Sponsored by Monday Properties and written by ARLnow.com, Startup Monday is a weekly column that profiles Arlington-based startups and their founders, plus other local technology happenings. The Ground Floor, Monday’s office space for young companies in Rosslyn, is now open. The Metro-accessible space features a 5,000-square-foot common area that includes a kitchen, lounge area, collaborative meeting spaces, and a stage for formal presentations.
Sometimes business is booming, branding is on point and more customers pour in without prompting. Other times, a business might need an extra punch. That’s where Punch Digital Strategies comes in.
In the crowded field of digital marketing, the creative strategists at Punch aim to set themselves apart by offering clients the “whole package.” Co-Founder and Creative Director Joe DePalma explains that Punch is a boutique agency and competitors in that space often only focus on one thing, such as brand identity or development or design.
“The success stories we have had is when we started to merge the idea of strategy and content with design,” he says. “From a product delivery standpoint we have a unique approach to how we collaborate. Being in control of not only the content but also the design and development, every facet, makes the final project come to life.”
Co-Founder Brian Tillman adds that “clients are often good at knowing their technical content, but not marketing.” That creates a “mismatched user experience and message. We’re trying to fuse those two things,” he says.
The agency consists of writers, designers and developers who focus on producing digital elements — such as websites, mobile apps, videos and downloadable content — to create the “next generation” for each client’s brand identity and message. The digital aspect allows Punch to be browser-based both internally and while interacting with clients.
“Instead of the old way where you’d do a big reveal on a poster board and send versions back and forth and have long email chains where things get lost, we do things in a much more efficient way,” Tillman says. “For clients it’s a lot quicker, more collaborative and more involved. And it helps to reduce errors and miscommunication.”
Even though the business is mostly web-based, the co-founders think it’s important to also have an office presence where the employees can collaborate and bounce ideas off of each other in front of a white board, rather than all employees working remotely. “You’re going to get a better product and the client’s going to see value in that,” DePalma says.
Part of offering high-quality deliverables involves researching and incorporating the most up-to-date digital elements and new media. For example, Punch recently created a virtual reality video that users could access on their mobile phones and view through disposable cardboard VR goggles.
“As people consume things differently our tactical delivery will change,” Tillman says. “The medium is constantly evolving. We have to stay ahead of the curve.”
Plus, Tillman says, having a cache of tech and cybersecurity clients means constantly coming up with compelling ways to present dry material. For instance, the VR project was for a business that makes software, but “making software is boring,” he says. “We needed to figure out a really interesting and immersive and creative way to get people excited about it.”
Tillman and DePalma met while working at another agency and decided to break off to start their own business about two years ago. They now have a 10-person creative team and moved into an office in Shirlington earlier this year. Although launching a startup can be a daunting endeavor — especially because they chose to be self-funded — the Punch co-founders say it was worth taking the risk.
“There’s never really a right time to do it. It’s kind of like having kids,” DePalma says. “You have to take a leap of faith.”
The two were confident they could succeed, but it’s been a lot of hard work.
“We work a million hours a day,” Tillman says. “But we’re 100 percent dedicated to making this business successful and doing great work for clients.”
“We’re never off, there’s always work to be done,” DePalma says. “I still design and Brian still writes… It’s our business and we’ll put in the extra effort.”
In addition to offering clients a full-service creative experience, part of the agency’s success strategy is to remain small and efficient.
“We never want to be viewed as ‘the big guys,'” DePalma says. “We’re not looking to compete with those larger agencies out there.”
“There’s a lot of agencies like ours. Sure, our approach is unique, but there are other people who can build websites and mobile apps and things. So the goal for us isn’t to knock people out of their current status. It’s to be a part of an agency that does great work and can thrive in the process,” Tillman explains. He notes that Punch prefers to be “the elite team versus being the big team.”
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