Emerging creatives infuse former MXTP, Skelletones venue with new vibe, video production studio

A renovated space at 133 S. Division Ave. rocked out with music for all ages when its walls pulsated with the driving beat of live music as the former Skelletones concert venue, and later MXTP.

Creative juices continue to flow throughout the space, albeit with a more subtle beat, now that The Forest creative agency moved its primary players into the main floor, and photographer Craig van der Lende established a video production studio upstairs.

"We're where the mosh pits used to be," says Brandon Satterlee with a laugh. "I used to go to shows here years ago."

Satterlee's company, The Forest, has produced imaginative branding and marketing campaigns for the past three years, operating first from his Grand Rapids home, then from a small studio at 820 Monroe North. He says his unique approach of creating specific teams of freelance creatives -- groups of five to 15 copywriters, brand strategists, user experience specialists, video producers, and others -- expanded the client list and the vision to the point where the company has hired its first employees: a studio manager, a senior art director, and a designer.

That expansion meant a larger collaboration space, since the original model of hiring gifted freelancers for projects continues. Satterlee says the 2,000 square feet of open office is just what he wanted. Shared access to van der Lende's large video production studio upstairs is a bonus.

"We build teams around projects and projects around problems, so we're always looking for new and interesting creatives we want to work with," Satterlee says. "This is our first time having a really public-facing location, and we have a production video studio when we need it."

Satterlee says The Forest continues to garner local and national clients, including Yamaha Motor Corporation U.S.A.'s apparel department, which asked The Forest to collaborate on its Star Fall '13 collection.

The Forest plans an open house for Fri., November 1, from 5:30 to 8:30 PM.

Writer: Deborah Johnson Wood, Development News Editor
Photos courtesy of The Forest