Storyteller Joe Smith Talks Bess
Studio creator Christy Mack sat down to talk Bess with Oakland + Alabama based Storyteller Joe Smith – over Zoom, of course!
Christy:
Joe, it has been a journey working with you to build the studio’s identity, including crafting the origins story and what we’re all about. I’m grateful we met during our time together at White Pony Express and are continuing to define how our work can bring more good into the world.
Ready to talk Bess?
Joe:
Of course! Let’s do it.
Christy:
What made you say “yes” to working on Bess?
Joe:
I can think back on talks we had about an, at the time, unnamed studio with a mission of bringing about positive change in the world using a more collaborative, artistic approach to branding. I was so intrigued by your vision and thoughts of how brands are containers for good. There wasn’t an ounce of hesitation when you asked me to help give Bess a clearly defined and unique voice. I am in awe of how you took that noble idea and transformed it into the brand studio we see today.
Christy:
That makes me smile from ear to ear! I remember those early days too when I had a hint of what I wanted to develop but my ideas weren’t fully formed. We spent a lot of time walking + talking, often circling the block. And wow, you were a great listener. Look, you’re right, there is now a studio named Bess!
I have to ask, what are some of your favorite things about Bess?
Joe:
Bess and its history – which is really the history of you starting with the name, a nod to your great aunt — a true unifier, caretaker and maker. Everything you see from the name, colors, fonts, shapes, and more have been intentionally thought out and modernized. Your process is very interesting to watch. You take style cues from a nostalgic, beautiful aesthetic you’ve curated since your Hudson Valley childhood and match it with a desire to always focus on the human story and what’s currently inspiring you.
Christy:
Let’s talk about that more; this idea of bringing personal histories and shared purpose into brands. It’s something I have always felt strongly about. It’s how we define the culture of a brand and build human connection, creating something larger and greater than ourselves for others to participate in. How did you see these ideas express in the identity and story we built around Bess?
Joe:
History and meaning are everywhere here. Not only is the name Bess amazing for a studio but it brings with it a connection to a person, your great aunt, who embodies the soul of the studio. I also love the colors and fonts you chose. They are beautifully curated – the muted and soft lavender tones combined with strong and bold navy, green and mustard make for a visually appealing picture. The colors are also tied to your history and what influences you in the world. For me this allows for more of the messaging to come through, because I’m not getting stuck on the odd, often jarring colors that sometimes are chosen for brands. I can feel the connection between how Bess visually looks and feels and the story of Bess.
Christy:
Yes! Makes me happy. So much of branding is communicating through look, feel and words. You can’t isolate one from the other. They have to work in concert; that’s when marvelous things begin to happen.
Okay, speaking of branding, how do you feel about the mission of Bess and how it evolved as we spoke over time?
Joe:
I wholeheartedly agree with the Bess approach to define the culture and community of all brands regardless of size and type and come together in collaboration. It’s how we make brands more human and increase their impact. Not many people truly understand the outsized power that brands have in our world. Luckily you’re not one of those people and understand “brand power” and how to use it for good. And, you do it beautifully.
I also like that Bess is more than a traditional branding agency and that you were willing to step outside the “marketing box” of what many have come to expect. Bess is branding with a collaborative twist, and that “twist” is where the magic happens. I also love that you call Bess a “studio” and retain such a focus on brand architecture and design. That’s how brands become art and stand out; transcend from something ordinary to extraordinary. In Bess, you’re giving permission to make that all happen.
Christy:
Thank goodness you’ve been on this journey with me.
Okay now, can I ask you about the approach we took to writing the story of Bess?
Joe:
I admire that you gave us the space to be intentional in how we were defining Bess and the time to get the story to match the vision. Bess is about history but also about the present and the future you want to see. You can’t write that kind of story overnight. It takes time to think, research and chose your words. It takes reflection and real questioning. And commitment to tell this kind of a story.
The approach you chose was a gift. It allowed me to be a better story contributor and ask you the right questions along the way. I’ve written in several different capacities over the years, from short stories to essays, even an unpublished novel, but this has been one of my favorite projects to date.
Now that Bess launched, I see the work I’ve contributed to take on such a life of its own, I feel like Bess could walk through the door at any minute. I’ve been able to watch Bess come alive. It’s a Bess world and we just live in it.
CHRISTY:
I love it! Now, ready to write the stories of many other brands that want to come together and do good?
Joe:
Yes! The world needs brands that care.
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