The Woman Behind the Blue Fox Logo: An Interview with Juhli Greene

The famous art director Paul Rand said, “Design is the silent ambassador of your brand.”

In my opinion, no truer words could describe the art of branding. A logo is a window into the values, traits and personality of a company. Get it right and your logo (a.k.a. your silent ambassador) can be the most effective sales person on your team.
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As Director of Marketing for Blue Fox, I think our founder and graphic designer struck blue gold when they brought alive, Penny the Blue Fox. Just like our team she is clever, agile, intuitive, reliable, witty, and the list goes on.

So, what’s the story behind the Blue Fox brand? 
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Here’s the first part: An Accounting Firm’s Marketing Love Story, told by our Founder & CEO, Chantal Sheehan. (She won’t admit it but she’s a marketing guru too.) Her article is a must read! She says, “The branding process forced me to be brutally honest with myself about what I want to be known for and reflect, what good I want to do in the world, and what kind of company I want to lead.”  The decision was made, Chantal named the company Blue Fox. 

Next step: logo design. 

Meet Juhli (pronounced July) Greene, owner of Greene Image. Chantal met Juhli at a Chamber of Commerce networking event and became fast friends. They worked together to design the Blue Fox brand and the rest is history. 

That was 3 years ago and in honor of the anniversary, we thought it would be fun to interview Juhli and learn more about her creative process, her company and working with Blue Fox.  

Chelsea: Tell me a little about Greene Image. What type of clients do you serve and what services do you provide?
Juhli: I have 20 years experience in the graphic design industry with a focus on small businesses, hotels and country clubs in the Tampa Bay area. I pride myself on friendly customer service and attention to detail.  My design services include: print marketing materials, digital graphics, logo design, brand development, social media graphics and even animated graphics. I especially like helping women owned business with their visual needs and enjoy offering creative ideas to help their business grow. 

Chelsea: Do you remember your first conversation with Chantal about her brand creation and logo design needs? How did it go?
Juhli: I remember being excited for her. I love when my friends follow their dream of starting a company, because that’s what I did. It empowers me. As for the logo, I was focused on getting it fine-tuned because I really wanted to do right by Chantal. She's an amazing person that I really respect. 

Chelsea: In your opinion, what is the most important element of logo design? What does your process for logo development look like?
Juhli: It’s so important for the client to have a clear picture of what their business is all about. Then, it’s all about communication. The more information I can glean from my client, the better able I am to design a logo to represent their ideals. Sometimes they don't know what they want so the discovery process may take longer. I try to guide them and ask them questions to help them realize the brand logo of their dreams.

Chelsea: (Wink, wink) Is the Blue Fox logo your favorite you ever designed?
Juhli: Yes! It really is. The Blue Fox logo is strong but fun and smart but personable just like Chantal and the Blue Fox brand. Plus it’s adorable and I love how we are able to use Penny in so many fun ways. We did spend some extra time getting Penny just right and I think it paid off in the end.

Chelsea: What are your goals for Greene Image in the future?
Juhli: This year, with the current situation, I am simply thankful for all my current clients. I am especially proud of being on the Blue Fox team as I feel like I am a part of something bigger that is making a positive impact in the world. I look forward to seeing Blue Fox grow and being a part of the fun.

On the Flip Side:  
Here’s what Blue Fox CEO, Chantal said about working with Juhli and Greene Image, "I'm not sure I can truly express how great it was to work with Juhli on the birth of the Blue Fox brand. She asked me all the right questions, and she seemed to "get it" quickly. Juhli was able to create and edit really fast when I look back on it, too. She also consistently met our deadlines. This was really important to me at the time because most other graphic designers I'd worked with drop the ball on a regular basis and chronically deliver work late. That was never the case with Juhli. She's a true professional and such an asset to our team!"

Check out the bodacious design work by Juhli and Greene Image on her website, Facebook, LinkedIn and Instagram. Get in touch with Juhli at [email protected] and (813) 298-7332.