Turning passion into reality

From as early as her high school days, Jill Kelly (nee Morrison) knew she wanted to blend her passion for design with her ability to problem solve and grow it into a fruitful career. 

With the market research to corroborate, the Lakeland College alumna poured her heart into what she loves, launching Red Bicycle Communications, a marketing and advertising agency in Lloydminster, in January 2014. Before her return to the Border City the year prior, she worked at the advertising agency Arrivals + Departures (formerly Extreme Group) in Halifax, NS.

“I fell in love with the mess of the agency world. It’s busy, it’s chaotic and it’s deadline oriented. It is a perfect match for me,” says Kelly, Class of 2006, university transfer.

For Kelly, beginning her post-secondary education at Lakeland was an excellent opportunity to be close to home and stay within her beloved community. Offering her the support and guidance as she eased into adulthood, Lakeland was a great stepping-stone she says.

“The courses I took at Lakeland were fantastic. Not only did I learn a lot, I learned what I am naturally good at and what I needed to improve on to achieve the next level of my education,” says Kelly.

Lakeland proved to be a great transition school for Kelly, as she earned her bachelor of management in marketing and social responsibility from the University of Lethbridge, as well as a bachelor of arts in sociology and graphic design.

Working for one of Atlantic Canada’s largest ad agencies, Kelly amassed a wealth of knowledge and learned by serving clients through providing copy and creative direction across various sectors.

Upon returning home, Kelly worked with her first client, Kings Energy Group. Now, Red Bicycle has grown to service local organizations, including the Lloydminster Region Health Foundation, Streetscapes and the City of Lloydminster, to name a few. For many, they know the work of Red Bicycle through the Lloydminster Local & Traveller’s Guide, which they launched in 2015.

“We work hard to make our clients stand out, the client’s success is our success,” says Kelly. “We’ll collaborate with the client’s existing marketing team to derive ideas to reach their target audience and support their strategic plans.”

Not only have Red Bicycle’s clients seen success, but the young start-up has also been successful. For the past two years, Kelly has been a finalist for The Saskatchewan Chamber of Commerce ABEX Young Entrepreneur Award. Last year, Red Bicycle was nominated for the Lloydminster Chamber of Commerce’s Community Spirit Award for their work on the Lloydminster Guide, among other community initiatives.

“I think we’ve been very successful so far and we owe that to great clients and great projects,” says Kelly. “When we didn’t win any of those awards, it was sad. But then you have to remember you are within the top eight to 10 businesses in the entire province of Saskatchewan, which is amazing and should be celebrated.

“We will continue to celebrate the little things and take them as learning points.”

Looking into the future, Kelly says Red Bicycle’s strategic plan includes taking calculated risks. She looks to defy the odds of a start-up given the state of the economy. She also sees further expansion on the horizon for Red Bicycle. Having hired Mikaela Skoretz, a graphic designer, in 2015, Kelly is looking is looking to grow her team. “I’m just waiting for the perfect fit.”

Every artist has a style. So too does Red Bicycle – under the leadership of Kelly – with a distinctive personality and the hopes of making an indelible impact on the local marketing landscape.

“At Red Bicycle, when we design an ad for a client, we don’t want you to see Red Bicycle. We want you to see you in a design uniquely your own,” says Kelly.

Photo: Entrepreneur Jill Kelly, Class of 2006 university transfer, sits in the lounge area of Red Bicycle Communications, a marketing and advertising agency in Lloydminster, Alta.