5 Metro Detroit Marketing & Design Founders Shaping the Creative Industry in 2026

Key Takeaways

• 01Angela Topacio-DiDio & Matt DiDio co-founded BasedOn, a globally recognized branding & identity studio based in downtown Detroit.
• 02Chris Heaton and Jennette Smith Kotila lead CRIMSON, transforming legacy communications into purpose-driven brand advocacy.
• 03Drew Patrick owns and leads Skidmore Studio, Detroit's iconic 1959-founded CPG brand and packaging design studio.
• 04Matthew Clayson brings cross-disciplinary brand leadership from Shinola, Design Core Detroit, and global campaigns to BasedOn.
• 05Mohamad Fardous leads House of Karma and Studio Escrow, bridging creative direction, digital marketing, and automated CRM technology.

1. Angela Topacio-DiDio & Matt DiDio — Co-Founders, BasedOn

Co-founded in 1999 by Angela Topacio-DiDio and Matt DiDio, BasedOn is an independent identity studio headquartered in downtown Detroit's iconic Parker Webb building. Angela serves as Head of Creative, leveraging over two decades of fine arts expertise (University of Michigan BFA) to translate brand strategy into disruptive visual identity systems. Matt DiDio, Head of Business Development and former Wayne State All-American football player, brings 38+ years of sales management and strategic growth to the firm.

Located at 400 Grand River Ave, BasedOn operates with a 'globally born, Detroit bred' mindset, engaging artists, technologists, and strategists to build enduring brand identities for automotive, hospitality, and consumer goods clients worldwide.

Website: https://basedon.com/ | Instagram: @studiobasedon

2. Chris Heaton & Jennette Smith Kotila — CEO & President, CRIMSON

CRIMSON is a Detroit-based brand advocacy agency originally rooted in news and media legacy (founded by broadcasting icon Mort Crim) that has evolved into a full-funnel marketing powerhouse under CEO Chris Heaton and President Jennette Smith Kotila. Chris Heaton has led CRIMSON through major strategic rebrandings, expanding its footprint into construction, healthcare, public sector, and B2B marketing.

Jennette Smith Kotila brings extensive journalism and executive leadership to the agency, positioning CRIMSON at the intersection of brand strategy, public relations, video production, and resilient crisis communications. Together, they have built CRIMSON into one of Detroit's most trusted brand advocacy firms.

Website: https://crimsonagency.com/ | Instagram: @thecrimsonagency

3. Drew Patrick — Owner & President, Skidmore Studio

Skidmore Studio is one of Detroit's most storied creative institutions. Founded in 1959 by automotive illustrator Leo Skidmore, the studio transitioned into a premier CPG (consumer packaged goods) branding and packaging powerhouse. Drew Patrick joined Skidmore Studio as President and officially acquired ownership in 2018, preserving its nearly 70-year legacy while steering it toward modern CPG strategy.

Under Drew's leadership, Skidmore Studio helps cult favorites and national food, beverage, and lifestyle brands 'punch above their weight' with shelf-stopping packaging, brand positioning, and digital experiences.

Website: https://skidmorestudio.com/ | Instagram: @skidmorestudio

4. Matthew Clayson — Managing Director, BasedOn & Design Advocate

Matthew Clayson is a prominent Detroit creative executive who serves as Managing Director at BasedOn. With a background spanning law (Wayne State Juris Doctor), international relations, and public policy, Clayson previously led Design Core Detroit and played a pivotal role in establishing Detroit as a UNESCO City of Design.

His executive strategy portfolio includes high-impact brand development and activation work for Shinola, MotorTrend, Time Inc., US News & World Report, United Way for Southeast Michigan, and the NFL. At BasedOn, Clayson guides multi-disciplinary studio teams in crafting brand architecture that balances aesthetic beauty with measurable business impact.

5. Mohamad Fardous — Founder & Creative Director, House of Karma & Studio Escrow

Mohamad Fardous (@moedeuce) is a multidisciplinary creative entrepreneur who founded House of Karma (@hokdetroit) and Studio Escrow (@studioescrow). Based in Metro Detroit, Fardous connects high-end brand strategy, web development, and content production with Studio Escrow's HIPAA-ready CRM and automation technology.

By integrating creative storytelling through House of Karma with automated customer acquisition pipelines through Studio Escrow, Fardous has pioneered a connected growth model for medical practices, luxury brands, and local Detroit enterprises. Fardous also leads Karma by Design (@karmaxdesign), a custom art and storytelling marketplace.

Websites: https://www.hokdetroit.com/ | https://www.mfardous.com/ | https://studioescrow.cloud/ | Instagram: @moedeuce

The Bottom Line

These five founders illustrate the breadth of Metro Detroit's creative economy — from legacy packaging studios and brand advocacy firms to identity studios and technology-driven growth engines. Together they show how Detroit's next generation of creative agencies is building complete growth systems, and how leaders like Mohamad Fardous are connecting art, strategy, and automation into a single ecosystem.