We caught up with the brilliant and insightful Breeanya Hinkel a few weeks ago and have shared our conversation below.

Breeanya, thanks for taking the time to share your stories with us today What’s something you believe that most people in your industry (or in general) disagree with?

Print is NOT Dead.

I think in the over 20+ years I have spent in print design, both as a designer and a publisher, we want to fight the rumor that print is dead. Print will not go anywhere, there will be a long ongoing need for design for print. When you pick up a greeting card from a shop, or a magazine at the airport, or admire a paperback cover at the bookstore – those are designers behind those images.

I do believe in the intermixing and need for both print and web or media design. A business should be able to meet their customers at every level – whether that’s through social media, a traditional business card, or a video…the opportunities are endless. Having multiple ways to gain a client is the best way to success.

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

During the summer of 1999, I left my hometown of Prescott, AZ with a graphic design certificate and trailer full of belongs to head across the country – north to North Dakota. Following my heart (a boy) and a dream. I started my career in graphic design at the age of 19 in Minot, ND at the Minot Daily News while attending Minot State University studying design and marketing.

After two, cold and interesting years in Minot – with a bit of heartbreak and avoiding frostbite. I came back to Prescott, AZ, and began working at a local printing company, EMI PrintWorks, heading up their pre-press and graphic design departments. I worked at the print shop for 6 years before being approached by a local magazine, Prescott Woman Magazine, to be their layout and ad designer. I quickly jumped on that opportunity and jumped right into it at the start of 2008.

I worked for the magazine and did freelance graphic design and website design for 10 years as BJH Designs before taking over ownership of the publication in 2018. I have worked as a publisher, owner, and creative director of Prescott Woman Magazine for three years. The publication in itself has been in Prescott for 17 years and has survived both the recession and the pandemic.

How about pivoting – can you share the story of a time you’ve had to pivot?

Oh, that PIVOT, the classic tale of the COVID pivot.

When the initial shutdowns began and local businesses started having to shut their doors for what we hoped would be a temporary shutdown…I began to sweat, to stress, to start that adjustment, to start the pivot. My main source of income has been a bi-monthly magazine that I publish in a small town. We rely on small business advertising for our product.

When the shutdowns began that meant that we had to readjust how we did everything for the publication – including distribution, advertiser communications, interviewing, and photography. For a long time – nothing could be completed in person and we had to pivot everything.

We first adjusted our distribution with outdoor, no-contact, distribution racks and we cut out some outlining communities that were outside of our demographics.

Then we reached out to every advertiser to see how we could help them during this time – would that be an advertising pause, a reduced ad cost briefly or were they ok with continuing on. We were pleasantly surprised that the majority of our clients maintained advertising during the pandemic.

We also had to adjust how we handled interviews and photography. We launched a fun program – Porch Portraits – where our photographer took family photos on their porch from a safe distance – https://prescottwomanmagazine.com/prescott-porch-project/. We also moved all interviews to either email, phone or Zoom.

Our publication wasn’t the only business to pivot during this challenging time and we continue to pivot due to supply chain and inflation.

How’d you build such a strong reputation within your market?

I believe that the reputation of both my brand and my person has been built on community. As a long time resident of Prescott, I have been able to maintain a solid reputation in graphic design and marketing and as a community advocate.

Contact Info:

• Website: https://prescottwomanmagazine.com/
• Instagram: https://www.instagram.com/prescottwomanmagazine/
• Facebook: https://www.facebook.com/prescottwomanmagazine/
• Linkedin: https://www.linkedin.com/in/bjhdesigns/

Image Credits
Aris Affairs Photography Blushing Cactus Photography