Rising Stars: Meet Richard Novia

Today we’d like to introduce you to Richard Novia. 

Hi Richard, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstories with our readers?
As a younger kid, I loved to draw- I would draw over everything with markers, pens, etc. It didn’t matter what or where- I just sketched and drew. Fast forward to school, and I was always moved to different art & media classes. I was an avid outdoors person- growing up with a dad who did personal protection, private security, and investigative work my father put a serious emphasis on spending time outdoors. from camping, hiking, rock-climbing, white-water rafting, kayaking to mountaineering-at least once a month we did some sort of outdoor trip as long as I could remember. This led me to the Boy Scouts; from Tiger Cubs at age 7, through Boy Scouts into age 18, I was an avid participant in the scouting world. Summer camps, Trips- and a coveted slot in a special patrol on a high adventure group in our troop made for some amazing adventures to grow up with. All along I was building a work ethic that would carry me into today. 

If I wasn’t at a scouting event, playing on the soccer team, or spending time with my family, I was drawing, painting, sketching- creating. My mom was a huge advocate for my art; she would buy me pads, pencils, easels, pastels, paints…and let me create until it was time for bed. (Just as long as it wasn’t on furniture or the walls anymore, haha. ) 

Into high school, I was put into a gifted art program where I was pushed to my limits creatively- learning art history and working with all kinds of mediums such as sculpting, painting, drawing, and everything in between. I spent time in London, Paris, Amsterdam, Brussels, Florence, Rome, Venice, and Milan studying art, seeing all the museums and art venues I could. Deciding not to continue with Soccer in school, I really wanted to work more with my family in the family business. I learned the ins and outs of the private investigation business as well as site security and personal protection. This filled a void for activities, still needing to be in shape to do this job but also allowed me to dive into something new and exciting. I would work part-time after school and on vacations, summer breaks, etc with the company. 

Still, throughout high school, I took Graphic Arts class year after year. It was a trade-style class where I learned graphic art on an apple II computer, with photoshop and adobe illustrator making tee shirts for local boosters, business cards, banners, etc. The school program allowed local businesses to get work done cheap and us as students to get work experiences in branding, printing, and media. I loved it and took it all 4 years of High School. 

After High School Graduation, I decided to go through Formal Security training and dive into the family business. However, even though I loved working for my family company (when I was needed) I felt a need to start my own business- And my first graphic business was born. TitanMX, a company that provided stickers and decals for Motocross bikes (a casual hobby of mine and my family over the years) took off from a room in my home. We designed, printed, and shipped decal kits for clients all over the country from 2005-2011. In 2010, My brother and I (with whom I founded and ran TitanMX) moved from our home in Connecticut to Spring Hill, TN where we followed my father after he moved here in 2008. Durning that time, we both had different thoughts on the business and decided we should go our professional separate ways- My brother going to work for some of the most prestigious creative agencies, and I to work at a growing Sign and fabrication shop locally. 

In 2015, I met my wife Jessica, and together, with some serious belief on her part- we jumped off the cliff and started our own business and The Wrap Lab, LLC was born. Jessica, myself, and my best friend rented a small bay and office from a local automotive company. From there, we just grew. And each year, we had steady growth, adding employees, moving facilities as we grew, rebranding into Label Graphics Co with new service offerings, and planting roots in Franklin TN as an established Print and Graphics company. Mixing Agency-inspired design with sign and print fabrication we produce some amazing products for businesses pushing their services and brand to local companies through vehicle wraps, signs, and graphics. 

Coming from a family of small business owners, I wanted to support local and small businesses, and offer good vehicle wrap, sign, printing, and graphics solutions. We’re constantly evolving those services, and adjusting and moving as the landscape of the OOH (out of home) marketing industry changes. We’ve invested in good equipment, we create a positive work culture and a fun, friendly environment for everyone. We continue to work with amazing people and companies all over the Middle TN area. 

This year, Jess and I are working together to Launch a lifestyle clothing brand Called Ryder James- heavily influenced by our love for horses, the outdoors, and good old hard work. Designing products, we feel speaks to us, we are creating tee shirts, apparel, hats, and potentially some home goods (art pieces, etc) that we would wear and hang in our small equestrian ranch in Columbia, TN, about 20 mins south of Franklin. 

We also will be launching a new media company, Paracord- focusing on story branding for businesses through video and photography- working on the foundation that the connectivity between consumer and brands is one of the most important pieces of marketing in today’s age- people want authenticity, and want to feel like said company feels the way they do and aligns with their cultural beliefs. Given social media, today and time spent viewing videos on our phones, creating 30sec-2min videos that connect customers with brands via emotional connections is something we’re passionate about. 

Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
I believe we’re forged in the face of adversity- something I don’t think people see as a valuable tool. Starting out each time, we had to find capital to buy equipment- printing machines, tools, workspace rent, employee salaries…All that is a challenge. I still actively create mental, physical, spiritual, and emotional challenges regularly to keep me sharp, and ready for the thing we call life. 

