'm designing for something that's going to be print, for it to be large enough, something that Mike always tells me all the last night.
00:20:58.259 --> 00:20:59.501
I'm like, okay, this is big enough.
00:20:59.682 --> 00:21:00.825
Especially for a poster.
00:21:00.825 --> 00:21:06.895
You know, because if you're, if I'm designing something for social media, I know how big it's going to be.
00:21:06.895 --> 00:21:07.977
I could see the square.
00:21:07.977 --> 00:21:08.699
It's easy.
00:21:08.699 --> 00:21:17.825
But when I'm designing something on my computer, and it's going to be 18 by 24, my computer looks great, but then when it's printed it's oh, maybe that's too small.
00:21:17.825 --> 00:21:28.234
And so that's one of the major differences that I've experienced is just making sure that the print design is going to be sufficient, like a yard sign.
00:21:28.234 --> 00:21:40.339
So I make yard signs to make sure that the design is big, because I've seen it so many times, even just driving by, where churches will have posters and the font is too thin and so you can't read it.
00:21:40.339 --> 00:21:47.907
And so if I can't read the text, then it's just not, it's a fail because it doesn't work yeah, that makes sense.
00:21:48.048 --> 00:21:48.770
That makes sense.
00:21:48.770 --> 00:21:57.008
I love that comparison because I tell you when, when the print gets small and you can't see it and you're driving by, you need to have something that stands out at you.
00:21:57.008 --> 00:22:01.701
As far as doing it, how do you ensure the color accuracy and quality in print design?
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