097 - Darcey Ohlin Lacy, Watermark Design. How did a graphic designer specializing in food start her business in a historic chicken shack?

Building Relationships. With Food Labels. Welcome to Episode 97 and a conversation with a food professional who travels under the radar. But if you've enjoyed food or beverage in Charlottesville, chances are you've seen her work. Meet Darcey Ohlin Lacy of Watermark Design. Darcey and her team specialize in labels and brand assets for food and beverage companies. Her clients include Veritas, Champion Brewery, Brasserie Saison, Jake Busching Wines, and The Barbecue Exchange.

Darcey started her business a decade ago in a historic chicken shack in Belmont with no bathroom, heat, or air conditioning. An introduction to Michael Shaps from Michael Shaps Wineworks began a graphic design relationship with food and beverage that continues to this day. She and her design team of Jenna Thielges, Sean Raynor, and Sara Hade now share a space off of Preston Avenue, and the minute we began talking I started taking notes for my own dream studio space. Because the energy in her new space is so dynamic and creative.

As is the work of Watermark Design. Some work is done digitally but most are hand-lettered, hand-drawn, hand-illustrated in pen and ink before being scanned into a computer. Old School. Darcey keeps each sketch and some even decorate the walls of the design studio. Her latest project is hand-drawn brand assets for a boutique hotel: menus, signage, and botanical drawings specific to the property.

"Our job is about perception."

There is a lot of collaboration during the design process. When designing a logo, for example, Darcey and her team collaborate with the client, and with each other over several iterations. Building that relationship, keeping communication open so the client is pleased and the product is the best it can be. What qualities make a terrific logo? We go into detail. Even touring the space of the business can determine what style the team decides to use. No aspect goes unexamined because a logo is forever.

Does Watermark Design have a signature look? Darcey is adamant they don't because it's important to design for the client's style not your own. To do that you must focus on building that business relationship. Not just performing a cookie-cutter transaction. Just starting out? Support a local business instead of going on Fiverr for your logo. Darcey and her team can help you grow by building that relationship, working within your budget, creating a logo that is only yours and high quality.

It's a part of the food industry that flies under the radar but is so important. Because if you can't catch someone's eye with a great label, your customer is going to walk right past and pick the shiny one over there. How do you discover that sweet spot and how does packaging fit into the mix? What are some of the hot trends in packaging and design right now? With technological advances in overdrive, this discussion was fascinating to a font nerd like me. As with everything fonts and graphics go through cycles. Which one is cycling back as we speak?

Has she faced challenges being a woman-owned business? What advice does she have for women looking to start their own graphic design business? Is organic growth important? I implemented one piece of time management advice immediately.

Darcey doesn't do many interviews, preferring to let her work and the work of the team to speak for them. So it was a real treat to meet her. And the way we talked? I have a feeling the conversation will continue. We'll probably trash talk football (Philly vs Pittsburgh) and we'll probably enjoy it with Watermark-labeled wine. Cheers! Thanks, Darcey!

SHOW NOTES – Links to resources talked about during the podcast:

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