Behind The Brand

Takeaways

In this episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with Dr. Cheri Carlson of Synergy Chiropractic and Wellness Clinic to discuss what it takes to build a brand in the health and wellness space that people genuinely trust. The conversation explores branding beyond visuals, highlighting the importance of alignment between patient care, communication, and overall...

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In this episode of Behind the Brand, Taylor and Kelly sit down with Tyler from Moxie Creative to talk all things video marketing. From social media reels and commercial ads to branded storytelling and behind-the-scenes production, the conversation explores how video has become essential in today’s digital marketing la...

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In this episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with Eric O’Brien of Commercial Realty Solutions to talk about commercial real estate strategy for business owners. Eric shares how his background in banking and SBA lending shaped his approach to helping clients na...

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In this special episode of Behind the Brand, Kelly turns the mic around and interviews Taylor after she is named the 2026 Emerging Leader by the American Advertising Federation of Central Minnesota. Together, they unpack what the award means, the career milestones that led to it, and the role mentorship, community involvement, and agency leadership played in Taylor’s journey. The conversation is ho...

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In this episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with Kim Johnson, founder of Return to Joy Coaching, to talk about the story behind her Christ-centered coaching business. Kim opens up about walking through trauma and grief, losing her sense of identity, and finding healing through faith...

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In this special anniversary episode of Behind the Brand, Taylor, Kelly, and Macki from Moxie Creative reflect on one full year of podcasting and what the experience has taught them about branding...

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In this episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with John Schulte to talk about Project 37, B-Side Indie Music Cafe, and the power of building community through music. John shares his journey from hockey player to lifelong musician...

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In this episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with Rachel Thompson, Executive Director of Visit Greater St. Cloud, to explore the broader impact of tourism marketing. The conversation unpacks what a Convention and Visitors Bureau actually does, how destination organizations support...

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Marketing gets lumped together, but Taylor and Kelly explain why that mindset causes frustration and wasted ad spend. In this episode, they break down how brand awareness and lead generation serve different roles, why your website must be conversion-ready before you pay to...

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Jake Neu joins Taylor and Mo to share the 25-year journey of what’s now Legacy Upfitters—from a spray-on bedliner shop to a full-service vehicle customization destination. Jake b...

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Podcast producer Abbey Graves returns to Behind the Brand to talk with Taylor from...

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In this episode of Behind the Brand, hosts Taylor and Kelly sit down with Mary Bruno, the owner of Bruno Press, a letterpress and print studio known for its unique craft, storytelling, and community involvement. Mary shares her unconventional journey into entrepreneurship, detailing how she transformed her father's print shop into a thriving creative hub after his sudden passing. She discusses her ventures into greeting cards, print parties, workshops, and community building, shedding light on...

Takeaways

Summary of the Episode

In this episode of Behind the Brand, host Taylor chats with the full design team at Moxie Creative — Michael, Mo, Tyler, and Brittany — to unpack the creative trends that actually matter in 2026. From typography to AI pushback, from personal style to team collaboration, this candid roundtable reveals how designers think about what's relevant, not just what’s popular. The result is an h...

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In this powerful episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with returning guest Liz Fiedler Mergen—entrepreneur, flower farmer, podcast host, and newly published author—to discuss what’s changed in her business and life since she first appeared on the show.

Liz, the founder of Sunny Mary Meadow, shares how she scaled her brand from a flower cart to a multi-stream business that includes event space rentals, a retail floral shop, a wedding floral...

New Year’s resolutions get a bad rap — and honestly, sometimes they deserve it. They’re often too big, too vague, and built on unrealistic expectations that disappear by February. In this episode of Behind the Brand, hosts Taylor and Kelly from Moxie Creative talk honestly about how they actually approach goal-setting inside a growing creative agency and why intention matters more than arbitrary dates.

They dive into the difference between resolutions and real goals, discuss choosing a “word of the year” like efficiency and wellness, and explain how small systems can create massive improvements in both work and l...

