We had the good fortune of connecting with Sarah Huie Coleman and we’ve shared our conversation below.

Hi Sarah Huie, we’d love to hear about how you approach risk and risk-taking
For me, risk equals opportunity. Dreams need to be followed. Missing out on the benefits and experiences of dreams is not an option. There was a big letdown after the 1996 Centennial Olympic Games because design of the Look of the Olympic Games was complete. As director of experiential Graphic Design for Copeland Hirthler, now Copeland Design, the Olympics had been all consuming for several years. The only exciting idea was of starting my own business. My parents encouraged me to, “Go for it.” The challenge was so enticing! Could I do it? I resigned in the Fall of 1996 to start Huie Design, which grew into an 8-person firm with a national client base. In 2007-2008 the financial crisis hit and all the work dried up. Shaking with fear during every call, I listened to my financial advisor’s direction. It was traumatic and physically sickening to go through two rounds of layoffs. In the process of trying to find positions for myself and two designers I got a job offer. But, could Huie Design be rebuilt? Financially it was going to be very difficult, but it would allow for a quicker payoff of the debt accumulated during the crisis. Requests for proposals (RFPs) started coming in again. Two designers who’d transitioned from employees to freelancers encouraged me to respond to the RFPs and keep our team intact. Being cautious with our finances and wanting to avoid future layoffs, we cultivated our freelance relationships. With an energized, detail-oriented design team we thrived. Huie Design’s business was booming, the loan was paid off, and profits started accumulating. 2020 was going to be a great year! Then, the Pandemic hit. We miss our design charettes, eating lunch together, and making each other laugh! Being financially conservative has paid off. We’re lucky—several of our projects remain active. With discipline, guidance, and a plan you can navigate any challenge. There have been no layoffs at Huie Design this time; however, we haven’t been able to provide as much work for our freelancers. As of January, RFPs have starting coming in, so that will change. The future of Huie Design looks bright! Huie Design has enabled me to grow, be creative, provide jobs, mentor interns, work with talented designers, and build long-term client relationships all resulting in friendships that will last a lifetime. The Huie Design team’s accomplishments make me proud. With award-winning projects like Avalon in Alpharetta, Georgia and excellent clients, who knows what’s next!

What should our readers know about your business?
Experiential graphic design is more than the merging of wayfinding and architecture. More than identity or graphics layered into the built environment. For us, it’s defining the essence of a place or an experience – weaving diverse ideas and elements into a singularly compelling presence that says, “you are here.” Huie Design connects people to place by creating signage, wayfinding, and branding that instills confidence, directs, and inspires. Our expertise leads the way. Collaboration is key to designing a dynamic user experience. It’s the collaborative process — where branding experts, architects, developers, consultants, and experiential graphic designers brainstorm concepts as a team — that creates a compelling, seamless experience. We thrive on the challenge of infusing public spaces with their own distinct energy and character. We’re known for design that’s conceptual yet market-savvy while remaining sensitive to the community, project needs and budget. All delivered through a remarkably egoless process where direct communication and consensus win the day. At Huie Design, our collaborative company culture embraces our clients as an integral part of our team. Our 25-year history and long-term client relationships are built on honesty, respect and hard work for our clients and the communities we serve.

WHAT ARE YOU MOST PROUD OF / EXCITED ABOUT? I’m most proud of our relationships. Our team has built a base of long-term client relationships and we frequently receive referrals. Several employees who’ve left for “greener pastures” have returned after finding out they prefer life at Huie Design. (Hint: Canine companions are welcome at work!) Phipps Plaza / Nobu, Interlock, High Street and The Fieldhouse are our most exciting and current local projects. We’re hugely grateful for the work! Most thrilling is when a new client calls based on a referral.

HOW DID YOU GET TO WHERE YOU ARE TODAY BUSINESS-WISE? WAS IT EASY? Sometimes it was easy! Like when everything was going well. Other times it was difficult but with perseverance, resilience, and passion you can navigate any challenge. Having an excellent financial advisor has been key. One of my designers told me I had “grit” so I looked it up. The five characteristics of grit are: Courage: ability to manage fear of failure and proceed; Conscientiousness: thorough, careful, vigilant; Perseverance: continued effort despite difficulties, failure, or opposition; Resilience: capacity to recover quickly from difficulties; toughness; Passion: “drive, ambition and the love of what you do and who you serve” (Credits: https://www.entrepreneur.com/article/240396 https://angeladuckworth.com/qa/#faq-125 https://www.sacap.edu.za/blog/applied-psychology/what-is-grit/ Miriam Webster Dictionary)

HOW DID YOU OVERCOME THE CHALLENGES? Asking for advice makes any challenge easier to navigate. Relying on the support of other entrepreneurs, financial advisors, friends, and family can be replenishing. Becoming overwhelmed and burnt-out from stress is hard to avoid. During a particularly challenging time I met Elizabeth Bell who owns Painted Moon Farm and a herd of Nokota horses in Madison, Georgia. Nokotas are mustangs originally out of the Theodore Roosevelt National Park and are believed to be descendants of Sitting Bull’s horses. Elizabeth let me groom her Nokotas every weekend. Riding lessons were magical for me as a child so I started again. Looking for my own Nokota was a dream. I fell in love with Dakota Bell, a blue roan, in North Dakota. She was enchanting – a dream come true! After training, we worked at riding together until she was tragically lost in a fire with 17 other horses. It was devastating, and a part of me will always grieve for her. Joe and I traveled to North Dakota to take Dakota Bell’s remains home. Joe adopted a Nokota named Magpie while there. Returning later, Skylark, a yearling, cuddled up to me. They say the horse picks you and he did! The horses bring me peace. It’s like meditating, where you forget everything and are able to be in the moment. What an amazing gift! Visit the Nokota Horse Conservancy to learn more: https://www.nokotahorse.org/

