Alright – so today we’ve got the honor of introducing you to Alexi New Peters. We think you’ll enjoy our conversation, we’ve shared it below.

Alexi, thanks for joining us, excited to have you contributing your stories and insights. We’d love to go back in time and hear the story of how you came up with the name of your brand?

Naming is one of the services Noted offers, so the pressure was on when it came to naming our own company! We strove to come up with a short, simple, and memorable name that nodded to our line of work. Ultimately, we fell in love with Noted for its layered meaning. It captures the keen observation we bring to our work, reflects our messaging capabilities, and lends itself to fun wordplay—we build brands “of note” for our clients.

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 am a partner and co-founder of Noted, a DC-based branding firm. We specialize in brand storytelling, supporting clients across industries with services from brand positioning, naming, and visual identity to website copywriting, pitch decks, and collateral design. We help each client clarify their point of view and effectively express it with evocative messaging and sharp visuals that resonate with their target audiences.

After college, I worked in PR for The Atlantic’s events division before taking a creative strategy role at a branding and design firm. There, I met my two future business partners, and we dreamt up our next chapter operating our own boutique branding firm with a personal touch. We’re now seven years into running Noted with nearly 200 projects under our belts.

While we enjoy working across industries from hospitality to multifamily to retail, we’re especially proud to partner with mission-driven organizations to amplify their critical work. We teamed with Educators Thriving to refresh their brand and craft polished reports that capture their efforts to alleviate educator burnout, we built the brand for Public Benefit Innovation Fund which invests in technology to empower social services access, and we developed the identity for Amulet Scientific, a company launching revolutionary pathogen and allergen detection technologies.

What’s been the best source of new clients for you?

We generate the most business from existing clients who either hire us for future engagements or send their friends and networks our way. Relationships are paramount in small business—people work with people they enjoy and respect. We aim to nurture our client partnerships long after projects have wrapped, from check-ins and coffee chats to annual New Year gifts that show friends of Noted we care. We’ve found that organic, genuine relationships naturally drive business for us.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

I’m a recovering perfectionist. I’ve had to learn (and am still learning!) how to make peace with mistakes and grow from them without dwelling. Success in small business requires risk-taking—you must put yourself out there constantly, take lessons from critical feedback, evolve your process in light of new information and industry shifts, and be open to new and daunting professional challenges. When I look back at our early work, I can see how much we’ve grown and finessed our approach over the years.

Contact Info:

• Website: https://notedbranding.com
• Linkedin: https://www.linkedin.com/company/notedbranding/

Image Credits

Anna Meyer Photo