Caryn Smith
(239) 225-6137 | email

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Driven By Design, LLC


8580 Sumner Ave., Fort Myers, FL 33908 United States

About Us

Your Total-Solution Communications Agency providing Award-Winning Print & Online Publishing, Marketing, Communications & Brand Development.

With over 30 years of experience in crafting multi-media communication messages, Driven By Design has learned a few things that allow us to get your project done right, the first time. We start with right team supporting your project. We plan the right strategy to meet your objectives. We add in creativity and brainstorming. We load the idea with the awesome messaging that will connect you to the right audience in order to develop a lasting mutual relationship for your publication, brand, product, or service.

We are any organization’s answer to their marketing dilemma, as their complete back office communications solution team. Driven By Design’s clientele ranges from Associations, Fortune 500 companies, to start up brands and aggressive small businesses. We love to create and extend brands to draw attention to awesome products and services.

Get the full story and view our portfolio at


Every year, we create thousand of pages of editorial and visual content for our clients. With 20+ titles of publication management experience for associations, trade organizations, businesses and consumer newsstand-driven magazines, we bring energy and sophistication to your pages with award-winning flare, whether for a start-up, redesign or an existing publication. Whatever your publishing niche or format, our full range of capabilities will benefit you! 

We can jump into your production cycle at any point you need assistance, from content-driven ideas through to design & page layout, editing, advertising sales and placement, and printer imposition and management – efficiently and effectively. We can even help with preliminary work, such as editorial calendar creation and media kit development.

We believe that your publication has a powerful voice and should educate and influence members and readers, re-enforce your mission, and be a resource to maintain and grow loyalty, membership, subscriptions and advertising revenue!

  • Association Publication Publishing
  • Publication Design & Redesign
  • Art Direction & Graphic Design
  • Editorial Development & Writing
  • Advertising Sales Program
  • Online Publishing & Content Creation
  • Photo Shoot Art Direction
  • Printer Management


We’ve helped some pretty awesome organizations tell compelling stories that attract the right people to their products and services, all to connected to their clear vision and mission. We provide great feedback, guide you to strong brand recognition, and help you attain measurable results in your growth goals. Once we find your “hook,” the rest of the story is easy to tell.

With keen strategic insight and positive creative energy, we execute the meaningful brand ideas developed from your vision and mission that tell your story and create a following within your target market. These ideas become the client’s signature media solutions that quickly position them as among elite of their marketplace. 

If your brand is not presenting a unified look, feel, and message, you are leaving money on the table from untapped target market potential.  

  • Website Design & Development
  • Logo Development
  • Collateral Materials
  • Tradeshow & Meetings Marketing
  • Advertising & Marketing Design
  • Brand or Rebrand Strategy

We bring every project to its fullest potential without breaking the budget. Our big-picture perspective allows us to work effectively as a team to bring together a great publication time after time, on time … and often generating new profit potential or increasing subscriber base or readership.

The Driven By Design Team takes pride in longstanding relationships with clients in the Washington, D.C. marketplace, and across the U.S., collaborating on every detail from initial creative development to final production. We hope that you consider Driven By Design for your next project or publication!


Since 1997, Caryn Suko Smith is the CEO-Founder and Chief Creative Officer. As an award-winning association & consumer publication management and brand strategy expert, Smith leads her team to develop and implement creative strategies that tell the client’s story to achieve their objectives. ... and more. Fun Fact: She got her start working for ASAE's (then) Association Management magazine in 1980s! From there, she took a series of more senior positions in marketing & public relations firms, design studios, and consumer publishing before starting her own company.

Smith has worn many hats, from Publisher, Creative Director, Editor, Marketing Director, and even Advertising Sales Director, and has traveled throughout the country directing business, celebrity and sports hero cover photoshoots. ... And it all benefits our clients!




A FUN CASE STUDY: Find Samples to the Projects below HERE.

Brand Development for Wildlife Education Project (WEP) ( & Trouper the Blind Raccoon ( This case study illustrates how Driven By Design can partner with an organization in the early stages of development, and build with them an attractive and informative, relevant brand look and message.

The Client: In this project, we are fortunate to partner with the Wildlife Education Project (WEP) ( – an emerging 501(c)3 – to develop their brand strategy, and a spinoff brand, Trouper and Friends (T&F). The WEP is a non-profit with the vision to instill a lifelong respect for all living things and the environment through our mission of education and empowerment of human kind to create change and take responsibility for the protection of our wildlife and surroundings. 

The WEP was inspired by the life’s work of wildlife animal rehabilitator Dorothy (Dot) Lee, and her wild animal rescue, Trouper the Blind Raccoon. Dot and Trouper primarily educate children through their book and personal appearances. Their mission is to Educate Our Future Leaders and Empower the Next Generation to take the lead to create positive environmental change by connecting with and protecting our big beautiful world, including our animal neighbors.

