Today we’d like to introduce you to Tara Rae Hill.
Thanks for sharing your story with us Tara Rae. So, let’s start at the beginning and we can move on from there.
My journey “to” founding LittleFISH (one word) Think Tank began with what I call my “1st phase” of my career. Raised in an entrepreneurial architectural family, my natural path was to head to design school, obtain a BFA in Interior Design, in which I then practiced “full scope” interior design for large corporate + healthcare branded interiors (for 15 years). Technically speaking, I am a nationally certified, state registered interior designer. I earned my stripes at Atlanta top design companies: VeenendaalCave, HOK International, and Stanley, Beaman, + Sears.
There, I honed skills such as programming, master planning, problem-solving, experiential spatial design, technical detailing, color science, corporate branding, and even – construction administration. Typically, projects were substantial in size, highly political, and with blast track schedules. Their designs warranted “workplace solutions,” a keen understanding of the human within, and uniquely tailored, branded looks. With this, their mega sizes also offered the opportunity for custom design of materials and furniture. This often placed me working directly with A+D (architect + design) product manufacturers to ideate and procure these specialty product designs. All of which, the end game, which it is for all proficient commercial interior designers and architects, was to procure interior spaces that with SHEER INTENT leverage design to promote the owner’s business fundamentals, and while doing so, also positively impact all humans within.
In 2007, last “super-sized” interior project – Children’s Healthcare of Atlanta cut its ribbon for occupancy. Designing for Stanley, Beaman, + Sears as Director of Interiors, and with a talented design team, we worked days, nights, and weekends to design Children Healthcare of Atlanta’s highly customized pediatric interiors with full scope architectural features which tantalized children with experiential healing nature, color, and educational storytelling. It was important these environments were smartly designed with evidence-based architectural healing tenets which have been proven to reduce stress and promote wellness not only for patients but also their extended families and angel staff.
Upon completing Children Healthcare of Atlanta and feeling as an interior designer I struck my summit, I wanted to explore working immersive with A+D product manufacturers.
Thus, in August 2007, I decided to leverage my talents and founded LittleFISH Think Tank. My “2nd phase” of my career. For 15 years performing as an interior designer, I recognized that our partnership A+D manufacturers often could benefit from an experienced interior designer, one who was also a specifier of their products, and keenly understood the daily grind, challenges, and roadblocks both interior designers and their Clients face. I felt there was a high value for an “A+D facing” design professional that could fold seamlessly into a manufacturer’s internal strategy delivery team, which has 4 branches of 1. design, 2. R+D, 3. marketing, and 4. sales, and by understanding BOTH the manufacturer’s AND specifier/end-user needs – provide the following for their products/services, general counsel and strategy, trend forecasting, product design, product storytelling and branded promotional collaterals, color intelligence, educational thought leadership pieces, and 3rd party credentialing.
Hence the name – LittleFISH Think Tank. By deep diving into the fluidity of design, we are that “little fish” within a school of many, that swims together to bring forth great design outcomes!
We are a multifaceted creative solutions company that bridges between A+D manufacturers and A+D specifiers. Our services primary falls into 4 doorways:
1. Product Ideation + Design
2. Branding
3. Environments
4. Education
Upon opening our doors, I really was not sure if my company concept would grab. There was (and still is) a misguided perception within our industry that interior designers cannot perform the holistic, highly technical levels that LittleFISH is required to – but yet, architects can. Though, it is the high performing interior designer that most intuitively understand the connection between humans, their environments, scale, and all spatial objects and design features within (including color, pattern, and lighting).
Well, I got lucky. Within the first month of being a “free agent,” DuPont Corian received the word and promptly contacted. Unknowingly, executives had been following my healthcare interior designs which were heavily leveraging proven healing tenets, the science, of nature and color applications, DuPont Corian felt the time was optimal for providing the market with a “Healing Corian Collection” for wellness interior market segments. Thus. DuPont Corian wanted to know if I was interested in collaborating with their core team to strategize, product ideate, develop the brand and its storytelling, AND to also be the collection’s brand voice with out-reach educational collaterals.
