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Katy Nally

Katy is a digger, of information and earth. It just depends if her clients want an eBook or some endive. She helps companies across industries find their voices and speak the language of their audience. She’s also fluent in tomatoes.

Sr Storyteller | LinkedIn
The entrepreneurial force is strong in Joe Belcher

02/04/2021

The entrepreneurial force is strong in Joe Belcher

By: Katy Nally

The entrepreneurial force is strong in Joe Belcher

Joe likes to get in at ground zero. He likes facing limitless possibilities and the ability to shape what’s yet to come—even if it means getting his hands dirty. His entrepreneurial streak has led him from marketing kids’ bunkbeds, to building a craft-brewing curriculum, to carving out a market for Tombolo Institute.

“I love coming in at the ground level—the spirit, the hope, the opportunity—there’s this energy where people are so willing to work together to achieve a broader goal.” —Joe Belcher

The spirit

Joe got his first taste of marketing straight out of college at Walt Disney in Los Angeles. But the organization didn’t deliver the startup pace of change that Joe’s entrepreneurial spirit craved, so he started looking around. At the time, Hollywood Video was in its infancy with huge potential to take off. Joe jumped right in, accumulated as many hats as they’d let him wear, and finally left his marketing position after the chain had established 3,000 stores nationwide.

The hope

By 2014, Joe had founded his own company, Joe Belcher Marketing, helping companies stand out with targeted marketing strategies and assets. When his professor friends in Portland reached out about a new venture to enable the craft beer scene, Joe couldn’t pass up the opportunity. Crafting A Strategy brought hope to the little guys—the ones driven by their passion for hops and obsession with the perfect pour—to compete against mass-production labels. With all the craft breweries popping up, the three founders saw the chance to educate brewers on the business side of things through an online curriculum. Joe helped launch the new company and led the brand and website creation.

The opportunity

Steeped in continuing education, Joe made his next move to join 2A as an embedded consultant for Bellevue College. 2A had led the brand development for the school’s tech-focused spin-off, Tombolo Institute, and Joe was ready to add some meat to its bare-bones framework. The marketing plan, the reporting, the outreach, the assets—Joe tackled it all. And then, the pandemic. While many industries made cutbacks, tech seemed to be immune. For those who were out of work, the opportunity through Tombolo presented new meaning. And Joe dove right in to energize his team for a new pivot.

Rachel’s hot designs thaw the Seattle freeze

10/15/2020

Rachel’s hot designs thaw the Seattle freeze

By: Katy Nally

Rachel’s hot designs thaw the Seattle freeze

She might not wear flannel (all the time) and has more warm than freeze, but Rachel is firmly rooted in her adoptive city of Seattle. In a classic, Meg-Ryan plot twist, Rachel gave up her fast-paced, New-York-City job as design director at Pearhead to move across the country for love. But just because she’s made a new home in the Emerald City, doesn’t mean she’s abandoned all that she learned in the Big Apple.

From intern to director

As soon as Rachel graduated from the University of Miami—where she double majored in creative advertising and graphic design—she set her sights on New York City. Something about the hustle of the Big Apple pulled her in. Against her mom’s apprehension, she answered a job listing on Craigslist for a design internship, then traded in her sandy beaches for skyscrapers. The small startup gave her lots of room to grow. Within six years she was directing a team of product designers and visiting manufacturers in China to talk shop.

She became that high-rise creative

The career she envisioned for herself had come true. She was leading a creative team, exercising her design skills, and breathing in the artistry of the city. From Pearhead’s office in Brooklyn, she developed her love of typography and print, finding inspiration from Pentagram’s Paula Scher and discovering new ways to use words as design elements.

When she decided to leave New York, Rachel was ready to give up the fast-paced hustle of the city. But she still held on to her vision of working at a creative agency. At 2A, she found her New-York-City equivalent, happily trading in her view of the East River for a peek at the Puget Sound. Rachel was excited to dig in to design for the tech industry, and work with big-name clients like AWS and Microsoft. As a senior designer, she’s brought invaluable efficiencies to the creative process and redefined 2A’s approach to ebooks.  

