Unleashing the power for Baylor Scott & White Health.


The power to live better™

Repositioning the largest not-for-profit healthcare system in the state takes a Texas-sized effort. To introduce Baylor Scott & White Health’s new mission to empower its patients, Launch Agency was proud to team up with agency partners, Monigle, Camelot Media and Door No. 3. Our combined efforts created a campaign that’s already seeing powerful results with a 12% increase in brand equity.*

The new customer-first positioning led to the creation of a new tagline from Launch, “The Power To Live Better” and a new brand identity from brand experience agency, Monigle. “The real power in healthcare lies within our customers, they allow us to do what we love. Our role is to inspire them to live better every day. This refreshing and joyful campaign repositions us as the support our patients need to improve every aspect of the care they receive,” said Ben Day, Director of Creative & Brand Management at Baylor Scott & White Health.

Launch Spot

By partnering with award-winning directing trio, The Fold, we created a series of spots taking viewers on an energetic and empowering journey showing what healthcare looks like from the POV of the consumer. The soundtrack for all spots includes vintage gospel song “Power” by Mattie Wigley that was rearranged by local musician Damon Criswell. And photography by Callie Lipkin beautifully celebrates our new visual expression across print, OOH, social and digital.

*Among key healthcare systems in our markets, Baylor Scott & White Health was the only brand to see significant movement in brand equity measures, with BERA scores showing a 12% increase from Q3 to Q4. The next closest brand saw only a 6.4% difference.

Client: Baylor Scott & White Health

Directors: The Fold

Production Company: Bunker Films

Editor: Adam Henderson, Charlie Uniform Tango

Sound Mix: Jake Kluge, Charlie Uniform Tango

Color: Charlie Uniform Tango

VFX: Charlie Uniform Tango

Music: Damon Criswell

Photographer: Callie Lipkin

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: DianeSeimetz, Launch Agency

Group Creative Director/Copywriter: April Steinbach, Launch Agency

Creative Director/Art Director: Brian Dedering, Launch Agency

Associate Creative Director: Caleb Alba, Launch Agency

Account Director: Jason Giles, Launch Agency

Account Supervisor: Bailey Trout, Launch Agency

Account Executive: Lucy Galloway, Launch Agency

Producer: Jaime Roderer, Launch Agency

Print Producer: Alicia Conner, See Pictures

Director of Creative & Brand Management: Ben Day, Baylor Scott & White Health

Media: Camelot Media

Agency Partners: Monigle and Door No. 3

REINVENTING AI FOR A HAPPIER HOLIDAY

The holidays are a wonderful time to reminisce and reflect on the past year. And looking back on 2023, AI seemed to be the only thing anyone could talk about. So it came as no surprise when agencies around the globe found ways to incorporate AI into their holiday messages.

But Launch isn’t like other agencies. We don’t merely keep up with the trends, as is so common in our industry. We look beyond at what lies ahead. So, while everyone else was scrambling to hop on the AI bandwagon, we were developing something even better. A special technology that has the power to improve every aspect of our lives, especially the holidays. And we can’t wait to share it with you.

A STORY BIG ENOUGH TO FILL DAK’S SHOES


Dak’s been setting records with his arm. But last night, all eyes were on his feet.

As part of the annual NFL My Cause My Cleats initiative, Dak teamed up with sneaker designer Jake Danklefs of Dank & Co and Baylor Scott & White Health to raise awareness for early cancer detection and encourage people to get screened.

His cleats were inspired by the heartwarming story of a young woman, Sydney Benton, who narrowly avoided colorectal cancer thanks to an early screening. Sydney’s story struck a chord with Dak because of his own mother’s passing in 2013 to colon cancer, and he wanted to help tell her story to inspire other people to follow her lead.

So, we invited Sydney for an interview to talk about her experience with early detection. However, she had no idea that her favorite NFL player was waiting eagerly to meet her, or that he would be featuring her story on his cleats during primetime Thursday night football. The surprise reveal was an incredibly moving moment, which directors Andy Mahr and Ashton Rodgers captured beautifully.

Watch the story

What’s really remarkable about this initiative is seeing how much power a single story can have. Sydney has already started inspiring others to get screened, such as her mom and her older sister. And with the help of Dak and the Dallas Cowboys amplifying her voice, her story has the potential to impact many, many more.

