Behind Your Design Is Behind Client's Success:

September 29, 2017

Celebrating 10 Years of Building Relationships

Written by: Andrea Kehoe

Ten years ago, Chelsea Mills had a problem. She turned that problem into a marketing, graphic design and web design agency serving hundreds of clients.

In 2007, Mills left her role as marketing/event coordinator for the Fenton Regional Chamber of Commerce to work for another small company before she decided to stay home with her kids while they were young. She realized she missed the work world, which provoked the launch of Behind Your Design as a home-based business. Her concept for Behind Your Design was using her ability to illustrate what a client is trying to articulate to create cohesive, consistent branding for businesses across all media. While behind the scenes, Mills would create strategically designed communications to promote or revitalize a client’s brand.

Behind Your Design’s first client was Jim Peabody, then owner of Smith Peabody & Stiles Insurance Agency. Familiar with Mills’ work, Peabody trusted she could handle the needs of his growing company.

“Chelsea has a great design sense but more than that, she’s wicked smart,” he says. “She rarely mentions it, but she has an economics degree from the Gerstacker program at Albion College. Many people are talented on the artistic side of graphic design and advertising, but Chelsea really gets the business side too. With her business mind and artistic eye, she has a unique ability to see the whole picture.”

Peabody was not the only person to recognize Mills’ talents. Behind Your Design was exceeding the expectations of clients, and word-of-mouth referrals sent more and more clients her way. Mills hired an assistant in 2011 to help with the workload. The business continued to grow, demanding additional workers.

In February 2014, Chelsea’s husband, Matt, left his position in school administration to work alongside Chelsea. When the office building that originally housed the insurance agency started by Peabody’s father-in-law, Jim Smith, became available, Chelsea and Matt knew it was meant to be. They purchased the building at 100 S. Adelaide St. in Fenton in September 2014.

Now in its tenth year, Behind Your Design employs a team of five. “We offer a team structure to our clients which can meet the graphic design, social media and promotional needs of a business,” Chelsea says. “Big or small, they share their goals with us, we create a vision and make it happen. Some clients may only need business cards and letterhead. Others may need a full ongoing campaign with print and digital media, event promotion, website design, trade show display and marketing consultation.”

Chelsea and Matt value their client relationships. “Regardless of the scope of the project, the relationship comes first,” she says. While they have many avenues through which to promote, they are careful to utilize those that make the most sense for each individual client. “Local businesses have a challenge to stay prominent and build by word of mouth, while in competition with national chains that have a lot of advertising pull. We aren’t going to sell them something they don’t need. We’re going to focus on what is best for them, not what puts the most money in our pocket.”

If a business needs a strategic partnership, Chelsea and Matt are well known for bringing clients together for collaborative projects. “If our clients are successful, they’re happy,” she says. “If our clients are happy, we’re happy, but that doesn’t mean we rest. We continue to work with them, creating innovative ideas that will appeal to their existing and future customers.”

The majority of their new business has been referrals from satisfied clients. Behind Your Design has a client base of close to 300 businesses, ranging from a single pottery artist and a local bank to several multimillion-dollar corporations. The diverse clientele gives Behind Your Design the opportunity to research best marketing practices and innovative ideas across many industries. Such exposure allows the company to implement and cross-promote cutting-edge ideas to benefit clients and enables it to adapt to the changing needs of each business.

Community is also important to Matt and Chelsea. They continue to be active in the Fenton Regional Chamber of Commerce, volunteering on several Chamber committees, and sit on several boards, including Linden, Argentine, Fenton and Lake Fenton (LAFF) Pathways; YMCA Camp Copneconic and La Forza Soccer Club. Matt also enjoys coaching for La Forza Soccer Club.

“Chelsea’s commitment to the community, and the many ways that she gets involved, is really an asset to her clients. It allows her to be proactive with ideas to help us grow,” Matt explains.

Outside of work and community involvement, the Mills family enjoys traveling, especially to England to visit Matt’s family. Chelsea and Matt have two children, Ian and Addison.

Visit Behind Your Design at 100 S. Adelaide St., Fenton, or online at www.behindyourdesign.com.

Custom Silky Pajama Pants for Pure Barre Grand Blanc

By Chelsea Mills • February 12, 2026
One of my favorite parts of what we do at Behind Your Design is taking an idea and turning it into something completely custom. For Pure Barre in Grand Blanc, we had the opportunity to design silky custom pajama pants for their instructors. We started with a custom pattern created in Adobe Illustrator, tailored specifically to reflect their brand. From there, we applied the design to a digital mockup and brought it to life in production. There’s something so satisfying about seeing a design go from a computer screen to a finished product and even better, seeing a team proudly wearing something made just for them. Custom pajama pants are just one example of the creative, outside-the-box branded apparel we can produce. If you’re looking for something different, memorable, and fully customized for your team or event, we’d love to design something just for you. Because custom hits different.

