We were lucky to catch up with Jake Wheeler recently and have shared our conversation below.

Jake, thanks for joining us, excited to have you contributing your stories and insights. What’s one of the most important lessons you learned in school?

I attended the University of Tennessee, where I earned a BFA in Graphic Design. Initially, I intended to be a studio art major specializing in mixed media. However, from the moment I stepped into an “Intro to Graphic Design” course my freshman year, I was hooked. I remember being amazed that this was a profession where you could be creative while helping solve societal problems. Those four years provided me with the space to experiment without the pressures of the business world. I learned the importance of the creative process and design thinking, and I explored a variety of tools and techniques to bring ideas to life. More importantly, it gave me the space to make a lot of bad work and fail. During that time, I was able to put in the hours to refine my skill and style and confidently step into the professional world. Almost 13 years later, I still apply the lessons I learned at Tennessee to problem-solving, taking the time for research, iterations, and refining ideas into final solutions. The critiques were especially helpful, as they taught me how to take feedback and present my ideas publicly.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I grew up in a cabin outside of Chattanooga, TN. From a young age, it was imperative that I used my imagination to occupy myself. Along with that, my father owned and operated an outdoor gear store. I spent much of my childhood in the woods or at his shop. Being surrounded by nature and the outdoor industry from a young age made me passionate about making it a part of my life forever. I remember working in his store in high school and being drawn to all of the signage, hang tags, and materials that brands sent to display in the store. Later, during my freshman year in college, I discovered that this was graphic design, and I realized I could marry my passion for the outdoors with my creativity by specializing as a creative brand professional in the outdoor industry. Today, I own an agency in the outdoor industry to help others discover the benefits of the wild because I’m grateful for the positive experiences it has given me: physically, mentally, emotionally, spirtitually, and on.

It is also crucial to highlight that when I was in high school, my art teacher taught me that I could be both an athlete and an artist at the same time. This was important in helping me find my true self and identity.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

Asking for help and being okay with not being okay. Much of my 20s was fueled by seeking awards and recognition. In my early 30s, I struggled mentally and learned to prioritize the importance of vulnerability and connection. This experience has made me a more empathetic leader who leads with compassion and action.

How do you keep your team’s morale high?

Culture is important and not just a buzzword. I believe it’s not built over pizza and ping pong, but by truly taking the time to see, hear, and empower those around you as professionals and as humans. Internal brand development is extremely valuable and should be given as much attention as guest and consumer-facing audience development.

Contact Info:

• Website: https://dayfirecompany.com
• Instagram: jakeewheeler
• Linkedin: https://www.linkedin.com/in/jake-wheeler-10a3554b/