creative agency in grand rapids, mi

Creative to our Core

VSBL is a Creative Agency in Grand Rapids, MI. A collective of parents, animal lovers, artists, makers, musicians, athletes, thrifters, chefs, and humans, we value the experience of doing good work to help make the world a better place.

Made up of formerly overworked and under-appreciated creatives, VSBL was born out of a desire to provide opportunities that honors creativity, the creative process, and the creatives themselves. VSBL’s primary focus is in building healthy relationships with clients and creatives to produce the best work we can while enjoying the process along the way.

Reimagining what a creative agency could look like, VSBL prioritizes and empowers creatives to do work they are proud of and passionate for all while providing a top tiered client experience.

Paul Genzink

Founder + Creative Director
Paul Genzink profile photos

Andy Madson-Olson

Brand + Design Director

Katie Fox-Webb

Production Director

Joy Muha

Project Manager

Halle Kunkel

Digital Designer

VSBL Llama

Emotional Support
Alpaca chewing on a straw of grass.

The Experience

We believe that the quality of our work is only as good as the experience we provide our clients. Built on years of observing what not to do, our process allows us to provide a heart-led experience for our clients – who often end up becoming our friends, and it all starts with listening.

We align ourselves with our client’s hopes and dreams, and explore solutions to help them achieve those goals. Leading with empathy, we make informed and inspired creative decisions that leave our clients feeling heard, included, and valued.


The Process

Part of the creative process can sometimes feel like chasing an idea down a rabbit hole, which can lead us to discovering that an idea may not work. With this in mind, we build in time to explore, prototype, and refine our recommendations ensuring each creative idea is vetted and tested before being presented.

At the end of the day, we view success as providing each client with a positive and painless experience, as well as products and processes that allow them to do what they do best, better.

Our insights have proven to create strong, authentic brands.

See how

Culture + Values

We operate as a safe place for creatives to play, explore, and get weird. As we strive to “do good work” we believe that behind every designer, photographer, sales person, copywriter, etc, is a human deserving of respect and dignity. We also acknowledge that creative burnout is real which is why we prioritize mental health and a healthy work-life balance. 

  1. .


    We share what we have.

  2. .


    What you see is what you get.

  3. .


    We are better together.

  4. .


    We are all humans first.

  5. .


    Life happens, act accordingly.

  6. .


    Never stop exploring.

Skip to content