Client: Baylor Scott & White Health

Director: Andy Mahr & Ashton Rodgers

Post Production: Charlie Uniform Tango

Photographer: Andy Mahr, Mahr Images 

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: DianeSeimetz, Launch Agency

Group Creative Director/Copywriter: April Steinbach, Launch Agency

Creative Director/Art Director: Brian Dedering, Launch Agency

Associate Creative Director: Caleb Alba, Launch Agency

Copywriter: Isaac Swedlow, Launch Agency

Account Director: Jason Giles, Launch Agency

Account Director: Cortney Fly, Launch Agency

Account Executive: Lucy Galloway, Launch Agency

Producer: Jaime Roderer, Launch Agency

Director of Creative: Ben Day, Baylor Scott & White Health

Brand Manager/Sports Sponsorships/Digital: Tyson Stuart, Baylor Scott & White Health

Director of Consumer Marketing/Brand Strategy & Planning: Kristn Owens, Baylor Scott & White Health

Brand Planning & Strategy: Robin Kraase, Baylor Scott & White Health

Marketing Producer Creative & Brand Management: Megan Doss, Baylor Scott & White Health

Senior PR Marketing Consultant: Eric Keese, Baylor Scott & White Health

We are extremely honored to be shortlisted by The Clio Awards for our Motivotter campaign for Baylor Scott & White Health and the Dallas Stars. The work was recognized in two categories: Social Media Influencer and Augmented Reality. The campaign leveraged the partnership between Baylor and the Dallas Stars to create an AR experience that motivated fans to engage with the brand in a fun, unexpected way.

The activation featured Stars’ goalie, Jake Oettinger, only it wasn’t actually Jake: it was his inner voice, which we named Motivotter. Fans could place Motivotter in places where they needed a little extra motivation. With 70+ million impressions, a 95% social positivity rating and an over two minute average filter engagement time, Motivotter scored big.

As always, we couldn’t do any of this without our incredible partners. High fives to our brilliant dream team:

Client: Baylor Scott & White Health

Director: John Suits

Production Company: Natural Selection Productions

Executive Producers: Nicole Flores, Amanda Mortimer

Producer: Gensho Tasaka

DoP: Will Stone

Editor: John Suits

Sound Mix: Joe Barrucco, Timeline Audio

Color: Parker Jarvie, Company 3

VFX: Joshua Lester

Photographer: Andy Mahr, Mahr Images 

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: Diane Seimetz, Launch Agency

Creative Director/Art Director: Brian Dedering, Launch Agency

Creative Director/Copywriter: April Steinbach, Launch Agency

Associate Creative Director: Caleb Alba, Launch Agency

Copywriter: Isaac Swedlow, Launch Agency

Account Director: Jason Giles, Launch Agency

Senior Account Supervisor: Bailey Troutt, Launch Agency

Senior Account Executive: Megan Robertson, Launch Agency

Assistant Account Executive: Lucy Galloway, Launch Agency

Producer: Jaime Roderer, Launch Agency

Producer: Kerstin Fredrickson

Strategy Lead: Dan Ferguson, Groove Jones

Creative Director: Dale Carman, Groove Jones

Producer: Eduardo A. Gonzalez V., Groove Jones

Developer: Carly Siciliano, Groove Jones

3D Team: Jeannot Landry, Elliot Johnson, Chris Fisher, Groove Jones

Animation: David Aguilar, Groove Jones

Graphic Design: Bip, Groove Jones

Production VP: Monte Masters, Groove Jones

Audio: Andrew Carman, Groove Jones

Production Coordinator: Khoi Tran, Groove Jones

Director of Creative: Ben Day, Baylor Scott & White Health

Brand Manager/Sports Sponsorships/Digital: Tyson Stuart, Baylor Scott & White Health

Director of Consumer Marketing/Brand Strategy & Planning: Kristn Owens, Baylor Scott & White Health

Brand Planning & Strategy: Robin Kraase, Baylor Scott & White Health

Marketing Producer Creative & Brand Management: Megan Doss, Baylor Scott & White Health

Senior PR Marketing Consultant: Eric Keese, Baylor Scott & White Health

Stars goalie, Jake Oettinger invites you to get motivated with Motivotter.


We recently teamed up with Baylor Scott & White Health and the Dallas Stars to create an AR experience leveraging one of the biggest “stars” of the Stars, Jake Oettinger. As the team’s goalie, Oettinger always stays focused, motivated and determined, which makes him the perfect voice to inspire fans along their health journey.

