Design In DC

Ziad Foty came from an unusual background for an agency founder: years as a film, film theory, history, and production professor at Howard University, Catholic University, and George Mason University. He even co-wrote a course book on Global Horror Cinema examining how horror reflects repressed societal emotions. When he met Rob—a web designer and experienced agency veteran from Canada—playing basketball at Concordia University, they realized they shared a vision. "I wasn't a coder or web designer, but I always thought the web design experience needed to be more interactive. It didn't have a very compelling storytelling dynamic to it," Ziad explains. Together, they decided to inject film, animation, and photography into digital design—bringing Ziad's academic storytelling expertise into Rob's agency experience.

Ziad and Rob founded Design In DC on a bootstrap model with no outside funding. "I believe that the most sustainable businesses are built gradually," Ziad says. "Nothing can be done overnight. It all starts with that first project." Finding the right team was critical; they prioritized people who were passionate about their work and encouraged team members to pursue passions outside the agency. This approach became a retention tool and a competitive advantage. They built the brand through storytelling—crafting layered narratives that could engage different audiences in different ways. Rather than telling one static story, they focused on dynamic, multi-layered narratives that started conversations and pushed direct engagement.

Without funding, acquiring early customers required strategic thinking. Their most effective channel became specialized directories like Clutch, Design Rush, and The Manifest—platforms ranking high for intent-based keywords where clients actively searched for design services. But Ziad emphasized diversification: "One of the keys to a sound business is having a diverse set of acquisition channels." They also found leads through Google Maps, organic search, social media, YouTube, Google Ads, and referrals. Once established with a strong reputation, referrals became easier. However, they kept experimenting—exploring newsletters, advertising on buses and train stations—constantly seeking new channels.

Ziad's biggest mistake was underestimating cash flow impact in a service-based business with long sales cycles. "During the height of the pandemic, we found ourselves in financial trouble," he admits. "I assumed all of the risks financially because people needed to get paid. So I spent a large sum of my own money to ensure that everything was okay for our team." Another early mistake: neither founder paid themselves for the first two years. "I don't think that was a good idea. It deflated us," Ziad reflects. Committing to a nominal monthly salary two years in proved transformative—it motivated smarter work and sustainable growth.

What worked was building systems and processes early. Ziad hired exceptional people for each department and trusted them to own their domains, rather than bottlenecking everything through the founders. Legal, HR, design, and business conversations became integrated rather than siloed.

Design In DC operates at $100k-$500k monthly revenue without investors—maintaining complete control over decisions. Ziad is expanding the concept nationally, launching Design In New York and planning subsidiaries across the country, each designed to understand local markets while bringing fresh approaches. The agency publishes The Human Future Journal newsletter, focusing on technology's positive human impact. Ziad emphasizes: "If you are tethered as the business owner to every day-to-day process, you will never be able to grow."