Image is everything

ProCreative Design Lab puts Kootenay companies on the map with innovative web design, brand marketing and more

April Cuffy and Wally Soukoroff put their heads together to meet the needs of their clients. —

Photo courtesy ProCreative Design Lab/Wally Soukoroff

ProCreative Design Lab is a stellar company in Castlegar, offering website design and development, hosting services, brand discovery and engineering, photography, content creation and editing. Wally Soukoroff started the business in 2009 with two other founding members.

"We’ve grown to five solid collaborators and we utilize other independent designers on projects for our clients," said Soukoroff. "We’re hoping to increase our brand recognition and our network of collaborators as we further develop our business model and extend our reach across the Kootenay/Boundary area of British Columbia and beyond."

One key addition to the team is April Cuffy, recently hired as the new director of communications and client relations. Her job is to expand the company's reach, and find the best ways to meet the needs of clients. She has a wealth of experience under her belt, having been editor at Visitor's Choice Publications and a long-time Kootenay resident.

Supply and demand

The main focus of ProCreative is to create a professional online presence for clients, and they cater to organizations of all sizes. The team boasts a concrete understanding of the local market, and customizes service to each individual client. They will also be delving into social media marketing in the near future.

The company takes a novel approach, far removed from more traditional business models.

"Everyone participating in our projects is relatively equal in roles and responsibilities and gets more than fairly compensated for their performance, participation and skills," said Soukoroff. "In our business model, if an individual has passion, talent and isn’t afraid to step outside their comfort zone and do the work, they will definitely be successful in working with us while fulfilling their career goals in this industry."

ProCreative Design Lab not only provides professional quality service, but it does so for a reasonable cost. Soukoroff and his colleagues also keep the doors open for new talent, and some of those seeking a career in media may be asked to join the company as collaborators.

Building on success

Soukoroff has learned a lot on his way to becoming the successful entrepreneur he is today. He described a supreme sense of satisfaction that he gains from creating websites and branding products that leave customers thoroughly impressed. He is pleased with his choice to become self-employed, and the freedom that comes with it.

"The proudest moment for me as an owner is not having a boss," he said, "making my own hours, working at my own pace and being able to call the things I love to do, work. Even though a lot of times it’s a struggle financially, having the freedom to do what I want and work how I like is pretty much priceless."

Soukoroff has discovered a very important lesson—that pursuing one's dreams and being open to new prospects is more integral to success than financial gain alone. He encourages other new entrepreneurs to balance their work and personal lives, and continually seek more education in their desired field.

"Entrepreneurs should always pick something they absolutely love to do, have tons of passion for and have definitive knowledge about," he said. "Don’t go into something only based on financial gain as there are many ways to define success that don’t have anything to do with money."

Social media and other Internet features are making more of an impression on the business world now than ever before. Marketing strategists are incorporating more online technology every day, and ProCreative is well equipped to accommodate its modern clients.

"Communicating your business to your clients and potential clients—in whatever genre of business you’re in—is best utilized through the Internet now, period," he said. "Get in touch with ProCreative Design Lab today and we can help you to put your best foot forward online."