Team Feature: A Conversation with Mike Steele, Creative Director at vitalink

We spoke with Mike, our Creative Director, about his journey at vitalink, the projects he’s most proud of, and what has kept him inspired throughout his career with the agency.

1. How did you first come to vitalink, and what made you want to stay?

   Jeanne, vitalink founder, and I worked together at a Fox TV affiliate for about five years. Jeanne was on the sales team and I was art director for the station. During that time I got to know Jeanne and was very impressed with her performance and work ethic. Jeanne used to say, “One day, I’m going to have my own advertising agency and I want you to be my art guy.” Around five years later, sure enough, Jeanne called and invited me to join her newly formed agency, “vitalink.” Excited about this new opportunity, I quit my job at a top ad agency and went to work for vitalink. Jeanne has always given me the freedom to explore and grow professionally and creatively. She has always believed in me and supported me through good times and bad. There has always been a mutual respect and appreciation for each other’s talents. For these reasons, I am still with vitalink today.

2. What is one project or moment at vitalink that you’re especially proud of?

   A project that I am particularly proud of is the work we did for Inlivian, previously the Charlotte Housing Authority. This project was one of the most challenging we’ve ever worked on. We were tasked with coming up with a new name and brand for the Charlotte Housing Authority as well as changing the perception of Public Housing. Public Housing in Charlotte, as well as nation-wide had become stigmatized and developed a negative perception by the public over the years. Convincing a board of over a dozen stakeholders that there even needed to be a change turned out to be a daunting challenge. The creative process took well over a year. After presenting dozens of naming options, a created word that we came up with - “Inlivian” became the winner. It was a bold move by the Charlotte Housing Authority to depart from tradition and trust that the public would embrace this new concept. Creating a new logo and brand collateral for Inlivian proved to be a slow and tedious process as well. After months and months of drafts and reiterations, a new logo was finally decided on, and a campaign was created and launched. The new name and look was embraced by the public and “Inlivian” has been recognized nationally as a successful case study in Public Housing rebranding.

3. What part of your work at vitalink do you find most meaningful?

   I really enjoy working with clients who support a cause, like Cause for Paws NC and Laurel Life Mental Health Services. It’s a great feeling when you know the communication materials we create help make a difference and lead to real change.

4. How has your work, or the marketing industry, changed since you started?

   Wow. There have been many changes. Mainly with technology. During my tenure at vitalink I have been able to add video editing and animation to my skill set. This has become a very enjoyable and important part of the work I do at vitalink. As far as changes within the marketing industry - AI is forcing us to rethink the way we do things. I think it is important to not fear AI, but rather embrace it as a new tool that can make us better and more efficient at what we do.

5. In one word (or short phrase), how would you describe the culture at vitalink?

   Purpose driven