Meet Trailblazer Lauren Dunn

Today we’d like to introduce you to Lauren Dunn.

Lauren, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I studied photography at the Savannah College of Art and Design, Atlanta campus, and worked as a photographer and freelance designer for several years in Atlanta, GA and Chattanooga, TN. I loved creating and constantly having new projects but eventually realized I no longer loved being a photographer. I shifted my skillset to other applied arts and learned everything I could working for a non-profit in the Chattanooga arts district that supported local artists as a Media Lab Manager. I learned how to collaborate within a community and as I prepared to move to Denver, I knew I wanted to be in a role that attributed to a bigger picture. Working in the arts and in a non-profit was so satisfying. It gave a new lens on how to work in art without being an artist. I didn’t know that could exist! Fast forward through continuous freelance work and artist production work for print shops, I strengthened my skills as a designer and constantly made connections to my community.

One of those connections eventually invited me to apply for a marketing position at a new-ish lighting manufacturer’s representative. I declined as I was enjoying my current position (where I met my now-husband), but connected with the company on LinkedIn regardless. A year and a half later, I was enjoying a beer a Great Divide on Brighton Blvd when I looked across the street and noticed the familiar logo of the lighting place. I had just decided to leave my creative position in search for a team-mentality where I could thrive – but mostly, I was in search for the company that was also in search for me. It sounds silly, but sometimes that’s just how it works.

I blindly and optimistically sent in my resume and a quirky cover letter, and after a series of conversations and meetings over the course of four months, a position was created for me as the Marketing & Sales Coordinator. Visual Interest is a young and fun company that shows their personality regularly. As a “new company” in the industry, they were willing to take chances and allow their staff to grow with them. They allowed me to grow my role into the Director of Marketing and eventually hire a Marketing Coordinator to work alongside me. Working on a team that believes in you to help create a vision and marketing strategy is powerful.

I love my job and my coworkers, and I love working in RiNo! We believe community connection is important and we support our district and local artists throughout the year that I am lucky enough to curate. We have at least two exhibits per year and participate in the RiNo First Friday artists series and gallery openings. Our office lends itself very well to events, but rarely do we have events outside of our industry, except for First Friday’s. We play with the color changing lights to make our office look like a disco, we transform our conference tables into ping pong tables, load the kegerator with local beers, and invite the artists and the community out to enjoy. This connection further fuels my artistic backbone and I love that it isn’t a business necessity by definition.

Instead, it’s human connection. We do it because people matter. When I began my position my boss told me of his dream to add a charitable entity to our company one day. Over two years ago, we worked together to form our philanthropic arm “Lighthearted”, that serves our community in a new way. We host holiday drives, form a cycle team to participate in BikeMS and raise money for the cause, and support one employee-elected charity in other various ways throughout the year. In November, we host a bowling tournament (Rollin’) to raise money for that elected non-profit. Rollin’ has become my favorite event to be a part of. I am so proud to direct the event alongside my Lighthearted committee and marketing counterpart. I am so lucky my job allows me to be so variable and create an impact in so many ways!

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The road has not been smooth and not at all predictable. I struggled with knowing what I wanted to do. I couldn’t really define “something that has a creative and visual impact with the ability to grow and lead, with a sense of hospitality and sidecar of humble” in a job role! I also struggled with the fact that not all leaders should be leaders, not all companies have vision, and not all coworkers are your friends. I was completely shocked that there were “company leaders” that had no interest in hearing your opinion or that intentionally set up roadblocks to prohibit their employer’s growth. I was naive. But, from the moment I came into Colorado, I met as many people as I could. If I liked the thing they were working in or even if they enjoyed whatever they were doing, I made myself part of their network or at least watched what they were doing.

I stayed on LinkedIn, I awkwardly went to networking happy hours and I volunteered on non-profit event boards. It didn’t show me what I wanted to do, but it showed me the kind of people I aspired to work beside and forced me to tell my undefined dream to strangers. When our company at the time showed me they were not willing to support my growth, and I decided to leave, my husband told me that the right company will hire the right people first and figure out where to put them second. People first. It did not feel realistic at the time, but I now know how real that is. I decided to expand my wishlist of people I aspired to be like and begin to notice companies I aspired to work for. I paid attention to company culture and personality. My advice is to look at your dream job and/or dream employer like a relationship. Before you even apply for a position – get picky, make sure you both bring something to the table and that you will value each other. When you are ready to pursue it, be vulnerable and transparent with them first and then ask if they’re willing to do the same.

Alright – so let’s talk business. Tell us about Visual Interest – what should we know?
As the Director of Marketing my main role is to be the face and the voice of our company and to align our strategy with our long terms goals. I help connect our manufacturers to our company and our company to our clients by helping strengthen relationships, providing sales tools, directing our social and virtual presence and creating campaigns to keep the ever-evolving information of our industry available. Any goals for connection, communication or growth usually involve my department. As an essential part of commercial development, lighting is a competitive industry. We are one of several lighting “agencies” in Denver, and the youngest, having been in business just over ten years. Our founding principles came from the competition with hopes of doing something different, and investing in a marketing department is a big differentiate. Our marketing efforts are well-known!

Visual Interest is known for having fun with the day-to-day and not taking ourselves too seriously. I am very proud of our outside-of-the-box personality. To give you an idea: We have a 16′ stuffed marlin hanging on our wall, his name is Taco, and he narrates our company blog. As the start to week-three in WFH quarantine, we hosted “Spirit week” and dressed up to a different theme every day to share on our social media channels but mostly just to have some fun. We were invited to a trade-show and instead of putting out a product and branded pens, we designed our booth to be a tailgate – complete with yard games, a grill and beer – then gave it all away! Our manufacturers have representation in (most) every state throughout the US and more, but they love us for our innovation, organization and fresh ideas in a long-standing and traditional industry. Our clients, competition and partners know it, and it pushes us to constantly innovate. I am proud to work for a fun company, but I am most proud of being known as a successful marketing professional in this industry.

My company is deep seeded in its community through art and philanthropy, and though that may not make us “different” in theory, we execute it in our own unique way. Between us and the competition, we are the only ones who double as a gallery. We are also the only ones that created a charitable arm as a full brand. I know for a fact we are the only ones who hand out a coveted 6″ plastic banana trophy for winning a hula-hoop competition. Thinking outside of the box is one thing, showing it off is quite another. I tell people often that “marketing” is such a marketing word. For me, it means making sure your community knows what we’re doing, to be an excellent communicator and a professional friend-maker. This platform and reputation have allowed me to strengthen and form the relationships I always wanted. It has allowed me to sit on two boards within our industry, It has encouraged me to push the envelope for marketing, lighting, and the ultimate goal of it all – connection.

Do you feel like there was something about the experiences you had growing up that played an outsized role in setting you up for success later in life?
Growing up, it was hard to get me to shut up. I wanted to socialize, know everyone, be everyone’s friend, and never fall into any one crowd. I thought if I did that, I’d be missing out on someone else’s crowd. Every social experience I had now feels like a precursor to my life!

Contact Info:

• Website: www.visualinterest.com
• Instagram: https://www.instagram.com/visual_interest/
• Other: https://www.linkedin.com/in/laurenneckodunn/

Image Credit:
Jake Holschuh, Photographer

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