Get to know Sofia Mimendi & Emily Bruns of Aclipse Campervans from our Summer 2021 LAUNCH Cohort!

What exactly is your business?  

We rent campervans – We help people deepen their connections with others and nature by providing a unique travel experience. We’ve custom built a cozy homebase on wheels and equipped it with all of the essentials so you can pick up and go. We have thoughtfully designed a campervan to take your road trip to the next level. We believe that travel, and the outdoors, can bring new perspective, appreciation, and increase a person’s happiness. By renting a campervan, we help you make the memories of a lifetime. 

How did you come up with your business idea?  

Sofia and I met while training for a marathon. We became fast friends over our love to travel, explore, and spend time outside. Sofia, being new to camping, and myself, being an avid camper, we both loved the idea of campervans. We were both at a point in our lives to start a new challenge and put our energy into something we loved. 

How did you find out about Aviatra?  

All of my adult life, I have been an art teacher and though I could run a classroom, I didn’t know anything about running a business. Sofia went to school for business, but hadn’t run her own and knew nothing about the rental industry, so I reached out to the Score Mentorship program. After a few sessions, they suggested we apply. 

What is your inspiration?  

Sofia and I share a strong passion for the environment. We believe by helping people get out into the parks, and the wilderness, they will connect, appreciate, and help protect our environment. Sofia and I also believe life is about meaningful experiences, connecting with others and yourself. We have been super lucky to use the van and have some really amazing adventures! Really, experiences we will never forget.   

What has been your biggest accomplishment with your business so far?  

Last year was a WILD ride! We went from, shelter in place and all bookings were canceled, to self-contained campervan was the only way people felt comfortable traveling. We couldn’t keep up with demand. It couldn’t be more fulfilling to provide something that could help people last year. We are very grateful.  

What was the most valuable thing you gained from your experience with Aviatra?  

It is still early, but so far, I really appreciate the community. Getting to talk to and hear about other women who are passionate about what they are doing. Everyone is different, and brings unique perspective and knowledge to problems we all share as new business owners. 

What was the biggest challenge you faced when starting your business?  

Going from being a teacher all my life to starting a business is a steep learning curve. COVID accelerated our business, but also that learning curve. We went all in with our time, finances, and energy. Everything we had we put into the business. Now we want to continue to grow, take it to the next level but, like most start-up businesses, we need funding. 

Any advice for future Aviatras?  

Definitely set aside time to digest everything. It is a lot of info and it can be overwhelming. I try to take in as much as I can during class then I set aside time later to think about how I can apply it specifically to our business.  

Get to know Andrea Minnillo of The Girl Republic from our Summer 2021 LAUNCH Cohort!

What exactly is your business?   

The Girl Republic offers apparel and accessories for GIRLS who are passionate about breaking gender barriers.   

How did you come up with your business idea?  

I guess through life experiences. I was frustrated when my first daughter was born and all her clothing options depicted princesses and girls sitting around being pretty. I feel clothing speaks to children more than we know from birth, and I set out to start a business to participate in changing the status quo when it comes to girls clothing options.  

How did you find out about Aviatra?   

I met Nancy A. at a book club where during an ice breaker I shared I started my own small business. We spoke during and after the book club and instantly connected.    

What is your inspiration?  

My children for sure, but I am also inspired by my past and working towards a movement to not repeat and perpetuate what’s always been.   

What has been your biggest accomplishment with your business so far?   

Honestly, just starting it. I always wanted to start something on my own and have so many ideas, but was scared to do give anything a try.  I got to a point in my life where I was more comfortable taking a chance, and I did.     

What was the most valuable thing you gained from your experience with Aviatra? 

The network and meeting like-minded people, for sure.    

What was the biggest challenge you faced when starting your business?  

Gaining momentum and constantly wanting to change things before they have had a chance to work. 

Where do you hope to be in 5 years?   

Sitting on a beach somewhere drinking wine while my business consistently operates in the black 😉 

Any advice for future Aviatras?   

Just join the program! So far, it’s been awesome and am so glad I signed up. 

To learn more about The Girl Republic, visit https://www.thegirlrepublic.com/.

We’re so excited to announce our 2021 LAUNCH cohort!

1. Abby Farr, Tillage Clothing Co.

Comfortable, stylish, and ethically made clothing that gives back to fight human trafficking.

“3 years out I’d like Tillage to be known as the leading brand in the US that gives back to fight human trafficking because consumers deserve the opportunity to shop ethically with ease. We will be known for the most satisfying work environment. My first book will be in the works, and a podcast established that raises awareness about the cycle of fast fashion and trafficking and interviews collaborators and those on mission with our brand, creating opportunities to promote their brands and ideals. We not only carry our own line but other brands that help female entrepreneurs across the globe. Currently, my sales are through
pop-up shops and markets; whole sale accounts; and direct sells from returning customers; as well as marketing from bloggers with large followings.”

2. Andrea Minnillo, The Girl Republic

The Girl Republic sells apparel and accessories for GIRLS who are passionate about breaking gender barriers.

“The Girl Republic was conceived during clothes shopping trips for my children. I was often frustrated and confused by the difference in girls and boys clothing subjects. Girls were supposed to be princesses with gowns and tutus,while boys clothing depicted action or accomplishment. Boys items represented passions, while girls items reinforced the objectivity that women and girls have been fighting hard to shed. The Girl Republic was founded to participate in and embrace blurring societal lines and gender barriers.”

3
. Dominique Khoury, Looqma

Welcome to Looqma, a pop-up kitchen, artisanal bakery,caterer and integrative wellness consultant inspired by my Lebanese heritage, childhood in Southern California, and passion for taste and health. Looqma is a celebration of the women in my life, the many lessons they have taught me, and their boundless sense of love, care and determination.

