Troy DeRose, owner of Fixer Design

A: I started my first business called Identity Graphics in my hometown of Craig, CO when I was 24. I ran that for almost five years before I sold it and moved to Colorado Springs, transitioning Identity into Fixer Design. I am a slow-burning sort of person and my personality is reflected in the business. The beginning of the business in Craig and again in Colorado Springs developed a little more slowly and methodically. I started with some opportunities that I received from referrals, friends, family members, etc., and then built the business from there. In Craig it took me about 2-3 years before work got really busy and it began to get more profitable; I am finding that same pattern to be mostly true here in Colorado Springs with Fixer Design, though I think it took me a little longer to find clients here because it was a completely new city where I didn’t have a lot of previous contacts. Starting Fixer Design felt a lot more like building a company from the ground up, because I was essentially unknown at the time. We are at the 2.5 year mark for Fixer Design and I feel like we’re in a similar upswing as to what I experienced at about this time with Identity Graphics.

My actual start date for Identity Graphics was January 1, 2004 and my start date with Fixer Design in Colorado Springs would have been approximately March, 2009.

Q: What does your business specializes in…and has your vision changed any since launching?

A: Fixer Design specializes in graphic design services including design for logo and branding, print (from business cards to magazine publications), web design and illustration. As a designer, I am really passionate and interested in branding and I try to use the idea of branding to influence my work. In early 2011, Fixer Design expanded when my wife, Sara, a writer, came on board,  providing copy writing and grant writing services for Fixer.  She has been doing things like advertising copy for postcards or email marketing, creating website content and blogs as well as project-managing a small magazine publication and writing articles for publications that require more journalistic content. We are really excited to be able to provide both art and copy to our clients because in our industry they are intrinsically connected. Design is inspired by the content and vice versa; if one area is weak, they both suffer.

When I started Identity Graphics I noticed that a lot of small businesses had serious disconnection within their brands. Especially in the small town of Craig, business owners would have one business design their logo, another print their business cards, and yet another make their signs. Because a lot of small business owners don’t have time to think about branding and consistency in their design, all of the elements that make up their brand end up looking like a schizophrenic mess. I had worked in signs shops since I was 14, so I knew that industry really well. I used those skills to get my foot in the door to businesses in order to hopefully provide them with all the other design services and products that would help make up their brand in the future.  Since I was the only one designing for them, there was inherent consistency in their brand across the board. Through this approach I found myself designing for all kinds of different industries that I had never imagined I would be working in. I did so much work for my clients among their different design, sign and printing needs that I ended up being the business that people would approach to find a creative solution to a problem – regardless of whether it was design or sign related. I ended up becoming a fixer, who is traditionally the name for a guy who figures out how to get things done for a client. Naturally, that became the inspiration for the name of our company when I moved here. We don’t provide production for signs or other products anymore, but I think my ethos of finding creative solutions has remained the same (among also being able to easily manage the production and printing process for clients who need it).

Since launching, we’ve also extended our business hours to include regular dance parties and Friday Fun Treats where we go get cupcakes Friday afternoons, and I think that just makes our creative work that much better – don’t you?

Q: Did you choose Colorado Springs as the city to launch your business in? Or did you start somewhere else and move here? What’s your experience been like here in the Springs as an entrepreneur?

A: I chose Colorado Springs because it’s where my wife is from. We were dating long distance for over a year before I moved here and I decided if I wanted to marry her, we’d need to live in the same city and I was ready to live somewhere larger than Craig with more culture. Colorado Springs chose me more than I really chose it, but I have no complaints about that!

Starting a business in Colorado Springs has been good. I really have no complaints, but that doesn’t mean it’s been without challenges.  The only thing that has been more difficult for me here was starting from scratch without having some contacts I could count on to get me work like I had in Craig. I had to put myself out in the community a lot and do the best work I could in the hope that my design skills would speak for itself and I’d get work.

Q: What do you like most about living and working in Colorado Springs?

A: I love living downtown. It’s great to be able to hop on my bike or walk to just about anywhere I need to go. Colorado Springs is also a nice balance of city and small-town feel. I’ve only lived here a few years and I already run into people I know. I’m also really excited about what’s happening with the arts scene in Colorado Springs. I am an artist as well as a designer and I show my work at The Modbo in downtown Colorado Springs. I was asked to be a part of their collective of artists about a year ago.  The collective gets together once a month to critique each other’s work, and we all show at Modbo and S.P.Q.R. and at various venues around town.  Right now I actually have a collection of my work hanging in the Colorado Springs Airport. There is a lot of energy and cool events that the Modbo , other artists and organizations are doing right now and it’s exciting to get to play a role in that.

Q: Do you belong to any local business organizations? For example, the Chamber, BBB, Ad Fed, etc. What value have you received if you do participate, and if you don’t, what other methods do you use to promote and grow your business? What’s been most helpful?

A: Sara and I are both members of the Ad Fed and I will be a member of the board next year. We are also involved with the newly formed Colorado Springs Creatives Association (CSCA). At this point, those organizations have mostly served to allow me to meet more people in my industry that have the same interests and passions that I do, which is great. I can’t say that being involved with these organizations have landed us tons of work, but it helps keep us inspired and I trust that having and building those relationships can only help my business.

Q: What percentage of your business comes from Colorado Springs (and/or Colorado)? Are you looking to expand nationally?

A: I would say between 60-70% of our business comes from Colorado, but outside Colorado Springs. Having only been here a few years, I feel like we are just starting to emerge as somewhat of a known entity in Colorado Springs. Having nationally recognized work would be great; our biggest client right now has offices all over North America so some of the design reaches a national audience, but the company is in a very niche subset of the population. As far as expanding, we’re not really looking to grow into this large team of designers and strategists; I really like the way things are now. I think we work really well as a small but versatile design firm.

Q: What local news outlets do you use to stay informed?

A: I listen to KRCC most of the time when I am in the car. I pick the Independent or look at the Gazette online sometimes but it’s mostly to see if there is any cool music or art events going on. I hate to admit it, but I’m not the most informed when it comes to local news.

Q: What’s one of your favorite motivational quotes or inspirational ideas?

My wife and I really like this quote from the author of the popular children’s book The Little Prince, and I even designed poster for her with the quote on it; it speaks to how we feel about design and writing and looking beyond just what’s on the surface:

“If you want to build a ship, don’t drum up the men to gather wood, divide the work and give orders. Instead, teach them to yearn for the vast and endless sea.” - Antoine de Saint-Exupery

So many people responded to that awesome quote and the print I made of it, that I produced a run of them as well as other prints I’ve made here: http://www.society6.com/studio/troyderose

Q: Favorite local spot to meet a client for a business lunch? And what do you recommend ordering here?

A: My favorite place to meet anyone, business or otherwise, would have to be Shuga’s. They have a menu that changes from season to season, but the best thing ever is the Croque Madame with a side of Spicy Brazilian Coconut Shrimp soup. So tasty…my mouth is watering just thinking about it.