Today we’d like to introduce you to Diana Lillicrap. She and her team share their story with us below:
Once upon a time, two bright women sat down over a glass of wine and brainstormed ways to use their complementary skills in communications and design to inspire emotion and incite action. After working together for nearly a decade within another large agency, Diana and Wendy set out to establish a new kind of branding agency. One that celebrates collaboration, leans into the creative process, and never stops looking for new ways to solve problems. Launched in 2006, 5 by 5 Design has evolved into the agile, award-winning branding firm that exists today.
We often get asked, “What does 5 by 5 mean?” The first broadcast messages were rated for clarity and strength, each on a five-point scale. Only those that transmitted “loud and clear,” could be called 5 by 5. Our name reflects that same commitment to the highest standards.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Launching a new business during an economic downturn isn’t for the faint of heart. But with a lot of networking, hard work, and commitment to make our dream a reality, we found ways to make lemonade out of lemons. We’ve also been in business long enough to know that the economic climate will never last (ups or downs), so you have to make hay when the sun shines, save for the rain, and pay attention to what’s happening in the world. The only constant is change. If you want to survive, you have to be agile and change to meet the needs of the world. Sometimes this is little stuff, like offering to do Zoom meetings instead of face-to-face meetings during the pandemic. Or sometimes it’s bigger decisions, like realizing you need to steer your business in a significantly different direction because what you have been doing isn’t going to remain profitable long term. I would say one of the most helpful things we’ve done over the years has been to do quarterly business planning meetings that are focused on our own business goals and action steps to keep us on track. That has been key. It’s not always easy to stay focused, but prioritizing ourselves and staying committed has made all the difference over the years.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
We believe good design leads to emotion, which leads to action—something every brand wants. 5 by 5 Design is a Minneapolis-based brand agency that asks the right questions, lays out whip-smart strategy, and delivers useful tools to help brands connect, delight, and inspire action.
What sets us apart? The way we work and what you get in the end. First, we’re down to earth and plain speaking. Egos, jargon, and layers don’t get in the way. We’re here to solve your problem and when you hire us, you work with us directly. Second, we’re incredibly organized and experienced at what we do. We ask a lot of questions, pay attention to the details, and are masters of schedules and budgets. And finally, we’re smart women who care about our clients, our communities, and the world. We challenge ourselves to think outside the box, share new insights along the way, and make sure in the end you have the right tools to empower you and your brand.
Who else deserves credit in your story?
Wendy Ruyle, co-owner of 5 by 5 Design is equally to credit for our success. She’s the yin to my yang. Wendy is one of the rare people I’ve met in my career that is not only extremely creative but also unusually organized and methodical in all that she does. As a business partner, I couldn’t ask for a better combination of quality control and creative exploration that constantly pushes us forward in a way that is always smart and fresh at the same time.
Contact Info:
- Website: https://5by5design.com/
- Instagram: https://www.instagram.com/5by5design/
Image Credits
Credit for ModelCities_ReadingRoom.jpg only: Photos ©Spacecrafting
