Chris is an expert in professional design and has worked in the industry—as a
photographer, designer and creative director—for 25 years. Client experience includes Ford, The Home
Depot, Travelers, American Institute of Architects and CareFirst BlueCross BlueShield.
Meet the Expert:
Chris Denney
Vice President, Creative & Interactive Services
What got you into this business?
My roots are in photography. I was a pro photographer in Manhattan when my
dad sent me my first computer. The computer had PageMaker on it, and the next thing I knew I
was designing the ads and catalogs I was shooting for. Then I discovered I had a mind to create
copy too. Today, it’s all packaged neatly into a creative director role.
What was a big influence in your career?
The creative director at my first job. He was incredibly patient with a
former “self-employed” designer and he really grew my strategic senses. He made me think about
my designs and how they conveyed the core message.
What was your “finest moment?”
There is no single finest moment for my career—it’s a bunch of moments.
Mostly the “Aha” moments, when I see the light bulb come on above someone’s head and a great
idea, design or campaign is born.
What attracted you to IMRE?
The people. I had no intention of trading the Big Apple for Charm City, but when
I came down to meet the IMRE team, I knew immediately this was a special place.
Do you have a method for coming up with ideas and solutions for clients?
It’s all about wearing the right shoes, figuratively speaking (though literally
it’s important, too). If we put ourselves into the audience’s shoes, if we adopt their mindset and
understand what drives them, we’re halfway there. From that position, we can create a ton of
possible ideas.
What makes a great brand?
Commitment and transparency, as well as a true understanding of who you are.
What driving career goals do you still have?
In another life, I’d love to train to become a sommelier.
What talent do you wish you had?
Any kind of musical talent. The only way I can carry a tune is with an iPod.
What do you do for fun outside of work?
Anything with food: eating it, cooking it, growing it. Even my favorite sport is
named after food—squash. I also try to stay in touch with the art scene. (Especially if the scene
includes food of some sort.)
What do you like most about working at IMRE?
The never-ending challenges and the continued growth. It keeps getting better and better.