Working with Dallas AR and VR experts, Groove Jones, we developed a look-alike Oettinger in the form of a mini-AR Jake. Only it isn’t actually Jake: It’s his inner voice which we named Motivotter, a combination of his nickname “Otter” and “motivation.” The experience allows users to place Motivotter on any surface, next to anything they’ve achieved or want to achieve. Like eating healthier, working out more, walking their dog—you name it, Motivotter is there celebrating your victories with cheers, back flips and a variety and dance moves.

To launch the experience, we partnered with award-winning director, John Suits to create a teaser-like trailer introducing Motivotter to fans. The film, along with numerous digital and OOH executions, invites users to “Unleash Motivotter” through Instagram or TikTok. All executions drive to motivotter.com.

Once you tap any social icon, the Motivotter filter opens and is ready to play.

Social posts encourage fans to share their favorite Motivotter moments.

In a short time, Stars fans have already adopted Motivotter as one of their own.

As the official healthcare partner of the Dallas Stars, Baylor Scott & White Health is proud to leverage this partnership to inspire fans around Dallas to achieve their goals – big or small.

Behind the scenes

To create Motivotter, Groove Jones scanned Oettinger in their XR Avatar Scanner powered by 50 4K cameras that capture HDR (high dynamic range – for color and depth) using multiple focal lengths—instantly capturing both the geometry and texture of the person standing inside. This, in turn, allowed us to make a lifelike mini-AR version of Jake.

CREDITS:

Client: Baylor Scott & White Health

Director: John Suits

Production Company: Natural Selection Productions

Executive Producers: Nicole Flores, Amanda Mortimer

Producer: Gensho Tasaka

DoP: Will Stone

Editor: John Suits

Sound Mix: Joe Barrucco, Timeline Audio

Color: Parker Jarvie, Company 3

VFX: Joshua Lester

Photographer: Andy Mahr, Mahr Images 

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: Diane Seimetz, Launch Agency

Creative Director/Art Director: Brian Dedering, Launch Agency

Creative Director/Copywriter: April Steinbach, Launch Agency

Associate Creative Director: Caleb Alba, Launch Agency

Copywriter: Isaac Swedlow, Launch Agency

Account Director: Jason Giles, Launch Agency

Senior Account Supervisor: Bailey Troutt, Launch Agency

Senior Account Executive: Megan Robertson, Launch Agency

Assistant Account Executive: Lucy Galloway, Launch Agency

Producer: Jaime Roderer, Launch Agency

Producer: Kerstin Fredrickson

Strategy Lead: Dan Ferguson, Groove Jones

Creative Director: Dale Carman, Groove Jones

Producer: Eduardo A. Gonzalez V., Groove Jones

Developer: Carly Siciliano, Groove Jones

3D Team: Jeannot Landry, Elliot Johnson, Chris Fisher, Groove Jones

Animation: David Aguilar, Groove Jones

Graphic Design: Bip, Groove Jones

Production VP: Monte Masters, Groove Jones

Audio: Andrew Carman, Groove Jones

Production Coordinator: Khoi Tran, Groove Jones

Director of Creative: Ben Day, Baylor Scott & White Health

Brand Manager/Sports Sponsorships/Digital: Tyson Stuart, Baylor Scott & White Health

Director of Consumer Marketing/Brand Strategy & Planning: Kristn Owens, Baylor Scott & White Health

Brand Planning & Strategy: Robin Kraase, Baylor Scott & White Health

Marketing Producer Creative & Brand Management: Megan Doss, Baylor Scott & White Health

Senior PR Marketing Consultant: Eric Keese, Baylor Scott & White Health

Dak’s cleats for a cause


Every season, the NFL highlights players and the important causes they support through the My Cause My Cleats initiative. This year, Dallas Cowboys QB Dak Prescott teamed up with shoe designer Jake Danklefs of Dank & Co and Baylor Scott & White Health to shine a light on his Faith Fight Finish foundation and the early detection of cancer.

Working with directors Andy Mahr and Ashton Rodgers, we set out to capture the making of Dak’s cleats from start to finish. Shot in three parts, the film documents the initial zoom call, the design behind the cleats, and the emotional moment of Jake delivering the cleats to Dak. From the beginning, there was a special connection between Dak and shoe designer, Jake Danklefs, as both lost a parent to colon cancer. The final design beautifully represents Dak’s foundation and his mom’s love of Betty Boop to raise awareness about the importance of early detection.