In this episode of Behind the Brand, hosts Taylor and Isabella sit down with Peter Gillitzer one-third of the ownership team at Milk and Honey Cider. They explore the origins of the cidery, starting from a production facility in 2011 to becoming a beloved community hub and creative space in St. Joseph, Minnesota by 2017. The discussion covers their successful Summer Music series, how they manage to keep the business community-focused, and their commitment to innovative yet intentional brand growth. Peter also shares stories about the partnerships they've built, the evolving craft beverage market, and lessons learned along the way. The...

In this episode of 'Behind the Brand,' hosts Taylor, Mo and Brittany from Moxie Creative, discuss the evolving world of print design. They explore the fundamentals of layout, typography, color, and spacing, while sharing insights on common mistakes businesses often make. With anecdotes from their careers and tips on making print materials impactful, this episode emphasizes why print still holds a crucial place in marketing strategies. They also highlight favorite projects and lessons learned, proving that print is far from dead.

00:00 The Evolution of Print

00:36 Meet the Hosts

01:24 Introducing Brittany: The Layout...

In this special year-end episode of 'Behind the Brand,' hosts Taylor, Kelly, and Isabella of Moxie Creative revisit some of the most memorable moments and insightful conversations with guests from the past year. Featuring a diverse lineup of small business owners, entrepreneurs, and community leaders, this episode showcases stories of passion, innovation, and community impact. Notable guests include founders of Sip and Pass moonshine, White Wolf Custom Apparel, Trust Real Estate, and the St. Cloud area YMCA. The discussions cover a range of topics from building and growing a brand, the importance of community involvement, to the intricacies...

In this special episode of 'Behind the Brand,' Taylor, Kelly, and the rest of the crew from Moxie Creative take a comprehensive look back at their successful year. They discuss the origin and growth of Moxie Creative, the addition of key team members, and share personal anecdotes about their creative processes and team dynamics. The episode also delves into their commitment to pro bono work, the importance of creating emotion-driven social media content, and highlights the team's involvement in the YMCA Promenade event. The narrative showcases their passion for helping brands build memorable identities while having fun and...

In this special year-end episode of Behind the Brand, Taylor from Moxie Creative sits down individually with team members Kelly, Brittany, Michael, Isabella, Tyler, and Mo to reflect on their experiences throughout 2025. They share their favorite projects, the challenges they faced, and what they're looking forward to in 2026. With highlights like working with Milk and Honey Cider and launching new websites, each team member recounts their personal and professional growth over the past year. Additionally, Isabella announces her exciting plans to travel to Europe, marking a significant personal milestone. As they look ahead to new projects and opportunities in 2026...

In this episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with Klair Black, Workforce Engagement Director at United Way of Central Minnesota. With a rich background in public relations and marketing from St. Cloud State University, Klair has channeled her skillset into nonprofit work to strengthen her community. The discussion covers her journey into nonprofit work, the various United Way programs, and how businesses and individuals can get involved in community giving. Klair highlights impactful initiatives like the Imagination Library book program, the annual Days of Caring volunteer event, and different charity drives. Listeners...

Recapping AD Connect 2023 with Team Moxie

In this episode of Behind the Brand, the Moxie Creative team—Taylor, Mo, and Tyler—recap their unforgettable experience at AD Connect 2025, the premier conference hosted by the American Advertising Awards.

Tune in as they dive into:

In this episode of Behind the Brand, hosts Taylor and Isabella sit down with Calen Kirkland, Sales Director of The Barrel Mill, a renowned family-owned cooperage in Avon, Minnesota. Known for its high-quality oak barrels, The Barrel Mill has partnered with Moxie to refresh its brand and overhaul its website. Calen shares insights on how the rebrand has modernized this heritage brand while maintaining its artisanal craftsmanship. The discussion also covers The Barrel Mill's innovative products like the Infusion Spiral, which offers rapid aging techniques for spirits, and the company's expansion into new markets. Calen talks about his experience...

In this episode of Behind the Brand, hosts Taylor, Kelly, and Mo discuss the growing trend, or maybe declining trend, of side hustles. They explore personal experiences, the influence of millennial culture, the balance between passion and burnout, and the impact of side hustles on creativity and income. The trio also touch on the generational perceptions of work, the balance between full-time jobs and side gigs, and how side hustles can either complement or stretch one's professional capabilities. Tune in to hear insights on how side gigs can both fuel your creativity and potentially lead to burnout.

