Brocoloco

Aaron Scales, CEO of Brocoloco talked to Workhub about how a project between brothers that started just for fun, as a hobby, became a way of life and a successful business that has allowed him to travel around the world.

He told us about the defies and opportunities he has overcome throughout his career as an artist-entrepreneur. His inspiration and philosophy about the projects he decided to work on and how he has solved the challenges in Brocoloco's history.

The beginning of Brocoloco

Brocoloco began ten years ago in Washington, D.C. when Aaron Scales and his brother decided to start doing something with their art. They had been doing street art for some time and they felt they had to do something bigger.

One day they received a visit from a mutual friend from L.A., the Scales brothers showcased the murals and art pieces, and after that, their friend asked if they would like to make a video with the pieces for a platform where they promote artists globally. Aaron accepted and Brocoloco was born.

In the beginning, Brocoloco didn't have a website or online portfolio, it was after that video that Aaron decided to create his own digital platform where he could show his work and the different services that Brocoloco could offer.

Undoubtedly that video was a tipping point in their artistic and business career, it was at that moment when they realized they could generate income with their hobby. Aaron believes that if the video wasn't created he would probably still be doing art just for fun.

The first steps

Originally the company started under the name Brothers Company Art Venture, but it was too long he mentions, so they decided to change it to Bro-Co-Loco (Brothers Company Loco) a mix between English and Spanish integrating the Word -Loco- crazy referring to the disruption they wanted to create in each of their projects.

Brocoloco CEO mentioned that because of his architectural background he was able to integrate the work of different artists to create experiences in commercial and residential developments.

"One of my first projects was a luxury apartment building where we had moved in. It had a very crazy amenity space, the architecture was very inspiring and it had spaces available to integrate art and create unique experiences. Suddenly, the developer saw our work while we were doing the installations. She was impressed and invited us to work with her on other developments the firm was building."

It is clear that working with developers has given Brocoloco the growth and structure it needed to consolidate. The added value of their work, in addition to making a space visually attractive, is to produce a unique experience that allows developers to market their projects faster and at a better price.

“We are looking to create something where people can say – Oh! I want to live in that building! ".

The Artist-Entrepreneur Challenges

Aaron shared with us that in the past ten years, he has participated in projects all around the world. From Peru to Sudan, all the way to Germany and Dubai. An interesting fact is that in order to keep track of the projects he is working on, Aaron has a globe in his office where he pins every country Brocoloco has a project, or dealer. This allows him to plan his production area, and workflow at the same time that he visualizes if his company is going on the right direction.

"We are currently working with products from Peru, and Poland, and textiles from Turkey. We have found that those countries have unique colors, patterns, and textures that bring uniqueness to our projects "

Now a days, logistics has been a challenge worldwide, and they have been facing it as well. He mentions that having their office space in Workhub allows them to have logistical advantages since most of their products and raw materials arrive by plane or at the port of Houston.

Inspiration is everywhere

Aaron shared with Workhub that nature is the greatest inspiration in all of his projects. For him, God is a Master architect who created perfection.

“The stem gives the plants the right structure, the leaves serve as a photovoltaic system that captures the sun's energy and transforms it to help reduce CO2 emissions. And also they add color and beauty to the environment.”

Brocoloco currently manages 3 offices in the US. Charleston S.C., Washington D.C., and their workshop at Workhub in Magnolia, TX.

This company uses its work as a marketing tool. The murals they create have been very useful to promote the brand as they seek to create that uniqueness in each of their projects. Additionally, all the projects are signed with his brand and linked to his Instagram profile so everyone who experiences their work can have access to their online portfolio.

Recommendations for young entrepreneurs

Aaron firmly believes that social media is a very powerful tool, but if you don't know how to use it properly it can generate a lot of distraction, and lose focus. Currently, many creative entrepreneurs invest a lot of time and energy to generate tons of "likes" and followers, but they forget to be consistent and take all of their projects seriously.

Many of his young colleagues who are starting this career become demoralized when they see that their work does not achieve so many likes or virality on social media, and they stop creating art. For Aaron, the key to success has been to take seriously and professionally every project that comes his way, regardless of the size, since you never know who will be watching and will generate free word-of-mouth advertising.

Another recommendation he gave to young entrepreneurs was to "Get things started". Although it may seem like a long way to go, the first step is start doing, get advice, and be surrounded by people that can assist you.

He mentioned that sometimes when a door closes, it´s most likely for your benefit in the future. It helps you to stop and think if it´s the right path you´re taking.

“It´s always good to know that doors are opening but if a door closes it is not the end of the world, it means that you must keep moving forward, and keep preparing yourself better every day.”

The future for Brocoloco

One of the main goals for Aaron and his team is to create more accessible products to the general market and sell those in different channels and platforms so the company can be able to grow in size and revenue.

Quote that inspire him

"Don't dismiss the days of small beginnings."

Brocoloco facts:

Years in Business: 10

3 Offices: Charleston, S. C. Washington, D.C., and Workhub in Magnolia, TX

Projects in Countries/Cities: US, Berlin, Dubai, Sudan, Malaysia, Peru, Caribbean and soon in Central and South America

Web: https://www.brocoloco.com/

Instagram: @thebrocoloco

If you´re looking for a flexible office/warehouse space for your business Workhub is the ideal spot for you.