Clifton Alexander (‘99 Design)
Owner and Founder
In the world of design, where creativity flows and ideas shape the visual landscape of brands and businesses, there are those who stand out with distinctive personalities and approaches. Clifton Alexander (‘99 Design), the owner and founder of a nationally recognized design business, REACTOR Design, celebrates its 20th anniversary, marking two decades of shaping brands and marketing strategies for a diverse range of clients. What sets Clifton apart are his two distinct personality traits: an unwavering commitment to excellence and a deep understanding of the power of connection.
REACTOR Design crafts innovative, original ideas for businesses ranging from corporate giants to local mom-and-pop establishments. Staying relevant in the ever-evolving world of design requires constant adaptation, and REACTOR Design’s success is rooted in its ability to embrace change and bring fresh ideas to the table.
A core philosophy at REACTOR Design is the belief that everything can be better. Drawing from his background at the Kansas City Art Institute, Clifton instills in his team the value of continual improvement.
“One of the things you are taught as an artist versus a designer, is that the work is not necessarily ever done.” Clifton said. “I think it's something that's a little bit unique in the design profession, because design is something that you're creating that somebody else is paying for. So there's a desire to say this is good enough, they're paying for it, they're happy. But how do we push it even further?”
When his business started, Clifton’s first employee was a KCAI graduate who had just the ambition needed to kick off REACTOR Design. Having young talent on the REACTOR Design team, oftentimes interns from KCAI, helps build out new ideas. Young designers, armed with their awareness of current design trends and market demands, infuse REACTOR's projects with fresh perspectives. Their passion creates an atmosphere of creativity where ideas flow freely and evolve into groundbreaking solutions.
“How do we stay relevant as a design firm? My number one answer is to hire people that are better at design than I ever was. And they're always going to be younger than me. They're usually in the fairly green space in terms of coming out of school, or maybe having just a couple of years of experience, but they are really, really good designers who know what's happening and knows what's up in the design world right now. And that, for me, has been incredibly important for moving forward and to staying on top of trends in design.”
REACTOR’s approach is far from accidental. Every design they create is intentional, backed by thorough research and driven by a clear understanding of the client’s goals. Rejecting the role of followers, they refuse to imitate or copy trends. Instead, they forge their path by crafting unique designs that reflect their clients’ essence and resonate with their target audience. There is a balance between providing cutting-edge design solutions that clients seek while also respecting the client's superior knowledge of their industry and customers. It is important to collaborate, acknowledge the client's expertise while maintaining a commitment to push the boundaries where appropriate.
Throughout REACTOR's journey, Clifton has encountered a wide range of clients, each with their unique stories and needs. Two client experiences stand out as emblematic of REACTOR's values. One is a long-standing partnership with an education conference, the National Charter School Conference, where REACTOR's involvement includes marketing, branding and event coordinating for them. REACTOR creates an environment for teachers, administrators, and educational leaders to come together for a bigger purpose. On the other end of the spectrum is the story of a small local bar and mini-golf business. Clifton's involvement extended far beyond design; REACTOR played a pivotal role in helping a couple's dream come to life. The small, intimate nature of this project demonstrates REACTOR's commitment to tailoring their approach to each client's unique aspirations, showing that size doesn't dictate the significance of a project.
Clifton's dedication to building a successful team extends beyond professional skills. REACTOR Design thrives on collaboration, with open office spaces fostering constant interaction and idea sharing. The studio's atmosphere resembles a close-knit family, with respect and personal connection forming the foundation of their teamwork. Clifton’s recognition of the power of personal relationships contributes to a vibrant workplace that nurtures creativity and innovation.
Reflecting on REACTOR’s journey, Clifton highlights several significant milestones that have shaped the business. From hiring the right talent to landing national clients, each milestone represents a step towards broader accessibility and visibility, propelling REACTOR to new heights. As REACTOR embarks on its 20th anniversary, Clifton envisions a future characterized by deliberate evolution and focused growth. They are redefining REACTOR Design’s identity, solidifying its niche in branding and marketing, and forging deeper connections with clients. As REACTOR's journey continues, it serves as a testament to the power of embracing change, fostering collaboration, and continually pushing the boundaries of creativity.