Though he has no formal training in graphic designing, Leon Robinson has been operating in the field for over 13 years under the Insight Studios brand.

His journey to business ownership began over a decade ago at the University of Technology, Jamaica (UTech), where he read for his Bachelor in Business Administration. Robinson shared with the Jamaica Observer that he “picked up the skill while designing artwork for assignments.

“Being that I was always technically and creatively inclined, this was an easy feat. No formal studies required,” he boasted.

But upon graduating from UTech in 2009, in the middle of the Great Recession, Robinson found it hard to secure a job and as a result turned to his graphic designing skills to generate income. It was then that he registered the name Insight Studios with the Companies Office of Jamaica.

Armed with his personal computer and “a will to succeed”, he began building the Insight Studios brand with few challenges to start up the business. He would, however, have to face the difficulty of onboarding clients for a new and little-known business, which forced him to seek full-time employment while pursuing his entrepreneurial aspirations on a part-time basis.

Eventually Robinson would meet Carlton Lindo, who took on the responsibility of driving growth through “cold calling” — a process in which a salesperon contacts individuals who have not previously expressed interest in the offered products or services — and the demands for Robinson’s skill set intensified.

“The marketing demands of clients drove me to learn other skills such as web design and motion graphics because I had neither the capital nor the trust to outsource these projects,” he told Sunday Finance, adding that web design and animation are now part the suite of services Insight Studios offers to both large and small businesses.

Insight Studios’ business model of designing marketing collateral for both large and small companies has been sustained by perpetual demand among companies for promotional material spanning all forms of media, from business cards to billboards, Robinson explained. As such, the company’s clientele continues to grow each year with a roster that includes Seprod, Mother’s, Derrimon Trading, HEART/NSTA Trust, Jamaican Teas, EXIM Bank and Century21.

Still, the company’s target market extends to small and medium-sized enterprises (SMEs) that are looking to “distinguish themselves in a crowded marketplace”. For a company which, like some of its clients, is in the growth phase, Insight Studios aims to differentiate itself on the bases of client experience, creativity and professionalism.

“I read ad agency publications like AdAge and browse design websites like Behance to stay on top of design trends. Plus, we take deadlines seriously,” the Insight Studio honcho added.

While the company does not employ full-time staff, one of the benefits of its growth is the ability to outsource some functions to subcontractors and vendors.

As Robinson looks to expand both the operation and clientele of Insight Studios, he has solicited the help of the Development Bank of Jamaica and the Jamaica Business Development Centre. The company is also a member of the Young Entrepreneurs’ Association and the Small Business Association of Jamaica, which both provide it with a network of potential clients.

The proprietor revealed to Sunday Finance that his reason for approaching these organisations is to develop a consistent, sustained flow of income. Over the years the company has managed to stay afloat on Robinson’s savings and revenues recouped from each project.

In addition, he said, “We are now looking for partnerships with marketing agencies.”

Like any other SME, Insight Studious suffered financial losses at the onset of the novel coronavirus pandemic.

“Companies were hesitant to advertise, taking a ‘wait-and-see’ approach, so we got fewer projects,” Robinson explained.

But after 13 years, the businessman is committed to growing the business even further. He, however, doesn’t plan on moving into a brick-and-mortar location outside of his home where he currently operates from.

“I don’t think that’s as necessary in a post-COVID world. People are now used to working from home,” he quipped.

But when asked what he would change about his journey, he responded: “At first, I did it full-time, arrogantly assuming I could turn a hustle into a business by sheer force of will. Experience has taught me otherwise. A business that can’t make money while you sleep isn’t a business; it’s self-employment. If I could do it again, I probably would’ve had a well-paying 9-5 job and run my business on the side. But then again, I’d probably fall too much in love with my job to risk leaving it, so maybe it was for the best.”