Exploring Success and Creativity
A Q&A with Darcy Ann Flanders, Founder of BaselineGroupNY, Winners of our 25th Anniversary Logo Contest
In honor of our 25th Anniversary this year, WBEC Metro NY and Greater DMV initiated an Anniversary Year Logo Design Contest to celebrate 'The Power of Many'. The contest welcomed numerous outstanding submissions from skilled design businesses within our network, showcasing a breadth of creativity and talent. Last month, we were thrilled to unveil the winning logo from the team at BaselineGroupNY that encapsulates ‘The Power of Many,’ our vision for the year.
Meet Darcy Ann Flanders: she is the founder and Chief Brand Strategist behind BaselineGroupNY. Darcy has been in the creative industry for over three decades, leading her team to national recognition by combining design artistry and strategic thinking. Amid the context of Women’s History Month this March, her story and work showcases the impact of leadership that values creativity, teamwork, and listening to clients' needs.
Darcy's career is distinguished by a series of successful branding initiatives for high-profile clients and a portfolio adorned with numerous design awards. Her approach—rooted in a deep passion for design and an unwavering commitment to collaboration—ensures that BaselineGroupNY's work is not only visually compelling but also strategically aligned with client goals.
Read more about Darcy's professional journey, the motivations behind her founding of BaselineGroupNY and the inspirations that fuel her creative process. Learn about the inspiration and process of designing our 25th Anniversary logo, the significance of being part of the WBEC Metro NY and Greater DMV network, and Darcy's perspective on leadership, creativity, and the importance of fostering an inclusive and collaborative work environment.
Join us in celebrating the success of BaselineGroupNY and the inspirational story of its founder, a testament to the power of many working together towards a common vision.
Q: Reflecting on your professional journey, what inspired you to found BaselineGroupNY, and how has your vision for the company evolved over the years?
A: Two things:
I worked under leadership that did not value their employees and viewed us as a means to give themselves the flexible lifestyle they desired. I vowed to someday be a leader who allowed my employees the freedom to live a balanced life. A happy, healthy workplace is so important, and it yields award-winning creativity. Baseline’s success IS our employees!
While I was working for a large creative agency, I realized that the folks who interacted with the clients were not always the creatives. Therefore, a lot of the key information we drew upon to create our designs was coming at us second-hand. The true inspiration for “hit the mark” design often comes directly from the client during the initial conversations. The Baseline team, for each of our clients, is always included in those initial discussions, and that same team executes the creative — this allows the design to be on point from the beginning. All of our people have degrees in design, and there are no juniors, which allows us to offer a very high level of design and project management.
Q: Leadership and creativity are central to your role at BaselineGroupNY. How do you balance these aspects in your work, and what drives your passion for brand strategy?
A: Creativity is what I have lived and breathed my entire life—it is who I am! There was never a doubt that some area of creativity would be my livelihood. My father was a printer (and a business owner), and my mom was a writer. Marry those together and you get Graphic Design. They were my inspiration and always made me believe I could achieve whatever I set my mind to.
As for Leadership, I had to learn that along the way. I worked for folks who taught me what good leadership looked like, and I certainly worked for folks who showed me what not to do. I have also learned so much about leadership from this network, and I am a graduate of Capital One SAGE.
Q: The 25th Anniversary of WBEC Metro NY and Greater DMV is a significant milestone. What was your initial reaction upon learning that BaselineGroupNY's design was selected for the anniversary logo, and how did you approach the theme 'The Power of Many'?
A: We were extremely excited to have been selected, as there was much competition. Being a part of this organization for so long—it was an honor! To bring the theme to life, we wanted to showcase the “many” in a graphic way. We incorporated multi-colored lines and circles to represent people with outstretched arms coming together and used the outer ring to help enforce unity.
Q: Designing the logo for such a landmark event comes with its unique challenges and expectations. Can you share any specific hurdles you encountered during the design process and how your team navigated them?
A: There were many elements surrounding the theme and the organization, which we wanted to be reflected in the logo. This took some exploration to ensure they were incorporated in a clean and streamlined way, without looking too busy or cluttered.
Q: Being part of the WBEC Metro NY and Greater DMV network offers unique opportunities and resources. What do you most enjoy about being involved in this community, and how has it impacted BaselineGroupNY?
A: There is no other network that has helped me grow my business as much as this one. I have worked with and for many of the women I have met through WBEC NY and Greater DMV. I have also nurtured relationships with WBENC corporate members who have become clients. You have to be “All In” and build relationships over time.
Q: In celebration of Women's History Month, can you share your insights on the role of women in the creative industry and how BaselineGroupNY supports and uplifts women in its operations and leadership?
A: Creative services, especially graphic design, have always been an industry that was and is friendly to women. There is truly no limit to what women can achieve. It's all about self-confidence and grit!
Q: Mentorship, diversity, and inclusion are pillars within the WBEC community and likely within BaselineGroupNY as well. How do you foster these values in your business, and why are they important to you?
A: Over the years, we have employed, strategically partnered with and purchased from our diverse network. Last year our spend with diverse businesses was 75% of our total spend. We are also passionate about giving back. In that spirit, we usually hire 2-3 interns a year, and I personally mentor 2-3 new business owners annually as well.
Q: How has the rapid pace of technology and digital transformation influenced the creative process and brand strategy at BaselineGroupNY?
A: Since I founded the business in 1997, EVERYTHING has changed due to technology. We started out designing by hand, with no email — it was a lot of sketching and phone time, and printing was a huge part of how our work was distributed. Now, all of our work is designed on a computer, and much of it is distributed digitally in the form of PDFs, PowerPoint presentations, Word templates, email blasts and websites (design and coding). We are constantly learning and evolving, but we love the challenge.
Q: Looking to the future, what excites you about the next steps for BaselineGroupNY, especially in the context of evolving brand strategies and design trends?
A: After 26 years in business, I have the right team in place. This allows me to do what I love to do, which is Business Development, Networking and Brand Strategy. We have found a special niche for the large corporations that we serve as we fill the gap between the agency of record and the in-house design team — or stepping in to serve as the in-house team. As times have changed, trends shifted, technologies evolved, and we have adapted to the ever-changing needs of clients. As I look to the future, we will continue to do what we do best — create, apply, extend, and support brands.
Q: Finally, reflecting on 'The Power of Many' theme for 2024, how do you envision BaselineGroupNY's role in promoting collaboration, innovation, and elevation among the WBEC Metro NY and Greater DMV network and the broader business community?
A: As a member of the WBENC community since 2004, it feels like I have come full circle. When I was new to the network, many women helped me get connected. Many became strategic allies to approach bigger clients together. Some hired Baseline, and others became our suppliers. Most recently, I have been working with newer members of the community as a mentor and to help them get connected. Women helping women — that's what it’s all about for me. We succeed together!