Michael Wilson of Copper Gate Design Company is back on the show, and this one's a masterclass in the business side of running a design studio. Kirk and Andy get Michael talking about why he puts his pricing right out in the open on his site, how to actually get comfortable charging what you're worth, and why the client who talks you down on price is almost always the one who brings 80% of the headaches.
Michael also opens up about his own hop water brand, Hazard's Hop Water, and the humbling lesson of not following his own advice — how niching too hard on the golf community nearly sank it, and what changed the moment they broadened the story to who they actually are. Plus the All the Bitter rebrand, and the counterintuitive call to pull "functional" off the front of the pack even though it was true.
In this episode:
Why transparent pricing makes the money conversation easier (and keeps you honest)
Fitting the scope to the client's budget — not shrinking your price to fit them
Hunter vs. gatherer: two very different ways to win new work
The "second lap" — ship it, get real market feedback, then redesign for what you learned
Why your packaging will change in the first 3–5 years, and that's the point
Don't chase the shiny object — anchor back to the strategy doc
Hosted by Kirk Visola (Mind the Font) and Andy Kurtts (Buttermilk Creative).
Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.
Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.
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