We were lucky to catch up with Ben Gerlach recently and have shared our conversation below.

Alright, Ben thanks for taking the time to share your stories and insights with us today. Going back to the beginning – how did you come up with the idea in the first place?

I always loved creating my own art and certainly appreciated the art of others, but I gained a new love for graphic design. In 2017, I was working as a government employee in Washington, DC. I had mentioned an interest in graphic design to my boss, and she offered to use office training funds so I could obtain a graphic design certification. I was not exactly excited about returning to school so I prolonged the certification until early 2020. Once I received my certificate, the question lingered in my mind—what am I going to do with this new certification?

I turned to friends I knew who were business owners—asking if they would like me to create logos for them, and some of them did. This is where my creative journey took a serious turn, and I officially started my graphic design business in June of 2020. I began this venture as a graphic designer in the basement of my home. Initially, the company name was Intricate Designs, but the name always felt half-thought and unoriginal. It really weighed on me for some time that this name lacked uniqueness and did not represent me or my brand well. So, in the summer of 2023, I decided to make a change—a change that reflected my journey and growth as a graphic designer and represented the origins to keep me humble. The name Basement 20 represents where I started my company—in my basement—and in the year it all began—2020.

Through hard work, dedication, and a passion for creating meaningful visual experiences for my clients, Basement 20 has thrived more than I could have ever imagined. The journey has not always been easy and continually poses challenges—challenges that I welcome. The success I have experienced, though, has surely been a testament to the belief that with the right blend of passion, skill, and dedication coupled with my faith in God, any endeavor, no matter how humble its origins, can evolve into something truly remarkable.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I am a native of Norfolk, Virginia—born in 1979. My father was as blue collared as it gets—the hardest working man I have ever met. He worked for the railroad at Norfolk Southern for 42 years. My mother was a stay-at-home mom for most of my youth. She always encouraged my creativity. My creative journey really began as a young child. I was always interested in drawing. In fact, I still have drawings from as early as the third grade through high school—an amateur portfolio of sorts. My first significant drawing was in the third grade of Mary riding on a donkey holding baby Jesus. As a man of faith, this is more significant than I can express, and I still have that drawing to this day. My mother was always my biggest fan and encouraged me to continue honing my craft. I loved sports—particularly basketball and football, but I lived for art. I enrolled in art class all the way through my senior year at Booker T. Washington High School in Norfolk. I graduated in 1997, but my creative journey took an unfortunate pause.

I enlisted in the United States Air Force in 1998 and married my beautiful wife in 2000. Art was not something I found myself pursuing directly. However, I found a creative outlet in cutting hair. I cut hair out of my barracks room for years, in base housing (after I got married), and in two barber shops. I cut hair in several states (Texas, Nebraska, California, and Arizona), and even a few countries (South Korea, Peru, and Afghanistan). After separating from the military in 2007, my wife and I relocated to Stafford, Virginia with our two daughters. We had our youngest daughter in 2008. My creative journey would take another pause. Although I would could cut hair in my home from time-to-time, it was not consistent. So creativity found me again when I established my design studio.

At Basement 20, I specialize in providing top-tier graphic design services to businesses of all sizes. My portfolio spans a diverse range, from collaborating with large corporations to supporting the creative needs of small businesses and nonprofits across the country. What sets me apart is our unwavering commitment to delivering not just designs, but experiences that resonate with my clients’ audiences.

My services extend beyond traditional graphic design. I see myself as a problem solver, working closely with clients to understand their unique challenges and aspirations. Whether it is crafting a compelling brand identity, designing labels for a brewery, or conceptualizing innovative digital experiences, I am dedicated to turning visions into captivating visual narratives.

What makes me most proud is the journey from humble beginnings to becoming a more respected name in the industry. While I still aim to improve, the studio is a testament to the power of dedication and creativity. I take pride in the diverse range of clients I have had the privilege to work with and the effect my designs have had on their success.

