Like all great founders, Casey is a visionary and a lot of the time, the brand lives in her mind. One of the reasons she and I work so well together is that I, as the brand manager, get to pull the brand out of her mind and put it on paper. Together Casey and I have solidified a lot of our 15 year re-brand. Yet before me, Casey operated a big ship by herself. 

Often, she felt a bit lost. Unsure where she could bounce off someone. It’s not that she didn’t have support systems or people to talk to, but it's rare to find someone who cares as much about your brand and its successes as the founder. 

That can be really lonely – to have worlds and visions in your mind’s eye while the pendulum of doubt and confidence constantly swings. How do we get anything done? 

Without a translator, visionaries can get stuck. It is difficult to have an entire brand in your mind. Casey was pushing herself to think of the colors that would bring her peace and joy with her first baby – Event Espresso. For an artist like Casey, a brand’s colors speak volumes about your company. They aren’t just colors; they’re how we can trademark products, bring our image to life, and speak to who we are as a company. 

When I brought up the idea of writing a blog on the story of our brand’s colors, which I find so beautiful, Casey’s response was, “My answer is wild, lol.”

Her answer is wild because it highlights how inspiration can find us anywhere. When Casey’s son Oliver turned six, Casey and the family put together a huge backyard party. In Casey’s eyes, it was one of the best parties she had thrown. She could look around her backyard and see so many people she held near and dear. There were smiles, cake, good food, and high vibes all around. 

Oliver’s sixth birthday party was a culmination of relationship building, hard work (to have a backyard in the first place), and a significant milestone in her son’s life. The last thing we want to do after throwing a successful party is tear it all down. So Casey over the next week slowly put her yard back together. As she did she kept reflecting on how good of a party that was, and how full her heart felt at that moment in her life. 

The last thing she threw away were the balloons. It took her months to finally toss these balloons because every time she saw them, they brought a smile to her face. Little did she know that the balloons would become a significant part of her life, and be the basis of her business’s identity. 

At last, the balloons had completely deflated, yet she still enjoyed admiring their colors. Finally, it was time for her to get rid of them, but she wanted a piece of them forever so she took a picture. The balloons called to her more than she realized. One day she was looking at the picture of the balloons and she realized, with a rush of excitement, “These are my brand's colors.” They were there before her eyes for multiple days, bringing her peace and joy each time she saw them. And she just knew.  

Personally, I’m so glad for these colors. I think they reflect the life, atmosphere, calmness, strength, and je ne sais quoi of our company. From those balloons she was able to capture our balance and the fun spirit we bring to each and every one of our events. 

Casey, it may be a wild answer, but it is a true one. From Oliver’s party these colors now have a life of their own. And I hope they bring Casey back to that backyard party each and every time. Because in our truth, you’ll see why we are a wonderful addition to your events.