With a career spanning decades across environmental design, digital marketing, and brand development, Michele Allen brings a rare blend of creativity, strategy, and resilience to this year’s judging panel. As the founder of Crux Creative, Michele has worked with businesses of all sizes, helping them bring their brands to life with intention and impact.

Michele, can you describe your career as a designer in one line?

I have built my career at the intersection of design, branding, and strategy, translating complex business needs into creative solutions that actually work.

You have worked with major brands, small businesses, and everything in between. What is the biggest mistake you see small businesses make when it comes to branding or rebranding?

So often, it comes down to budgets. Small businesses either try to do everything themselves or they do not follow through because they feel limited by what they can afford. But the real challenge is understanding your position in the market, knowing your competition, and focusing your efforts where they will have the most impact. Even with tight budgets, if you invest intentionally and understand what your customers need, you can get a great return. It just takes time, and that patience is key.

"The size of your budget does not define your brand. Thoughtful, strategic decisions do."

As both a designer and a business owner, what advice would you give small business owners trying to thrive without burning out, especially in a fast-changing tech landscape?

One of my biggest mottos is: there is no room for failure. That does not mean things always go right, but it means you keep learning, keep showing up, and keep evolving. Stay educated. Do not rush. Do things with intention. When you are intentional, when you stop to think and plan carefully, you are more likely to get extraordinary results without burning yourself out in the process.

"You do not have to do everything at once, but you do need to do things with intention."

What does creativity mean to you?

For me, creativity is actually a very analytical process. It starts with listening, really listening, to what is going on in a business. Understanding the customer, the competition, and the brand’s core challenges. Once you have gathered all those puzzle pieces, the creative part flows naturally. It is not guessing; it is building something that makes sense, has purpose, and fits both the brand and the market. I see creativity as a balance between strategy, trends, and the heart of what the brand stands for.

Finally, what would you say to companies entering the BASA Awards this year?

Be proud of what you are doing. Focus less on winning and more on the authenticity behind your work. The projects that resonate most are the ones you can feel, those done with heart, honesty, and real intention. That kind of authenticity shines through and makes a lasting impact, whether or not you take home a trophy.

"Authenticity is powerful. When you believe in what you are doing, it shows, and people notice."