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In this episode of Behind the Brand, hosts Taylor and Kelly from Moxie Creative converse with Diane Hageman—a trailblazing leader known for her impact on female leadership and community service. Diane shares her journey from a marketing career in healthcare at St. Cloud Hospital and CentraCare, to volunteer work and a significant position at the YMCA. She discusses her transition into a second career through the University of Minnesota's Advanced Careers Initiative and the balance between professional life, grandparenting, and caring for her mother. The discussion highlights the importance of adaptable work environments, especially for working parents, and fo...

In this episode of Behind the Brand, hosts Taylor and Kelly of Moxie Creative discuss the importance of blending digital and traditional marketing strategies for small businesses. They explore how integrated campaigns can create a cohesive story that reaches audiences in multiple ways. The team is joined by Michael Nelson to delve into the evolution of digital marketing and its relationship with traditional methods. Key topics include the history of digital and traditional marketing, effective tactics for small business marketing, and the importance of a well-rounded strategy. The episode emphasizes the need to meet audiences where they are and...

This episode of 'Behind the Brand' features Jenna Kingsley, the Fund Development Director at the St. Cloud Area YMCA. Jenna shares her journey from her first job in high school to her current role, emphasizing the YMCA's expansive community programs beyond just fitness and recreation. The discussion highlights the YMCA Promenade, an annual fundraising event, detailing its creative planning, sponsorship, and community impact. The hosts from Moxie Creative, who actively participate in organizing and marketing the event, also share insights into the event's success and their personal experiences. This episode sheds light on the vital role of community involvement...

In this real-talk episode of Behind the Brand, hosts Taylor, Kelly, and Mo from Moxie Creative discuss the challenges and triumphs of being working parents. They dive into personal experiences of juggling deadlines, meetings, and family responsibilities, highlighting the importance of a strong support system both in and out of the workplace. The conversation touches on flexible work schedules, relying on coworkers and friends for support, and the societal expectations placed on parents, especially the difference between moms and dads.. Whether dealing with childcare logistics or managing work-life balance, this episode offers an honest and relatable look into the...

In this episode of Behind the Brand, hosts Taylor and Kelly sit down with Emily Bertram, Director of Marketing and Communications at the St. Cloud Area Chamber of Commerce and Editor of Business Central Magazine. Emily shares her journey growing up in Central Minnesota and her career path that led her to the Chamber. The discussion covers the unique challenges of marketing for a multi-city chamber, the transition from CVB to Chamber, and the pivotal role of networking, professional development, and advocacy in the Chamber's operations. Emily also talks about the comprehensive array of events the Chamber hosts and...

In this episode of Behind the Brand, hosts Taylor, Kelly, and Isabella from Moxie Creative discuss the concept of owned media, which includes channels like your website, email list, blog, and podcast. They emphasize the risks of relying solely on social media platforms and highlight owned media as a secure, long-term asset for businesses. The team explains how owned and social media can complement each other and stress the importance of maintaining and updating owned media to build direct connections and grow with your business over time. Practical advice on content creation, leveraging email marketing, and auditing your owned...

In this episode of Behind the Brand, hosts Taylor and Mo sit down with Mike Lardy, co-owner of Bravo Burrito in St. Cloud, Minnesota. Mike shares his unique journey from being a long-time employee to owning the beloved burrito spot with his wife, Sam, in 2021. They discuss how Mike uses content creation to connect with customers, the importance of community involvement, and his passion for the local music scene. Mike also offers valuable business tips and insights into maintaining creativity and community engagement in business. Whether you're a business owner, aspiring entrepreneur, or a burrito enthusiast, this episode is...

In this episode of Behind the Brand, hosts Taylor, Kelly, and Isabella from Moxie Creative discuss the crucial role of marketing in driving business forward, especially during uncertain times. They explore why marketing budgets are often the first to be cut and explain the long-term damage this mindset can cause. The discussion includes practical advice on what a realistic marketing budget should look like, key marketing investments for new businesses, and the importance of ongoing marketing efforts. The episode emphasizes that marketing should be seen as an essential business expense and investment, not an optional extra. It also highlights...

