Randy Herbertson is a seasoned entrepreneur and creative leader with a background in graphic design and business. He is the founder of The Visual Brand, a Connecticut-based creative agency, and is known for his expertise in branding, motion design, and creating inspiring work environments. A passionate advocate for youth development, Randy is also an active professor, community leader, and board member, dedicated to fostering creativity and mentorship in both his business and personal life.
Interview with Randy Herbertson: Bootstrapping, Business, and Creativity
Justin Abrams:
I'm thrilled to have you on today, Randy. You’ve been not only a great friend, but also a mentor. I’ve shaped my own business and endeavors after what you’ve done, and I’m excited to dive into your story. You’ve been bootstrapping since your early days as an entrepreneur, and you’re still doing it, always with something new on the horizon. Welcome to Strictly From Nowhere.
Randy Herbertson:
Thanks, Justin. I’m excited to be here.
Justin Abrams:
Let’s start by getting to know you. What makes you uniquely you? Can you share a bit about your background, hobbies, and family life?
Randy Herbertson:
Sure thing. Taking it way back, I was born in Boulder, Colorado. I went to school there and met my wife there as well. Funny enough, one of my first business partners was Mormon, and I joke that I was more Mormon than he was because I got married at 21 and had my first child at 22. So, I was an early starter in many aspects of life. I studied graphic design and business, and started out on the client side working on new products. I later moved into the big agency world and, ultimately, started my first independent studio in 2004 in New York City.
Starting my own business was a leap of faith, like many people do when they decide to be their own boss. But it wasn't until I got into it that I realized how both fearless and fearful you have to be to make it work.
Justin Abrams:
That aligns perfectly with today's topic—bootstrapping and the journey from zero to market. What was it like starting your own business, particularly in motion design? This was during a time when it wasn’t as commoditized as it is now. How did you get started, and what were those early days like?
Randy Herbertson:
Well, like many things I do, I just decided to do it and then made it happen. I was running a mid-sized agency in Manhattan, but I found myself mostly doing sales, which I didn’t enjoy, and the creative side, which is my background, was taking a backseat. I wasn’t happy, so I knew something had to change. I talked to my wife, who has always been my greatest supporter, and told her I wanted to quit my job and start a company. She believed in me, and that gave me the confidence to move forward.
I was fortunate to leave with a couple of clients and didn’t have a non-compete holding me back. I also partnered with someone who had a similar vision, which made the jump a little less scary. Although, I’d say it was more of an 80-20 relationship, with me doing the heavy lifting, it was still important to have that partnership in the early days.
Justin Abrams:
You’ve built a creative environment that people want to be a part of. I’ve visited your studio, The Visual Brand, and it feels like an arboretum meets an art gallery—it’s just so full of life. How do you create a workplace that fosters creativity and energizes your team?
Randy Herbertson:
Thank you for that. Creating an inspiring space has always been important to me. My wife is a brilliant creative herself, and she’s played a huge role in shaping the environments we live and work in. I believe people should look forward to being in their workspace, not dread it. So, when I started The Visual Brand in 2011, I wanted to create a space that people would enjoy.
It took me about a year and a half to find the right location—a converted post office, which turned out to be perfect. I’m also a big fan of communal working spaces. I think separate offices and cubicles can isolate people, and a more open environment encourages collaboration.
We’ve filled the space with artwork, found objects, and things that inspire creativity. It’s important to set the right mood with music and lighting too. During COVID, I found that people wanted to come back to the studio organically, and I think that’s because they genuinely enjoy being here, not just working remotely. A space should do more than house people; it should inspire them.
Justin Abrams:
You’re very active in your local community, especially in Westport, where I know you contribute to several causes. How do you balance running a business with giving back, and what does it mean to you to be an active member of your community?
Randy Herbertson:
Giving back has always been a core value for me. It’s something my business is committed to as well. I’ve thought about becoming a B Corp because we already meet many of the criteria, but I’m not a big fan of paperwork, so I haven’t pursued it. Still, I make it a priority for both myself and my team to give back. The theme I focus on is youth development—anything related to learning and growth for young people.
We run an internship program that I believe creates a virtuous circle. It’s about developing young people, but honestly, some of our best hires have come from our interns. Even when someone doesn’t stay with us, I find joy in seeing where they end up years later. It’s fulfilling to know you’ve played a part in their journey.
Justin Abrams:
I know you’re also an active professor at Quinnipiac University, which happens to be where I went to school. What led you to teaching at the university level, and how does it fit into your passion for continuous education?
Randy Herbertson:
Teaching is something I love. If I could, I’d probably be a professor full-time. I enjoy helping people learn how to learn, which I think is one of the most important skills. The opportunity at Quinnipiac came through my involvement with the American Institute of Graphic Artists. I met the head of their communications and design school, and they invited me to run their senior seminar, which was a great experience.
It’s a commitment, especially with the drive, but I think it’s worth it. I’ve never taught a virtual course because I believe in the value of in-person engagement. It’s more dynamic and interesting that way.
Justin Abrams:
I couldn’t agree more. One last question before we wrap up. We’re in an age of artificial intelligence, and I know Cause of a Kind has been exploring how to leverage AI. What’s your take on AI, both for your business and for your clients?
Randy Herbertson:
AI is here to accentuate, not replace, our work. It’s great for handling mundane tasks, saving time, and even money in some cases. For example, we’ve started using AI for voiceovers in our video work, which saves us a lot of time. But it’s still at a very early stage, especially in the visual world. AI can help streamline processes, but it won’t replace the creative talent needed to execute a project successfully.
The key is to stay curious and keep experimenting with these tools. AI can’t replace creativity, but it can certainly help us push the boundaries of what we can achieve.
Justin Abrams:
Randy, thank you so much for joining me today. It’s been an incredible conversation, and I’ve learned so much, as I always do when we chat.
Randy Herbertson:
Thanks, Justin. It’s been an honor to be part of this.
