AMA: Dustyn Bailey Interviews Taja Dockendorf 12/6/22
Dustyn Bailey 12:26 PM
Alright everyone in the @channel we got about another 5 mins until we officially kick off. But @Taja Dockendorf if you are jumping on here early you want to give us a little flavor of who you are and give everyone a wave?
Taja Dockendorf 12:29 PM
Hello Everyone! In true form I am multitasking while on a zoom call finishing up a meeting - I am not the one presenting haha. Excited to be here and give you all my full focus in 1 min
Dustyn Bailey 12:31 PM
Well, I'll let you finish that up! I know everyone is trying to get these creative and client meetings in early this month so we can all take a load off come the holiday.
Taja Dockendorf 12:31 PM
Ready to go when you are!
Dustyn Bailey 12:32 PM
Awesome!
Thanks for joining us today Taja!
Taja Dockendorf 12:32 PM
Thank you for inviting me!
Dustyn Bailey 12:33 PM
I know a few people have been super excited to have you on so hopefully people can learn more about you and how Pulp + Wire does their thing!
Now, we all know about the amazing branding work y'all do (I know there are quite a few Brodersons on your shelves!) So let's ask the tough question, what does everyone in the industry get wrong when it comes to packaging and branding?
Taja Dockendorf 12:34 PM
ohh good one… hold please
Dustyn Bailey 12:34 PM
Holding
Taja Dockendorf 12:35 PM
Wrong is maybe a bit harsh, as nothing, in theory, is wrong if it moves creative, the brand or product forward. However when it comes to packaging it is important to know what you can and can’t say compliance regulations, and proper fonts sizes for key callouts (FDA mandated). You also need to think about the creative from many angles vs just looking good.
What are you saying to your consumers, what are the most important things you need to convey quickly, who are you talking to and who are you next to on the shelf. Good packaging is about more than just creative, it is about how the creative gets the customer to convert to a sale and be memorable.
Dustyn Bailey 12:36 PM
I love that, I can definitely see where going beyond the style is something that P+W gets right!
Stanzi Littlefield 12:37 PM
Before we get too far down this rabbit hole... Taja can you give a brief introduction and some bio highlights?
Taja Dockendorf 12:38 PM
Of course. I am the founder and creative director at Pulp+Wire where we focus on better for you and the world CPG brands in the food, bev, lifestyle and cannabis space. I founded the company 18 years ago, there are 20 of us across strategy, brand/packaging, web and digital.12:39
Our brands include Hasbro, Petco, Bob’s Red Mill, Mejuri, Dr. Praeger’s, Allagash, Ocean Spray and range from local start-ups to international brands.
Dustyn Bailey 12:40 PM
Thank you! Sorry, it's easy to get ahead of myself during these
Thanks for sharing some the brands, there are few big names that I didn't realize you worked with! Can you tell us about some of the most rewarding and satisfying work in the 18+ years of Pulp + Wire's history? Any projects stick out?
Taja Dockendorf 12:41 PM
That is like asking me who my favorite child is… depends on the day
I have a few brands that have been with me since I started 18 years ago, like DennyMike’s who I consult for now and Summit Spring Water - just like all our brands I have learned from them just as much as we have help them grow. So there is no one favorite - they each have different challenges that keep each project unique and exciting. For me the reward right now has come in my team, in our culture and how we are continuing to evolve.
Dustyn Bailey 12:42 PM
That feels all too real haha
I love to hear the attention to the team and the agency! What do you think is next for Pulp + Wire? Continue to expand services? Focus on emerging industries? Go B-Corp? (edited)
Taja Dockendorf 12:44 PM
I explored B-Corp a few years back and while we ranked very well I chose to focus instead inwardly on my team, our culture and how we show up for each other and this includes being mindful of our plant, packaging and sustainability for our brands. I love that a lot of our brands are B-corp and how other agencies are getting certified. For us we are continuing focusing on what we do well, strategy, brand storytelling, packaging, web and digital awareness and social for our brands in the CPG space and in the corporate world as well - all under the better for you and the world umbrella.
Dustyn Bailey 12:45 PM
That's super insightful, thank you for sharing that.
I think a lot of agencies are thinking of their place in the world and locally in the state and it is important decision to make and difficult one for some to follow through on.
Taja Dockendorf 12:47 PM
It come with challenges for sure. But if that is where your passion lies it will be worth it in the end.
Dustyn Bailey 12:47 PM
And obviously, it's a great distinction to be a part of the .1% of female-founded agencies as well! What would you say to those female designers and creatives that looking to build their own shop or agency?
