Randy Herbertson is a Midwesterner. His wife grew up in California — where she had no idea that ancestors named Barlow and Hurlbutt had roots in this area dating back centuries.
In 1997 Herbertson — a talented, creative marketing executive — was transferred east by Conde Nast. He lived in Westport and commuted to New York, where for many years he owned a branding agency.
In 2013 he had a revelation. “Am I stupid?” he asked himself. “Why can’t I work in Westport too?” (His wife — the lead designer at Terrain — already did.)
He and his business partner, fellow Westporter Geoff Shafer, opened their multimidia design and promotion firm, The Visual Brand, downtown. In the 2 years since, Herbertson — who makes his living observing consumers’ behavior — has saved hours of commuting time each day.
He knew that would happen. What he did not expect was that he’d become part of a flourising, fun downtown community.
Operating out of reclaimed space on Church Lane — a building behind SoNo Baking Company — Herbertson and Shafer have found plenty of local clients. They hang out in cool places.
Herbertson has joined local business organizations. He’s hired Connecticut designers. “I’d never even heard of Western Connecticut State University,” he admits. “But they’ve got a great program, with really good people.”
Herbertson and Shafer found other businesses founded by former New Yorkers. Neat coffee and cocktails and Luxe Wine Bar are two. Westport Wash & Wax and Quality Towing are 2 more. Not everyone aspires to work in New York forever,” Herbertson says.
The Visual Brand office: inside and out.
From his office — the mail sorting room of the very first Westport post office — Herbertson watches Bedford Square rise.
“It’s a bit of a pain,” he says of the construction. “But it’s exciting. It will be very good overall.”
His marketing eye has been caught by Anthropologie, which will do “some very cool stuff” with their repurposed space.
But, he says, “it’s important to keep the local element downtown — not just the big corporations.” He cites SoNo Baking as “very focused on what this community needs.”
His vision is stirred by the possibilities across the street. A choir member of Christ & Holy Trinity Episcopal Church, Herbertson would love to find an investor, buy the adjacent Seabury Center, and turn it into a performing arts center like the Ridgefield Playhouse.
“I’m really bullish on downtown,” he notes. “We have an opportunity to be really creative. My son lives in West Hartford. They’ve done some pretty cool stuff up there, in an area that used to be not so good. I hope we can do it better.”
This photo on the very intriguing home page of The Visual Brand’s website was taken just a couple of miles from the firm’s office.
After 2 years, Herbertson says, he’s found “no downsides” to working in Westport. (He still has clients in the city. They’re just a train ride away.)
“It’s completely possible to do everything we did in New York — at a fraction of the cost.”
Plus, there are all those wine bars, coffee shops — and maybe even a performing arts space — just steps away.
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