In this episode of the Behind the Brand podcast, hosts Taylor and Isabella from Moxie Creative sit down with Joe Berg, also known as Joe Boss, of White Wolf Custom Apparel and Design. Joe shares insights into running a family-owned business in Little Falls, MN, alongside his wife Nancy, and children Cooper and Maddie. The conversation covers the unique dynamics of supporting family-run businesses, the importance of integrating fun into business strategies, and how White Wolf leverages innovative marketing and branding to stand out. Joe also emphasizes the significance of community involvement and effective customer service. Tune in for...

In this episode of 'Behind the Brand,' the team at Moxie Creative—Taylor, Kelly, and Michael—discuss the growing influence of artificial intelligence in the marketing industry. They explore how AI tools like Chat GPT are used for various tasks, from generating content outlines to resizing images. They touch on the ethical concerns of AI, especially in terms of copyright and the authenticity of creative work. The team also shares personal experiences with AI in daily life and its implications for jobs in marketing. Despite AI's capabilities, they emphasize the irreplaceable value of human creativity and critical thinking. They...

In this episode of Behind the Brand, Taylor and Kelly of Moxie Creative speak with Deb Krump, owner of Krump Benefit Consulting. Deb discusses her extensive experience in the insurance industry, specializing in supplemental insurance with Aflac and Medicare. She explains what supplemental insurance is, why businesses should consider offering it, and shares practical tips on how to get started. Deb also talks about her personal experiences in helping clients navigate insurance claims and the significant impact of these benefits on people's lives. Additionally, the episode delves into the importance of having a good support network and being actively...

This episode of 'Behind the Brand' focuses on the intricacies of successful internships from both a business and intern perspective. Taylor and Kelly from Moxie Creative share their own internship experiences and discuss what businesses should consider before hiring an intern, the dynamics of a strong intern-leader relationship, and future opportunities for their standout intern, Macki Deters. The conversation covers the responsibilities and challenges of hosting an intern, Macki contributions and growth during her internship, and advice for both interns and businesses to ensure a beneficial and impactful experience for all parties.

00:00 Introduction to Successful Internships

In this episode of 'Behind the Brand,' we sit down with Anna Bovitz, the director of Project 37 and the creative mind behind B-Side Indie Music Cafe. We delve into the mission and history of Project 37, its community-driven initiatives, and the opening of B Side, an all-ages and sober music venue. Anna discusses the branding process with Moxie Creative, the challenges and successes of building a vibrant, inclusive space in Downtown St. Cloud, and the community's response. We also get insights into Anna's diverse background in music and graphic design and her role in fostering a growing music scene...

In this episode of Behind the Brand, the team at Moxie Creative discusses the importance of community involvement in building a successful brand. Taylor, Kelly, and Isabella dive into why supporting local communities in central Minnesota is integral to their mission. They share personal experiences and discuss various ways they give back, including pro bono work, mentoring, and organizing events like the YMCA ProMat. The episode stresses that community involvement isn't just a project—it's a core value at Moxie Creative. Tune in for insights on how small businesses and solopreneurs can create lasting community impact while growing their br...

In this episode, Jackie Kuehn (Hyndman) co-owner of Poppy Salon, shares the inspiring journey of building a successful salon in Central Minnesota. From its humble beginnings as a dream among friends to becoming an award-winning establishment, Jackie discusses the importance of customer service, staying ahead of trends, and the courage to pivot when necessary. The conversation also delves into the dynamics of running a family-owned business, the significance of continuous education, and the challenges and rewards of rebranding. Listeners will gain valuable insights into entrepreneurship and the salon industry.

Takeaways

In this episode of 'Behind the Brand,' the Moxie Creative team reflects on their major milestones, achievements, and learnings from their second year in business. Hosts Taylor, Kelly, and Isabella discuss significant moments such as award-winning projects, launching the company podcast, and onboarding new team members. They also delve into challenges faced, valuable lessons learned, and outline their aspirations for year three, emphasizing the importance of quality work, team collaboration, and strategic growth. Listeners are invited to celebrate with Moxie Creative and gain insights into the journey of building a successful branding and marketing agency.

00:00 Year...