“Architects, as creative as we are, are poor at marketing. We created an artsy logo, published colorful marketing brochures and designed a wild phone book ad. Many people loved our flashy marketing style, while others hated it. But they all remembered it. Marketing sets us apart from our competitors,” VanderKlok said. “However, marketing to get clients in the door is just the beginning. Winning them over and keeping them coming back is what makes a business successful.”

This year’s emerging entrepreneur even chose his company’s name partly because of its uniqueness. Studio [intrigue] Architects is a full-service architecture firm in Lansing’s REO Town on Washington Avenue, just south of I-496.

VanderKlok founded Studio [intrigue] Architects with business partner, Ken Jones, in 2003. “Studio [intrigue] was born over beer, nachos and other peoples’ money,” as VanderKlok put it. The firm provides building design and construction drawings services. It also provides interior design, graphic design and can even design and build custom furniture.

The entrepreneurial spirit hit VanderKlok while attending Lawrence Technological University in Southfield, Mich., where he graduated first in his class in 1997.

But it was the 9/11 attacks on the World Trade Center in New York City and the Pentagon Building in Washington, DC, in 2001 that forced him to strike out on his own.

“I was working for another architectural firm in Lansing at the time when the business started drying up fast. Construction slowed way down and layoffs were coming. That’s when I decided to take my future into my own hands and be in charge of my own fate and start my own business,” VanderKlok explained.

Determined to be successful despite the struggling economy, VanderKlok and Jones opened their first office in Okemos and focused on doing “cookie cutter” business park designs at first. The company today does about 95 percent commercial business, including a large amount of renovation work. Studio [intrigue] specializes in contemporary design and has worked on several notable projects in Downtown Lansing.

“Our focus is on the commitment to urban redevelopment of Lansing. That’s one of the main reasons we moved downtown. Our short-term focus is to redefine Lansing as one of the great cities of the Midwest,” VanderKlok adds, who moved Studio [intrigue] Architects to its current location in 2006.

In addition to strengthening its position in the Lansing market, Studio [intrigue] Architects is building its portfolio of work outside of Michigan, geographically diversifying itself to take advantage of stronger economic conditions outside of the state. The company holds licenses in 10 states, has projects under way across the United States and has 11 employees.

In addition to being involved with the mid-Michigan chapter of The American Institute of Architects, VanderKlok likes to participate in career days for local school districts and routinely opens the doors to Studio [intrigue] for job shadows and others interested in architecture as a career.

“Kids who have a love of design typically will desire to excel in science or math, too. I always get good questions on what it takes to start a business … the risks and the rewards. I tell them there is no better feeling in the world than running a successful enterprise,” VanderKlok said.

Four years since opening Studio [intrigue] Architects, VanderKlok said the 70-hour workweeks are finally a thing of the past. However, he still is trying to find the balance between pushing paperwork and designing projects. “Probably two-thirds of my time is spent managing paperwork. I guess it’s just a part of running a business and doing it successfully.”