Meet Chris and Courtney Meredith, founders of Design on Edge, who transformed their agency from a $40 startup to an award-winning creative powerhouse. Their journey, marked by resilience and innovation, showcases how the right mix of passion, determination, and efficient tools can build a thriving creative business.
Table of Contents
All about Design on Edge: Backstory, company overview, failures, and more!
Their journey at a glance:
- Started with just $40 during a recession
- Grew from 2 to 7 team members
- Earned 100+ industry recognitions
- Expanded from local to nationwide clients
- Overcame significant personal and professional challenges
Let’s get started now.
Could you please tell us about your backstory?
Courtney: “I grew up in Reno, Nevada, with some time spent in New York and Alaska. My passion for graphic design and photography started at a young age, around 12 or 13 years old. Both Chris and I were raised by strong, entrepreneurial, single mothers who taught us to carve out our own paths and find independence.”
“Unsure about college, I ended up participating in one of the first charter programs for high school in Northern Nevada at Truckee Meadows Community College, which had a strong design program. At the time, I worked two jobs, volunteered at a local TV station, and did high school and college credits. I spent a lot of time on campus before earning my degree and meeting Chris during my final semester of graphic design.”
Chris: “I grew up in a small town called Truckee, California, about 45 miles outside of Reno, Nevada. I spent much time outdoors, snowboarding and swimming, which led to summer jobs as a snowboard instructor and lifeguard.”
“I took a graphics class in high school, sparking my passion for design. After moving to Reno and attending community college, I fell in love with graphic design. Post-graduation, I worked at a local casino and later at a national clothing brand, handling their e-commerce design, photography, and catalog design.”
How did you start Design on Edge?
Courtney: “Our paths came together when we both started working in the casino industry, which was a fast-paced and demanding environment. As the recession hit, marketing departments were disbanding or merging, and my casino closed. I had to freelance and find design work wherever I could. When the casino reopened under new ownership, I had the opportunity to consult and called Chris to join me. With only $40 in the bank and a business license from college, we started Design on Edge at the peak of the recession.”
Chris: “The name actually came from a college project where I had to design a logo for a company. I chose Design on Edge, and after the class, I took it seriously. It ultimately became the name of our company.”
“Over the years, we’ve faced challenges, from unreliable cars to credit card debt and even a brief period of homelessness. Today, 17 years later, we’re married with a beautiful son and a thriving business. We’ve contributed to the economic development of our community, supported numerous nonprofits, and received over 100 recognitions for community service, marketing, mentoring, and national awards for graphic design and communications.”
What does your agency specialize in?
“Design on Edge is a boutique-style agency based in Reno, Nevada that specializes in creating brand identities through graphic design, illustration, web design, and strategic marketing. Our family-owned business has been operating for 17 years, and while we’re based in Reno, we work with clients nationwide.”
“We began in 2006 as a two-person team and have since grown into a multidisciplinary team of seven. Our firm works with diverse clients, including nonprofits, medical and wellness industries, arts and culture, and food and beverage. Our goal is to tell the story of your business through the creative arts, helping you build a strong brand identity.”
Courtney: “We always knew we wanted to focus on graphic design and collaborated well. Chris was passionate about digital design, technology trends, and understanding the psychology behind user experiences. Meanwhile, I wanted to do more than just production work and was focused on understanding what people want from a design.”
What challenges did you face along the way?
“As business founders, we’ve faced our fair share of challenges and failures. One of the most significant issues we encountered in our early days as a small agency was the lack of an efficient workflow system. When we first started, it was just the two of us, and we struggled with project management and client communication. Our inability to catch errors, printing mistakes, and typos was costly and put our reputation on the line. For a small agency or freelancer, one mistake can have long-lasting consequences.”
“Of course, we haven’t completely figured everything out, but we’re doing our best to learn and grow from our mistakes. Owning up to our errors and finding solutions has been crucial in keeping clients and preventing staff losses. One key lesson we’ve learned is the importance of understanding our worth and avoiding the trap of endless proof due to miscommunication or inefficiencies.”
Company overview: Design on Edge today
The firm has evolved into a boutique-style agency specializing in:
- Brand identity creation
- Graphic design
- Illustration
- Web design
- Strategic marketing
Their client portfolio spans:
- Nonprofit organizations
- Medical and wellness industries
- Arts and culture sectors
- Food and beverage companies
Their impact extends beyond client work, having earned:
- Over 100 recognitions for community service
- National awards for graphic design
- Marketing excellence acknowledgments
- Mentoring commendations
GoVisually & Design on Edge
How did GoVisually help transform your workflow?
“We found GoVisually when we were in desperate need of proofing software. We wanted to avoid sending clients emails and find a more efficient solution for receiving feedback. After searching online, we came across GoVisually and thought it might work for us.”
