Hold tight: 25 years of Grip

1999 is famous for being the year we're gonna party like and just slightly less well known as the year Grip got off to its humble beginnings. Taking a beat to reflect on the last quarter-century (!), we asked our principal, Kelly Kaminski, a few questions as we enter the next phase of Grip with renewed focus on what makes us tick.

How has Grip evolved over the years?

After 25 years, there have been so many chapters of the company that it’s never really felt like the “same job,” so to speak. At its heart, Grip is always a collective of talented people. So through the years, there have been many iterations of the company that have been defined by who was part of the team at the time. That’s how I think of the different chapters of Grip—not by industries we’ve worked in, outside factors like the recession or the pandemic, or office spaces we’ve occupied—but by?the?team of people?at any given time.

In your opinion, how has our industry changed over the years?

The company has had to grow and evolve as our industry has dramatically shifted. In fact, the design world today would be unrecognizable to the person I was in the early days of the company. It’s fascinating how much the technology in our toolbox has progressed in Grip’s lifetime; it’s staggering to think about where we’ll be in 5 or 10 years. But more importantly, over the past two decades, we’ve seen a major paradigm shift in how design is valued within a larger business context. It’s evolved into an essential partnership where branding is seen as critical to success, not just window dressing. (And we’re all the better for it.)

With both of those driving forces, we, as creatives, are expected to be experts on many more things than in the past. Technology, which has become ubiquitous to the point of being mundane table stakes, is infused into every aspect of the brand experience, so it's crucial we have across-the-board familiarity if not mastery. Twenty years ago, you could be a print specialist or a packaging designer, but that's not the world we live in now. The bar for success, both individually and as an agency, is more complicated, more holistic, more intertwined with both business and technology. This is not a small challenge, but infinitely more worthwhile.

Chicago + Vienna... how does our bi-continental existence impact our work?

Everyone acknowledges the value of traveling and being exposed to other cultures—getting outside your comfort zone—in our personal lives; I’d argue that same notion applies to business. Looking through a new lens helps us better understand and empathize with people—all people. On a personal level, I hope this has made me a more compassionate, well-rounded, and capable teammate and leader.

Any examples of cultural differences that feel especially eye-opening?

The obvious answer is that Europeans tend to have a better work/life balance than we do (cue 3000 memes to drive that home) and in many ways, that's true and there's learnings to be had there. One way that manifests that I've found fascinating is that when you meet someone in the US, one of the very first questions asked is "what do you do?". Outside of work settings, I can count on one hand the number of times I've been asked that in Vienna. They simply don't define themselves by career the same way we do. My takeaway is that if we look at any conversation—including those with our clients—with the goal of finding common ground, or uncovering what's beneath the surface, or revealing an unexpected truth, that's so much more valuable than building a skin-deep profile.

What are you most proud of regarding Grip’s work and impact?

Without a doubt, I’m most proud of the friendships that have started at the company. Having colleagues you like, respect, and enjoy is huge, but when I see former Grip teammates who worked together and are still dear friends years later, this warms my heart like nothing else.

What’s your favorite part of a branding project? Why?

I’ve always loved working with founders and startups because there’s an opportunity to bring someone’s dream to life. That moment when we show a tangible representation of a vision, a company, a product, or an experience, and their eyes light up (or tear up!), and they see this manifestation of all their hard work—there’s nothing quite like that. We’ve had the chance to help many companies grow and succeed in ways they never even expected. That’s always so gratifying and wonderful.

What attributes have helped keep Grip in the game for 25 years and will usher in the next chapter?

We're curious. Collaborative. Fun. Supportive. I have to admit, it’s that last one for me. I’m constantly impressed by the kind, genuine camaraderie the team exudes daily. When your coworkers are your biggest cheerleaders, that’s a pretty safe environment to be creative and, more importantly, yourself. And as the kids say, I love that for us.