The Groundwork Initiative
Turning Passion into Prosperity, One Community at a Time.
At Spade Design, we believe that a brilliant idea can come from anywhere and that talent is universal. Our founder, Matthew, built this agency on a foundation of two passions: world-class design and a love for travel that connects him to the heart of a place—its people.
The Groundwork Initiative is where these passions converge. It’s our commitment to empowering local entrepreneurs in the communities we visit. We partner with visionaries, creators, and leaders, providing the marketing and branding expertise they need to transform their dreams into sustainable businesses with deep community roots. This isn’t about giving a handout; it’s about building a foundation for lasting success, together.
Our Partnerships
We seek out passionate individuals with a vision to share their culture, skills, and stories with the world. Here are a few of our partners who are building something extraordinary.
Preserving Heritage in Hawai’i: Branding with Cultural Roots
The soul of Hawai’i isn’t found in tourist shops; it’s in the stories, traditions, and artistry of its people. We had the honor of partnering with a collective of Native Hawaiian entrepreneurs who wanted to build businesses that proudly showcased their cultural roots.
The Challenge: To create branding that felt authentic and respectful, avoiding clichés while communicating a powerful, modern story.
Our Collaboration: Through deep listening sessions and collaborative workshops, we helped develop brand identities, logos, and messaging that wove their heritage into every element. The result is a brand that resonates with both locals and visitors, creating a genuine connection to Hawaiian culture.
[GI case study 1]
Making Waves in El Salvador: Launching a Women’s Surf Retreat
On the vibrant coast of El Salvador, we met a talented surf coach with a dream: to create a safe, empowering space for women to learn to surf and connect with the ocean. She had the skill and the passion but needed help building a business from the ground up.
The Challenge: To launch a new business in a competitive market and attract an international clientele.
Our Collaboration: We worked side-by-side to develop her brand, built a simple booking website, and created a social media strategy focused on authentic storytelling. Today, her retreats are empowering women, creating local jobs, and putting her community on the map for all the right reasons.
[GI case study 2]
From Firehouse to High Profile: Fueling a Hero’s Hustle in New Orleans
By day, Connor W. Smith is a full-time fireman, serving our shared community here in the New Orleans area. By night, he’s the passionate artist behind Royal Wraps, a vehicle wrapping business born from a side hustle. In just a few years, he went from wrapping motorcycles in his living room to opening his own shop. The talent was undeniable, but the brand needed to match his world-class skill.
The Challenge: To elevate the brand from a passionate side project to a premium, trusted name capable of attracting high-profile clients.
Our Collaboration: We helped Connor develop a professional brand identity and positioning strategy that showcased his meticulous craftsmanship. By creating a compelling brand story and a high-end digital portfolio, we positioned Royal Wraps as the go-to for bespoke vehicle customization. The strategy paid off when he was sought out by America’s Got Talent star Jourdain and players from the New Orleans Saints, cementing his status as a premier local craftsman.
[GI case study 3]
The Taste of Tradition in Tuscany: A Recipe for Inclusion
In the rolling hills of Tuscany, we discovered a cooking school and inclusive resort with a beautiful mission: to bring Italian grandmothers (Nonnas) in to teach their timeless recipes. It’s a place where tradition is preserved and everyone has a seat at the table.
The Challenge: To tell their unique story in a way that captured the warmth, authenticity, and inclusivity of their experience.
Our Collaboration: We helped them refine their branding and develop a content strategy that put the Nonnas front and center. Through photography, storytelling, and a clear online presence, we helped them share the magic of their kitchen with a global audience of food lovers and conscious travelers.
[GI case study 4]
Let’s Build Together
The Groundwork Initiative is more than just a project—it’s the heart of why we do what we do. Matthew’s journey as a traveler and a designer has shown him that the most powerful brands are built on authentic human connection.
We are always looking for our next partnership. If you are an entrepreneur with a dream to build a business that serves your community, or if you represent an organization that supports local enterprise, we would love to hear from you.