• Don't accept me·di·oc·ri·ty.

    BREAK IT APART AND SEE WHY IT EXISTS.

  • CONSULTING

    Founded in 2014, Refracting Ideas, LLC specializes in marketing, management, and business strategy. Our goal is to empower your business by reducing overhead, providing professional insight, and creating new business development strategies.

    CREATIVE

    Formally educated as a photographer, Andrew brings years of experience and a network of creatives in multiple fields to help your business with its creative needs: photography, videography, copywriting, audio recording, website design, interior design, and more.

  • WHAT WE'VE DONE

    We're on a mission to empower you.

    Mission: Huntsville's Best DJ, Lighting, and Audio Pro

    Challenge: Rebrand, Increase Revenue, Reduce Overhead, Enter New Markets, Change Brand Perception.

    Result: Acquired by Metropolitan Disc Jockey Service in 2016

    Huntsville, Alabama, USA

     

    We challenged the Thrive team to do something scary. Change. After a successful rebrand and business management overhaul, Thrive experienced a 200% increase in revenue. Nice. In 2016, Thrive Entertainment complete a merger with Metropolitan Disc Jockey Service to join forces. With the top two entertainment teams in the Southeast United States now as one, there is no limit to what this team can accomplish as they continue to be Huntsville's best for entertainment services.

     

    Roles: Set Photographer and Producer

    Challenge: Show the true quality and professionalism of the Wonder Mill Films team during production and later take responsibly or producing a short film, Rocket City Shakedown.

    Huntsville, Alabama, USA

     

    Ben Stark and the Wonder Mill Films team initially approached us to photograph the making of their films starting 2012 with Frankenstein's Master and Dead Saturday. In 2016 that partnership grew to Producing the latest short film from Wonder Mill, Rocket City Shakedown.

     

    Responsibilities: Team Management and Marketing

    Challenge: Connect Huntsville's professionals in a hyper-local directory with in-person reach through events and organizational support. 

    Huntsville, Alabama, USA

     

    In early 2015, Andrew and Chris Beaman formed the idea for Open Huntsville after hiking in the hills, coffee shop chats, and endless messages. As summer approached they invited S. Kyle Newman, Joe MacKenzie, and Tarra Anzalone to build the website, in-person community, and online directory. Today Open Huntsville organizes events such as CoWorking Night and continues to empower Huntsville's professionals to find others online in an easy-to-use, hyper-local directory. #betterTogether #openHSV

     

    Roles: Producer and Director

    Challenge: Help founders of businesses based in Huntsville, Alabama tell their story to encourage and inspire would-be-founders to start their own organizations. 

    Huntsville, Alabama, USA

     

    In 2015, Andrew joined the Huntsville Founders team to Produce and Direct the video series starting at the first episode. After filming and releasing each volume, the team increased the production quality of each volume. The videos are released on YouTube and shared on Facebook.

     

  • WHO WE ARE

    The best team challenges the status quo.

    Founder

    Andrew likes helping creative and technical teams collaborate. He studied Engineering, Photography, and Marketing at the University of Alabama in Huntsville. Andrew enjoys solving problems, traveling, making photos, creating films, and kayaking with friends.

     

    He is a Co-Founder of Open Huntsville,

    Producer and Director of Huntsville Founders,

    and a facilitator of Coworking Night.

     

    Andrew's hybrid approach to problem solving through technical and creative thought processes separates him from everyone else.

     

    Check out his photos on Flickr

    Strategic Partner: Strategy and Management

    MacKenzie and Co., LLC has been a strategic partner of Refracting Ideas since 2011. Through creative and business projects, both companies have found the rarest form of partnership: blind trust. Projects have spanned finance, strategic direction, business management, creative direction, crisis management, and more. MacKenzie and Co. specializes in audience engagement especially in physical spaces.

     

    Together the possibilities are endless.

     

    Follow MacKenzie and Co. on Twitter

    Strategic Partner: Social Media

    Elizabeth Hagale is a rising star in the film industry with accolades and awards coming every year. During the day she keeps organizations on track and achieving better engagement through social media management. Andrew and Elizabeth have worked together on films and continue to collaborate on marketing projects.

     

    Collaborating on new social media management ideologies since 2015.

     

    Follow Hagale Media on Twitter

    Strategic Partner: Digital Media

    Since 2012, Andrew and Scott have dug into large and small creative projects together. Scott's expertise in User Experience (UX), 3D Modeling and Animation, as well as photography have triggered a unique partnership of automatic collaboration. Through commercial photography and corporate 3D projects, Scott has been a vital partner.

     

    Developing the best photographic concepts together since 2012.

     

    Check out Scott's 3D Modeling

    Strategic Partner: Production Design

    Elissa is the best in the industry when it comes to production design. Her blend of skills from interior decorating, graphic design, marketing, retail concept design, and filmmaking make her a critical partner on photographic projects which require set design and someone to manage the crew. Andrew has worked with Elissa since 2012 on films and photographic assignments. No photo or video set is ready until Elissa arrives.

     

    Designing the best photographic sets together since 2012.

     

    See Elissa's Style on Pinterest

  • HIRE US

    Ready to start a project?

    Marketing - Management - Strategy - Photography - Video - Advertising - Social Media

  • JOIN THE ADVENTURE

    We don't send many emails but you'll like the few we send.

  • CONNECT

    You're interesting. Let's talk.

    Phone

     

    +1 256.284.2499

     

    Email

     

    info@refractingideas.com

     

    Twitter

     

    @refractingdrew