Today we’d like to introduce you to Javier Santana.
Hi Javier, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I started in this business many years ago when I was just 19 years old in Miami. I was an illustrator and graffiti artist with no training or idea what I wanted to do. My close friend Danny was a graphic designer and asked me if I would draw up some designs for him that he could scan and edit in photoshop (like version 1.5), since he had a contract to do CD inserts for a few record labels.
We did that a few times and it paid well + it was something I really liked doing, so I started gravitating towards graphic design. I learned a few tools and took a basic vocational course so I could start doing some projects on my own.
In 1995, I fell in love with technology and started messing around with building computers and eventually started playing with HTML and building my own pages. That turned into a bit of an obsession that led me down an interesting path, where I started studying networking technology with a goal to become a network engineer (Cisco CCNA, Microsoft MCSE).
During that same time I, a close friend of mine was running a tech-support help desk north of Atlanta and offered me a job that had the potential to develop and grow in a technology role, so I packed my bags and moved from Miami to Atlanta — That was 1999.
Fast forward a few years, I realized that being a network technologist wasn’t as fulfilling as I thought it would be so I abandoned that and went back to continnue a career in creative. I worked at a few local agencies in Atlanta in design and art direction and even started my own graphic and web design business before I ended up at The Home Depot on their “.com” team in 2008.
During my 3.5 years at THD, I worked on some excellent projects that included evolving their e-commerce site, creating experiences for touch screen kiosks that enabled online shopping in-store, plus their very first shoppable mobile app, plus I met some incredible people that are still close friends today.
There was a moment in 2011 when I remember missing the freedom of being an entrepreneur and the gratification of working on projects that allowed me to take more risks with designs and campaigns, so I decided to leave.
I walked into my manager’s office (Mike McPherson, who is still a great friend to this day) and put in my notice. When he asked me where I was going to, I told him it was time for me to be out on my own again.
His peer, David Preiss, which I had become buddies with, invited me to lunch when he heard me give my notice. He had just received his MBA from GSU, and was also an entrepreneur at heart and asked if I wanted to partner up and do some “cool shit”. I said yes, and 2-weeks later, we formed Launch Interactive. This was really a freelance team of two creative directors, and we were hired by several local agencies to do pitch and concept work.
After white labeling for a few years and not being able to go deep into the work after we helped agencies win these pitches, we decided to get serious and start hiring some of the talented people we knew in the business. All that while running a separate side-hustle business (Curious Provisions) where we manufactured and sold vintage suitcase boom boxes online and at art festivals, but that’s a completely different story.
Fast forward to 2021 –– Launch is now 10 years old, has over 30 team members and creates content, digital experiences and applications for some of the most successful companies in the world, such as Salesforce, Autodesk, Mitsubishi Electric, Honeywell, Coursera and NCR – just to name a few.
We’ve been very fortunate that even with the COVID bomb that was dropped in 2020, our business has continued to thrive and were are busier today than we’ve ever been.
Also – While in COVID quarantine, we started a Launch sponsored web series called “SpeedBumps Live” where we spotlight leaders from the Marketing and Design community to discuss real-world challenges and success stories. This was an effort to keep the local community connected while we were all remote and has proven to be successful. We have had some incredible guests join, strong audience attendance and we’ve even won a few awards.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
As an entrepreneur, you have to wear many hats – “court jestering” to a sense, where you’re juggling on a unicycle while spinning plates on your nose. This is something that can be a massive obstacle, since we all know that we have talents and strengths where we do some things really well, but can struggle with other things. This “court jestering” sent me to the hospital back in 2005 when I was running my first web and design business. Taking on too much and not outsourcing gave me a hardcore anxiety attack that I was sure was my heart taking a dive.
To be successful, you need surround yourself with talented, smart people that share your vision, but bring diverse perpectives and backgrounds help the business grow and evolve. You have to be willing to let go of control, so you can focus on the areas where you are the strongest and provide the most value. That’s not always easy to do, but you have to be willing to recognize and accept that your team will be your most significant and important investment.
We were fortunate that in the early days of Launch, we were able to persuade some of the trusted colleagues we met over the 25+ years in this business to come on this journey with us –– many which are still with us today.
However, today’s market is highly competitive, and you have to create an environment + benefits that make team members want to be a part of your company and have a great work/life balance. We’re competing with bigger companies with deeper pockets, and that’s always a challenge.
In addition, operational efficiency is key, especially when you’re working on projects that are 4-6 months and have 1/3rd of your team working on them. Being organized, having great organizers + project managers on your team will save you.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’ve always been a creative and entrepreneur, even when I was a kid, but my influences from several places.
My pop was a musician so I was exposed to many genres of music at a very young age but especially loved the creative freedom in classic jazz. First time I heard Coltrane I was glued. Unfortunately, my pop died when I was just 12, but what I learned from him at that very young age sticks with me to this day. The art of creating and trusting yourself to push your own limits for what makes you feel right… balanced, is something that I use every day in my professional life.
Also, my uncle Billien and aunt Nina, which I lived with for 3+ years in Puerto Rico when I was 13, were entrepreneurs. They had several businesses and were successful + they were art collectors. I learned a lot about art and business from both of them.
I would paint band logos and graffiti on denim with acrylic and charge good money. My uncle saw that and immediately started to invest time and effort into helping me evolve my skills. He put me in art classes, helped me think of how to price my designs, and even helped me sell custom signs and murals to other local businesses in PR.
What we do today at Launch is a balance of Art, Communication, and Technology. We’re creators and love to have fun while we do our work. I like to think that what sets me/us apart, is the constant desire to one-up ourselves on a daily basis. We’ve created some really slick experiences that we’re very proud of, but we don’t rinse-and-repeat. We always use new technology, tools and processes to continuously evolve what we’re doing. That’s something I’m very proud of –– we have an excellent team that doesn’t believe in mediocrity or complacency and always strives to do their best.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
I’ll keep the list short.
My Uncle Billien and Aunt Nina (RIP) – They taught me patience, manners, art appreciation, encouraged me to trust my gut, and exposed me to the benefits and freedom of entrepreneurship.
Danny Rivero – Still one of my best friends that has been in my life for over 30 years. He’s the reason I started on this journey many years ago when he gave me my first opportunity to turn my designs into dollars and taught me how to use the tools to do it.
Jon Trybala – A close friend I met during my bartending days in Miami that gave me my first opportunity in tech here in Atlanta. He not only got me my first gig, but let me stay with him and his family while I settled in Atlanta.
Stacie Santana – My wife has been very patient with me with my crazy ideas and ventures as a creative and a serial entrepreneur. Especially when we had just moved in together while we were dating and I left my cushy full-time corporate gig and took a 50% pay cut to start Launch.
David Preiss – My business partner and friend. Early on, I identified all of this things I wasn’t good at and never wanted to do in the business. He’s been a solid supporter and has always help me stay balanced in this biz.
The teams and my fellow board members at The Atlanta Community Food Bank and Inspiredu. Both amazing non-profits that selflessly care for those that are less fortunate and provide the services to help those in need. I am constantly inspired by all of the people that volunteer their personal time to make Atlanta (+this world) a better place.
Contact Info:
- Email: javier@launchxd.com
- Website: launchxd.com
- Instagram: @graphicweb
- Youtube: youtube.com/c/speedbumpslive
Image Credits:
Headshot – John Song @thefuturisticvintage Launch Environmental Shots – Kelly Strawinski @kellystrawphoto
