Waking the Sleeping LLC

For years, I’ve worked at creative firms helping organizations shape their stories, show up with intention, and express a clear, compelling brand identity. It’s work I love.

I don’t mind being the quiet one in the room, but I’ve realized there’s value in owning how and why I do creative work. And truthfully, I haven’t always had the creative freedom or operational clarity to do the work the way I knew it could be done. Even as a VP, some team structures (and let’s be honest, the personalities involved) made it harder to bring creative strategy, vision, and execution to life. That’s one of the reasons I decided to reinvest in CACCICO and create space for work that reflects not just great outcomes but the creativity, process, and integrity that make great work possible.

“I don’t mind being the quiet one in the room, but I’ve realized there’s value in owning how and why I do creative work. ”

I originally founded CACCICO in 2016 out of necessity—balancing caregiving for an aging parent with the need to work remotely, long before it became the norm. With a mix of determination, luck, and a whole lot of grit, I led global creative teams, defined brand platforms for high-profile organizations, and developed impactful websites, marketing campaigns, and identity programs. I’ve always subscribed to a “business to human” approach—ensuring every creative solution speaks directly and authentically.

Along the way, I took some meaningful detours, including leading a creative team at a well-known agency focused on mission-driven work. That chapter sharpened my ability to reach diverse audiences, deepened my cultural awareness, and helped me tap into the emotional drivers that fuel connection for the world of higher ed and nonprofits. I was fortunate to receive recognition for work that’s not just beautiful and intuitive but also authentic and socially relevant.

A year ago, I found myself unemployed and at a crossroads. Had I aged out of agency life? (Definitely.) Corporate life? (It took me longer to admit that one.) Should I retire? Or revive CACCICO with the same passion and clarity I had when I first launched it?

“I’m not done. I still love this work, and I still believe in the power of thoughtful, strategic design for organizations with a profound sense of purpose.”

Turns out I’m not done. I still love this work, and I still believe in the power of thoughtful, strategic design for organizations with a profound sense of purpose. So, I woke up the sleeping LLC, and I’m grateful for the work I’ve produced since. Whether white labeling for other agencies or working directly with the best clients a person could ask for, I’m building something rooted in trust, empathy, and shared vision. Every project is about more than hitting quotas—it’s about creating meaningful, lasting success for my clients.

This is what led to Thoughts—this new section on this website—a place for ideas that don’t always fit neatly into case studies or client work. We’re writing about many of the realities purpose-driven organizations face—from nonprofit design trends to how B Corps can communicate beyond their certification and the tension between AI efficiency and human connection.

Thoughts is still taking shape. I’ve been lucky to collaborate with thoughtful, creative people who help bring these perspectives to life. Some posts are polished. Others are still forming. But all of them come from a place of curiosity and care. They’re ideas we believe are worth talking about—even if, at times, they challenge the status quo.

Thanks for reading.

With gratitude,

Chris Cacci