Chris Jones is a creative with a sense for business. After graduating from college with a degree in Graphic Design in 1993 , he Co-founded Backbone Design. Over the following seven years, Chris worked on accounts such as Walt Disney World Food & Beverage and helped develop the identity and collateral for NBA’s National theme restaurant NBA City.

In 2001, Chris founded Popcorn Initiative. Under Chris’ direction the company’s client list quickly grew to include: Florida Hospital, Sea World, Epcot, Disney Vacation Club, Rollins College, UCF, National Watermelon Promotion Board, Kissimmee Utility Authority, and Metroplan Orlando. With the belief that a strong concept and design are required on all projects, Popcorn Initiative strives for nothing less than their clients’ ultimate success. Chris’ concentration on providing his clients with highly effective work and excellent service has won him nothing but accolades from his clients.

Chris’ work has won several design awards and has also been published in a number of national publications including Print and How magazines, and featured in numerous books showcasing top design firms. Recently Chris’ work on annual reports was recognized in Blackbook’s AR100, which features the best 100 annual reports in the world annually.


While all agencies work differently, Popcorn Initiative takes an approach that is somewhat unusual in the creative industry. The firm’s main goal is help their clients realize their ultimate potential for their printed and online collateral. This is achieved by partnering with their clients instead of just working for their clients. Garnering success is something that takes both great poise and patience – it isn’t achieved instantly overnight.

The owner of Popcorn Initiative, Chris Jones, talks about how this works – “We can’t reach any goals without the help of our clients themselves. It’s important that we respect whom our clients are and they respect what we do. Without this mutual respect, the creative process becomes impossible and nothing but burdensome for both parties.”

Jones has a passion for work that has concept, texture and feeling. This affection comes across with great excitement when he talks about the firm’s work. “You can’t print something on paper and expect it’s just going to get the message across. Everyone reacts to concept and circumstantial elements of pieces like paper thickness and texture in different ways. The way an individual reacts to the small differences is something that happens almost instantly and in a person’s subconscious so it’s not something that can be easily measured,” Chris says.

“Ultimately we want to make the client happy, but we are going to challenge them. We are going to make them explore options that may not be in their comfort zone initially,” states Jones. Over the years, Popcorn Initiative has established long and founded relations with clients that exceeds the bounds of simple business. “Our clients become our friends and collaborators. Just like in a marriage, you have situations that arise that have to be dealt with and regardless of what kind of relationship it is, communication is key.”

“We love our clients and all we can hope for is they love us back.” – Chris Jones