In Episode 3 of Spectruss Speakeasy, Sam sits down with Justin Aragon, Creative Director of Spectruss, to trace back 11+ years of building brands, websites, and a business that still lives and breathes creative energy every day.
From Architecture School to Brand Architect
Justin graduated from the University of Tennessee Knoxville with a professional architecture degree. Burned out after five grueling years of study, he took a mental reset year, freelancing and refusing to jump into the 9-to-5 grind too soon.
That “pause” led him straight into Sam’s orbit. After responding to an ad and dropping off a printed portfolio (a rare move even then), he quickly stood out among a sea of designers. One small freelance website project turned into a job offer, and a decade-long career.
The Fifth of November
Justin remembers the exact date he joined full-time: November 5th. He had just accepted a role at Chatter Magazine, but one beer-fueled meeting with Sam and Hugh Huffaker later, he quit after two days and joined Spectruss full-time as Creative Director.
Mad Men Shoots and $5K Beer Brands
The early years were scrappy and wild. Sam and Justin (with the help of a tiny team) churned out brand work from a one-room office. They even staged a Mad Men-inspired photo shoot.
One of their earliest (and most iconic) clients? Hutton & Smith Brewing Co.
At the time, the team created the entire brand package, logo, tap handles, apparel, packaging, photography, website: for under $5,000. That same scope today would easily hit $70,000. But the beer was good, the founders were passionate, and the brand stood the test of time.
Designing Chattanooga
Justin’s fingerprints are all over the city. From High Point Climbing to Bread & Butter, Southside Social, and Trailhead Coffee, he’s built brands that locals wear, drink, and talk about. Even Fowler Brothers Co. got the full treatment, a rebrand that honored 140 years of legacy while positioning them as a modern, family-run powerhouse.
Justin even hand-sketched the concept renderings for their building exterior during COVID, Carter Fowler ran with it and made it real.
Lessons in Branding (and Beer)
Sam and Justin reflect on the emotional attachment that comes with design work. When you pour yourself into a brand, it becomes personal. That’s why projects like Hutton & Smith still hold a special place, while others, like Brewski (Double Cola’s short-lived beer brand), remind them that not every project can stick the landing.
Great branding isn’t just design. It’s timing, trust, and a story that resonates.
Want the full story? Listen to Episode 3 of Spectruss Speakeasy now streaming on Spotify, Apple Podcasts, and YouTube.
Watch it on YouTube here
Hear it here on Spotify
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