Company address:
325 E. Chicago St., Milwaukee
Company Web site:
www.thiel.com
Industry:
Graphic design & brand communications
Number of employees: 12
Education
Bachelor’s degree in architecture, University of Wisconsin–Milwaukee; and master’s degree in architecture, UWM.
Family:
Wife, Norene Thiel; and daughter, Kristin (Thiel) Gies.
What was the smartest thing your company did in the past year?
“Many of our clients are requesting additional integrated services to help them tell their story and develop and communicate their brand. We’ve significantly added to our capabilities with additional services, such as advertising, Web site development and motion media – developing graphics that move – videos, DVDs and animation. These additional services combine very well with our core capabilities in brand identity and print communications.”
What’s new at your company?
“We observed our firm’s 25th anniversary last year, and we’ve never had a greater diversity of projects from more diverse clients. The magic in any design firm is keeping designers happy and stimulated with meaningful work in diverse areas, with the opportunity to do great work for great clients. That opportunity has never been greater in our firm, and our staff has never been more talented.”
Do you plan to hire any additional staff or make any significant capital investments in your company in the next year?
“Our firm has gone through a bit of a growth spurt, which will continue into this year. We’ve always strived for a diversity of clients and work. We also strive for a diversity of staff. We’ve recently added a multi-media specialist from the Pittsburgh area and a senior designer from New York. The broader perspective of our employees is of great value in keeping our design edge. And, as always, we’ll continue to upgrade our IT systems to give our designers the best possible technology to assist in producing the best possible work.”
What will be your company’s main challenges in the next year?
“Our main challenge has always been to strategically concept, develop and implement meaningful work that makes a difference for our clients. Our clients’ expectations have never been higher, and we need to continue to be ready to respond with great ideas. Clients need and expect leadership in key areas, with the ability to provide multiple services. In our case, brand identity is our specialty, and we need to continue to surround that core capability with our growing list of supporting capabilities.”
What’s the hottest trend in your industry?
“The concept of integrated communications combining to tell a differentiating story across media is a key concept for building the brand. I believe it’s the primary reason many design firms are expanding capabilities and building resources to provide those types of consulting services to their clients.”
Do you have a business mantra?
“Focused creativity. We define that as using both sides of the brain, the analytical side, as well as the creative side, in developing ideas and solutions that have both meaning and aesthetics. The best communications design solution involves a whole-brain response from its target audience – helping to shape what they ‘think,’ as well as how they ‘feel’ about the organization, its products or services.”
From a business standpoint, who do you look up to?
“Our competitors and the superstars in our industry are very worthy of our admiration. They’re a constant source of inspiration.”
What was the best advice you ever received?
“Two pieces of advice have been the most valuable: ‘Don’t let managing the business get in the way of doing the business,’ and ‘Surround yourself with the best people, and then get out of their way.'”