To read their story, you can visit:

The WEP is the overall organization through which funds are generated to support the educational work at hand, currently accomplished by its Director, Dorothy Lee, and volunteers. 

Trouper and Friends ( is a brand extension geared towards educating and engaging children on WEP’s principals in a clever and fun way. 

The Work

We broke the project into 6 areas:

  • Brand Strategy and Messaging for both WEP & T&F
  • Illustrations Characters of Dot, Trouper, and Friends for T&F
  • WEP & Trouper and Friends Website Design & Execution
  • Marketing Collateral Materials 
  • Public Relations
  • Video Production to capture presentations by Dorothy Lee and Trouper in order for mass circulation

Implementation of Phases

Brand Strategy and Messaging Development for WEP & T&F

We helped develop the mission and vision of WEP, and then, the secondary brand, Trouper and Friends (as stated above). Then, helped to define their guiding principals:

  • Respect All Living Things
  • Educate Future Leaders
  • Protect Our Wildlife

It became clear that the structure of the non-profit had to be organized, including roles, programs, and capabilities. We helped to define a sustainable and scalable approach to their growth and development.

A Brand Guide and Messaging Manifesto defined the organization by its purpose, programs, target groups, and brand identity. This document became the framework for content on both websites.

Illustrations Characters of Dot, Trouper, and Friends for T&F

Then, we were ready to get creative. We created illustrated characters for Miss Dot, Trouper, and Trouper’s friends, whom would represent a character trait that is taught within the curriculum of the WEP presentations (LOVE & RESPECT, COURAGEOUS & CONFIDENT, LOYALTY & DETERMINATION, COMPASSIONATE & DILIGENCE). Activity Pages were designed for children to either receive at a presentation or download from the website to re-enforce the teachings.

By providing new activity pages for the presenters, it gave the organization a more professional look to educators, groups and potential donors.

WEP & Trouper and Friends Website Design & Execution

Driven By Design directed the website design, photography, messaging and content for both WEP and Trouper websites. 

The WEP ( website target audience is adults, educators, and supporters interested in the environment and wildlife. The main purpose was to share the organization’s value, and bring in needed financial support. The design is stately and beautiful, using images that capture the best of wild animals in their environments. Since the organization in located in Florida, the focus of the majority of imagery was on wildlife located in that state.

One positive result of this exercise:

By understanding the educational platforms of the non-profit in place, and strategizing on new ways to broaden the reach, the non-profit realized its current limitations. This drove attainable goals set for the future.  

The Trouper and Friends ( website targets pre-school and elementary school children with Trouper the Blind Raccoon’s primary message:  Respect All Living Things. In Trouper’s story, he was unnecessarily injured with a blow to the head from an uncaring human. Yet, his resilience to live inspired his caretaker, Dot, to share his story with others. Trouper’s story has a positive result, and the website was designed to reflect that in a fun, colorful and engaging way.

Marketing Collateral Materials 

Driven By Design developed:

  • Post Card
  • Brochure
  • Business Card
  • Overhauled the Facebook presence
  • Added Instagram and YouTube, all with a unified look and feel.
  • Implemented the production of educational DVDs, capturing the WEP teachings on video in order to extend their message to teachers and educators across the U.S. and the world for use in classrooms, camps, and more. 

Public Relations

Driven By Design was able to get newspapers, magazines and social media sites to carry stories about the duo, Dot and Trouper. Some examples:

  • Trouper and Dot became a segment subject for NAT GEO WILD’s Unlikely Animal Friends show.
  • People magazine picked up one story that resulted in over 1 million views. 
  • The two largest newspapers in Southwest Florida carried a story about Dot and Trouper in the same week, with both putting a photo of the raccoon on the front page, in the highlights above the nameplate.
  • A story on Trouper was picked up on newsfeeds and social media by in at least 10 major markets news outlets.
  • Multiple TV news stations did interviews with Dot Lee and Trouper.
  • The popular Dodo picked up video from their news appearances for a short video.
  • The Duo have been featured in many magazines in the Southwest Florida region.
  • The Duo have an international fan base, with people coming from all over the world to meet Trouper.
  • Trouper’s fan base include singer Jackie Evancho.

Video Production

Driven By Design initiated capturing the WEP Live Presentations in video to create educational lessons for each of the 10 areas that is taught by Miss Dot.

Collaborating with Big Red Media LLC, these lessons are in 10-minute segments that can be added to lesson plans or used for one hour of teaching.

It is a pleasure to assist WEP in their efforts, as they continue to grow their following!

Product Information

We were fortunate to help the Wildlife Education Project (WEP), a new 501(c)3, develop their brand story, and spinoff brand, Trouper and Friends. The WEP is a non-profit with the vision to instill a lifelong respect for all living things and the environment through our mission of education and empowerment of human kind to create change and take responsibility for the protection of our wildlife and surroundings. It was inspired by animal expert Dorothy Lee and her blind raccoon, Trouper.
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