Today we’d like to introduce you to Derek Sussner.
Hi Derek, please kick things off for us with an introduction to yourself and your story.
I started Sussner (formerly known as Sussner Design Company) just over 20 years ago as a creative firm focused on developing meaningful brands. Our mission is to help organizations in the sports world rethink their brand to conquer their audience’s hearts, minds, and markets. My role includes leading our team in creating solutions that help our clients’ brands grow their businesses.
I grew up on the sites of the construction business my dad owned, and I was fascinated by the creative part of building buildings, so I went to college to study architecture. It turns out I lacked the math and engineering skills needed. Along the way, I discovered and fell in love with graphic design (which I never realized existed). After graduating from the University of Minnesota in design, I had several internships and jobs that ultimately led to scratching the itch I’d always had – to follow in my dad’s footsteps and start my own business.
Today, the name Sussner stands for a team – a group of creative athletes working to create distinctive, dynamic brands to help our clients be recognized from across the room and the jammed and noisy channels of marketing.
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?
Deciding to start a business was scary; looking back, everything that happened in the following months was crazy. The sequence of events went like this: I got engaged, bought a house, quit my job at a design firm (a good one), started a business with a partner (a friend from college), then left that business a few months later after realizing we wanted different things. Then I started a new business as a freelancer; my former partner sued me; I got married (my wife is now my business partner), started a new business (our current state), and hired my first employee (which I lost sleep over). I signed a lease on office space, settled the lawsuit, and we got a dog. All in less than a year and a half!
The biggest hurdles we’ve had to navigate over the years include the events of 9-11, the 2008 recession, and the Covid-19 Pandemic.
In running our business, the most challenging thing is finding clients. And good clients. Clients are the lifeblood of our business, and without them, we don’t have a business. So finding them and keeping them is priority #1.
And attracting and retaining a team of great employees and partners that fit our culture and core values so we can serve our clients is also priority #1.
Thanks – so what else should our readers know about Sussner?
At Sussner, we place the magic and majesty of athletics on the same pedestal as the savvy and skills of business. We develop creative that energize teams to rise from the chaos of sameness. We are driven by potential. Every team envisions its opportunity to capture hearts, minds, and markets — we champion that vision. We celebrate the bond of teammates, the challenge of competition, and the potential to make a mark on the world. The remarkable strengths and talents of many focused on a single mission are a formidable force. In branding world-class teams, we work to give that force a name, a shape, a voice — a tangible expression.
Our creative team is and has always been small, keeping us engaged and agile and allowing us to be all-in on each client and each project.
Teams we’ve been privileged to work with over the years include McDavid USA, United Sports Brands, Game One Sports, Life Time Fitness, Macalester College Athletics, the New York Tech Bears, Major League Baseball’s Arizona Diamondbacks, and Houston Astros, and the Minnesota Vikings.
Where do you see things going in the next 5-10 years?
The tools and technology for graphic designers are constantly changing, and marketing tactics and channels continue to evolve. But when it comes to branding, the need for people specializing in helping companies make a meaningful mark, guiding marketing leaders to make their brand communicate better, stand out, and attract and engage their audiences – both customers and employees – remains as vital as ever.
Contact Info:
- Website: sussner.com
- Instagram: https://www.instagram.com/sussner_mpls/
- Facebook: https://www.facebook.com/sussnerdesign
- Spotify: https://open.spotify.com/show/5DmKUn50QjYORfBf7Apcic
- Other: https://www.linkedin.com/in/dereksussner/
