Happy New Year! Meet longtime member & friend in the community, Rocio Villalobos of VidroMedia. VidroMedia is a boutique, full-service creative agency with a passion for working with progressive clients focused on making a positive impact in our world. It is a pleasure to feature them as our first spotlight company of 2017, and we love having them as members of our sunny Santa Monica location.
Q. In one sentence, describe who your company is and what you do.
VidroMedia is a purpose-driven creative agency that services both companies and ad agencies with branding, design, development and strategic marketing with a focus on attracting target customers through ideal brand positioning.
Q. What is the problem you're solving?
So many companies are inundated and experience the paralysis of having too much to do for their marketing and don’t know where to start. Others aren’t getting enough sales and don’t know why, while still others feel like their brand doesn’t reflect their true purpose. Our passion is with growing companies who believe/practice the principles of Conscious Capitalism, coming in as problem solvers with experience spanning multiple decades, industries and creative disciplines.
We also partner with ad agencies to solve the problem of bandwidth when big projects suddenly hit. Since we’ve worked with countless advertising agencies, we know protocol well, are scalable, and offer competitive rates. Agencies typically hire us directly to have a single client contact while avoiding hiring and managing multiple freelancers. What’s more, we’re a fully bilingual team, so we service both the U.S. and U.S. Hispanic markets.
I also have a global perspective on projects, as I was raised in both Lima, Peru and Northern California. Seeing life on two separate continents and in two separate cultures has allowed me to bring a multicultural and bilingual advantage to all projects--I grew up with a curiosity and thirst for other cultures and perspectives.
Q. What brought your company to Los Angeles, and what do you like about the startup ecosystem here?
Weather. Lifestyle. Creativity. Diversity. Yoga. Tacos. Not necessarily in that order!
Los Angeles has always been an amazing city for creatives with its cultural depth, appreciation of creative expression, and countless work opportunities. I personally came to LA to launch a career in the entertainment industry, where I worked as a motion graphics designer for TV and film at Paramount Pictures. Eventually I transitioned into branding, web design, and marketing/brand strategy. Since launching VidroMedia and especially in the past six years or so, all these once separate worlds have come together in the startup world--so my varied background from corporate to startup and across all media is all relevant, now, in one place.
But the really exciting thing about the startup ecosystem at Cross Campus is that it’s at the crossroads of technology, conscious community and the entertainment industry. Best of all, there is such a rich diversity here merging worldly perspectives through those that you meet on a daily basis. With all of these variables coming together, we share the tools necessary to solve social problems we’ve been struggling with for decades. Especially in our current uncertain political climate, the most powerful thing we can do is use the power of capitalism and our own businesses to really start creating change ourselves.
Q. How has being a part of the Cross Campus community helped you or your business grow?
I love Cross Campus for its fusion of community, rich culture, and multidisciplinary professionals. We share the perks of a large office without the immense overhead. From collaborating on projects with other companies here, to finding the perfect freelancer for a last-minute need, to partnering with fellow members as clients, I’ve found Cross Campus to be an inspiring place to grow, evolve and create deep relationships with other business owners.
Q. What has been your most satisfying moment in business?
The opportunity helps build foundational brand direction and strategies for the Los Angeles Chapter of Conscious Capitalism (CCLA - www.ccla.la), and to be able to continue to support the chapter as one of their corporate sponsors has been incredibly fulfilling. And along the same lines, I’m proud to have just celebrated my one-year anniversary as a member of their board!
At CCLA, we’ve expanded our business network and been able to meet so many amazing like-minded entrepreneurs, businesses and leaders from our community that are also using business for good. And as a chapter, I love the fact that our board members are truly aligned in our vision for the LA Chapter, that we see the huge impact that we can have, and have already had on the business community in our city. Just like with Cross Campus, we are fortunate to operate in a city that lies at the intersection of the conscious community, tech community and entertainment industry. We have the platform, the tools and the perspective to truly push this movement forward, and the timing could not be any better. People are itching to take action, and we provide them with the avenue to do so.
And did you know that Cross Campus is officially one of our corporate sponsors? We couldn’t be more excited and thankful, and it really speaks to the authenticity of the Cross Campus brand in wanting to serve the LA startup community and provide the avenues to do so.
Q. Tell me about a time you failed at a goal you needed to achieve.
At the outset of my career when I was freelancing and art directing teams of designers, I suddenly got offered my dream job. It was a position as a Senior Web Designer at a large and rapidly growing fitness media company. Their amazing offices, compensation and benefits packages also came with all the office perks I could dream of, so without skipping a beat, I said yes.
What I didn’t realize was that my skills managing entire teams while being the visionary on a project is very different than being in a technical design role. I presumed that with my background as a Creative Director, that I could easily handle the technical position. Yet being in that narrow tactical role in a fast-paced, chaotic, and pressure-filled environment wasn’t honing my best skills. I was let go after a short time and was mortified--my ego was seriously bruised. I learned a valuable lesson in that I’m a visionary and a strategist. My skills shine brightly when I lead teams, but I am not meant for the technical production role of web designer. It’s just not who I am--I create and manage great design, but prefer it as constituent of a whole project. My true gift is to see the big picture and provide leadership, guidance, and create great teams.
Q. What are some of the characteristics of people that have been successful at your company?
Nimble, entrepreneurial, resourceful, flexible, driven, passionate, do-ers, detail-oriented, great sense of humor, open-minded, curious, focused, results-oriented.
Q. If your company were a Hogwarts house, which one would it be and why?
I think I may have to ask some friends that are better versed in Harry Potter trivia, and get back to you on this one!
Q. Who do you respect the most, and why?
I respect those who are brave enough to live life by their own rules and follow their crazy dreams, despite, or perhaps because of people telling them they should be doing something else (with the disclaimer that they are truly motivated by a greater good). They see that life is so not about personal gain, and that focusing on personal gain puts the true purpose of why we’re on this planet at a disadvantage--it’s about unity. Oh, and fun. Those who let loose and dive into life passionately one moment, then get centered and get stuff done the next. It’s all about balance.
Q. Where do you see yourself and your business in 10 years?
I see myself with a family, balancing family life and philanthropy, and definitely facilitating change in the Conscious Capitalism movement. I will evolve VidroMedia into a consultancy to help brands truly transition into conscious companies from the inside out. Working with curated teams of conscious leadership coaches, handpicked creative and marketing agencies, and any other partner services to ensure a conscious cultures, authentic brands, sustainability, success, and impact.
VidroMedia's LA based team pictured above: Sara Jayne Crow (Content/Messaging Strategist), Rocio Villalobos (Founder/Creative Director), Carter De Angelis (Lead UX Strategist), Silvie Nshanyan (Project Manager)