Soaking up all Seattle has to offer

Rachel’s inner flower child fit in perfectly with the Seattle backdrop of farmers’ markets, weekend water floats, and free-for-all blackberries. Even she acknowledges how she’s “leaned in” to Seattle-themed hobbies, from fawning over fresh-cut dahlias to paddle boarding on Lake Union. At this rate, she’s probably hunting for a Tom-Hanks-style houseboat.

Donations on the half shell

09/24/2020

Donations on the half shell

By: Katy Nally

I find myself saying “Damn you 2020!” more frequently the closer we get to wrapping this dumpster fire of a year. So many bright spots were snuffed out by 2020, including dozens of events that ended up on the chopping block. For 2A, we skipped our annual summer party, which is normally a non-stop, oyster-and-champagne-fueled mingle-thon.

But fortunately, some good came from canceling our summer event. Turns out 2020 can’t take away our ability to support organizations in our community who do tremendous work. We polled the office and donated to a shortlist of nonprofits, including:

Friends of Youth
Atlantic Street Center
Mary’s Place
Africatown Community Land Trust
Mockingbird Society
Choose 180

We’re bummed our summer party was nixed, but we’re glad to see our donations make the rounds—even if we can’t.

Here’s looking at you, 2021!

Amazing case studies start with radio-worthy interviews

07/09/2020

Amazing case studies start with radio-worthy interviews

By: Katy Nally

Amazing case studies start with radio-worthy interviews

Terry Gross could interview a ham sandwich and I’d still sit enrapt on the edge of my seat. Terry is an interview master, no doubt because she’s been doing it for 47 years. On her show, Fresh Air, she’s interviewed presidents, journalists, authors, musicians, you name it. If I’m lucky enough to be cooking dinner when her show is on, it’s a good day—especially now that COVID-19 has squashed my entertainment plans. 

Lately (let’s just say I’ve had more time for the radio) I’ve paid special attention to how Terry conducts her interviews, hoping to garner some wisdom I can apply to my own day job. As a writer for a marketing agency, I often interview customers or partners and use their insights to build out case studies. My goal is always to channel my inner Terry and stick to these best practices that earned her a black belt in asking questions.  

Construct a narrative arc with questions 

This isn’t just Terry’s trick for engaging radio. Organizing your questions into a beginning, middle, and end will help warm up the interviewee to feel more comfortable and make it easier for them to follow your thought process. The narrative arc for case studies is pretty straightforward—situation, challenge, solution, results—and that can serve as the framework for your questions. That being said, don’t be afraid to go off script and ask follow-up questions that are outside your conversation guide. If it seems like a juicy thread to pull, by all means, yank it.  

Give quick context to frame questions 

There are three kinds of interviewees—the talk-too-much, the talk-too-little, and the talk-just-right. I’ve never actually encountered that last group, but they’re rumored to exist. For the other two, giving enough context will save you time and dignity. For the talk-too-much-ers, you’ll want to frame your questions in a way that tells them what you already know, then you need to be very explicit about the answer you’re looking for. This will stop them from spending 10 minutes of your precious interview describing the landscape you’re already familiar with. For the talk-too-little-ers, questions with no parameters might freak them out and lead to three-word answers. A little context will go a long way to make them feel like they’re talking to someone in the know who’s actually listening. Of course, that means you have to do your research up front! 

Ask what we’re all thinking 

Terry asks the questions we’re all dying to know—not right away of course, where’s the suspense in that!? But it’s a good reminder not to shy away from tough questions just because they’re potentially uncomfortable. For case studies, that could mean asking how a customer could have done it better, or faster. Or asking how much money they made. This requires some tact and transparency, making sure the interviewee knows they’re allowed to push back.   

All that in mind, the best advice is to shut up and listen. You likely only have 30 minutes to an hour with the interviewee, so try not to waste precious minutes giving your opinion on things. And when in doubt, ask yourself what would Terry do.  

