Kevin Batory is a young, active male based in Brooklyn, New York. He works at CENTER, writing for brands and producing the podcast Front and Center. When he’s not maximizing shareholder value, you can find him setting land speed records on his fixed-gear bike or advocating for Skyline Chili, his hometown cuisine.

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Where’s your hometown?‍

I was born and raised in Cincinnati, Ohio. 

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In a few sentences, describe what you do. 

I take care of business. When something needs to happen, I make it happen. Strategy, naming, writing, bike messenger, chef, podcast producer/co-host. If there was a problem, yo I'll solve it.

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You’re the youngest person we’ve interviewed for The Subtext. How did you land your current gig? And what do you attribute your early success to?

After finishing school with my Communication Design degree, I wanted a little break from the computer screen, so I got a job with an independent contractor. For six months, I busted up concrete, helped flip a house, dug a bunch of holes, and built a beautiful observation deck for birding, all while getting fit and saving money.

When I saved (what I thought was) enough money to move to New York City, I quit and moved to pursue my dream of being creative in the big city. So off I went to the big city with no job leads or connections! After four months of rejection and unemployment, which I called "freelancing," I landed an interview for a design internship at Center.

When I came in for the interview at Center, I walked into the studio without knocking, made myself at home, and took the team through my website, which was filled with wacky pickle videos, student branding projects, and other random bits and pieces  that weren't provoking employers to employ me. 

I came in for an interview for a design internship, but it was immediately apparent I wouldn't just be a designer. We talked about producing a design and pop culture show, which ended up being the podcast, and we were stoked. I walked into the studio like I owned the place, and I never left.

As far as early success, I've got to attribute that to the team at Center. When I barged into that studio, I had no idea what I wanted or what I was creatively (I still don't), but I came in with an open mind and a willingness to do whatever to help the team, and they matched my freak in that way. They empowered and encouraged me every step of the way and helped me find myself as a copywriter. Shout out to Alex Center for taking a chance on a young creative whose vibes were much better than the work on his website.

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What’s your advice for other young writers wanting to get their foot in the door at great agencies? 

The hardest part is getting a foot in the door. Just be yourself, and don't be afraid to let your personality shine. Write a banger of an email! Put some time into it, make it personal, crack a joke, and let it rip! Once you get a foot in the door, have an open mind and be willing to help wherever you can.

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Is there a Center project you feel particularly proud of? What made the project successful?

United Sodas of America was my favorite project that I've been a part of. It was one of the first projects I worked on at Center, where I started as a copywriter. I came into the project after the original design system was approved, and we were building the brand world. The brief was loose, and we had time to come up with all sorts of ideas. Big ones, like a mobile creative studio in an airstream that would go around the country giving out soda, taking photos, interviewing people, and producing media. Or smaller ones, like designing shirts that showcased copy lines like: variety for society, or in flavor we trust, which became the tagline for the brand. The process was collaborative and experimental and we thrived in it.

It was a perfect storm of creativity! Our team was small and scrappy. The clients were supportive and appreciative of everything. They gave us the space and encouragement that instilled us with confidence, allowing us to let it rip. I really enjoyed that project because it was a genuine team effort. It was such a pleasure to work with the Center team and the good folks at United Sodas of America. It was so pure.

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Is there a project that got away? Or a brand you wish you worked on that gives you FOMO?

There is a project that got away. RIP. I won't name any names or go into specifics for fear of legal repercussions (jk (kinda)). At the end of 2019, we had a cannabis client. The brief was a perfect match for me. We were going to create the Bud Light of Cannabis, or at least that's what we were saying. We presented round one, and they immediately chose the direction I was most involved in. It was jam-packed with killer copy lines, a sweet social strategy, and a thorough bank of dank memes ready to go. I was riding high to end the year, proud of the work we had done as a team. It was my first big win as a creative. 

At the top of 2020, we were waiting for the green light to flush out the system and bring the brand to the world. At the beginning of March, we signed the contract and started working. Covid hits, yada yada yada, we're working from home with the client, preparing assets to launch the brand. Things were going well. We met with the client every Wednesday afternoon, and things went smoothly. Then, one Wednesday afternoon, our contact doesn't show up. Weird, but ok, maybe something came up? We send an email to them, and it bounces back. Fuck. It turns out that everyone but two people got laid off at the company, and the project went on an indefinite hold, never to be opened again. RIP 

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What does your ideal work day look like? What is the project, what are you doing on it, and what is your process?

I wake up, and it's 74° and sunny. After a nice walk, 32oz of water, 3 boiled eggs (perfectly jammy yolk), and light-roast Ethiopian pour-over coffee, I ride my bike like a psycho to make it to the studio on time. Upon arrival, the studio is bright, and there's a refreshing breeze as Roy Ayers emanates from the sound system. My studio mates and I chat, share some laughs and catch up as we prepare to attack the day. We align on priorities and objectives for the day and get to work. The soundtrack for the day is upbeat with some soul; the songs evoke a little toe tap or head nod. What are we working on? It doesn't matter, just as long as we're all having fun, listening to each other's thoughts, and collaborating to support each other in creating the best work we're all excited about. We diligently work until we walk to pick up sandwiches from a local sandwich shop, which we enjoy at the park over some non-work related conversation, before walking back to the stu to lock in for the rest of the day. The afternoon vibes are impeccable; we're working, conversing, joking, chilling, and getting our stuff done. We accomplish everything we set out to do, the client is happy and appreciative, and we head out to enjoy the rest of the sunshine. 

The perfect day (: 

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What (or who) are your go-to’s for inspiration or trends that influence your work? Brands? Literature? Artists?

I am heavily influenced by OutKast, Tim Robinson, Action Bronson, Larry David, Tierra Whack, Anthony Bourdain, and Joe Burrow. These people inspire me, and their art helps me fly high even when I find myself in a rut.

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You are a co-host of a popular design podcast called Front & Center. What have been the biggest learnings and challenges from developing it?

The most challenging part is balancing the time. Producing, recording, editing, and making clips for the podcast takes a lot of time. Self-editing is another conversation that can get really heady. Ducking in and out of the project flow when I'm writing for brands can be difficult, but we get it done.

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What’s one thing you wish more people understood about our industry? 

The best work comes when a team has time to think about and digest the brief to come up with new, inspired ways to answer it. The best work is created when we have time. Creativity is a marathon, and I am tired of sprinting. 

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Writers go by many names in our industry – copywriter, brand writer, verbal specialist, verbal designer, and so on – what name feels most right to you? And do you wish there was more consistency with these titles, or do you like the variety?

I've never really been into titles. Call yourself whatever you think sounds the coolest. Verbal Specialist is a wild one. I've never heard of that one, but I can dig it! Whatever floats your boat!

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Where can Subtext readers keep up with you?

Check out our work www.center.design 

Follow us @center and @front.center on ig

Follow me @kbatory on ig

Connect with me LinkedIn: Kevin Batory 

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Bonus Round

Dream brief: what does it say in 1 sentence or less?

Super Bowl commercial for Grillos Pickles.  

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Fuck, marry, kill copywriter edition: Billboards, Manifestos, Taglines

Fuck Billboards: They're here for a good time, not a long time.

Kill Manefestos: It's giving serial killer vibes. They're way too serious and usually full of shit. 

Marry Taglines:  A lasting love that's direct and to the point.

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In one word, what is the enemy of good creative work? 

RUSH

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If you could life swap with anyone, who would it be (no explanation needed)?

Guy Fieri