Hidden Gems: Meet Danny Vliet of XenoLab Digital

Today we’d like to introduce you to Danny Vliet.

Hi Danny, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
So after a couple year of playing baseball, I got my degree in film from Flagler College in St. Augustine, Florida and my original background is in the TV industry. I always wanted to be a Cameraman for National Geographic. As it turns out, my first job out of college was a Production Assistant for them. One thing led to another, and I actually ended up getting to be the second camera on the show we were filming. That’s always been a favorite life story of mine – getting to live out my childhood dream as a Cameraman for Nat Geo! How cool is that? After moving to New York City I was brought on as a Production Coordinator working on a couple different shows for Bravo. One of them, The Singles Project – actually won an Emmy in 2015. We put a lot of long hours and hard work into that show so being rewarded with something as prestigious as a Primetime Emmy is definitely something I take a lot of pride in. I then moved on as a Graphics Producer for Nascar Race Hub – a nightly show on FS1 back in my hometown of Charlotte, NC. After a few years doing that, Fox Sports made a ton of layoffs at their Charlotte studio which I was included in and there wasn’t a ton of opportunities in the film industry there at the time. Bounced around from job to job doing things I took no joy in and didn’t allow me to be creative which really took a toll on my mental health and I kind of got away from my passion for making and creating things.

Between that and a pretty tough break up, I decided to get back to doing things I love to make myself feel better which included an admittedly pretty poorly produced podcast with a couple friends haha. But it was a fun project for me and I got really into teaching myself graphic design and creating video content for it. By doing that – I was eventually noticed and hired by a start-up software company as head of Digital Content and was still doing projects on the side as well. After years of feeling lost and not really knowing what I wanted to do with my life I felt like I finally had a vision for what I truly wanted to do and career goals that coincided with that – mainly, starting my own creative agency. It was a big risk leaving a steady job with benefits but my agency, XenoLab Digital, is beginning to thrive and it has been the best decision I have ever made.

I owe a lot of my success and gratitude to one of my best friends – singer/songwriter Tyler Boone who also calls Nashville home. Tyler owns a bourbon company called Boone’s Bourbon as well as Artist Formula – a software that helps artists (musicians) and creators grow through the use of AI. He allowed me to re-design a new logo for Boone’s Bourbon as well as a few other creative projects for his different business ventures. This has allowed XenoLab Digital’s work to be seen by a larger audience and grow my customer base so I’m very thankful for that.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It’s come in waves. I mean, is anything in life ever truly a smooth road? How are you supposed to learn from your mistakes and grow into your full potential if you never face adversity? There have been times throughout my career where I thought I was exactly where I needed to be, only to have that be upended by something out of my control and I felt like I had to start all over again. You start to question a lot of things – decisions, what-ifs, comparing yourself to others and where they are in their lives and careers. So yeah It’s taken a healthy amount of adversity to kind of guide me to where I am today and as I get older I’ve learned that that is how it’s supposed to happen.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Starting XenoLab Digital has been one of the most challenging and rewarding experiences of my life. It’s a full-service creative and digital marketing agency I launched with the goal of helping businesses grow through intentional branding, design, and storytelling. We specialize in everything from logo design and content creation to video production, SEO, and digital strategy. But at the heart of it all, we help people define who they are and how they want to show up in the world.

What I’m most proud of is seeing my work out there in the real world – on storefronts, websites, social feeds—and knowing it’s making a difference. There’s something incredibly fulfilling about helping a client finally feel like their brand “looks and feels right,” and watching their confidence grow alongside their business. It’s not just design or marketing—it’s identity building. And being part of that journey, whether for a startup or an established company looking to refresh, means a lot to me.

What sets XenoLab apart is the care we bring to each project. It’s not about churning out content – it’s about crafting something that truly reflects who the client is and what they stand for. As someone who started this business from scratch, I know what it feels like to bet on yourself. So I take that same energy into every project – like it’s my own brand on the line. That connection and pride in the work is what keeps me going.

Who else deserves credit in your story?
I absolutely wouldn’t be where I am today without the support of some incredible people in my life. Tyler has played a huge role in my journey. He has always believed in my work and gave me the opportunity to re-design a logo for Boone’s Bourbon and take on other creative projects across his businesses. That trust not only helped me build my portfolio but also gave XenoLab Digital exposure to a wider audience, which I’m truly thankful for.

I also owe so much to my parents, who have supported me from the very beginning. Starting a business from scratch isn’t easy, and there were definitely moments of doubt and uncertainty along the way. But they’ve always had my back—offering encouragement, advice, and belief in me even when I didn’t fully believe in myself yet. Their support has given me the confidence to keep going and push through the tough moments. I’m incredibly grateful to have people in my corner who’ve helped shape both me and the business into what they are today.

Contact Info:

• Instagram: @xenolab_digital
• Facebook: XenoLab Digital
• LinkedIn: XenoLab Digital