“A great work culture is a combo of having pride and passion for the work we do, making genuine connections with clients and coworkers, giving back to the community, and reducing the negative impact on our environment.”

MH+D ASKS MCKINNELL TO TELL US MORE.

Q. You started your digital agency, iBec Creative, right out of college. How has your role evolved over the years?

A. In the beginning, I wore all the hats, including being the web designer, and over the years, I’ve transitioned to leading our culture and strategy. Starting iBec at a young age was a gift because I had to follow my intuition and build a company out of my imagination. Hiring kind people is what has made our culture at iBec special. I believe that, as an employer, I have a deep responsibility to ensure that I create a culture where employees can thrive because they feel comfortable showing up to work as their full selves.

Q. What goes into designing a great work culture?

A. You have to have a deep sense of purpose about why your company exists to begin with. Employees want to work at a place that’s not just about making money and the bottom line. I’m most proud of our recent B Corp certification, which recognizes iBec for meeting the highest social and environmental standards. I believe there is so much more beyond profit that makes a great company, and I want to be a leader for that.

Q. What made you start your handbag company, Wildwood Oyster Co.?

A. I missed making things with my hands, so at a monthly craft night with my friends, I started making some crafts with small pieces of leather scraps. My sister saw how much fun I was having, and for my birthday she surprised me with a whole hide of leather. I was determined to make a cool bag for myself that celebrated the beautiful leather, was big enough to fit my laptop, and reminded me of the ocean. When I wore my bag around, so many people would stop me to ask where I got it, and I took it as a sign to start another company! 

Q. What inspires your designs?

A. The ocean and the beach are magical places for me. I relax and find peace with every breath of salt air. When I think about the Wildwood brand, I want to create accessories that subtly remind my customers of the beach and make them feel free and elegant, even when they can’t always be by the water. I love our signature combo of rich buttery leather and suede, industrial brass hardware, and colorful dock-line rope, because it is unexpected and unlike anything that’s been done before.

Q. How do you balance running two companies and being a mom?

A. Since I started iBec, no matter how much I worked during the work week, I set the weekends aside to have fun, and that boundary has been so important. It is not always easy, especially now with the demands of an around-the-clock e-commerce business, but I try to stay present and be in the moment.

Q. What’s next for you?

A. What I have learned about myself over the years is that I love the challenge of starting and growing a business. There are a lot of synergies between iBec and Wildwood, and I enjoy the challenge of thinking about how both businesses can support each other and, in the future, grow a family of purpose-driven companies.  

MH+D IS PROUD TO PARTNER WITH ACCLAIMED ARCHITECTURAL PHOTOGRAPHER TRENT BELL ON HIS ARCHITECTURE, DESIGN, AND PHOTOGRAPHY PODCAST. TO HEAR BELL’S CONVERSATION WITH MCKINNELL, PLEASE VISIT TRENTBELL.COM/PODCAST