John NunziatoFounder & Chief Creative Officer, Little Big Brands

I graduated from Syracuse and worked at some great package and corporate design agencies. After 2001, my gut told me the timing was right to try again. I had already tried to start a business once and was not ready. This time I had real experience, good friends, and a clear view of the agency I wanted to build.

I wanted an agency that cared more about thinking and the brand, and less about timesheets. At my old shop, the focus had shifted to hours and profitability. That did not feel right. I wanted a place where we would do what the brand really needed, even if it took extra time, and treat every brand with respect.

We got very good at package design and brand evolution. Over time I felt the “interwebs” were behind. Speeds were slow and video was hard. Years later, when TikTok, YouTube, and others could handle real video, I saw a new opening. A brand agency that already understands the core of the brand could also create strong, brand-led advertising.

Strategy is key if you want to reach a clear segment and grow. As a small brand, you can survive without a formal strategist if you are a good thinker and move in small steps. But real strategy gives you a strong base. AI tools can help, but they do not replace a true strategy team that goes deep on the brand.

Many brands get into trouble because of ego. They forget the garden they already grew and change everything for something “cool.” If your brand is working, you should evolve it with respect. Take some chances, but do not shock loyal customers. Tell them you are trying new things and invite feedback instead of flipping the whole brand overnight.

People hear “advertising” and think Super Bowl spots and Clydesdales. That is not what most brands need. We build brand-led campaigns that are smart, repeatable, and can run for a year or more. It is not about one giant piece and then praying it works. It is about a clear idea, a strong line, and a system that fits different channels.

A portfolio can be beautiful and still not tell you how the day to day will feel. You need to know who answers emails, who fixes back panels, who talks to the printer, who goes on press. You want strong account people, not only rockstar designers. Ask if this team will still pick up the phone when you need help next year.

Sometimes the work you love online was done by a freelancer who is long gone. The agency might not have those skills in house. You can end up with a nice first round and no support on files, production, or future tweaks. The risk is getting a pretty package and then being alone when things get real with retailers and printers.

Every touch is an imprint. If your Amazon page looks one way, your TikTok another, and your pack like a third brand, people start to wonder if it is the same company. We build systems that work across 9:16, 1:1, 4:5, websites, and shelf. The goal is that the story, colors, tone, and feeling line up so people never guess.

You do not need to jump straight to a full packaging change. You can “seed” new looks in your assets. Try fresh graphics, motion, and language on social, your site, or digital ads while the core pack stays the same. Watch the response. If people like it and still know it is you, that is a soft way to move the brand forward.

For us it feels more like a partnership than a vendor setup. We like to meet in person, share energy in the room, and then keep a fast, human rhythm. Clients text me ideas from the shelf or from their day. We grow together over years. Some clients have been with me since the first week of the agency, and that trust changes the work.

You deal with issues fast and directly. If a client feels we did not listen, we want them to come straight to us, not sit on it for two weeks. Our account team steps in, we own the mistake if it is ours, and we fix it. No drama, no ego. The worst thing is quiet resentment. Honest, quick talks keep the relationship healthy.

I remind them that “cool” is not enough if it breaks the brand. If a piece feels way off, we talk through pros and cons with the team, retailers, and distributors. You do not want to jump because something caught your eye for five minutes. Take advice from people who know the market, then decide if the risk fits where the brand is today.

Honestly, my accountant changed my life as a founder. I could do design, new business, account work, and production, but I could not manage money the right way. He taught me how to spend, when to push, when to hold, and how to survive ups and downs. You can be the best designer in the world, but if you cannot keep the lights on, nothing else matters.

Hoka is a great example. The shoe looked a bit odd at first with that thick sole in a world full of Nike and Adidas. But they went after comfort in a real way. As people tried them and liked that “walking on a cushion” feel, the look became normal. Now you see many big brands following that path with thicker, softer soles.

You need to read the room. An older brand leader may say, “I have seen this a hundred times” and want you to get straight to the point. A younger person might be excited by the same idea. Try not to take it personally. Adjust how you speak so everyone feels heard and can react honestly. That keeps the work and the meeting on track.

For me the LBB brand is about people and culture, not one logo or color. Our office is built around materials, light, and feeling. We bring in talented people and try to keep them for a long time. Many who leave stay close as friends. Clients stay for decades. That sense of family, care, and staying power is why I am proud of the brand we built.