Taja Dockendorf 12:48 PM
ahhh yes the .1% is a great distinction, but also a super sad statistic…
On a positive note I see this changing. What we need to do is be less competitive with each other, focus on what our passions are, and just be kick-ass at what you love.
It is OK if you are not good at everything, figure out what you are spectacular at and make that your focus. Then hire other amazing people to do work that you are not as good at, but they are. Build a portfolio of clients and a team of people around you that bring you joy— that is where the magic is.
Dustyn Bailey 12:50 PM
Wise and beautiful words! Some people need to hear these kind of insights!
So I know you are incredibly industrious! But what's Taja like off the clock? Where is solitude for the agency owner?
Also, feel free to jump in everyone! I don't have to be the only shooting off questions
Taja Dockendorf 12:52 PM
I have two kids, 13 and 16 who keep my husband and I busy, and we are foster parents when there is a kiddo in need. I also have a lake house on Sebago that we have been renovating since 2020 which allows me the opportunity to use power tools, get away from a screen, and space to further my watersports passion - I picked up wakesurfing in 2016. Otherwise, I live in the woods in Cumberland with 2 dogs and 2 cats, 2 kids and my husband.
I am a natural introvert, and a trained extrovert so the solace of the woods and lake are my happy place.
Dustyn Bailey 12:54 PM
I feel like that is a common thing among people who end up in the creative space... even from the account side! (edited)
Stanzi Littlefield 12:54 PM
Question! Do you ever bring in freelancers?
Dustyn Bailey 12:55 PM
But also with that Pulp + Wire's energy and creativity it could be an agency in any major city in the US. So what keeps the heart of the agency and its owner in Maine? Is it the shortcut to the wilderness escape?
Stanzi Littlefield 12:55 PM
(I'm not a freelancer- but we have plenty in this community!)
Taja Dockendorf 12:56 PM
We try and keep all work in-house, unless we have some overflow and in which case will work with freelancers on first looks to get ideas churning. We love collaboration and bringing in new talent when needed.
@Dustyn Bailey to answer your question: We love Maine, we can do national and international work from here, make an impact, and still get home to our families for dinner each night. It’s basically perfect (even in the winter). Bur we are not all in Maine, a few of us are in Mass and NJ we are about 60% in-house/ 40% remote.
Dustyn Bailey 12:58 PM
That's awesome 12:58
Well I'm happy that is another common bond that keeps amazing agencies here in the state!
Stephanie Nicole Perez 12:59 PM
Hello everyone! I’m curious to know more about how Pulp + Wire started - how did you navigate connecting with new clients in a competitive space, how did Pulp + Wire set itself apart?
Dustyn Bailey 12:59 PM
I know it's time to wrap things up, but my favorite question to ask at the end is always - If there is one thing you can tell a young Taja about her career, what would it be and why?
Taja Dockendorf 1:00 PM
Happy to answer both of these….1:01
@Stephanie Nicole Perez originally I went to school for Industrial design, then over to graphic design which really help when I found a passion for packaging and how creative storytelling is a 360 experience.
As far as getting “seen” by clients in the early days I worked with printers and then introduced me to clients (pre-social media). current: I started a podcast last year to get out from under my own everyday work and meet new people. I write for Forbes, Fast Company and Entrepreneur magazine on creative leadership and am a judge in this year’s Dieline awards - But I had to put myself out there to make that happen - don’t wait for someone else to do it for you.
Also go to some trade shows, have a presence on LinkedIn (that is where the brands are) and enter awards.
My advise to my younger self @Dustyn Bailey… Keep going, you got this. Everything I needed to know in business I learned from making mistakes and figuring out how to solve them. I honestly, looking back, would not advise my younger self differently. Each mistake/milestone/roadblock was worth it, no matter how hard it seemed at the time.
Thank you so much everyone for great questions and having me on #ama this was great! Also I am a pretty open book, so feel free to reach out or connect with me on linkedIn. Lastly, this article I wrote just published today, some of you might enjoy it! https://www.fastcompany.com/90817211/how-to-let-go-of-invisible-limitations
Dustyn Bailey 1:05 PM
Alrigthy, thank you for taking the time to stop by today @Taja Dockendorf! We really appreciate you connecting with us and sharing some of these amazing insights for our members! We hope to see you and the P+W crew out at tomorrow's holiday party and the Brodersons early next year!
Taja Dockendorf 1:07 PM
Thank you!