Kris Jones: From Design to Storytelling | Cover Story | Exeleon Magazine

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Greatstoriesaretimeless.Theyarepassedfromone generationtothenext,withalavorofhonestyand authenticity Storiesbuildhumanbridges,elicitemotions, andforgebondsthatwithstandthetestoftime.

Thesamegoesfordesign.Howthingslookandfeel—their colors,shapes,andtextures.Likethecomfortinghugof yourfavoritearmchair,familiarandinviting.Whendesign isthoughtful,itspeaksalanguagethatgoesbeyondwords andindsaplacedeepinyourheart

Whenstorytellinganddesignjoinhands,theymakeeach otherbetter.It'slikewhentwothingscometogetherand createsomethingbiggerthanyou'dexpect,1+1equals3. Imaginewatchingamoviewithoutamusicalscore;itfeels incompleteandlacksdepth.That'showimportanttheyare toeachother.

Anexampleofaleaderwhoexcelsinblendingstorytelling anddesignisKrisJones.Withover20yearsofexperience inthemarketingindustry,includingworkingwith renownedbrandslikeNikeandAdidas,andmostrecently asthefounderofRedDoorDesigns,Krishasdiscovereda simpleandeffectiveformulaforsuccess: clarity leads to prosperity

Inthiscoverstory,wedelveintoKrisJones'personal journey,exploringtheebbsandlowsthatmakeherthe ultimateinnovator.

A VISUAL STORYTELLER

ForKris,storytellingwasn'tjustaninterest—itwasher calling.Shesharesamemorywhen,attheageof7,she convincedherneighborhoodfriendtoengageinacreative adventure.

Together theycraftedatrifoldvacationbrochureusingher

mom'sstackofNationalGeographicmagazines. “Wecutoutphotosofexoticcheetahs,jungles, andbeaches…Thenwecollagedthemontoan 8.5x11pieceofpaperandfoldeditinto3 panels—andvoila!”

Thisearlyexperimentofvisualstorytellingwas aninnocentforeshadowingofherfuturecareer pathindesign.

DISCOVERING A PASSION

KrisJones'sjourneyintomarketinganddesign beganwithasenseofadventureandadesireto

"I used to help people build beautiful websites, now, my greatest joy comes from helping them build effective websites that tell a powerful story.”

exploretheworld.After completingcollege,sheembarked onabackpackingtripthatledher toapicturesquebeachtownin southernTurkey.

Itwasthere,amidstthebeautyof thecoastalparadise,thatshemeta pairofAustraliandesignerswho introducedhertotheindustryof marketinganddesign.

Thisencountersparkedaprofound interestwithinKris,anduponher

returntoPortland,Oregon,she decidedtopursuehernewfound passionbyenrollingindesign school.Sheshares,“ThemomentI steppedintothatirstclass, somethingclicked.Iknewforthe irsttimeinmylife,Iwasexactly whereIwasmeanttobe.”

ForKris,thenextfewyearswerea bluroflivingandbreathingdesign. Itwasn'tlongbeforeshelandeda gigatalocaldesignirm,worked herwayuptobecominganart

directorinanadagency and eventuallylandedaonce-in-alifetimeopportunitytoworkat Nike.

Duringhertimethere,shewas surroundedbysomeofthemost talenteddesignersintheworld.It wasachanceforhertolearnfrom thebestintheindustryandelevate herskills.Thisexperience solidiiedherpassionfordesign andsetthestagetolaunchherown business.

The Start of Red Door Designs The Start of Red Door Designs

LLeaving behind the cubicle life at Nike and driven by a desire for greater freedom and purpose, Kris founded Red Door Designs, a Portland-based brand and website design agency specializing in Storybrand strategy.

She was drawn to serving the underdogs of the business world: service providers and small business owners. She found immense fulfillment in working with these passionate professionals who were often overwhelmed by the demands of design and marketing. She adds, “They're the real deal, living their purpose, but often juggling too much and spreading too thin—especially when it comes to marketing.”

Kris shares that the name "Red Door Designs" was inspired by her love for red, which symbolizes passion. In many cultures, a red door represents prosperity and a warm welcome, embodying the values she wanted her business to stand for. Her goal was to help her clients thrive while ensuring their experience felt like a warm hug, rather than a daunting project.

Even after twenty years, Kris's principles haven't changed, and her mission remains the same: to help every client she meets grow their business easily and make the experience of getting there enjoyable.

“Storytelling is my calling. I’ve always been a visual storyteller.”

THE EARLY STAGES

Duringtheearlydaysofher entrepreneurialjourney,a beautifullydesignedwebsitewas allanybusinessneededtothrive. Yet,astheonlinelandscape evolved,justaprettydesignwasn't cuttingitanymore,bothforKris's businessandherclients.

“Iwasrelyingsolelyonreferrals andstartedtoworryabouthow longIcouldkeepitup.The inconsistentleadlowand unpredictabilitystressedmeout,” sheshares.Thisperiodof uncertaintyenforcedtheneedfor adaptabilityandinnovationinher career.

Itwasduringthisperiodofdoubt thatKrisencounteredaturning pointwithherclient,Elyse. AlthoughElysewasan accomplishedwriter whenitcame tocraftingherownwebsitecopy, shefoundherselfutterlystuck.The taskoftranslatinghervastideas intoengagingwebsitecontentleft herparalyzed.Krisshares,“I couldn'tdesignthesiteuntilshe inishedherwebsitecopy.I desperatelywantedtohelpher writeit,butIdidn'tfeelequipped”

ThankstoElyse,Krismadeither missiontocrackthecodeonhow towritegreatwebsitecopypaired withbeautifuldesign—sothis wouldneverhappenagain.“Idove DEEPintostorytelling.Itraveled acrossthecountrytoattend workshops,Ireadcountlessbooks, andIevengotcertiiedasoneof theveryirstStoryBrandguides (basedonthebookcalledBuilding aStorybrandbyDonaldMiller),” sheshares.