This proposition was out of this world, a personal dream, and its timing quite serendipitous. Of course, my answer was a resounding “Yes!”
The result was a true “deep dive,” “schooling,” and “swimming” with DuPont Corian, the secured footing of LittleFISH Think Tank, a large learning curve, and the market’s first solid surface “Healing Colors Collection.” The products and tools were well received and I hit the road on a 2 1/2-year lecture circuit throughout North America interfacing with our industry’s top talented interiors designers, architects, and facility professionals – each of them making loves within healthcare better. A triple highlight of my career.
With this, LittleFISH quickly plunged into providing similar services for top product manufacturers, large to boutiques, such as HanStone Quartz, LG Viatera Quarts, Mohawk Industries, Mannington Flooring, Designtex Fabrics, Meganite Solid Surface, Enviroleather, IOA Furniture – and much more. All resulting now in over 50 product design awards – each product improving outcomes for humans and the spaces we work-live-play in.
However – all of that aside… I have ultimately achieved my biggest goal which is an extension to all above. I have been on an absolute MISSION to demonstrate to my design peers and any no-sayers, like a catcall from a mountaintop, that interior designers ARE “DESIGNERS.” Our expertise can leap far from conventional interior design disciplines to other design disciplines, such as product, graphic, branding, user experiential, and industrial design. Though I am an interior designer, and quite proud of that, I am truly, simply put – “A designer.”
In 2014, the American Society of Interior Design, our Georgia Chapter, who inherently knows what interior design MEANS, awarded myself with their prestigious “Design Achievement Award.” Truly, so stunned, I could hardly speak, I knew that very second, I was accepting an award on behalf of all of my interior design peers, we were piercing that glass ceiling, and in doing so, inspiring all creatives to doggedly pursue their design dreams! If you think you can – YOU CAN.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Absolutely NOT!!! LOL! This road is not for the faint of heart. Not the weary or those that get easily feared, frightened, or require guaranteed fixed outcomes. Quite literally LittleFISH has required at moments blood, sweat, tears, and substantial financial risk. To be an entrepreneur is today’s gig economy means being brave, malleable, diversified, and superbly adaptable. I often huddle with peers that are also owners of boutique design companies, we share our behind the scenes “fireside chats” and “Nightmare on Elm Street” stories, and all comment how anyone of our studios would make for an excellent reality TV show. Move over Project Runway. For reals! The level of reward and highs, as seductive as they may be, often can equally be mirrored with the lows of uncertainty and defeat.
Our biggest challenges are 5 things:
1. Grandfather clock – balancing time and task.
2. Garnering services that are essential “electives” in a market that’s in its 10th year of financial uncertainties.
3. Ensuring the exceptional quality of deliverables in a rapidly changing market that doesn’t often value or understands the steps to actualize successful outcomes (Rome truly was not built in a day).
4. The dwindling degree of commitment (and possibly passion) may within today’s talent pool wants to deliver. Even if compensated handsomely.
5. From a financial lens, balancing the broad non-billable tasks (there are MANY), thus the sheer hours assigned to, with the time that is billable. (Including, it’s the non-billable tasks that are the most dissatisfying to perform.)
LittleFISH Think Tank – what should we know? What do you guys do best? What sets you apart from the competition?
As far as what we specialize in, simply put, through leveraging high strategy + design… we, a TEAM with super dynamic product manufacturers, folding seamlessly into their core, to solve a specific need, fix a problem, and/or keep them in front of the trending curve.
The end products are creative solutions that work! This can be colorizing a product line, a new product design, branded brochures and magazine ads, material packaging, exhibit designs, educational collaterals such as white papers and informational videos, or creating that big story that encompasses all. All ideated to be “A+D facing,” to more tightly bridge the manufacturer to their specifiers, and empower designers with the best in products and tools.
In doing so, we are known for our ultimate nimbleness for execution and HIGHLY tailored solutions (here, there is no such thing as boilerplate contracts or “re-issues” of services from one Client to another.). There are no 2 Clients or projects that are alike. Each has their unique DNA. LittleFISH brings in hand-picked talent specially selected for our Client’s project needs. That can be an interior designer, graphic or industrial designer, photographer, copy writer – etc.
