Matthew Smith’s head is always in the world of the web.
From website design, development, creative campaigns, landing pages and digital advertisements, Smith is constantly looking at how to take the savviness of a boutique studio at Delin Design Inc. in Providence and connect it with brands looking for a marketing overhaul.
The seven-person team does more than boost social media engagement and refresh logos: they take on clients nationwide that need an entirely new corporate identity and revise their brand with storytelling and a suite of creativity.
“Coming up with new ways to be creative and getting a message across to get somebody to take notice is always evolving,” said Smith, the digital media director.
Eric Delin, who has been in the business of designing campaigns for institutional, high-tech and entertainment companies for 24 years, started Delin Design in Massachusetts, his home state, in 1996 before moving to Rhode Island.
While the studio doesn’t have many local clients – the majority are located in Boston and New York or are on the West Coast, Delin tries to work entirely with Rhode Island-based companies for its e-commerce store, Red Dot Merch Co.
“If we’re selling in Rhode Island, I want to make sure that we are supporting local businesses, too,” said Delin, who looks to use local manufacturing companies for much of the apparel line and nearby vendors for printing.
One of the latest collaborations for Red Dot is the Riverboat Box, a gift box designed in partnership with the Providence River Boat Co. that includes Providence-themed accessories and apparel, as well as a $25 gift certificate for a river cruise. Previous boxes were offered in partnership with the maker of Autocrat coffee syrup and Big Blue Bug Solutions. Supporting fellow businesses in the state is part of Delin Design’s brand, according to Smith.
“We found that it was important for us and our ideology as a company to spread the goodwill around and make sure that wherever we can, we use a local vendor,” he said.
The studio has undergone changes in recent months during the coronavirus pandemic.
Because of a large capital cushion, Delin Design has been able to avoid layoffs and hasn’t applied for federal stimulus loans, even though the company was owed about $25,000 in billings by struggling clients.
Initially, the idea of working remotely raised concerns for Delin because his team relied on face-to-face collaboration. But the change quickly became an opportunity for Delin to cut the monthly $30,000 rent it paid for its Dorrance Street office. He used the savings to hire another employee and boost benefits for the staff.
“Creativity is an inspirational and visual medium,” said Delin. “I was not 100% sure how successful we would be working virtually, but we certainly have been.”
The changes will continue. Within the next two years, Smith will transition into the role of principal at Delin Design. For Smith, who started at the studio as an intern after graduating college eight years ago, that next chapter is just sinking in.
“I’m keeping an open mind to where I see the company going. We are still going to rally around [the] idea that we’re service-minded and that we put ourselves out there for our clients,” said Smith. “Great work is something that is always going to be expected from any design studio. But it’s ‘What else can you do for me?’ that is going to cement that relationship with clients.”
OWNER: Eric Delin
TYPE OF BUSINESS: Design studio
LOCATION: 55 Dorrance St., Suite 203, Providence
EMPLOYEES: Seven
YEAR ESTABLISHED: 1996
ANNUAL SALES: Between $1 million and $1.5 million
Alexa Gagosz is a PBN staff writer. Contact her at Gagosz@PBN.com.