Three tips to add public-speaking pizzazz to any conversation

05/21/2020

Three tips to add public-speaking pizzazz to any conversation

By: Katy Nally

Three tips to add public-speaking pizzazz to any conversation

Sharpening my public speaking skills wasn’t exactly a priority for me. I’m not a big deal (I only have a few leather-bound books), and I don’t appear at conferences. I figured public speaking just wasn’t in my future, so why bother improving? Montana Von Fliss made me think again. Her take on public speaking is so fundamental, within the first few minutes of her course I realized I had room to grow in so many places. In our all-team training, Montana showed us that public speaking is the art of taking your audience on a journey—telling them a story so they understand your perspective

Here’s how you can bring some public-speaking pizzazz to any conversation.

Use storytelling to add emotion

It’s easy to dive right into the tactical tidbits of a conversation, for instance, showing your boss all the amazing progress you’ve made on a project. But it pays to step back and set the scene a little. Tee-up your spiel by giving some context on the problem you were trying to solve. Add some emotional flare by explaining the potential damage the challenge could have caused, then tell how your perspicacity saved the day. After all, a story without emotion is just a chronology…more like a yawn-ology.  

Keep it relevant

Now that your audience is listening and smitten with your insightful decision making, don’t lose them by talking from the wrong perspective. Remember to frame your discussion from their point of view. Explain how everything you did will benefit them, not the other way around.

Ooze confidence

I tend to start off strong, then run out of steam halfway through presentations. Don’t do that. Remember, you’re the confident captain of this conversation. How can you keep the audience hanging on your every word if your delivery is weak sauce? Channel your Captain Kirk and stand up, project your voice, try to pause instead of inserting filler words like um, and bring them along for an unforgettable (in a good way) journey.

Unicorn on an island

04/14/2020

The legend of Darren Bendel—how not to be a consultant

By: Katy Nally

Unicorn on an island

This is the legend of Darren Bendel. He’s all about that ROI. Sometimes he’s so intense, his neck veins bulge out and intimidate his coworkers. Darren needs to take it down a notch, but that’s not in his vocabulary.

Darren doesn’t work at 2A, thankfully. He’s just a figment of our design team’s imagination and a reminder that you don’t have to be a Darren to be good at consulting. In fact, you shouldn’t be. Sure, intense drive is an element, but we like to balance it out with camaraderie, grace, and thoughtfulness.

Here’s what it’s like to work with Darren; just know that, in real life, our team at 2A is the exact opposite.

He’s got it all figured out

Darren isn’t exactly humble. When he’s working on a project, he doesn’t bother to pull in his team members and ask for input. He knows he’s right and skips out on taking a second pass to refine. This wouldn’t really jive with our work-in-progress mentality, where we acknowledge that we don’t have it all figured out. We value outside perspectives because they improve the end result. And we always leave time to refine—the final tweaks are more than icing on the cake, they pull the whole story together!

He shoots down ideas

Creativity thrives on yes, and halts when it hits a no-block. Unfortunately, “no” is Darren’s favorite word. Can we tweak the intro to have a security pillar? No. Can we show an emoji in our animation? No. Can we use a bird migration metaphor? No. You get the idea. We try not to shoot down ideas, and instead use a tip from improv: when your teammate or client has an idea, build on top of it with “yes, and.” That’s how many of our best ideas are born.

He’s strategic for no real reason

Darren is quick to come up with a solution, but when you dig a little deeper, you find it doesn’t really solve the problem. At 2A we know that not all strategy is created equal. Finding the right path forward comes from truly understanding the content, then weaving a story that connects the dots.

Hopefully the legend of Darren Bendel didn’t bum you out and make you hate consultants. But if it did, just swing by 2A for a dose of doing things differently.

Meet 2A, greener than Oz

02/04/2020

Meet 2A, greener than Oz

By: Katy Nally

Meet 2A, greener than Oz

There’s always a chance of disappointment when you reveal the face behind the curtain. For Dorothy, the Great and Powerful Oz turned out to be a green hologram operated by a stout, bald guy. So you might think that glimpsing behind the scenes at 2A would be a letdown—but when filtered through the demiurgic mind of our graphic designer Li, everything is a bit more glittery.

Let’s take a walk through the world of 2A according to Li.

First stop, the consultants. They’re always ready to take your call—happy to wheel and deal over landline, cell phone, Teams, or Owl. The footstool-supported power stance helps promote the body’s natural flow of creative juices so they can build the world’s greatest keynote presentations.

