Beauty and Function - Forge Media + Design

Interested in starting your own entrepreneurial journey in design services but unsure what to expect? Then read up on our interview with Laurence Roberts, Principal and Creative Director of Forge Media + Design, located in Toronto, ON, Canada.

What's your business, and who are your customers?

Forge Media + Design is a multidisciplinary design firm that reimagines physical and digital experiences in the spaces where we live, work and play. By fusing beauty and function together, we help our clients effectively communicate with their audience in a holistic manner across all channels of engagement. Our expertise stems from an outstanding group of individuals who are as diverse as they are talented. Comprised of designers, developers, neuroscience researchers, and storytellers, there is very little our team cannot achieve – from strategy through to execution.

Our primary pillars of service are branding & communication, environmental graphic design, placemaking, digital experiences, web/app development, and media production. Forge works with a wide variety of clientele, from boutique firms to Fortune 500 companies. We serve architects, government agencies, not-for-profit organizations, healthcare institutions, museums, hospitality sectors, building developers, and much more.

Tell us about yourself

Originally, I studied and worked in the film industry as a director. Narrative storytelling was a big focus for me, and it still is. I just practice it rather differently now. Back in 2003, Stüssy Tschudin and Gregory Neely approached me with the idea of beginning a design firm. Building something new – something that was our own. It was a pretty enticing thought. None of us were particularly the personality to work under someone else’s rule, so we took the dive.

Each of us had a very different set of skills and a different perspective to bring to the table. It turned out to be a pretty powerful combination, and I think that is what led us down the path toward a multidisciplinary approach.

The areas I lead in the firm are digital experiences and media production. I’ve always been a fan of innovation – whether in film or design. I started studying multimedia when it was in its infancy and what I do now is a cross-section of a few disciplines – combining environmental spaces with digital technology to alter the way spaces communicate, are perceived, and experienced. Whatever it is I am working on, I always want to move the needle away from the status quo – even if it’s just a nudge.

What's your biggest accomplishment as a business owner?

We just celebrated our 18th anniversary as a company, which is definitely a pretty big accomplishment in and of itself. We started from very humble beginnings, with just three partners running the business. It’s been an enjoyable journey, forming our culture, growing our team, and making Forge a place of work where people genuinely enjoy collaborating together. Who we’ve become as a company is something that we are immensely proud of.

Just looking at our client roster and the portfolio of projects that have impacted people’s lives in a positive manner makes it all worthwhile. It never gets dull at Forge, and I wouldn’t have it any other way.

What's one of the hardest things that comes with being a business owner?

Business ownership has so many ups and downs – I think the main challenge that we face as entrepreneurs is the fact that there is no real ‘off-switch.’ Particularly at the outset of building your company, you seem to have to be ‘on’ all the time. Whether it is dealing with project work, client management, team building, sales, finances, or anything else, there’s always something that you have to be doing. Thankfully, when you have a business partnership, these things can be divided, but you’ll probably still lose some sleep (at least from time to time). For my business partner and I, the benefits far outweigh any negatives, so despite it being difficult at times, it balances itself out.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

1. Build a solid culture based on shared values. Ask your employees to be a part of this effort, and don’t just decide it for yourself. If you really want people to enjoy showing up to work every day, it’s critical to have a culture that makes them feel like they are important and valued. Talk about your values often. Most importantly, don’t just talk about them – live by them.
2. Listen to your clients. Really listen. Put your own thoughts aside and extend empathy to them and the issues that they are trying to resolve. Your clients may not know the solution, but they will be good at pointing out the problem. Start there before deciding what the solution should be. It’ll drive your decision-making, make your clients feel like they are being heard, and give them a sense of ownership of the decisions being made.
3. Don’t overextend your overhead too soon. Stay small and nimble and get your feet under you financially before you get the big office or a lot of fancy equipment. Stay humble and make smart decisions at the start and only get what you need to do the work. The rest will come in due course.

Where can people find you and your business?

Website: https://www.forgemedia.ca/
Facebook: https://www.facebook.com/ForgeMedia
Instagram: https://www.instagram.com/forgemediadesign/
LinkedIn: https://www.linkedin.com/company/forgemediaanddesign/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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