Brand Design Agency CEO On Preserving Creative Culture

December 10, 2015 - 11:00 am
Soulsight is an independently-owned brand design agency that specializes in innovative strategy and design, particularly for iconic CPG brands.
George Argyros is a partner and the CEO of Soulsight. George, along with his partners Jim Pietruszynski and Adam Ferguson, own Soulsight, which has been crafting iconic brand design for some of the world's best loved brands since 1996. George’s role as CEO of an independent, mid-sized branding agency finds him wearing many hats. Within an average day, you may find him sketching out a concept, leading an idealization session, reviewing a client contract or planning an all agency ping pong tournament. George shares his insight and expertise on running and overseeing a small business.    
George Argyros (Photo courtesy of Soulsight)     What has been the biggest challenge you have had in your business?   Soulsight’s biggest challenge has been preserving our amazing creative culture, which is at the core of our success and growth. We have a fantastic creative culture, and we realized how important it was to protect it. We'd been told how special it was, but until we analyzed it, we never were able to understand exactly what it was all about. It was just an unexplained magic.   What have you implemented to overcome that challenge?   Firstly, it was important to codify the culture and articulate what makes it so special and unique, and how it allows us to produce such amazing work in a way that differentiates us from others in our industry. Secondly, once that was completed, it was imperative that we developed a plan that allowed us to live it everyday and use the tools to support it. We learned to treat our culture as an organic, living process that needs constant and careful attention. Our mission of 'Building Soulful Brands' comes directly from the work we’ve done. Our entire agency was devoted to the process, and it became obvious how special they all are as we made our way through it.   What are the results after you implemented your solution?   Soulsight has blossomed as an effect of this process and continues to grow in a thoughtful and planned manner.  We are mindful of vetting any partnerships we take on to ensure they compliment our culture and ethos, and will further support our mission of building Soulful brands. We take great pride in being Chicago's craft brand design agency.     This article was written by Michelle Guilbea of for CBS Small Business Pulse.   document.write('\x3Cscript type="text/javascript" src="' + ('https:' == document.location.protocol ? 'https://' : 'http://') + '">\x3C/script>');(function() {var params = {rssmikle_url: "",rssmikle_frame_width: "625",rssmikle_frame_height: "535",frame_height_by_article: "0",rssmikle_target: "_top",rssmikle_font: "Arial, Helvetica, sans-serif",rssmikle_font_size: "12",rssmikle_border: "off",responsive: "off",rssmikle_css_url: "",text_align: "left",text_align2: "left",corner: "off",scrollbar: "off",autoscroll: "on",scrolldirection: "up",scrollstep: "5",mcspeed: "20",sort: "New",rssmikle_title: "on",rssmikle_title_sentence: "More From CBS Small Business Pulse",rssmikle_title_link: "",rssmikle_title_bgcolor: "#56A8E2",rssmikle_title_color: "#FFFFFF",rssmikle_title_bgimage: "",rssmikle_item_bgcolor: "#FFFFFF",rssmikle_item_bgimage: "",rssmikle_item_title_length: "100",rssmikle_item_title_color: "#56A8E2",rssmikle_item_border_bottom: "on",rssmikle_item_description: "on",item_link: "on",rssmikle_item_description_length: "250",rssmikle_item_description_color: "#666666",rssmikle_item_date: "gl1",rssmikle_timezone: "Etc/GMT",datetime_format: "%b %e, %Y %l:%M %p",item_description_style: "text+tn",item_thumbnail: "full",item_thumbnail_selection: "auto",article_num: "30",rssmikle_item_podcast: "off",keyword_inc: "",keyword_exc: ""};feedwind_show_widget_iframe(params);})();