NFL My Cause My Cleats for Dak Prescott using Jordan 1 mid cleats
NFL My Cause My Cleats for Dak Prescott

Dak will wear his custom cleats during the NFL My Cause My Cleats game between the Dallas Cowboys vs Indianapolis Colts on December 4, 2022. The film was pushed out on all social channels prior to the game and drives to BSWHealth.com/GetScreened where viewers can learn about early detection and schedule a screening.

The American Cancer Society says the earlier you catch cancer the less time it has to grow or spread. This often means less-invasive cancer treatment and a better survival rate. As the official healthcare sponsor of the Dallas Cowboys, Baylor Scott & White Health aims to inspire Texans and their loved ones to get screened.

Winning Team: Baylor Scott & White Health, Dank & Co., Charlie Uniform Tango and Launch Agency
Andy Mahr and Ashton Rodgers filming at Jake’s Dank & Co. headquarters

CREDITS

Client: Baylor Scott & White Health

Directors: Andy Mahr & Ashton Rodgers, Charlie Uniform Tango

Production Company: Charlie Uniform Tango

Photographer: Andy Mahr

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: Diane Seimetz, Launch Agency

Creative Director/Art Director: Brian Dedering, Launch Agency

Creative Director/Copywriter: April Steinbach, Launch Agency

Associate Creative Director: Caleb Alba

Account Director: Jason Giles, Launch Agency

Assistant Account Executive: Lucy Galloway

Producer: Jaime Roderer, Dogtails Media Lab

Producer: Michael Wagner, Charlie Uniform Tango

Editor: Rodney Demeglio, Charlie Uniform Tango

Colorist: Joey Waldrip, Charlie Uniform Tango

Graphics: Gray Wilcox, Charlie Uniform Tango

Sound Design: Jake Kluge, Charlie Uniform Tango

Music: Atomica Music

Clients:

Ben Day, Director of Creative, Baylor Scott & White Health

Tyson Stuart, Brand Manager/Sports Sponsorships/Digital, Baylor Scott & White Health

Kristn Owens, Director of Consumer Marketing/Brand Strategy & Planning, Baylor Scott & White Health

Robin Kraase, Brand Planning + Strategy, Baylor Scott & White Health

Megan Doss, Marketing Producer Creative & Brand Management, Baylor Scott & White Health

Get care now. Like now, now.


To announce the news that the MyBSWHealth app now connects you to Baylor Scott & White Health 24/7, we partnered with award-winning director Eli Green to create a series of charming spots focusing on what happens when we get sick after hours or on weekends––you know, times when the doctor’s office is usually closed.

From frantically searching the internet for clues to creating less-than-appetizing homeopathic remedies, we see real-life scenarios get solved by simply connecting patients with the expert physicians at MyBSWHealth.

“Urgency is a tricky message in humor. With a hint of levity and character performance, we found a tone that connects need and relatability for Baylor Scott & White Health,” said Eli Green of Cultivate Media.

The television commercials launched during Dallas Cowboys games and even mention that you can get care during the game. Digital and social executions feature actual clocks that call out the exact time they are running to emphasize you can get care right this very minute. And airport OOH speaks to the fact that you can get care right now between flights.

By correlating with the times and places you can get care through the MyBSWHealth app, this charming campaign hopes to empower patients across Texas to get the care they need whenever they need it. Like right now. Later today. On weekends. At the airport. In the grocery store. You get the idea…

The campaign is running in North and Central Texas on television, print, OOH and social platforms like Snapchat, Instagram and Facebook.

CREDITS:

Client: Baylor Scott & White Health

Director: Eli Green, Cultivate Media

Executive Producer: Paul Papanek, Cultivate Media

Producer: Carlos Ayami, The Lift

Line Producer: Pablo Chozas, The Lift

Photographer: Brigette Diez

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: Diane Seimetz Duncan, Launch Agency

Creative Director/Art Director: Brian Dedering, Launch Agency

Creative Director/Copywriter: April Steinbach, Launch Agency

Producer: Jaime Roderer, Launch Agency

Account Director: Jason Giles, Launch Agency

Management Supervisor: Megan Lucy Neal, Launch Agency

Client: Ben Day, Director of Creative, Baylor Scott & White Health

Editor: Adam Henderson, Charlie Uniform Tango

Sound Design: Jake Kluge, Charlie Uniform Tango

FUELING GROWTH: LAUNCH ADDS CREW TO LEADERSHIP TEAM


Award-winning brand strategy and creative agency builds on momentum, promotes three to principal.

