{"id":15447,"date":"2015-07-24T16:13:29","date_gmt":"2015-07-24T20:13:29","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=15447"},"modified":"2020-04-03T18:00:37","modified_gmt":"2020-04-03T22:00:37","slug":"logic-grace-courtney-grace-peterson-blends-style-and-substance","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/logic-grace-courtney-grace-peterson-blends-style-and-substance","title":{"rendered":"Logic and grace: Courtney Grace Peterson blends style and substance"},"content":{"rendered":"

Courtney Grace Peterson\u2019s background extends across many fronts, from the tech sector to the art world. She is both a tastemaker and a digital architect, and even her Instagram<\/a> is incredibly telling. Scroll through her photos and you can see her keen eye for detail in the way she pays homage to the gorgeous colors and textures that inspire her. Perhaps it stems from her editorial days at Cond\u00e9 Nast, or from her experience as a buyer at rapidly growing startup One Kings Lane, but Peterson\u2019s flair for capturing and sharing beauty is undeniable.<\/p>\n

These days, the founder of Logic & Grace<\/a> uses her aesthetic and technological prowess to help companies with their online presence. As the name implies, Logic & Grace is all about marrying the different aspects of digital branding.<\/p>\n

\u201cLogic represents the tech side of the business,\u201d says Peterson. \u201cGrace is the content creation side.\u201d<\/p>\n

Logic & Grace came about when Peterson noticed the scarcity of resources available to brands.<\/p>\n

\u201cMany brands knew they had to get into the tech and digital media game,\u201d she says, \u201cbut had no tools or resources to do so.\u201d<\/p>\n

Peterson seized the opportunity to help companies on a limited budget get exposed with \u201ca dynamic mix of social media, content creation, design, and strategic thinking.\u201d These days her list of clients includes home, fitness, and lifestyle brands, and includes\u00a0Ciner<\/a>, J. Pocker<\/a>,\u00a0and Yosuzi<\/a>.<\/p>\n

Peterson recalls Logic & Grace\u2019s beginnings with its first client, Sloane Stationery<\/a>. Founded in the tradition of classic bookbinding, the London-based notebook company urged its customers to \u201cdream big, make a plan, and write it down.\u201d Peterson used this mantra in the company\u2019s social media campaign and digital branding. She also developed retail partnerships, including an exclusive collection with lifestyle publication Goop<\/a>.<\/p>\n

Peterson believes in taking a \u201cconsumer-centric\u201d approach to branding, so she conducts in-depth branding exercises to truly understand who the consumer is.<\/p>\n

\u201cWhat is your story, how do you want to tell it, and who do you want to tell it to?\u201d she asks. \u201cI think those three anchor questions can really help people find a focus for their brand.\u201d<\/p>\n

While Logic & Grace is a perfect union of Peterson\u2019s editorial experience and digital tech background, Peterson maintains that she couldn\u2019t do it alone. Building a brand is \u201cnot just about the social media, and it\u2019s not just about having a great website. It\u2019s a lot of moving parts.\u201d Peterson says that her \u201cteam is everything,\u201d and that she made sure to assemble a highly qualified group of contributing art directors and web designers.<\/p>\n

\u201cIt\u2019s really fun to pull in talent tailored to the client and what they need,\u201d says Peterson.<\/p>\n

In developing her own brand, Peterson attributes her success to her colleagues and mentors, who have been \u201ca kind of trusted network and sounding board of other women and small business owners.\u201d A graduate of the all-female Scripps College, Peterson has found both reassurance and a competitive drive when working with other women.<\/p>\n

\u201cI\u2019ve always loved championing women,\u201d says Peterson.<\/p>\n

The WeWork Fulton Center<\/a> member stays true to what she loves, even in her downtime. An avid runner, Peterson says running is not only a way of decompressing, but a useful tool for her business as well.<\/p>\n

\u201cSometimes I think my brain is on overdrive,\u201d she says. \u201cIt\u2019s just steaming. It\u2019s like 30 tabs are open. Sometimes you just have to pare down and come back with way more energy, focus, and clarity of thought.\u201d<\/p>\n

Her most memorable race this year brought her to one of her now-favorite places in the world.<\/p>\n

\u201cI did a half marathon in Tanzania for an amazing charity called \u2018Every Mother Counts\u2019 back in March,\u201d she says. \u201cThe run was great, and I took a day at the end of my trip to go on a safari by myself. It was pretty amazing and terrifying. Sleeping in a tent by yourself out in the middle of nowhere listening to animals is very humbling and a really great experience.\u201d<\/p>\n

Photo credit: Logic & Grace<\/p>\n","protected":false},"excerpt":{"rendered":"

Courtney Grace Peterson\u2019s background extends across many fronts, from the tech sector to the art world. She is both a tastemaker and a digital architect, and even her Instagram is incredibly telling. Scroll through her photos and you can see her keen eye for detail in the way she pays homage to the gorgeous colors […]<\/p>\n","protected":false},"author":1521,"featured_media":15498,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-15447","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"\nLogic and grace: Courtney Grace Peterson blends style and substance<\/title>\n<meta name=\"description\" content=\"Courtney Grace Peterson, founder of Logic & Grace, uses her aesthetic and technological prowess to help companies with their online presence.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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