We’re excited to introduce you to Chip Balch, our Creative Director, whose visionary approach and expertise have been pivotal in driving MonogramGroup’s creative success for 25 years. In this exclusive Q&A, Chip reflects on his journey from the early days in the industry to his impactful role at our agency. He shares insights into MonogramGroup’s evolution, what sets us apart in the field, and his personal passions as well as the inspirations that fuel his creativity. Dive in to discover the driving force behind our creative excellence.
#1: Please describe your experience prior to MonogramGroup.
Chip Balch: It’s been so long that I feel like I should start this with “once upon a time…” Fresh out of Purdue University, I was lucky enough to land a freelance gig close to home on the East Coast with a prestigious small design firm, Malcolm Grear Designers, in Rhode Island. What started as a week-to-week project eventually turned into a full-time position. Working alongside Malcolm Grear, who was a powerhouse in the corporate identity world and a longtime faculty member at RISD, was an incredible experience. Malcolm and the entire team took me under their wing, giving me an amazing opportunity to learn and grow. Through long hours and hard work, I soaked up everything I could, building a solid foundation in corporate identity design and typography that has had a huge impact on my career. I’m very grateful for that experience.
After a few years, I developed a curiosity about the West Coast, a place I had never visited, having been raised on the East Coast. I landed design opportunities with larger agencies in Silicon Valley, during the internet and tech boom. There, I worked on various collateral and misc. projects for companies like Hitachi, Williams-Sonoma, Epson, and HP. I enjoyed the work and thoroughly explored Northern California.
What ultimately brought me to MonogramGroup over 25 years ago was starting my family. My wife and I decided to settle near her family in the Chicago area, so we packed up and left the West Coast. That’s when I landed an opportunity at MonogramGroup and first met Scott. Funny enough, I found out later that I was Scott’s second choice for the job, but I think it all turned out pretty well in the end!
#2: Describe how you got started at MonogramGroup? How has your role evolved over time?
Chip Balch: When I first joined MonogramGroup, back when I didn’t have a single gray hair, I came on board as a senior designer. I worked on a variety of collateral and identity projects. I had strong design skills, but both Scott and Harold Woodridge, the creative director at the time with years of big agency experience, challenged me to think beyond fonts, layouts, colors, and design. They encouraged me to explore storytelling and messaging, to think beyond just the design elements.
I embraced the challenge. I must have done something right because a few years later, I became the Creative Director for MonogramGroup.
#3: How has the agency changed over time?
Chip Balch: MonogramGroup has undergone significant transformations over the decades, evolving from a design boutique to an ad agency and finally into a branding agency. I’ve been here through it all. The most significant change occurred a few years ago when we began focusing our efforts in the private equity (PE) sector. Our partnership with Antares Capital, a highly successful client, enabled us to pioneer branding in the PE space, a move that was unprecedented at the time. This opportunity launched us into the world of private equity, and today, we’re recognized as one of the most influential branding agencies in the sector.
While PE remains a core focus, we’ve also expanded into branding for PE-owned portfolio companies. We’ve built strong relationships with several PE firms, leading us into the next evolution of MonogramGroup, where we’re now creating brand value for portfolio companies.
#4: What do you think sets MonogramGroup apart from other agencies in the industry?
Chip Balch: I believe the previous question touches on this, but to elaborate, today we’re recognized as one of the most influential branding agencies in the private equity sector. Few, if any, can match our experience and success in this space. While I’m not sure of our current count, I believe we’ve worked with 90 private equity clients and over 35 portfolio companies throughout the years. Specialization is one key factor that sets us apart from most other agencies.
Another distinguishing factor is our commitment to incorporating research into all of our work. At MonogramGroup, we have a saying: “We like to get smart before we get creative.” Every successful agency must deliver A+ design—it’s essential, but it’s not a differentiator. What truly sets us apart is our combination of research, strategy, and messaging with A+ design. This is what really makes us stand out from the competition and deliver brand value.
#5: What is your favorite project that you have worked on at MonogramGroup?
Chip Balch: As a corporate identity enthusiast, one of my favorite projects at MonogramGroup was SurfacePrep. SurfacePrep is the largest national network of regional distributors specializing in high-quality abrasive products, specialty ceramics, and surface finishing equipment. The creative work we delivered spanned the full spectrum—from developing a family of logos and a comprehensive brand design system to creating a complex website, marketing templates, photography, and video assets.
What was particularly exciting and challenging for me was the evolution of the brand architecture into a branded house hybrid model. I thoroughly enjoyed the creative process of developing the main corporate identity and designing a cohesive system for their sub-brands.
#6: How do you stay inspired and keep your creative juices flowing?
Chip Balch: Surround yourself with intriguing and creative people and things. Having come from a print background and being a bit older, I’ve collected many art and design books over the years, each filled with a history of incredible design inspiration. There’s always something valuable to learn from the past. At the same time, I stay current by reading articles and blogs from my peers, keeping up with what others are creating, and finding inspiration in great work happening today.
#7: What do you enjoy most about working at MonogramGroup?
Chip Balch: I’ve worked at larger agencies before, where you’re just a number, not a name. At MonogramGroup, it’s different—we operate like a close-knit family. Coworkers are always stepping up to help each other and solve problems together. I enjoy working in a smaller agency where wearing many hats is essential for success. It’s fast-paced, but there’s always something new and different to tackle.
#8: What do you enjoy doing in your free time?
Chip Balch: I’m always seeking the outdoors. Fly fishing and mountain biking are my go-to activities. But my main weekend passion is playing in my beer league hockey games. Even at my age, I’ve still got some game! 🙂
#9: What is your favorite part about living in Charlotte, North Carolina?
Chip Balch: Charlotte is a vibrant, growing city with plenty to keep you busy. While the summers can be hot, the rest of the year offers perfect weather. For me, the best part is having both the ocean and mountains nearby, making it easy to escape and reboot my mind.
Learn more about Chip Balch here.
Article led by: Isabelle Lunow
Edited by: Lou Petrongelli