Secret Recipe: Annika DiMeo

What strikes me most about Annika is her unique sense of style, how she infuses her work with a raw edge and yet a refined sensibility. She stands out in a world of sameness; carving her own path, whether grooving as a DJ on the weekends, or developing distinctive designs for clients. And BTW, what is it with these Brand+Aid sisters? The DNA in that bassline keeps on giving. When I tapped my dear friend Renya Nelson, owner of Brand+Aid and Annika’s sister, about interviewing Annika she said, “She brings B+A a whole new level of design, creativity, and future thinking to our industry and we are lucky AF to have her.” I couldn't agree more. - Carson Roncketto

How did you get started in this industry?

I would not be in this industry without my sister, Renya Nelson, owner and CEO of Brand+Aid Inc. She started this company out of her home office and as it started to grow, I began helping her get organized. I have assisted in every department which helped catapult me into knowing more about promo products, merchandise, apparel and the nuances of small business more than I ever thought I would. I am grateful she had the gusto to start this company and bring me in the fold. She has been an incredible influence on me professionally. 

What is the coolest project you ever worked on and why?

I think the coolest project I have worked on was a recent rebrand for a local, established hardwood flooring company. They came to us with a need to freshen up their current logo and marketing materials. We spent a decent amount of time making certain we gave them enough variations to consider. They ended up choosing our favorite option and we are now branding their new apparel and merchandise based on their updated design. It was so cool watching the entire process go from ideation to branded merchandise!

What is the biggest takeaway from your experience in this industry?

I truly love watching how excited people get when they see their logo proudly displayed on their products and apparel. If the logo looks good and the product is quality, you have already made a great impression! 

Tell us something within our industry you would like to change and why.

I think this industry needs to continuously look at the materials and processes used in regards to waste and damage to the environment. I am seeing more Certified B Corporations in this industry and am constantly pushing products from those suppliers as well as products Made in the USA. I think this industry is headed in the right direction and I am looking forward to seeing how we can all come together to create and pitch products that will last!

Tell us about one of the biggest professional mistakes you have ever made. Let us know how you fixed it and what you now do to prevent making the same mistake.

One of the biggest professional mistakes I ever made was spending years not thinking I was good enough, skilled enough, qualified enough. Don’t get me wrong, it is good to be humble, but not to a point where you get in your own way. I make mistakes all the time. However, if I am honest with myself, loyal to the company, to my friends and family, it’s easier to shake off the hard stuff and get back to it.

How do you spend your time when you are not working?

I spend as much time as I can with my husband, two kids and my extended family. I also have the pleasure and privilege of being a DJ on Friday nights at a local radio station here in Salt Lake City, Utah which helps keep me grounded when the day-to-day gets overwhelming.

What is something with your day-to-day job that you still struggle with, and what are you doing to overcome that challenge?

This industry can be overwhelming in that one project can be vastly different from the next. Adapting without stress is something I am trying to be consistently conscious of so I don’t bring it to my team or my family for that matter.

Describe your best strength related to your career and tell us how it has helped you.

I am a people person with a decent amount of management experience. I bring those strengths to client, staff and organizational situations as much as possible. I strive to be clear and transparent when training and communicating expectations to eliminate a toxic work environment. 

What are some of your long term goals and what are you doing to reach those goals?        

My professional long-term goals include continuously creating efficiencies to increase profits for the company and its staff (including me!). My personal long-term goals include a larger home for my family, college savings for my kiddos and developing my design ideas into products to be sold across multiple platforms. My ultimate goal is to be able to work with my children and help develop their personal and professional skills. My husband and I spend a great deal of time encouraging them to see the road ahead and get what they want while being kind and respectful of everyone. 

More about Annika:
Proud Salt Laker, Annika DiMeo is Chief-of-Staff at Brand+Aid Inc., a marketing agency specializing in merchandise collections for businesses of all types. Her daughter, son and husband are her guiding lights, and when she is not with them you can find her sketching up product designs or creating playlists for her Friday-night DJ spot on KUAA radio. She is passionate about people, art, design, music and above all, her friends and family.