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Brand story, the key to success in content marketing

New York, November 14th, 2017

AVEX is a New York Digital Agency that focuses on creative, strategy and technology in various fields, including: fashion, e-commerce, food & beverage and finance.

Founded in 2013 the company has been kept small by design, according to AVEX Founder John Surdakowski. “Rather than trying to grow as fast as possible, we tend to only take on select projects, which allows us to work with the clients we really feel we can bring value to,” he explains.

Sporting beautiful tattoos on his arms, John is a family man that enjoys spending time with family and friends. He also writes music, is a keen traveler and enjoys snowboarding. We asked John what does it take to create the best content marketing.

What does the name of the company AVEX mean?

Before I started AVEX, I was freelancing and needed to come up with a URL for my “side hustle”. The first thing that came to mind was the street that I grew up on, in Brooklyn, NY. “Avenue X”. I abbreviated it and AVEX was born.

How many people work with you?

At our NYC office in Soho, we are a team of four, however, most of our employees work from remote locations in New Jersey, New York, California and Washington DC. AVEX scales up and down depending on the needs of our clients.

In your opinion, what ingredients are key to create successful content marketing or UX?

The most important part of content marketing is to tell your brand’s story. We are big believers in utilizing engaging content to express the true vision of a brand, which has been proven to resonate with customers.

As far as UX goes, it is important to always keep the user first. We approach every project with user-centric design thinking. Brands need to look at who will be using their products and design for them, rather than solely for marketing or internal initiatives.

How do you work out your design taking into account your target audience or users?

We approach every project with user-centric design thinking. First we start by analyzing a brand’s data and analytics. We research the company and the people who use their products or services. That research, coupled with following best practices in UX, enhances our design decisions and produces amazing results.

Which are the most important web tools that you use?

We are big fans of Invision and Zepplin for design and prototyping. As far as project management goes, we’re always on Trello, Basecamp and Slack, as well as Google Apps for Business.

Can you tell us about a project you worked on (a case study), and that was especially successful? What made it awesome?

Recently, we worked with KITH, a New York based menswear brand, on their Shopify E-Commerce website and their new native app. We love working in the fashion and commerce space. The KITH project was great combination of stylish UI, seamless UX and emerging technology. The brand is very open to trying new things and providing an immersive experience for their customers. When clients are on the same page as us, it makes our lives easier and produces stellar results.

How did you get started in the industry?

My first design position was for a Hip Hop record label in NYC. I got the interview and last minute put together a portfolio on a CD ROM drive. This was back in 2003. From there I networked and moved on to various positions in the digital space. Starting with NYC nightlife marketing, then on to traditional marketing and eventually working with some of the largest advertising agencies and brands in NYC. I did some time with JWT, HAVAS, McCann Erickson, BBDO, Estee Lauder, Vaicom, NBC and many others.

Are there online publications, professionals, industry leaders you follow?

I like to follow thoughts leaders and entrepreneurs who inspire me. I follow everyone from Elon Musk or Gary Vaynerchuck to pop-culture icons such as P-Diddy. Regardless of their industry, I try to get inspiration from people who make a difference in their space.

Thanks John!

By Geny Caloisi.

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