“In Classical Arabic Looqma, pronounced LOOK-ma,describes a bite, a morsel, or a taste. It is an intimate expression used when sharing food with your loved ones.Growing up around the table, family and friends would gather to eat and share, often reaching across one another with tangy bites of silky hummus or fresh morsels of pillowy bread. It is this warm and inviting sense of community that I wish to share with you. Looqma is a thoughtful bite, full of flavor, good quality ingredients and a lot of love.”

4
. Sofia Mimendi & Emily Bruns, Aclipse Campervans

“Aclipse provides a unique, all inclusive solution, to people who want to adventure in nature, without having to spend a fortune on camping gear,while having a higher level of comfort and amenities that traditional camping does not provide. Aclipse provides a unique travel experience for people to deepen their connection with nature, themselves, and others. Our unique value proposition is to facilitate a fun and unique camping experience by providing stylish and fully equipped campervan rentals.”

5. Jennifer Panepinto & Samantha Comer, Painted Bread Marketing LLC

“Painted Bread Marketing uses business basics to help companies figure out what their true value proposition in the market is. NO business is a commodity! Every company has at least one thing that differentiates them from competitors. We help them figure out what that is. Then, we act as their ongoing partner for marketing needs with everything from website updates and maintenance,social media and email campaigns, PR and more.”

By Lindsey Vanderkolk, Scooter Media

An important step for organizations of all types, identifying your brand identity is essential whether you’re beginning your own business, starting a nonprofit or looking to expand your company.

Brand identity tells the story of your company in an immediately recognizable way — and choosing the right logos, colors, fonts and other visual elements can have a major impact on the long-term success of your organization.

Thankfully, establishing a successful brand identity doesn’t require hiring a large agency, or being a graphic design guru. In fact, building a successful brand starts with a little creativity and an understanding of these four key elements:

1. Let Your Logo Do the Heavy Lifting

A logo is the foundation of your organization and the first thing that will come to mind when audiences think of your brand — so make sure to spend time and effort in making yours stand out. It’s also worth remembering that a logo will often be the element of your brand most responsible for first impressions; carefully consider how yours will be viewed by people who know nothing about your organization.

What makes a logo compelling? There’s no “secret formula,” as it varies based on a wide variety of factors. However, two examples that we love are:

• FedEx, not only for its bold colors, but also because of the “hidden arrow” contained in the spacing of the words, which helps to subconsciously reinforce the company’s mission;
• People Working Cooperatively, a Cincinnati-based nonprofit that creatively uses its logo to communicate the organization’s mission of providing home repairs to neighbors in need.

2. Carefully Consider Your Color Choice

When it comes to conveying the overall feeling of your brand, there’s no more important consideration than color choice. While you can read all about color theory and the meanings (both connotative and denotative) that each color holds, the best way to approach this element is to ensure the colors you are choosing reflect the personality of your brand.

Here are two colorful examples to consider:

• Target‘s color of choice is a striking red — bold and direct, just like the title of the brand itself.
• The Carnegie uses color in a creative way, as this multidisciplinary arts venue assigns each of its key areas a distinct color (a bright orange for its art galleries, a lime green for its educational initiatives, and a deep purple for its theatrical productions).

3. Fall in Love with Your Font

Given that a brand identity is all about attracting attention, it can be tempting to make the go-to font for your brand one that is large, flowery, or a little over-the-top … but this is a crucial mistake. The most important consideration to take into account on the typography front is that your font should be immediately legible and speak to the sensibilities of your target audience.

Take these two standout typography examples into consideration:

• Erigo, a human resources and employer solutions firm, uses a no-frills, sans-serif font across all of its materials, which speaks to the professional nature of the business and helps to communicate the organization cares about being direct and approachable.
• Disney, one of the most iconic brands of all time, uses a font that is a little more ornate than most brands, but aligns well with the company’s values as it is actually a stylized version of Walt Disney himself.

4. Verify Your Visual Aesthetic

When developing your brand identity, it’s also very helpful to pick a few visual elements that speak to your brand sensibilities. Sometimes, these are obvious; for example, if your business is all about selling a specific product, your key visuals should include real images that showcase beauty shots of the product as well as photos of it being used by your audience.

However, other times establishing a visual identity isn’t so clear-cut. While some industries (such as professional services) may be able to primarily rely on stock photography to communicate the basic visuals of their brand, others might use visuals that are more stylized (or may not even feature real people at all!). Consider the following:

• Theatre House, located in Covington, Ky., uses a mixture of photos as part of its brand identity; while it primarily relies on stock photos to showcase the products available in its retail store, the company also shares photos of costumes and makeup looks submitted by customers so that followers are able to see the company’s products “in action.”
• Cincinnati-based Kroger recently rolled out a new ad campaign featuring the “Kroji,” cartoon-based characters that give the brand a more lighthearted feel while still promoting the company’s key values of offering fresh foods at a great value.

Clearly, there is a lot to take into consideration when creating your brand’s identity — but fear not, as the experts at Scooter Media have compiled a handy one-page “Brand Cheat Sheet” to help you navigate the basics. Click here to download it now.

Now, what are you waiting for? Go forward and start designing using these simple tips, and before you know it, you’ll be creating some brand magic!

Looking for more tips on graphic design and establishing a brand identity for your business? Visit scootermediaco.com.

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Scooter Media is an award-winning boutique PR agency specializing in public relations, social media and digital communications. Based in Covington, Ky., the agency has been named Small/Mid-Size PR Agency of the Year for the last four years by the Cincinnati chapter of the Public Relations Society of America. Independently owned and a nationally certified Women’s Business Enterprise, Scooter Media is always on the move – connecting people and driving results.