Now, the designers are a little more relaxed. They like their databases like they like their LaCroix, cold and bubbly. They’re the brains behind our shapes, handling all the triangles, squares, and circles we’re known for. Go ahead, see if there’s a shape they’ve never heard of, impossible!

How about our developers? Diligent as always, jamming to their own tunes, and working too hard to take their empty coffee cups to the sink (but not working so hard that they can’t get more coffee—it’s called a dev’s paradox). They handle our pest control (hah! Bug joke) and our beautiful websites.

Next up, our storytellers. They’re up to their elbows in ideas, so one draft is never good enough. It’s just a matter of sifting through every word for that perfect sentence. But don’t feel bad about their cluttered desks, the number of books they have is directly correlated to their intelligence…

And finally, the Coonis mesmerizers, our operations team. They’re ready to go Law and Order on that job posting to help us find our next, favorite 2A-er. Don’t be fooled by their feet-up attitude, they mean business. They keep this place running! And they make sure our snacks still surprise us.

We hope you enjoyed your tour through 2A! We’re certainly more exciting than a green talking head…and the shy showman behind the curtain. Come see for yourself! Swing by if you’re in the neighborhood.

Laurie channels Mad Men creativity for inspired marketing

07/10/2019

Laurie channels Mad Men creativity for inspired marketing

By: Katy Nally

Laurie channels Mad Men creativity for inspired marketing

While you won’t find a crystal decanter full of scotch in 2A’s bar, and only occasionally are we passed out on our communal couch, there’s at least one member of our team who’s bringing the Mad Men flair to 2A. Our Senior Consultant Laurie Krisman has a way with words and a knack for storytelling reminiscent of Don Draper’s best advertising quips.

“It’s not a wheel. It’s a carousel.”

Laurie commands the beauty and power of language. After a few years as a high school English teacher, she decided that words really make her tick, and transitioned into the world of advertising where she could write more. At a small agency in Colorado, she worked as a copywriter, crafting snappy ads and serving as a gatekeeper to all phrases that went out the door.

Much like Don Draper’s famous Kodak pitch where he branded the company’s slide projector “the carousel,” Laurie knows the value of landing the right words to stir nostalgia and connect customers to a product. By the time she transitioned to lead marketing manager at Qwest (now called CenturyLink), Laurie’s campaigns appeared plastered on kiosks at malls around the country. Today, she’s our in-house expert for turning wheels into carousels.

“Success comes from standing out, not fitting in.”

Laurie delivers strategic marketing so clients can stand out. With experience leading marketing projects at enterprises, like Xcel Energy, and small companies, like MD2, she knows how to build a story that resonates with the audience and solves business problems. First, she does her homework and analyzes the customer; then she ties in her clever way with words to produce meaningful assets that make an impact.

As a senior consultant at 2A, she’s found her sweet spot between creative and strategic. She may not work on Mad Men’s Pond’s Cold Cream account, but Laurie’s strategic thinking has helped 2A’s clients stand out.

“Technology is a glittering lure.”

Laurie expertly cuts through flashy tech talk to expose the real story. Don Draper knew what made each of his clients’ companies special—from Ocean Spray, to Jaguar, to Cool Whip—and Laurie operates the same way. She makes it a priority to follow the latest news from Microsoft, Amazon, Apptio, and F5 to understand the tech behind the trends. She’s fascinated by the power of the cloud to transform business operations, which makes her a perfect addition to the team.

We can’t promise cigarette-choked office buildings, or hard-liquor lunches, but when you’re ready to go a little Don Draper on your uninspired marketing, give us call. We’ll toast Laurie, Seattle-style (a grande, quad latte), and all the Madison Avenue talent she brings.

Most likely to design your website? Vote for Annie.

06/26/2019

Most likely to design your website? Vote for Annie.

By: Katy Nally

Most likely to design your website? Vote for Annie.

A yearbook chronicles bygone events—campy theater productions, glitter-dusted dances, and sports teams’ hot streaks. But for Annie Unruh, serving as editor in chief of her high school yearbook was less of a wrap up, and more of a surprising beginning. It wasn’t your typical yearbook. Called the Lair, it was award-winning and beefy. Before she knew it, the project had pulled her into the vortex of graphic design and set her on a course to 2A where she continues to use timeless design to capture the present.

