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The Hustle

Name: Jackie Walling (Ten Nineteen Design Lab)

Posted By Megan Holmes

Jackie Walling and Pam Stoddard are the creative forces behind Ten Nineteen Design Lab. The former colleagues at 22squared combined their complimentary skill sets to form an agency that does more than branding - true storytelling. Walling brings more than a decade of experience writing for some of Tampa Bay's most consequential companies, including Raymond James. Walling has also contributed to national publications like Destination Hyatt and SELF magazine. Now, alongside her full-time gig at Book Zurman, Walling sets her sights on helping local businesses find their why, and share it with the world.


Years in Tampa Bay


Hustle (job)

I am one half of 1019 Branding and Design Lab.

What do you do?  

1019 focuses on talking to business owners, connecting with them. Their passion feeds our passion and we get excited about what they’re doing so that helps us uncover what is that we can grab onto that we feel is unique for them from that 50,000 ft view. And then we help them strategically create a verbal and a visual identity. So really bringing that together thoughtfully, through conversations and interviews, to help them with a consistent branding strategy.

Why do you do it?

We love to help people and we love to help people get to the heart of why they’re doing what they’re doing, and help them fulfill their missions. It’s kind of intangible, the heart and soul. By understanding the passion that feeds business owners and why they got the community together and why they’re doing what they’re doing is what really makes us shine.

What was your Catalyst? (How did you get started?)

Through freelance work. A lot of creatives start by just doing some side work and Pam and I had both worked together at 22squared; she was a designer and I was a writer. I’d done some account management too. So we came together after doing a lot of side work over the years, reconnected a decade later and started to join forces.

What’s a common misconception or unknown aspect of what you do?

That what we do is just a logo, or just a vision statement or a brand statement. You can’t really get to those tactical elements without strategically and thoughtfully thinking through the why.

What’s the most challenging part of your Hustle?

Getting people to understand that it’s more than just a logo. I think that anybody in the creative space, especially when you have a specific skillset, you can get pigeonholed and cornered into doing just those specific things. But when you elevate what you’re doing to that 50,000 foot view, you start to connect with people who understand that and you can start moving in the direction of getting them there.

What’s the most valuable piece of business advice/insight that’s helped you?

Probably just “Do you.” Because you have a unique perspective that you bring and you have unique experiences that make you who you are. So even if you don’t feel like you have wisdom to share, just do you and be you because there’s something that only you are seeing that only you can bring to the situation in business and in life.

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