TALKING BUSINESS
THE DESIGN FOR A SUCCESSFUL FUTURE
Celebrating a 30th year in business has provided Visual Identity Creative Ltd. an opportunity to both reflect on the past and to look forward to the future. Visual Identity is an award-winning integrated communication consultancy, delivering creative services, both traditional and digital, to a range of client sectors, specialising in design, print, online and web services for national and international clients. We spoke with founder and director, JACQUI WILKINS about reaching a milestone 30th Anniversary since Visual Identity was incepted.
Established in 1989, the business started at the home of Jacqui and her husband and co- founder, Jon Newham, in a single converted garage. Within the first couple of years the duo had moved home, and the business had grown into a double garage, at a time when Apple Macs had not yet taken off and the internet was not yet invented. Initially they had a single office email, they shared a very large mobile phone and the work was produced on drawing boards. No state-of-the-art computers that are so integral to the industry today, but typesetting and artwork. Jacqui Wilkins, managing director, still plays a fundamental role in the business and her passion for all things marketing is paramount to Visual Identity’s continued success. “Our business is one that the team is immensely proud of, and we continue to work with our customers to develop strong brands and innovative communications. We are committed to keeping pace with our clients and exceeding their expectations!” Once Visual Identity started to employ staff, they moved from home to MK office premises.
14 inbusiness JUNE/JULY 2020
Even in the early days, Jacqui and Jon recognised that it was easy just to concentrate on the day-to-day running of the business. Jacqui admits, “We tended to focus on just getting the next
project rather than thinking about our vision for the business. But it must be said that once we were up and running, we understood that it paid dividends to think about longer-term and more strategic planning.” Adopting a simple planning cycle greatly
enhanced Visual Identity’s ability to make changes in the business, and they attribute their ability to adapt to changes in technology as one of the main reasons why they have successfully traded for over 30 years. The recession years after 2007 proved a particular challenge as the business had expanded and they had just purchased a larger office building, with the intention of growing into it. Seemingly overnight the business landscape had changed, and what should have been a moment of pivotal success, became an anchor around their ankles.
Jacqui said: “After initial wound-licking we
decided to change. The building was rented out to tenants and we moved to smaller premises. Our growth has been steady since.” At this time, Jacqui and Jon also decided to
invest more in Visual Identity’s digital services, and their son, Scott, joined the business in 2008. He proved to have considerable talents and abilities in web development and digital services, and they saw him as the future of their family business at a time when the external markets were moving further towards digital; recognising the need to further diversify the firm’s offerings saw Visual Identity concentrate on developing these evolving services. Jacqui said: “The single most significant obstacle to overcome, and achieve three decades continued business growth, has been keeping pace with technology. I have had to embrace change and guide VI to adapt to new business environments with continued review of the business strategy to avoid an outdated business model.” By embracing new technologies, these
services have gone on to offer some of the firm’s
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