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

Carlos, thanks for joining us, excited to have you contributing your stories and insights. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

In the world of marketing, personalization is like the holy grail right now. The reason is simple: humans crave individual attention. We’re not just data points or stats, but actual people with unique likes, dislikes, and experiences. At DBC, we live and breathe this philosophy. We gather data, tons of it, but the trick lies in using it responsibly to offer what I call ‘welcoming marketing.’ It’s marketing that makes you feel seen, but not watched. There’s a huge difference, and it’s a concern we take seriously.

Now, let’s talk about a practical application. Last year, DBC was enlisted by Spotify for Artists to handle a project that had never been done before—creating ‘Wrapped’ graphics for songwriters. Here’s where it gets interesting: our team of creatives didn’t shy away from crunching numbers. They embraced Excel (a tool most designers would rather avoid) to process data for over 7,000 songwriters, then fed that into our creative software. The end result? Tailor-made visuals that each songwriter could proudly share.

So, the future I see is more projects like this—more personalized, more authentic, and definitely more responsible.

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

Hey, I’m Carlos Williams, but around here, they call me the Prime Minister. Why? Because at DBC, we’re not just a creative agency; we’re a city-state, a whole vibe unto ourselves. So, how did I end up running this joint? Well, honestly, I tripped and fell into it. I was that guy who’d help you with wedding invites, websites, you name it. Friends kept saying, ‘Man, you should be charging for this,’ and I finally listened. That side hustle exploded into DBC, and here we are, years later, solving complex branding challenges for companies you’ve definitely heard of.

At DBC, we specialize in brand strategy, from conceptualizing visual identities to orchestrating comprehensive marketing campaigns. But our work goes beyond just aesthetics; we aim to create a meaningful experience for the end user. This approach is what we like to call ‘welcoming marketing,’ and it’s an essential part of what makes us unique.

One of our differentiators is our steadfast commitment to diversity, equity, and inclusion. We’re a black-owned, women-led agency that values multiple perspectives. This commitment isn’t just a tagline; it’s woven into the fabric of our work and has allowed us to collaborate with industry giants like American Express, Bank of America, and Spotify.

If you ask me what I’m most proud of, it’s navigating DBC past the seven-figure revenue mark. That’s a significant achievement for any agency, let alone one that started as a side hustle. We’ve also been recognized as a top B2B black-owned company by Clutch.co, which is a testament to our dedication to excellence.

For those considering becoming citizens of our city-state, know that we’re about more than just profit. We actively collaborate with non-profits like NAPE Equity and Ms. Foundation for Women to drive social change. In essence, we’re not just creative experts; we’re also advocates for a more equitable society.

Can you talk to us about how your side-hustle turned into something more.

Absolutely, my side hustle turned into my main gig, and it’s been a wild ride. It all started when I became the unofficial ‘Wedding Invite Guy’ among my circle of friends. Imagine me, tinkering with paper types, spray glue, and even roping in a brilliant printer, Rick Young, who was game for all my off-the-wall ideas. But here’s the kicker—I realized brides aren’t exactly repeat customers, so it was time for a pivot.

I set my sights on the corporate world. That led to a relentless cycle of ‘sell the work, do the work, rinse and repeat.’ Cash flow was erratic, to say the least. That’s when I hit a milestone: hiring my first employee, Michelle. Fun fact—she’s back with us after an eight-year stint elsewhere!

The team started to grow, and balancing that with a full-time gig at Bain & Co was like juggling flaming torches. In 2015, it was clear—I had to take the plunge and be there for my team full-time. So, I quit Bain, another major milestone. Sure, I had some savings, but they dwindled fast. At one point, I was even flying without health insurance. Risky? Yeah. Worth it? Absolutely.

Today, DBC isn’t just surviving; we’re thriving and in full-on growth mode. And while I may have started as the ‘Wedding Invite Guy,’ we’re now the go-to agency for clients looking for brand transformation.

What’s worked well for you in terms of a source for new clients?

The term ‘best’ can be a bit misleading because we’ve found value in different channels at various stages. But if we’re talking bang for the buck, then investing a summer to overhaul our website turned out to be a game-changer. Before the pandemic hit, it was bringing us an average of 5 quality leads a week. And guess what? We’re back to those numbers and sometimes even more!

But let’s not forget the power of social proof. We’ve earned our stripes in various ‘Best Creative Agency’ lists. Some of these recognitions come from paid sponsorships, but many are fueled by the stellar reviews we get from our satisfied citizens.

So the secret sauce? It’s really about delivering knockout experiences on every project. Happy citizens become our brand advocates, influencing potential citizens to jump onboard. It’s a virtuous cycle that keeps the engine running.

Contact Info:

• Website: https://studiodbc.com/
• Instagram: instagram.com/studiodbc.com
• Linkedin: linkedin.com/company/studiodbc

Image Credits
Credits to DBC