We’re excited to introduce you to the always interesting and insightful Jonathan A. Barrera Mikulich. We hope you’ll enjoy our conversation with Jonathan A. Barrera Mikulich below.

Hi Jonathan A. Barrera Mikulich, thanks for joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

My company, VÍAS, a full-service design and branding agency, offers a strategy called ‘transcreation’. This strategy delivers culturally relevant marketing content for diverse audiences – in particular for Spanish speaking, Latinx communities. Rather than simply translating existing English content, we look to coordinate culture, emotion and language into usable marketing and branding.

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 background and context?

For many years, I worked as a designer and creative director for a variety of marketing agencies. Several years ago, I took an extended leave and lived in Mexico and Puerto Rico. It was mainly to connect with my Mexican-American heritage. But I quickly realized there was a need to merge my personal experience with my professional experience. Years later, I was able to connect with other like-minded professionals and eventually create a business model. This became VÍAS.

Can you share one of your favorite marketing or sales stories?

One time I was presenting potential marketing solutions to a new client. This individual was a local food-service business owner who came from a modest background. In the middle of my presentation, he stopped me and said, ‘Please don’t treat me like a big shot.’ The point I took away was that not everyone responds the same. It was a valuable lesson and one that I still consider to this day.

Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?

I encourage non-creatives, typically my clients, to feel comfortable to engage with the creative process. I realize that creative inspiration can come from anywhere and from anybody. I don’t like to discourage ideas either and will try suggestions, even if I’m not sure they will work. While most often my opinion is correct, occasionally I find a contrary opinion works better. This is a tool I use often and one that helps foster better client relationships.

Contact Info:

• Website: www.vias.us/
• Instagram: www.instagram.com/usvias/
• Facebook: www.facebook.com/USVias
• Linkedin: www.linkedin.com/company/usvias/