Grow Your Brand this Earth Day with Custom Seed Packets 🌱

February 11, 2026
Are you looking for a creative, eco-friendly way to connect with clients, customers, or friends? Custom seed gifts are the perfect solution. They are memorable, sustainable, and by the time Earth Day arrives on April 22, your gift will already be growing.

Mini Tote, Maximum Brand Impact

February 10, 2026
Canvas totes are having a moment. Thanks to Trader Joe's, what started as a simple grocery bagsare now widely recognized as stylish, everyday accessories that businesses are using to increase brand visibility. As Forbes notes, Trader Joe’s tote bags have become “an unlikely status symbol,” driven by scarcity, cultural cachet, and social signaling. Outside the U.S., owning one suggests access, travel, and a certain worldview, proving that “the object accrues value through scarcity.” That same psychology makes these bags especially effective as promotional products. Why we are paying attention and your brand should too: Canvas tote bags tap into perceived exclusivity Limited-feeling, small-format canvas totes come across as intentional and collectible, creating perceived value without a luxury price tag. Canvas totes act as social signals, not just swag A well-designed tote aligns your brand with style and lifestyle, not giveaways people forget at the bottom of a drawer. Their size encourages daily use Perfect for phones, wallets, keys, and small essentials, mini totes are easy to grab for errands, lunch runs, events, or travel. Canvas totes feel premium and practical Durable canvas, reinforced bases, sturdy handles, front stash pockets, and modern color options give these bags a retail-quality look. They align with modern brand values Reusable, PVC-free, and built to last, canvas totes naturally support sustainability and thoughtful branding. Mini canvas totes blend trend-driven psychology with everyday function. They give brands a stylish, affordable way to stay visible wherever life happens. At Behind Your Design , we believe the best promotional products are the ones people actually want to use. Mini canvas totes check every box: on-trend, functional, and easy to customize in a way that feels intentional, not overbranded. Whether you’re planning an event, creating client gifts, or building branded merchandise, we help you turn a simple bag into a lasting brand impression that shows up in everyday life.

Rain or Shine: A Practical Promo That Delivers Real Brand Visibility

February 6, 2026
Umbrellas may not be the first item that comes to mind for promotions, but they deliver impressive value when it comes to visibility, usefulness, and longevity. More than just rain gear, umbrellas offer year-round protection and everyday practicality, making them a promotional item people actually keep and use. Why umbrellas work as promotional items: Year-round usefulness – Provide rain coverage and help block harmful UV rays, adding a health-conscious benefit. High brand visibility – Large canopies create prime space for logos and messaging that can be seen from a distance. Repeated exposure – Stored in cars, offices, and bags, umbrellas are reused often, extending brand impressions. Wide audience appeal – Practical for all ages and lifestyles, making them ideal for diverse audiences. Long lifespan – Quality umbrellas can last for years, continuing to promote your brand long after distribution. Strong return on investment – Durable, useful items outperform smaller or disposable promotional products. Whether you go traditional or try something a little more fun, umbrellas remain a smart way to keep your brand visible rain or shine.

From Trends to Touchpoints: Making Branded Merch Work Smarter

February 5, 2026
Branded merchandise is more than a giveaway. When used strategically, it becomes a marketing tool that builds visibility, connection, and loyalty. According to PPAI Research, 83% of business leaders say branded merchandise improves brand recall and campaign performance (PPAI Research, 2025). The key is thinking beyond the logo and choosing products people will actually use. Make Recognition Matter Recognition is one of the simplest ways to strengthen relationships. The best gifts are practical, high-quality, and thoughtfully timed. Apparel, lifestyle items, or accessories paired with custom details or packaging become keepsakes, not throwaways. Tying gifts to milestones like promotions or anniversaries helps reinforce your brand story. Companies with strong recognition programs see 31% lower turnover and 12 times higher engagement (Gallup Workplace Report, 2025).

Top New Promo Items from PPAI: Matt & Chelsea’s Favorite Finds

February 4, 2026
Matt and I traveled to Las Vegas last month to the PPAI Show where our suppliers and manufacturers from around the world come to showcase their new and current products, educate us on trends for the upcoming year and learn more about what we are hearing is important to you, our customers. We will be featuring these products we saw and more over the next couple months in our newsletters and on our social media channels. If you'd like to schedule a time to come in and check out all the samples we brought home, just let us know! We'd love to show you what we found.
Show More