What I would like potential clients, followers, and fans to know about Basement 20 is that it is not just a design studio; Basement 20 is a partner that aids in turning dreams into visually stunning realities. My work is driven by a passion for storytelling, a meticulous attention to detail, and a commitment to delivering beyond expectations. I would invite people who are unfamiliar with my work to explore my website and social media to see my growth as a designer, where creativity knows no bounds.

We’d love to hear a story of resilience from your journey.

I have experienced many challenges along my graphic design journey, but I pride myself in never avoiding them—regardless of how difficult. Two of the most defining moments of resilience in my journey with Basement 20 came when I was presented with the opportunities from different clients to illustrate a children’s book and design beer can labels. At the time, these were design realms I had not previously explored in my design career. The challenge was daunting, but I saw it as an opportunity for growth and a chance to push the boundaries of my creativity.

Despite lacking prior experience in these specific niches, I embraced the projects with an open mind and a determination to learn and adapt. I delved into extensive research, studying the nuances of children’s book illustrations and the intricate world of beer label design. The learning curve was steep, and doubts inevitably crept in, but my commitment to delivering to the clients and producing quality work was unwavering.

Through countless hours of trial and error, feedback loops, and a willingness to fail, I produced results that not only met the clients’ expectations but exceeded them. I was extremely proud of the work I delivered. The children’s book was about a young boy who was disabled. The author and mother of the child wanted to capture her son’s differences from others but also highlight that our differences are what make us special. The book became an imaginative adventure that relayed the premise of the book through vibrant illustrations to young readers. The beer can labels have been an adventure all on their own. I have had the privilege of working with an amazing husband and wife owned brewery whose beers are mostly all dog-themed. They gave me creative autonomy with little to no guidance on how I wanted to design and illustrate the labels. I was totally game for that. The labels became a blend of creativity and market appeal, which have contributed to increased sales and brand recognition for the brewery.

These experiences taught me the invaluable lesson that resilience is not just about overcoming obstacles but also about embracing the unknown and stepping outside one’s comfort zone. It reinforced the idea that a genuine passion for creativity coupled with a tenacious work ethic can turn any challenge into an opportunity for success. What success actually is can only be defined by you.

Is there something you think non-creatives will struggle to understand about your journey as a creative?

For those who have not walked the path of a creative, it might be challenging to grasp the intricacies of our journey. One aspect that non-creatives may find elusive is the delicate balance between smart design and the demands of clients. Sometimes those demands are trying to put too much into a design, clients not understanding their target audience, and sometimes impossible deadlines. Creativity is not always a linear process; it is a dynamic cosmos of ideas, experimentation, and refinement, which can take time to unravel and produce results.

Non-creatives may struggle to understand how long it may take for moments of inspiration to strike. It is not merely a task of sitting down and producing on command. Conversely, it involves effective communication, mutual respect, and trust between the designer and the client. This cultivates an environment that encourages innovation and allows ideas to formulate. The iterative nature of the creative process is another nuance that might be challenging for non-creatives to grasp. It is common to revisit and refine ideas multiple times, seeking that perfect balance between aesthetics and function. The journey involves a continual quest for improvement and a commitment to delivering the best possible outcome.

Another thing that may not be understood and is likely overlooked is the emotional investment in our work. Each project becomes a piece of our creative being, and the attachment goes beyond the tangible outcome. Quite often, a creative’s creation goes underappreciated by many and is often overlooked. Non-creatives may not fully comprehend the emotional highs and lows that come with pouring one’s heart into a design, illustration, or any creative endeavor. In essence, the creative journey is a blend of passion, unpredictability, and a constant pursuit of improvement. This is a process that extends beyond the visible final product. It encompasses the unseen hours of thought, experimentation, and hard work, as well as the unspoken connection between the creator and their creation.

Contact Info:

• Website: https://basement20.com
• Instagram: https://www.instagram.com/basement.20/
• Facebook: https://www.facebook.com/basement20ds
• Linkedin: www.linkedin.com/in/basement20
• Youtube: www.youtube.com/@Basement20DS

Image Credits
All pictures are taken by me or my family. Any artwork presented belongs to Basement 20 Design Studio.