Two decades ago, partners Diane Seimetz Duncan, David Wilgus and Michael Boone set out on a mission: deploy their years of marketing experience working on high-profile national and international clients to help new brands successfully achieve lift off, and guide mature brands back to the success they once enjoyed. They named the business Launch because it perfectly fit what they wanted to build, a creative company able to give innovative businesses the strategic thinking and creative firepower to launch or relaunch successfully.

And soon after its own launch, the burgeoning agency had built a star-studded roster of dotcoms and startups, including Match.com, Hotels.com and Paris Las Vegas; as well as high-profile relaunches – among them restaurateur Phil Romano’s eatZi’s Market & Bakery, and retail giant Sam’s Club. 

Today, Duncan, Wilgus and Boone are making room at the helm for three new principals: Group Creative Director April Steinbach, Account Director Jason Giles, and agency Controller Ray Ives.

Left to Right: Ray Ives, April Steinbach, Jason Giles

“We have always believed – and reinforced to clients – that launching is not just for startups. It’s a mindset. Something you do every day, evolving and innovating your way to the top,” said Diane Seimetz Duncan, Principal and Creative Director for Launch. “Expanding our leadership capabilities with key talent like April, Jason and Ray is putting that deeply held belief into practice in our own business.”  

April Steinbach is on her second tour as a Launcher, starting in 2004 as senior copywriter and returning in 2018 as Group Creative Director.  She brings with her extensive digital and mass media experience from BBDO/Organic and TM Advertising, leading campaigns for American Airlines, AT&T, Bausch + Lomb, Community Coffee among others, and earning recognition from Communication Arts, Graphis, The New York Times, Muse by Clio and the American Advertising Federation. April currently heads creative efforts for Baylor Scott & White Health along with new business initiatives.

Jason Giles, Launch employee #2, has been with the agency since the doors opened over 19 years ago.  Coming to the shop with a strong background in retail, service businesses and automotive, Jason was key in helping longest-standing client, Park Place Dealerships, grow to a more than $2 billion luxury brand powerhouse. He has also been instrumental in new business, and has led strategy and growth efforts for Baylor Scott & White Health, the largest not-for-profit healthcare system in Texas, since the client joined the roster in 2017.

As the newest addition to the senior leadership team, Controller Ray Ives, lends nearly 30 years’ experience to the agency’s financial and business operations. The USC grad spent more than 17 years at San Antonio-based Bromley and Associates, where he served as Finance Director and Chief Financial Officer during his tenure. Prior to that, he was Senior Financial Analyst at DMB&B, and most recently at Publicis Groupe’s Spark Foundry, NYC, where he was SVP Finance Director.

“We feel very fortunate to have the caliber of talent, integrity, loyalty and work ethic we have in April, Jason and Ray,” said Michael Boone, Principal and Account Director for Launch. “Each has already earned the respect and trust from peers, partners and clients. With the promotion to principal, we are just formalizing the role, and look forward to leading alongside them in the years ahead.”

Rising UNT stars awarded scholarships


We recently presented our annual $1,000 Launch scholarship awards to Bryce Johnson for Art Direction and Mariangelis Pagan for Graphic Design. Both students are juniors at the UNT College of Visual Arts + Design.

After a portfolio review of top candidates from the communications design program, they were recognized for creating an outstanding body of work. Launch established this scholarship in 2007 to inspire creative excellence and make a positive impact on UNT graduates who will, in turn, positively impact our design and advertising community.

BioBizz Campaign created by Bryce Johnson

Launch takes great pride in helping launch the careers of talented students like Bryce and Mariangelis. Explore more of their work at here and at the links below.

Tate’s Packaging Design by Mariangelis Pagan

Diane’s latest pet project


When Diane Seimetz Duncan isn’t writing strategic briefs or chasing the latest consumer trends, you can find her running after her furry little sidekicks. All of which inspired her latest entrepreneurial venture, Dogtor Doolittle, an all-natural solution designed to keep your pup’s paws and fur looking anything but ruff. If you’re wondering how this ad girl, soap maker, wife, mother and grandmother could possibly add one more thing to her ever-growing to-do list, read on. We think we uncovered all the answers!

