Our Wripple marketplace is made up of talented professionals from all different backgrounds. Their shared dedication and passion make all the difference. This month, we are very excited to spotlight Matt DeGroot, Creative/Art Director, Designer.

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1. What do you love most about your work?

What I love most about working in this amazing field known as "creative"—is being an active participant in the entire creative process ...

Starting with the spark that binds diverse talents together in the name of overcoming a challenge. Then, defining objectives and determining a strategy that leads the team forward. From there, conceiving a unique idea from empty space and seeing it come to life, as perhaps an audience never has before. Being part of a village, at times, as we nurture this new entity as it takes shape and continues to grow, evolve, and mature at seemingly lightning speeds. And then the day comes—as you proudly, yet anxiously, present it to the world where it must take flight. And just when you start to wonder if the blood, sweat, and tears were worth the effort, a wave of reward washes the worry away, as you witness the world's reaction to this new being, taking on a life of its own.

And through it all, I'm constantly reminded of how lucky I am to be included in the process.

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2. Why are you so awesome at your job?

1) My head is wired to identify and overcome challenges.

2) My heart embraces both independent and collaborative experiences.

3) My soul is driven to create with purpose.

I have 20+ years of experience in personally creating, leading teams, and working cross-functionally with other teams to conceive, produce, and deliver brand and campaign creative that tells stories while nailing down objectives.

I've worked independently and remotely with global teams to produce award-winning, creative results. Working with clients and colleagues up and down the chain of command, I have personally impacted every project step in the creative process (which includes hitting a range of KPI's, deadlines, and budgets).

Equally, I LOVE high design and am particular about brand, typography, visual execution, message, and developing creative that drives awareness, loyalty, and, especially, engagement.

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3. What was your favorite client project and why?

This is like asking which child I love the most, LOL. Throughout my career, I feel like I've parented so many "children".

But one pride-and-joy comes to mind from my many years producing work for a luxury vehicle brand. In particular, there was an unveiling of a limited-edition model launch that the organization had determined would not receive any promotional dollars, outside of one exclusive email.  

With less than a week until the required drop time, my team was brought in to create and produce an email communication that would announce this special model and drive presale activations.

In the few days available, under very pressurized optics and timelines, we ideated and developed the information architecture and creative, presented and received client approvals, coded, and dropped the communication on time and in concert with the launch.

And the result—within 18 hours, the entire lot of (>$100K) vehicles had been pre-sold. This was 100% due to our efforts in identifying the audience and speaking to them in visual and written languages that connected with them and moved them to act, all the while showcasing the limited-edition model's finest attributes.

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4. What are the top 2-3 ingredients for a team being successful on a project?

1) People

2) Data

3) Resources

There is SO MUCH that goes into a successful team, and triple that for a successful project. But in my opinion, you can't have either if you don't start with the first—People.

It's sometimes a complex recipe for success, but it starts with a large portion of diversity in talent and experience. Pair that with defined goals and objectives that encourage unity. Respect and personal accountability for all, by all, is essential while also mixing in equal parts leadership and collaboration. Add clear, continuous communication and direct, honest feedback into the fold, and you'll be on your way to building a team that will rise to any challenge.

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5. Is there anything else you’d like to share? Special recognition, awards, hobbies?

Beyond my "day job" of creative thinker, concept explorer, brand builder, audience relater, art director, visual designer, messaging advisor, process manager, and results producer...

In my hours of recharge, I try to find time to also be a snowboarder, outdoors lover, muskie fisher, and home DIYer. I'm also a partner and father. And having attained the Boy Scout rank of Eagle Scout in my younger years, it's been rewarding to walk with my young son on his newfound journey with the organization. It's amazing to see life's processes come full circle :)