It’s very important to LittleFISH that we design collaterals, so what we put out to this world, that have tangible positive outcomes for the manufacturer, their A+D specifiers, the end-user (the human who uses it), and the community/planet at large.
I should speak of our nimbleness. This was KEY FOR ME upon opening our doors. With hand picking talent for individual project needs, this allows LittleFISH to be quite agile. First, I have confidence from the onset of the project that we have the right designer pool for the assignment, but this also allows us to shape shift instantaneously. We can scale up and down and shift the designer pool as the market and our Clients often require. This is what today’s market demands. We are also NOT brick-and-mortar. There are no workstations! We work virtually, in environments we each choose, and periodically meet at coffee houses, cafes, restaurants to further collaborate and ideate. By sharing the same software and technologies, all working from “mac-daddy” laptops and mobile design devices, leveraging the cloud and video conferencing – this is quite easy with today’s innovations. I’ve also held to my original core beliefs that creatives are MOST creative and open to sharing their thoughts, even flat out challenging and disagreeing (which I love), when placed into lively, less formal environments.
This also means, LittleFISH has never had 9-6 hours. The illusive design mind cannot be properly resourced by constraining it to 9-6. However, with this business model the discipline squarely falls to our designers to properly understand their scopes, execute them on time, to schedule, and with high quality. If a designer is incapable of self-management or lacking full commitment – they unfortunately are not a fit for LittleFISH. Admittedly, this at times can be a challenge.
What is “success” or “successful” for you?
Great question.
So, for me… and as an extension of LittleFISH… this is best FIRST answered what success is NOT. It is not company growth/expansion. It’s not fame, glamour, or even high fortune. It’s not a want to be omnipresent, the cat’s meow, or a household industry name or go-to.
We are named “LittleFISH” quite purposefully. LOL. Our slogan is, “Who says little fish cannot swim in big ponds?”
To me success is: With genuine passion, authentic empathy, and mutual kindness… in a pursuit (and folded within a fabulous team with others), to put “meaningful things” out into this world that leaves it a better place than before.
If LittleFISH and our partnered manufacturers truly “do this,” – then I, we, us, they have succeeded and are successful. All are richened for it. It sounds a bit flowery, but I can say this with true authenticity.
With this I do look for specific markers with people and companies we elect to team with… I should 1st couch this by saying some have viewed me as “quite tough.” I was raised by hard working parents (an executive mother and architect/entrepreneur father who both never knew the meaning of 9-6). Added, I was raised within a family whose America started with their arrival into Ellis Island, they headed to the industrial landscape of New York, only to shortly they’re after get blasted by the Great Recession (of which, my 97-yr. old NYC matriarchal grandmother, who was a “Rosie the Riveter,” is still alive and THRIVING!)
Point being, my markers for success and what I expect firm myself and duly other is not that of a “tough-ie” – at all. They are foundational baselines we all should expect and require from each other in all synergistic, relationship aspects.
For me, the 1st marker for success is KINDNESS/EMPATHY. Are you empathetic towards others? Can you externalize and f-e-e-l their struggles? Can you put yourself 2nd and assist them? The 2nd: Bare Awareness. Are you aware we are each are a small part of a bigger, more meaningful collective and joint purpose? Specifically inverted, this gazillion year old planet with its multi-billion population is not exclusively here to org to you. The 3rd: Accountability. Do you feel accountable to fulfill the expectations you served up to others? Especially those who get negatively impacted? The 4th: The Fixer. *&^$%^ happens. To be human and to push one’s potential is to proudly fail at times. That is GOOD. However, successful people are the “warriors” that tackle all straight on and slay their dragons. A series of blame games, excuse clauses, and I’m sorry phrases to escape that box may situationally work, but it’s not a path for success.
Contact Info:
- Address: 1579 Monroe Drive Suite F-909 Atlanta, Ga 30324
- Website: golittlefish.net
- Phone: 4044444231
- Email: tara@golittlefish.net
Image Credit:
HanStone Quartz
IoA Furniture
LittleFISH Think Tank
InDesign Magazine
Tara Rae Hill
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