By Kelly Murphy-Redd
Illume is a branding and design firm created by Christine Kaufman in 2019. Christine comes from Missouri where she worked for an ad agency in Kansas City after earning her degree in graphic design, later becoming a freelance graphic designer. Brett Kaufman moved here from Finland where he worked for Nokia after 10 years in graduate engineering programs. He moved to Okaloosa County with a suitcase and $200 to take over renovating a family home. He began work for a government contractor in weapons design until the contract was cancelled due to Covid.
They could have met each other in Missouri when they were both there in the early 2000s, but didn’t meet until they were in Okaloosa County. Christine and Brett fell in love and planned to elope to Croatia. Brett says Croatia is beautiful, cheap and safe. That was 2020 and Covid changed their plans. They decided get married legally at a UPS store in town. A lady walked in when the marriage was taking place. She excitedly asked, “Are you guys getting married? I got married in a UPS store too.” She ended up being their witness.
Christine and Brett then eloped to New York. Christine’s wedding dress was custom designed by Olia Zavozina, an Illume client and wedding gown designer, recognized for red-carpet fashion worn by country music stars. They celebrated in a fancy restaurant. The couple hired a photographer they found on Instagram to create beautiful memories they could eventually pass on to their three children.
Christine is the only artist to come from her family of doctors and engineers. She loved being a creative director, but didn’t like the business side of things. She asked Brett to take over business management for Illume, including finances, taxes, contracts, invoicing, payroll and overall project management.
Many people say it’s hard for a husband and wife to work together. Christine and Brett wondered if that would be the case for them. However, they have found working together to be a fulfilling experience. Working from home allows Brett the freedom to coach all of his children’s sports teams. He gets to travel on field trips. All of his children’s friends call him “Isi” which is Finnish for “Dad.”
Illume does more than graphic design. Christine and her team of designers get to know their clients, discover what makes them different and help develop strategies for branding identity and future growth. Being clear on what makes a business different is the guiding “north star.”
Illume lists as their specialties: custom logo design, websites, business cards, fliers, catalogues, packaging, signage, merchandise, menus, email newsletters, social media, presentations and more.
Illume’s client roster includes start-ups, small businesses, large corporations and even other agencies needing additional support. The types of clients they serve include:
- National & international sports organizations
- Ivy-league universities
- Pharmaceutical companies
- Innovative global chemical and agricultural companies
- IT companies
- AI software start-ups
- Food & restaurant businesses
- Luxury gifting companies
- Inspirational & public speakers
- Fashion designers
- Financial & legal institutions
- Elected political officials
- Non-profit organizations
- Health & wellness practices
- Technical consulting companies
A great product will not sell itself. Christine often says a business needs to look and feel like the leader of its industry. She illustrates that philosophy by the old saying: Dress for the job you want—not the job you have.
Brett hastens to add that a business should not be just a paycheck. Companies need to set themselves up for retirement, succession or selling when the time comes.
Illume has been a member of the Greater Fort Walton Beach Chamber of Commerce for three years. Christine and Brett are co-chairs of the Young Professionals group. Brett says networking within the chamber has been of benefit. Many of the professional services they use, such as mortgage companies and home insurance, have come from relationships cultivated through the chamber.
Christine emphasizes Illume is not “just a design firm,” but has become a “business therapist” for many clients. Illume works to find solutions and the deliverables come out of that process. A passion for helping businesses succeed and creating more beauty in the world drives Christine every day.
Contact them at (850) 499-9129 or visit illumesc.com.