“GoVisually has played a significant role in overcoming these challenges by providing us with a platform to reference old proofs, track changes, and ensure that everything is marked off before sending the project back to the client or printing. It has improved our communication and enabled us to maintain better relationships with our clients and staff.”
How do you use GoVisually in your daily operations?
“We use GoVisually daily at Design on Edge for our internal team and clients. It allows us to critique each other’s projects, provide feedback, and track progress. It’s beneficial for keeping in touch with our remote employees and ensuring we understand where they are on specific projects.”
“GoVisually is also fantastic for clients in different time zones, allowing them to access and provide real-time edits. The chat feature helps us communicate instantly, making our collaboration more constructive. It has significantly sped up our workflow and enabled our team to work on projects even when they’re out of the office.”
“The instant feedback feature and the ability to have multiple versions stacked on top of each other have been essential for our efficiency. We can quickly reference previous versions if a client wants to revert to an earlier design that streamlines our production schedule.”
What specific improvements have you seen?
“GoVisually has impacted our business in numerous ways. It has helped us become more sustainable by reducing our paper waste and streamlined our workflow by reducing the number of proofs we need, thanks to the efficient cross-referencing and editing features.”
“Integration with Slack has also helped improve our communication, as our team can be notified instantly when there’s an update on a project. The increased efficiency in our workflow has reduced overhead costs, minimized errors in final press projects, and given us peace of mind.”
“The approval feature within GoVisually allows us to receive approvals and move forward with projects faster, which in turn helps us receive revenue faster. Overall, GoVisually has allowed us to grow our business and team more efficiently, thanks to its improved communication and streamlined processes.”
The transformation wasn’t just about adopting new software—it was about transforming how they worked with clients and managed projects.
💡 Impact Metrics:
- Streamlined approval processes
- Enhanced team collaboration
- Improved client satisfaction
- Reduced operational costs
- Faster project completion
Design on Edge building a legacy: Founder advices, future plans, & goals!
What’s next for Design on Edge?
“While the importance of community has always been at the heart of what we do, it hasn’t been more apparent than in the past few years. Like everyone else, we tried our best to survive while ensuring our clients and those close to us were cared for and ultimately focusing on best using our skills to serve our neighbors and the community.”
“We asked ourselves what our foundational values and beliefs indeed were. What is it that drives us to continue to create? Why do we continue to develop and build relationships? What do our goals and dreams look like now in a post-pandemic world?”
“Our future is focused on creating a thriving workspace for creatives to grow our portfolio and our team to continue to extend Nationally. To provide brand strategies that push boundaries and compelling aesthetic design that can be inspiring, inclusive, informative, and impactful.”
Measuring Success:
- Reduced paper waste and overhead costs
- Faster project approvals and revenue collection
- Minimized errors in final deliverables
- Improved team and client communication
- Enhanced remote work capabilities
What advice would you give other founders?
Courtney: “My advice to other founders is to remember your initial dreams and goals and not forget who you are. Businesses and people change over time, but building a solid network early in your career is crucial. Collaborate with vendors, friends, family, and people in different industries. At Design on Edge, we believe collaboration over competition is essential for growth.”
Chris: “I’d say it’s okay not to know everything or have all the answers. Keep moving forward, learn the software, learn the job, and don’t give up on your goals and dreams.”
Courtney: “Adapting to change is also crucial. When we started, many tools and software like GoVisually weren’t available. Be prepared to adapt to new technologies and changing circumstances. Our business started in a recession and faced challenges during the pandemic. But we pivoted, kept our employees and clients going, and rebuilt our business. Be flexible, trust you can find a solution, and lean on your network in tough times. Be bold in the face of adversity and inclusive in your decisions – that’s the best advice we can give now.”
So the key takeaways are:
Building Strong Foundations
- Remember initial dreams and goals
- Stay true to core values
- Build solid networks early
- Maintain authenticity
- Focus on sustainable growth
Professional Development
- Embrace continuous learning
- Stay adaptable with technology
- Keep moving forward
- Accept not knowing everything
- Maintain persistence toward goals
Business Relationships
“Collaboration over competition is essential for growth”
- Network across industries
- Maintain vendor relationships
- Nurture client connections
- Build industry partnerships
- Value every professional contact
Adaptation Strategies
- Embrace technological changes
- Pivot during challenging times
- Stay flexible in approach
- Trust in problem-solving abilities
- Lean on professional networks
Looking Forward
Today, Design on Edge focuses on:
- Creating a thriving workspace for creatives
- Expanding their national presence
- Developing innovative brand strategies
- Building stronger community connections
- Supporting the next generation of designers
Founder’s recommendations & resources
What are your go to digital tools?
- The Adobe Suite for all our creative platforms
- GoVisually for all proofing and client dashboards
- Slack (to message)
- Monday (Project Management)
- Zoom to communicate
- Emma to send out newsletters
- SEMrush to monitor Search Engine Marketing
- WordPress for CMS Software
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