Student life

Annie spent many afterschool hours camped out working on the Lair, slaving over page layouts to get portraits and feature stories just right. She even designed a profile story about a classmate’s World of Warcraft mastery that earned an award from the University of Kansas School of Journalism. On another page, she wrote a story about high school students who hang out at Sonic Drive-In because boredom is real! They passed the time slurping down the 44-oz-soda special.

When she heard about a yearbook convention in California, she didn’t hesitate to jump on a plane—it was a golden opportunity to refine her craft (and also get out of Kansas for a while).

Career superlatives

After getting a taste of California, Annie headed back to pursue a bachelor’s in fine arts at Chapman University in Orange. With her freshly minted degree in graphic design, and solid experience in print design, she landed a few gigs after college that pushed her skills further:

Annie collected credentials all along the West Coast, designing websites, apps, posters, swag, and animations for sole-proprietors and large enterprises alike. At T-Mobile, she worked as a graphic designer and communication specialist, finding ingenious ways to incorporate the patented magenta into onboarding swag and solve communications problems through design. But 2A won her over with the opportunity to take on a broad range of projects—like award-worthy sock graphics—and enter new territory with non-corporate clients—like Colombian artist Juan Manuel Echavarria.

She’s also steadily taken on more responsibility within the 2A design team. An insatiable reader, she’s devoured books about how to achieve a harmonious workplace culture, and how to run an efficient meeting. Annie doesn’t hesitate to apply her newfound knowledge, which has helped her team grow together.

Extra curriculars

Management books are just a subsection of Annie’s extensive library. Her extra-curricular schedule includes all the books the library is willing to loan her, in addition to scenic bike rides and queer events around Seattle. Her appetite for reading usually doubles as her breakfast companion—you might find her in the morning charging through a new memoir, its pages held open by the plate in front of her. Only halfway through the year and Annie is well on her way to best her 2018 total of 42 books read.

Need a designer who can give your work the timeless sheen of a yearbook? Just look up Annie (she’s on page 4) waiting for your heartfelt note about enjoying the summer.

From taglines to tagliatelle, Clinton always lands the story

05/01/2019

From taglines to tagliatelle, Clinton always lands the story

By: Katy Nally

From taglines to tagliatelle, Clinton always lands the story

Anyone who can make up a song about tacos just to entertain his Dachshund-mix, Remi, clearly speaks the language of storytelling. And no matter the medium—dog songs, data sheets, designer cocktails—Clinton Bowman taps his inherent skills for seeing the creative and strategic angles of each story to craft the perfect arc.

Photography was Clinton’s creative outlet growing up in Oklahoma. And it’s where his adventures in storytelling began, learning to capture the right image in the right moment to make an impact. His hobby eventually snowballed into an education at Oklahoma City University where Clinton earned his BFA in photography with a minor in advertising. After being selected as a young artist winner, he accepted the opportunity to tour the country and show his photos, starting at the Smithsonian.

Catching a glimpse of the museum side of things, Clinton quickly craved more. He worked as an exhibit manager, falling in love with nonprofit management, then went on to accept a prized fellowship with the Kennedy Center in DC. In his new role he drew on his storytelling chops, this time writing tug-on-your-heartstrings narratives for fundraising. Instead of capturing the perfect moment with his camera, he captured donor empathy with words.

Through the MBA program at UW’s Foster School of Business, Clinton took his background in nonprofit management to the next level, graduating with solid marketing expertise. He was attracted to 2A as a place where his creative yin could finally merge with its strategic yang. He loves the chance to problem solve for clients and devise marketing solutions, using his storytelling powers to craft the perfect one-liner for Microsoft Dynamics, and sum up the complexities of AI in a compelling datasheet.

Clinton continues to push the boundaries of his repertoire by mastering new storytelling languages—these days he’s focused on recipes in the pursuit of a homemade tagliatelle and Bolognese, and the perfect gin martini.

So the next time you need a consultant with a creative eye to sculpt your business strategy or even perk up your pup, bring in Clinton for a pow wow with the bow wow.