Rupert and Snyder helping Diane sniff out the competition.

How many pets do you have? Names and ages, please!

Three dogs – Francine Felicia, mini doxie, 18 (recently passed, but furever in our hearts); Rupert Joseph, terrorist chihuahua, 12; Snyder, Russian Toy Terrier toddler, 2 1/2.  Pebbles and Bam-Bam are our 12-year-old feral cats with a hairball problem.

Find all of Diane’s Dogtor Doolittle products on Chewy.com

What motivated you to create Dogtor Doolittle, your own line of pet care products?

I’ve been an animal lover and advocate as long as I can remember (probably would have been a vet if I were smarter). With so many furkids, we were always buying a spritz for this issue or a salve for that condition.  As I expanded my line of bath and body products (for humans) I started taking notice of ingredients used in commercial pet products as well.  I was dismayed – and a little alarmed – at the number of toxins they contained.  The experience prompted me to research safer alternatives.  I quickly discovered there weren’t many that were widely available, so I began formulating my own little litter of clean-label pet pampering.

Launching a new product in the middle of a pandemic is pretty ballsy. Why now?

No time is ever the right time, at least in my life! So when opportunity knocked, I squeezed through the dog door and bounded forward. Chewy.com asked to carry all three of my products – Mane Tamer leave-in conditioner, Happy Pads organic paw balm and Poochie ‘Poo solid dog shampoo. They all contain natural, organic and Ecocert ingredients, and come in sustainable or zero-waste packaging, both of which are growing in demand. Turns out with more people spending more time at home (and on e-commerce) than ever before, they have the time for more DIY pet grooming, too. So launching Dogtor Doolittle now was probably more lucky than ballsy.

Why do you think it’s important to use chemical-free products on dogs and pets in general?

Animals have faster metabolisms and smaller lungs than we do, which means they process chemicals at a faster rate and breathe them in more rapidly.  This makes it harder for them to safely eliminate toxic ingredients. Pets also have a keen sense of smell, so even a fragrance that’s “light” to us can be overwhelming to a dog or cat whose fur is embedded with it.  These chemicals can also cause serious eye or skin irritation.  Unfortunately, the rate of cancer and other life-threatening disease are increasing among domestic pets; industry advocates point to exposure from pesticides, home cleaning products, contaminated food and chew toys/treats embedded with PVC and phthalates as potential causes. 

How did Dogtor Doolittle find its home on Chewy.com?

In October 2019, I received an email from a category analyst at Chewy asking if I would like to add my pet line to their roster.  I knew from years working with retailers like Sam’s Club as well as a variety of product manufacturers how difficult it was to even get a meeting with a merchandise buyer, let alone get your product on the shelf.  Every now and then, I’d receive a solicitation from a broker or rep promising to get you in front of these folks – for a very large fee.  So, when I was contacted directly, I did a bit of a mental double-take, wondering if the request was for real.  I decided to forge forward as if it were, and responded with an enthusiastic, “Heck yeah!”

What do starting an ad agency and launching a brand have in common?

At least for me, they both required an idea, the desire, one eye on the prize and the other looking for really good people to help.  As a creative person, I’ve always known that achieving success is not a solo pursuit. I’ve been fortunate to have great partners at Launch, with complementary skill sets that make it work.  In launching pet products, I benefited from the talents of an amazing graphic designer – Amy Holcomb – who created really engaging branding and helped my packaging stand out.  I also received sage advice from friends in the formulating and soap-making community who’d sold their products at retail.  They gave me the knowledge and confidence to keep chugging, even when I was far outside my comfort zone.

Have you started other businesses before?

Much to my husband’s chagrin, I’m kind of a serial micro-preneur.  I’ve knitted baby sweaters, baked cakes, trafficked in Limoges porcelain boxes. Handmade soap just seemed to be the obvious next opportunity.

To get a whiff of Diane’s soap business, head over to A Joy Forever

What are your future plans for Dogtor Doolittle?

Still at the excitable puppy stage, I’m trying to get my arms around big e-commerce, studying category trends, testing new ingredients and formulations, and seeing what sells.  I’m weirdly comfortable in the deep end of the pool, so once I have these well in hand, I’ll throw myself a great big wrench to keep myself on my toes.

Do you ever sleep?

I started thinking I might have a problem when a friend recently texted me at 3 a.m. and said, “I figured you were up…”

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