Kris'sdedicationtostorytelling transformedherapproachto websitedesign.Aestheticswere stillimportant,butcraftingaclear messagecameirst Designisan essentialtoolforbringingthat storytolife.Herclients immediatelybegantosee remarkableresults,includinga signiicantincreaseinrevenue, leadcallsbooked,andcloserates.

Herownwebsitestarteddoingthe heavyliftingofattractinghighqualityleads,furtherprovingthe powerofstorytoaccelerate growth.

nothingless.Theirmainservice, 'TheSignatureStorySelling System,'isperfectforbusiness ownerswhoindithardtoexplain theirworkinawayotherscan easilyunderstand.Often, entrepreneursaretoocloseto theirworktodescribeitsimply andeffectively.

“We’re taking the stress out of marketing and copywriting, streamlining everything into a manageable package that leaves our clients confident and clear.”

“Iusedtohelpmyclientsbuild beautifulwebsites;now,my greatestjoycomesfromhelping thembuildeffectivewebsitesthat tellapowerfulstory”

DECODING HER STORYTELLING SUCCESS

AtRedDoorDesigns,Krisandher teamkeepitsimple.Theyoffer service-basedbusinessesjustwhat theyneedtogrow,nothingmore,

RedDoorhelpsbycraftingtheir SignatureStoryandturningitinto aneye-catchingwebsitethat appealstotheiridealcustomers. Buttheydon'tstopatwebsites. Theyalsocovereverythingelsea businessownermightneedtokeep thingsrunningsmoothlyand proitably,likehelpwithsocial media,videoscripts,andsales funnelplanning.

Unfortunately,manybusiness ownersdon'trealizehow importantitistoconnect emotionallywiththeircustomers. Thetruthis,thatcustomersusually choosethebusinesstheyfeela connectionwith,notnecessarily themostqualiiedone.That's

wherestorytellingshines.It'sapowerful toolthatRedDoorusestobuildtrustand createconnectionslikenothingelsecan.

EMPOWERING THE FUTURE OF STORY-DRIVEN MARKETING

Krisfeelsmoreenergizedthanever aboutherworkatRedDoorDesigns. Theircoreservicewillalwaysbe'The SignatureStorySellingSystem.'Ithelps clientscraftaclearstoryanduseitto driveremarkablegrowth.Herpassion forthecraftkeepsgrowing,andshe's excitedaboutwhat'stocome.

Kris'snewbook,'One Page, Endless Proits The Busy Entrepreneur's Guide — to a One-Page Website That Converts

Visitors into Clients,'offersaroadmapfor businessowners.Ittransformstheir frustrationwithanineffectivewebsite intoconidencewithapagethattells theirbrandstoryandattractsnew clients.

“We'retakingthestressoutofmarketing andcopywriting,streamlining everythingintoamanageablepackage thatleavesourclientsfeelingconident andclear”Krisconcludes.

Themissionistosimplifythemarketing andcopywritingprocess,eliminating guessworkandensuringthatclients' messagingiseffective,andconversionfocused.

Additionally,herlatestworkshop,'Tell YourStory MakeMoreSales'promisesto uncoverthemostpowerfulmarketing toolinoneweekend.Krisandherteam provideattendeeswitheverythingthey need—guidance,support,andstorydrivencopythattrulyresonateswiththe audience.

ADAPTING TO A NEW ERA OF STORYTELLING

Relectingonhermorethantwodecadesof experienceinmarketing,Krishasseen unimaginablechanges,especiallyinhowstoriesare told.“BackwhenIstarted,theconversationrarely touchedonstory.Itwasallabouttheaesthetics: eye-catchingdesignsandmemorablevisualswere king.Abeautifuldesignpairedwithacatchy headline!Thatwasyourgoldenticket.”

Yet,overtime,thedigitallandscapebecamemore saturatedandcompetitive.Marketersrealizedthat havingabeautifulwebsitewasnolongersuficient tostandout.Theindustrybegantoshifttowards storytellingasacrucialelementofmarketing.It becameevidentthatstorywasnotjustimportant, butessentialfordifferentiationandestablishinga deepandauthenticconnectionwiththetarget audience.

Krisadaptedtothischangebypivotingher approach.Shestartedtoviewdesignnotjustasan endinitself,butasapowerfultooltobringstories tolife.Thenarrativebecamethedrivingforce behindherdesigns,ratherthananafterthought

Thisshiftinperspectivehasfundamentallyaltered howmarketingprofessionals,includingKris,serve theirclients.Theemphasisisnowoncrafting compellingstoriesthatresonatewiththeaudience, usingdesigntoenhanceandcommunicatethose storiesmoreeffectively

Photo Credits: Brian McDonnell Photography www.bmacstudio.com

Exeleon Shorts

One Book Entrepreneurs must read: OnePage,Endless ProitsbyKrisJonesand BuildingaStoryBrandby DonaldMiller

One Line to Describe Innovative Leadership:

Innovativeleadershipinvolves leadingwithbothempathyand conidence.It'searnedby meetingpeoplewheretheyare, notwhereyouthinkthey shouldbe.It'saboutshowing themwhat'spossible,andthen inspiringactionthatguides themdownasimplepathto success.

One Quote that Motivates you the most: Simplicityisthe ultimatesophistication.—da Vinci

One Advice for Women Entrepreneurs:Theworld needtohearthestorythat's insideofyou.Takethetimeto uncoverit

One Marketing Tip that you always Follow:Nevermake yourselftheheroofyourown story.