25 Years of Eyelight Marketing in Waterloo Region

The co-existence of creative right-brain and analytical left-brain

In the beginning…

When Eyelight opened its doors in 1986, I never imagined we’d someday celebrate 25 years of service in the marketing world of Waterloo Region. We began as a group of talented, eager freelancers, coming together to be stronger as a united force. Our team, made up of a designer, videographer, copywriter, sign maker and new to the world ‘Desk Top’ publisher, came to the end of our first year with only two of us still connected. So Ron and I, the survivors, incorporated Eyelight and forged ahead on our own.

Doing what you love – excited and scared to death

I was the ‘creative’ brain. I was the details person. Give me a project and I could visualize what needed to be done in an instant. I sketched in front of my clients, understanding quickly what they needed. We worked crazy hours – all day, every night and weekends. But it was our baby and we thrived because we loved what we were doing.

Risk taking and the entrepreneur

As a designer, preparing budgets, tracking costs – not to mention all the administration tasks – was foreign to me. The left-brain, analytical stuff belonged to Ron, my partner. He’s a gifted filmmaker, but he’s also an entrepreneur. He’s the guy that plans the big picture and thinks into the future, the visionary, the risk-taker.

When we started down this path, Ron handled the business end, brilliantly and efficiently. We crossed paths, as all business partners do, but we respect each other’s knowledge and strengths. I’ll never forget one meeting where we were asked to do something we’d never done. Ron jumped in said we could do it – and we did. Taking calculated risks is always worth it.

Processes – the best of both worlds

Ron is about process development. Putting measures in place that document the details of the business. As a creative thinker, following procedures was a struggle for me. But 25 years has taught me that design is more than making pretty pictures. Developing a creative strategy requires a process. Following procedures provides consistency of work. Details are taken care of while creativity flourishes. The devil really is in the details – but that’s where success lives too.

What lies ahead?

Looking back to what we’ve experienced and lessons learned, it’s amazing to dream what the future holds for marketing. Social media influences us in ways we could never have imagined. We’re no longer passive observers, but active participants.

Where will Eyelight be in 25 years from today? I’m not sure, but I’m eager be a part of it as we venture forth into the next 25 years.

25 lessons I’ve learned along the way….

1. Empower and trust others. You can’t do it alone.
2. Recognize your strengths and do them really well.
3. Great design is everything. But nothing kills it faster than a typo.
4. Get involved personally – business relationships create lasting friendships.
5. Shut up and Listen. Understanding is the key to the solution.
6. Be yourself. Trying to be someone you aren't is a tough and tiring act.
7. Don’t burn bridges. Respect others and take the high road – it’s always the best path.
8. If you don't have the answer, admit it and then find the answer.
9. Speak your mind and share your opinion. Saying 'yes' all the time is not what clients pay you for. They want our input.
10. Learn from your mistakes. We learn far more from risks and errors than accomplishments.
11. Be in the moment. Distractions come far too easily. Be engaged with what you are doing or who you are talking to.
12. I love the ‘AH HA’ moment. Developing the right logo, the right slogan, or the right plan.
13. Learn to put things in perspective.
14. Balance your life. Creativity needs time to refuel.
15. Ditch the diva routine. This is a group effort. We all share in the failures and the glory.
16. Follow your gut.
17. Computers didn’t give me more free time as promised. But they did take away the need to do marker layouts.
18. Do things in life that excite, motivate and inspire you.
19. Don't wear white shoes to a meat slaughter house … enough said.
20. Get involved with your community. Give back.
21. Don't take anything for granted. Life is full of twists and turns.
22. Surround yourself with smart people. They teach you a lot.
23. It’s not the mistake – it’s how you fix it that defines your character.
24. Watch Mad-Men! Don’s ‘pitch’ never gets old.
25. Deliver more than expected. Always.

We'd love to hear some of the lessons you've learned during your career. Leave a comment below or join us on Facebook or Twitter and let's talk.