Episode Summary
In this inspiring episode of An Agency Story, host Russel Dubree sits down with the three women behind Upframe Creative, Shay, Hannah, and Carrie, to explore how they moved from being competitors to co-owners of a thriving agency based in Brookings, South Dakota. Their agency specializes in agricultural marketing but serves a diverse client base, from ethanol plants to local nonprofits.
Episode Highlights:
- Strategic partnerships thrive on complementary skill sets: Shay (sales), Hannah (marketing), and Carrie (design/web) each bring a unique strength that makes their agency work.
- Niche focus creates differentiation: Upframe has found its sweet spot serving agricultural clients, helping businesses where marketing is often an afterthought.
- Communication and trust are everything: The trio’s successful partnership stems from intentional conversations, defined roles, and deep personal understanding.
Agency Info
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Company: Upframe Creative
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Guests: Shay Vandendriessche, Carrie Kuhl & and Hannah Merritt
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Year Started: 2019
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Employees: 1-10
You wouldn’t send your taxes to your mechanic, so why let your accountant do your marketing?
Hannah Merritt
Key Takeaways
From Competitors to Collaborators
Upframe’s founding story is one of intentional alignment. Shay, Hannah, and Carrie were running their own businesses until repeated collaboration made them realize they were stronger together. Rather than continue competing, they leaned into shared values and complementary skills. The decision to merge wasn’t spontaneous—it was thoughtful, strategic, and fueled by mutual respect.
Clearly Defined Roles Build Strong Foundations
One of the early wins in their partnership was setting clear roles based on their natural inclinations. Carrie became CEO, leveraging her experience and love for systems and numbers. Shay took on the Director of Sales role, driven by her people-first approach and communication skills. Hannah focused on marketing strategy and execution. This structure gave each partner ownership while reducing friction. “We all truly love our jobs and our roles…that alone eliminates a lot of conflict.” – Shay
Embracing a Niche: Agriculture Marketing
Their personal lives, both Shay and Hannah are married to farmers, organically steered the agency toward agri-marketing. What started as convenience quickly became conviction. They found an underserved market in agriculture where marketing was either non-existent or handled by accounting departments. Upframe stepped in with professional solutions and empathy for the industry’s values.
“You wouldn’t send your taxes to your mechanic—so why let your accountant do your marketing?” – Upframe’s tagline
Partnership Requires Emotional Intelligence
The trio credits much of their success to understanding each other’s communication styles. Tools like the Enneagram help them navigate tough conversations with empathy. Carrie: Type 9 (Peacemaker) Hannah: Type 6 (Loyal Skeptic) Shay: Type 7 (Enthusiast). They’ve learned to adjust their communication accordingly, building a culture of openness and support.
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