WHAT ARE THE LESSONS YOU’VE LEARNED ALONG THE WAY? My Nokota horses have taught me not to panic when something goes wrong. If I panic, they will too. Learning to hold back fear, anger, or sadness until I’ve created an action plan and set it in motion has been very difficult. If a plan can be created, then steps can be taken to resolve the problem. After the crisis passes I allow my emotions to take over in private. It works 9 times out of 10.

WHAT DO YOU WANT THE WORLD TO KNOW ABOUT YOU OR YOUR BRAND STORY? The Huie Design team and I love connecting people to place. Branding, signage, and wayfinding are the key to creating a positive, comfortable, and inspired customer experience. A lot of developers don’t realize how important experiential graphic design, signage, and wayfinding are to the success of their project. Signage provides the first impression of any development, shaping the customer’s perception of the site, amenities, and businesses therein. Visitors are typically unfamiliar with their surroundings and rely heavily on signage in an unfamiliar environment. For tenants and locals, signage can encourage new discoveries and build awareness. The visitor’s perception can be positive or negative, based on their experience of the wayfinding system and ease of navigation. If wayfinding is a negative experience, the visitor can be frustrated before arriving at their destination. Imagine that you’re meeting a friend for lunch and you can’t find the restaurant or figure out how to enter the parking garage. You’re running late and start to get anxious. You’re confused by every step of the arrival experience. Your impression of that environment is going to color your experience. It means that you’re going to start your lunch in a bad mood rather than a good one. We lead the way to making the journey a positive experience, while helping our clients to succeed!

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
We are going to have a great time! Over the first couple of days, we’re going to Krog Market for Crème Fraiche Quiche and pastries at The Little Tart Bakeshop. Strolling on the Atlanta Beltline we’ll see amazing artwork and lunch at Ladybird Grove & Mess Hall. Sitting on the deck, we’ll be entertained by people watching. For a little culture it’s on to the The King Center. We’ll meet Megan Huntz at her store on North Highland Ave. Her Atley Pleated Culottes and funny stories are the best! Megan is “a champion of the slow fashion movement.” Her designs are created and manufactured right here in Atlanta! Wearing our Megan Huntz originals, we’ll catch a show at the fabulous Fox Theater. During intermission we’ll marvel over the new Marquee Club. It’s off to the west side to check out The Big Chandelier for one-of-a-kind light fixtures. Jack and Ellen Prestia travel all over Europe to find unique vintage lighting which is then refurbished for use in the US. Each piece has a story and several fixtures illuminate our farmhouse. Scott Antique Markets at the Atlanta Expo Center will delight with hundreds of vendors. It’s one big treasure hunt! Last time I wandered the aisles a skunk print left with me and now hangs in our powder room. Next, we travel east of Atlanta for a day trip to historic Madison, Georgia. Where Jin, master roaster and owner of Oconee Coffee Rosters, is obsessed with exceptional coffee. Next door we’ll shop at Madison Markets, a renovated cotton warehouse. It’s owned by Jane Royal who has cultivated a collection of upscale American and European antique dealers. An evening at the James Madison Inn and Spa is a must before heading to Watkinsville for the Perspectives: Georgia Pottery Show at the Oconee Cultural Arts Foundation. Our final excursion will be to the UGA livestock Arena in Athens, GA for the Georgia Equine Rescue League (GERL) Rescue Challenge to see top Georgia trainers compete with GERL horses showing their abilities after 120 days of training. Stacey McCoy, Allison Creek Farm, and her daughter, Amanda, are living the dream training horses and riders in Oconee County. Stacey built one of the leading horsemanship facilities in the area. It’s where she developed the Allison Creek Patience Pole which allows a horse to move freely without going anywhere. An afternoon of tapping into their knowledge and insights is amazing.Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Shoutout to Madaline Huie, my mother and biggest fan! Her love of interior design and fashion inspired me. I grew up surrounded by antiques with great lines and proportion. She taught me to group objects in threes, appreciate beautiful clothing, and embrace color. Madaline was gorgeous and funny but she didn’t know it. We lost her to MS in 2017. I miss the way she listened to my challenges, encouraged me to move forward, and comforted me during arduous times. My father, Stell Huie, always supports me through difficult decisions with solid advice and love. Joe Coleman, my husband, compliments my personality perfectly. He listens patiently and then makes me laugh. After which he shares his thoughts. My experience has been enriched by: Helen Ashenfelter (sister), Jacky Keogh (designer), Paul Bowman (designer), Valerie Sutton (controller), David Ragland (financial Advisor), Sara Whatley (designer), Linnea Davis (studio manager), Judy Cunningham (landscape designer), RG (friend), Brad Copeland & George Hirthler (past employers)

Website: www.huiedesign.com

Linkedin: https://www.linkedin.com/company/huie-design/ and https://www.linkedin.com/in/sarahhuiecoleman/

Facebook: @HuieDesign

Image Credits
Greg Harding, David Arnold, Owen McGoldrick

Nominate Someone: ShoutoutAtlana is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.