Dialled-in

“How do you cast your shadow? In today’s media-rich, over-marketed world it is not easy to get noticed. It is a time-consuming and difficult task to make your mark, or ‘cast your shadow.’”

These words are the opening lines of the promotional material for Sundial Graphics, founded by 27-year old Ben Block.

He recalls how two ideas melded to create his own brand and slogan.

“When I started the company back in 1999, I wanted a name that reflected our ability to help businesses promote themselves in the old medium of print as well as the new on-line universe. So I asked myself, ‘What casts a shadow that is timeless?’ Then I remembered the sundial.”

The firm offers integrated design packages—everything from logo development to web pages to promotional merchandise—to a growing list of local and national customers. One client, landed by chance, is the popular HGTV reality series, Restaurant Makeover.

“I’m an avid fan of the show, but I always wondered why these mom-and-pop cafés were using those hokey photocopied menus after their makeovers, so I sent the producers an e-mail one Saturday,” explains Ben. “By Monday, I got a call asking me if I wanted to sign a 10-episode deal.”

Though the 2004 U of A business grad is a successful entrepreneur, Ben is never content to just do one thing: He went back a year later and enrolled in law school. “Even if I never practice a day, it’s a personal goal which I am proud to say I have nearly achieved.”

Balancing both school and a rewarding career keeps Ben pretty busy six days a week… but he makes time to cast his own shadow over the Rainbow Valley Ski Area, where he sits on the board of directors. It’s a place near and dear to his heart. “Rainbow Valley is where I learned to ski, and where I worked as an instructor for many years and, every time I go back, I still get a twinge of nostalgia.”

If his company’s motto is any indication of his own success, it can safely be said, mission accomplished. √

Photo by Terry Bourque