Courtney Grace Peterson’s background extends across many fronts, from the tech sector to the art world. She is both a tastemaker and a digital architect, and even her Instagram is incredibly telling. Scroll through her photos and you can see her keen eye for detail in the way she pays homage to the gorgeous colors and textures that inspire her. Perhaps it stems from her editorial days at Condé Nast, or from her experience as a buyer at rapidly growing startup One Kings Lane, but Peterson’s flair for capturing and sharing beauty is undeniable.
These days, the founder of Logic & Grace uses her aesthetic and technological prowess to help companies with their online presence. As the name implies, Logic & Grace is all about marrying the different aspects of digital branding.
“Logic represents the tech side of the business,” says Peterson. “Grace is the content creation side.”
Logic & Grace came about when Peterson noticed the scarcity of resources available to brands.
“Many brands knew they had to get into the tech and digital media game,” she says, “but had no tools or resources to do so.”
Peterson seized the opportunity to help companies on a limited budget get exposed with “a dynamic mix of social media, content creation, design, and strategic thinking.” These days her list of clients includes home, fitness, and lifestyle brands, and includes Ciner, J. Pocker, and Yosuzi.
Peterson recalls Logic & Grace’s beginnings with its first client, Sloane Stationery. Founded in the tradition of classic bookbinding, the London-based notebook company urged its customers to “dream big, make a plan, and write it down.” Peterson used this mantra in the company’s social media campaign and digital branding. She also developed retail partnerships, including an exclusive collection with lifestyle publication Goop.
Peterson believes in taking a “consumer-centric” approach to branding, so she conducts in-depth branding exercises to truly understand who the consumer is.
“What is your story, how do you want to tell it, and who do you want to tell it to?” she asks. “I think those three anchor questions can really help people find a focus for their brand.”
While Logic & Grace is a perfect union of Peterson’s editorial experience and digital tech background, Peterson maintains that she couldn’t do it alone. Building a brand is “not just about the social media, and it’s not just about having a great website. It’s a lot of moving parts.” Peterson says that her “team is everything,” and that she made sure to assemble a highly qualified group of contributing art directors and web designers.
“It’s really fun to pull in talent tailored to the client and what they need,” says Peterson.
In developing her own brand, Peterson attributes her success to her colleagues and mentors, who have been “a kind of trusted network and sounding board of other women and small business owners.” A graduate of the all-female Scripps College, Peterson has found both reassurance and a competitive drive when working with other women.
“I’ve always loved championing women,” says Peterson.
The WeWork Fulton Center member stays true to what she loves, even in her downtime. An avid runner, Peterson says running is not only a way of decompressing, but a useful tool for her business as well.
“Sometimes I think my brain is on overdrive,” she says. “It’s just steaming. It’s like 30 tabs are open. Sometimes you just have to pare down and come back with way more energy, focus, and clarity of thought.”
Her most memorable race this year brought her to one of her now-favorite places in the world.
“I did a half marathon in Tanzania for an amazing charity called ‘Every Mother Counts’ back in March,” she says. “The run was great, and I took a day at the end of my trip to go on a safari by myself. It was pretty amazing and terrifying. Sleeping in a tent by yourself out in the middle of nowhere listening to animals is very humbling and a really great experience.”
Photo credit: Logic & Grace