Meet Jesse Tyree, Principal, BLK DOG

Shortly after I moved to Upstate NY in 2011, I was exploring the adorable downtown of one of the many smaller cities that dot the region when I saw something that stopped me in my tracks. It was the chicest, most elegant logo on a window that read BLK DOG. The image was so powerful and stylish that I immediately had to know all about it. If that isn’t a testament to the importance of great design, I don’t know what is!

Once I got over the initial disappointment that BLK DOG wasn’t a fabulous new restaurant or trendy boutique, I began a long relationship with Jesse Tyree and the team at his agency - BLK DOG. Jesse has such a high taste level and understands the importance of a strong brand identity and even better - BLK DOG really excels at packaging design, which is not something that everyone can say. Jesse was kind enough to answer a few questions for me and I wanted to share his interview with all of you.

So, who are you exactly? Tell us!

My name is Jesse Tyree, I am a family man, marketer, lover of experiencing anything new.

How did you get your start in your current role?

I got my start by tracing skateboard magazines through my teenage years. This morphed into going to school for graphic design and branding. Which eventually led me to working in industries that are becoming extinct like newspapers and the yellow pages lol. After the economic recession of 2007, I decided to put all of my energies into creating my own company where we could transform the world around us using our skills such as branding, storytelling and marketing. 

What kind of work have you done for brands?

Brand development, copywriting, website and e-commerce, marketing strategy and plans, traditional and print media sourcing and fulfillment, I have a hard time saying no:-)

Can you speak a little about the importance of having a strong brand identity? 

What else is more important? Other than a superior quality, or another factor that catches the buyers emotional heartstrings. Brand identity is the pillar to a company story, it keeps their mission moving forward, and it grounds them. Brand identity is everything, I am a little biased to that though :-)

Packaging is so important for a new beauty brand. How do you create beautiful and impactful packaging for small businesses that might not have huge budgets?

A huge budget doesn’t equal a great end product. What is, is thoughtfulness, intention, and quality graphic design that brings vision into reality

Can you speak to what stock packaging is, and how a great design team can make it look elevated?

Stock packaging is packaging that is used while your product is in stores, on shelves, or in transit. Do you want to make a 100% full and complete brand story. When the outside of the box teases the inside, consumers get excited and deep in the story the brand has with them

Why is it so important to invest in packaging design? 

It’s one of the last things a customer sees right before they purchase. They have it in their hand they are going to pick up and hold it, there is a huge opportunity for storytelling and impression with that customer

What are some areas a brand might be able to save money on (because packaging design is definitely not something to skimp on!)?

Create social media accounts yourself, build your story yourself, utilize it in every facet. Take real photography with real customers and use that in your marketing.

What are your favorite things about working with beauty and wellness brands?

Their focus on the presentation, their deep attachment to their product and consumers, and the overall fact that we are creating things that people use every day.

What is one thing you would like brand founders to know about you?

We are all just people trying to follow our passions. When it comes to branding and marketing, it’s a team effort! Everybody involved in the project on our side has a great passion, and we lean on a mutual relationship to pull out the values and things that are important to founders and use them as tools and our marketing tactics.

What is one thing about you no one would ever guess?

I actually do like quiet and calm sometimes (I would not guess this - Jesse is the equivalent of a walking energy drink!)

Minimalist or maximalist?

Everything. But, keep that work environment nice and tidy so you can concentrate and be in harmony with the state of what you are creating.