Sam Minneti is a storyteller. But you won’t find her work in books, nor will you see it in theaters. She tells her clients’ stories through her work with Design Rangers, where she’s a partner, project manager and content strategist. Her work has earned her a strong professional reputation and a fair few awards — in addition to being one of this year’s Rising Stars, Minneti was named American Advertising Federation/Colorado Springs’ copywriter of the year in 2016 and 2018 and their account planner of the year in 2017. But in her day-to-day work, she avoids the spotlight and works to keep her own presence as much out of her work as possible. Instead, she puts effort into understanding and channeling her clients’ voices into the products she works on as clearly and authentically as possible.
“In terms of copywriting, it’s been important that I know [my clients] and understand how they want to come across and be perceived — if they want to be lighthearted or serious or tug at heartstrings,” she says. “It feels like a great responsibility to me when I’m writing for a client. I never want to put words in their mouth, but I want to tell their story in the most authentic way.”
Minneti has lived in the Springs for nine years, and she’s worked for Design Rangers since 2014. She first learned about the company while working in her previous job as a marketing strategist for Pikes Peak Regional Attractions who were clients of Design Rangers. Now, most of her time goes to working with nonprofits, who make up about 70 percent of her clients.
“They inherently have a story to tell,” she says. “The work they’re doing is already important. We believe in the work that they’re doing, and while we can’t work at Care and Share Food Bank or the Humane Society [of the Pikes Peak Region] … it feels like we’re making an impact.”
Helping these nonprofits keep people from going hungry or put pets in homes or kids on bikes is the next best thing to doing the charity work directly. Most of Minneti’s clients are in the El Paso County area, so the fruits of her labor grow close to home. While Design Rangers isn’t a nonprofit, the work they do with nonprofits falls under the umbrella of a term she and her co-workers have thrown around over the last year: conscious capitalism.
“We believe a company can be successful and profitable and a good place to work, and they can have an impact in the community,” she says. “It doesn’t have to be one thing or another.”
Minneti applies that conscious attitude to her work with her clients, too. When Minneti sits down for a meeting, she isn’t just brainstorming or getting specifications. She’s developing a relationship with them. Typically, she says, she and her clients will spend the last 20 or 30 minutes of a given meeting talking about personal matters, from how the kids are doing to building family to career goals. It’s not just what her clients’ brand goals are that matter to her work. Without that care, without that full human element, the story is incomplete.