Jess and I built our business plan on a tired, non-functional crash-when-it-wanted to iMac. It was also probably the first iMac ever made, haha. But we did it on the floor of my apartment (we were still only dating back then) because I had no furniture. I remember asking myself, “how in the hell are we going to make this work?” self-doubt is always present, I don’t care what people think. How we responded, well, that’s what makes the difference. I think at that time I had approx. $600 in my bank account, and quit my job 2 months later; now here we are. 

I can remember printing (22) 26ft box trucks for blue apron for a national campaign to be installed over 3-4 cities, a $45,000 print-only job. We we’re SO excited and ready for the challenge. We printed these trucks to be shipped all over to local area installers. On our very first purchased print machine, we took shifts over 24hrs for 2 straight days. We cut, delivered, and shipped them all, and met the deadline. A few days later, we got a phone call that all the wraps were printed wrong- we had used the wrong color setting and ruined all the prints. Not only did we have to reprint, we had to compensate the company for the money they shelled out for installs. A total loss of over $25k we learned a valuable lesson. We still make mistakes today, but we absolutely won’t make that one. Eating that as a company in its second year was HARD. We didn’t have the money and financed it over time. We lost the customer for good but gained in experience. 

One of the toughest things still is managing and meeting expectations; having grace when you make a mistake, or fall short of a customer’s expectations is key. I find this is where many businesses take a turn. In my companies, we take ownership immediately, and we work out a solution before we address the customer. Knowing what we’re going to do to rectify a situation when having the tough conversation is a massive win. I feel like it lets the customer A) know you’ve made a mistake and validates their concerns, and B) that you’ve put effort into solving their problem with a plan to achieve the result they wanted. 

Can you tell our readers more about what you do and what you think sets you apart from others?
I think I’m currently in an evolution of my craft; I genuinely care about the success of other businesses and really believe that one of the keys to that is connectivity. Over time, I went from considering myself a graphic designer to a small business owner to now someone who really cares about the “why” for companies and businesses. I now spend my days thinking about how I can create ways businesses can connect with current and new clients. 

A good example is I’m an avid outdoors person. I love brands that are about making products to support that. The North Face, for instance- their mantra is “Never Stop Exploring.” That resonates with me and my interests, so by connecting with their brand I end up purchasing their products. (As I sit here in one of their many fleeces, I own writing this.) Case in point. 

Consumers are really diving deep into the “why” and consuming products and supporting companies that align with their ideologies. Now is the time to start utilizing social media to connect on a deeper level with customers- sharing your brand story, why you started, your mission, and theology. this creates raving fans of your brand and makes them eager to purchase your products, offerings, or services. They’ll share them, turn friends on to your company who are probably like-minded and your ideal customer. 

I think many companies are missing the mark; they thing fun, quick colorful images and viral videos created into ads are what sells. It may for a short period- but the long game is weaving the fabric of your brand into your customers’ view of your company and creating a synergistic relationship of value exchange. A brand creates products you align with, and in turn consumers feel good buying them. The brands I align with inherently also speak to my internal moral compass and creed, and often I end up following the CEO and employees or influencers on social media and that builds my connection for the brand, seeing it starts at the top. 

For me, I’m proud to not have stayed in one mindset- I love that I’m evolving in my thought process as a creative and a human. 

Are there any books, apps, podcasts, or blogs that help you do your best?
Right now, I’m on a fiction kick- taking into consideration my background, I like thrillers from authors like Tom Clancy and Jack Carr. They are stories of spys, investigative journalism, with a “hint” of political thriller themes. Kind of reminds me of working for my parents’ company but ratcheted up to 11. 

I loved Good To Great, by Jim Collins, as well as a man thinketh, by James Allen. I also love reading books on health and wellness, as well as anything entrepreneurial or motivational. 

A book that changed my life was Extreme Ownership by Joko Willink, a retired navy seal and founder of Echelon Front, a corporate leadership consulting business. Once I learned that no one was to blame for the things that happened and that I controlled my response to the outcome of anything my life became 10x better. I found I could confront those hard conversations; I could immediately accept responsibility and search the solution instead of sticking on the why of the problem. Game Changer, and Highly recommended. 

I’m more of a YouTube nerd than a podcasts, but Legends of The Old West podcast about the Wild West makes long car rides go by in a flash. Being a lover of the outdoors, I get stuck watching videos of people building off-grid cabins, sustaining life from the land, and forging things with their hands. Videos on outdoor gear, how-tos, and anything that advances my personal skillsets is something I get lost in all too frequently. 

Contact Info:

• Email: [email protected]
• Website: label615.com
• Instagram: @richnovia
• Facebook: Facebook.com/richardnoviajr

Image Credits
@lee.media