We recently connected with Nicholas Jackson and have shared our conversation below.

Alright, Nicholas thanks for taking the time to share your stories and insights with us today. Let’s jump right into how you came up with the idea?

The idea for Vicious Studio was born out of a blend of frustration and a spark of opportunity that came during some of the most reflective times in my life. Throughout my career, I gravitated towards agencies that promised to engage with brands looking to make a real impact—those that aspired to push creative boundaries. However, all too often, I found myself disillusioned as these agencies would compromise and settle for clients attracted by the lowest bid or the quickest turnaround, rather than those who truly shared our creative vision.

This dissonance was not just about whom we worked with but also about how we worked. The creative process often became stifled, catering not to the needs of the client but to the fears of account managers. Great ideas that could genuinely meet and exceed client expectations were frequently dismissed by account teams operating under a cloud of fear, favoring safety over innovation.

Driven by these experiences, I envisioned a studio where I could take the reins—choosing clients wisely, engaging them on terms that foster true creativity, and creating work that genuinely pushed boundaries without the shadow of fear. Vicious Studio was my response to the industry’s complacency, a place where creativity could thrive under the banner of bravery and integrity.

The pandemic acted as a catalyst for this vision. With the world paused and my days filled with introspection and untapped creative energy, I realized the folly in waiting for the ‘right time’ or the ‘perfect collaborator.’ The seeds of Vicious were planted in this soil of realization, watered by the desire to no longer wait for opportunities but to create them.

This resolve was further strengthened by a profound personal milestone. A few years after the pandemic, in 2023, my wife and I welcomed our first child into the world. This joyful event made the stakes feel even higher. Facing unemployment after a year of creatively unfulfilling work, I knew it was time to step up—not just for myself, but as an example for my new child. I wanted to demonstrate that it’s possible to carve out a path based on one’s values and convictions, rather than waiting passively for opportunities to appear.

Vicious Studio, our branding, design, and creative studio, embodies this philosophy. It’s much more than a business to me; it’s a canvas for my beliefs and a legacy I hope to pass on. Each project we undertake at Vicious is a chance to prove that thoughtful, impactful creativity is not just feasible but vital. We’re committed to working with brands that resonate with our core mission—creating work that not only meets but enriches the broader dialogue within and beyond our industry.

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

Since childhood, dyslexia shaped my educational path, pushing me toward the arts where I discovered my passion for creating. This love for design and innovation followed me through college and into my professional life, eventually leading me to establish Vicious Studio.

My journey included freelancing and navigating through small agencies before moving to New York City. There, I had the incredible opportunity to work as a Creative Director with major publishers like The New York Times and The Washington Post, where I developed creative studios from the ground up. This experience honed my skills in managing creative teams and broadened my understanding of the media landscape.

After a stint in the publishing world, I returned to the agency world — as an executive and thought leader — taking on roles at prominent firms such as AKQA, Barbarian, Virtue World Wide, and Digitas. Here, I spearheaded initiatives that blended new business development with technological and design innovations, attracting clients keen to explore new media formats.

Vicious Studio emerged from a desire to collaborate with brands that possess a unique purpose—those caught in crowded markets but with compelling reasons to stand out. Whether it’s a social or political cause, an innovative product approach, or a focus on underserved audiences, we’re passionate about bringing their distinct stories to the forefront. We don’t just create visual identities; we craft compelling brand stories rooted in authenticity. Our goal is to clearly articulate what makes each client unique, ensuring their message isn’t just seen, but felt and understood.

We offer a versatile range of services, from building a brand’s entire online and physical presence—think web, social media, packaging, and all design collateral—to supporting startups at pivotal moments. For newer companies, we can strategize a path from launch to their first major milestone, creating investor-ready branding solutions that carry them to the next level.

At Vicious Studio, we believe in working closely with our clients to understand their goals and tailor our approach accordingly. Whether crafting a comprehensive brand identity from scratch or providing targeted support during crucial phases, our work is all about empowering brands to shine in their true light.

In essence, Vicious Studio is more than just a branding firm; it’s a place where creativity meets purpose, helping brands tell their stories in ways that resonate and inspire.

Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.

One thing non-creatives might find challenging to understand about my journey as a creative is the ability to bring deep listening in your process. It took me a long time to learn this, but once you do, you will open up so many more avenues for creative success.

When collaborating with clients, it’s essential not to just accept their initial requests without probing deeper. Often, there’s a knee-jerk reaction to assume that the client’s immediate need is the right one, but by pausing to ask ‘why,’ we uncover the real issues they are trying to solve. This involves listening intently—not merely hearing the ‘what’ of their request but understanding the ‘why’ behind it. By doing so, we can evaluate whether their request truly addresses their needs or if there’s a more effective solution.

This method of actively listening rather than reacting allows us to offer solutions that are not only tailored to their goals but may also exceed their expectations. Ultimately, the essence of creativity in my field lies in not just solving problems but in exploring their origins and crafting solutions that delve much deeper than the surface.

This approach emphasizes the importance of listening as a tool for creative problem-solving, where understanding the root cause leads to more impactful and innovative outcomes.

Have any books or other resources had a big impact on you?

It’s kind of a cliche by now, but Ten Bullets, by Tom Sachs.
The thing I love about these videos — other than the craft, tone and style — is really the concept behind them and what happens when you create boundaries, rules and structure within your workspace.

When you have the wide open world to play with, it becomes very hard to create something of purpose. It’s like staring at a black sheet of paper. But when you force yourself into rule, guidelines, boundaries etc… you end up creating a ‘brief’ for your self. Giving your creative process purpose.

I hate the term “think out side of the box”…. When you do that, you are kind of just shooting into space, hoping something random sticks. Try using the box, abuse the box, break the box…. the box has 6 sides, what can you do with each of them….

Build yourself a box, and use the boundaries to shape your creative work. (But, do not be afraid to break the box… do not get stuck in the box, evolve the box or you will become the box…. understand?)

Contact Info:

• Website: https://www.Vicious.Studio
• Instagram: @BeViciousNYC
• Other: Check out the app we just dropped! It’s a fun AI app that can turn your selfies into goth versions lol. Embrace your goth soul with “Not A Faze,” transforms into your dark side.Find “Not A Faze” in the App Store https://rb.gy/l5agv0