Design thinking

How a Houston entrepreneur is bringing design to startups — and making the world a better place

Jez Babarczy, along with his company, NUU Group, is changing the world — one pixel at a time. Courtesy of NUU Group

Six years ago, Jez Babarczy and Gabriel Gurrola launched a startup in Babarczy's living room in Katy. The goal was to launch a company that was based in Houston, but known around the world for doing top-notch creative work.

"I saw a gap in the market," Babarczy says. "Houston [was] not known for world-renowned creatives. Companies tend to gravitate toward other cities, like New York, Los Angeles, Chicago, or Atlanta. I think we have amazing talent in Houston, and I saw an opportunity and a need for an agency doing [work] in a creative field."

Fast-forward six years, and NUU Group has worked on tech and branding projects with Fortune 500 companies, such as Bechtel and Cemex, as well as the Houston Texans, FIFA, Civic Nation, and a slew of startups. Its mission is simple: to provide design and creative services to companies seeking to do good in their industries or communities. NUU Group works with companies in all industries, and is planning to grow its footprint by opening more offices in the U.S. and around the globe.

The company, which employs 40 people, has its main headquarters office in Houston and opened an office in Querataro, Mexico last year. NUU Group's Querataro office, which has 20 employees, works to capitalize on Mexico City's thriving business sector.

NUU Group is led by Babarczy, Gurrola, and Kevin Daughtry. Babarczy spoke with InnovationMap about what led him to start NUU Group, as well as what's on-tap for his company — and Houston's broader startup community as a whole.

InnovationMap: What differentiates NUU Group from the competition?

Jez Babarczy: I think NUU Group offers something unique and different. We have a global mission and mantra that we remind ourselves of daily, and it fuels the work we do. Our mission is to explore new things that inspire us, and the clients we work with, and how we approach the work.

If we're truly going to have an impact within culture, within our industry, and within the lives of our clients, I think we need to look at our potential for doing good. That's something we've really embraced. It's part of NUU's existence to give back to empower others. It's easy to say you're a good-person organization, but it's different to advocate for others in a consistent manner.

IM: What core services does NUU Group provide?

JB: More than anything, we're designers first. The agency started as being very design-centric, but it's expanded beyond that. We're not just design-first, but focus on human-centric design and creating experiences that really resonate with the end user.

IM: What brought NUU Group to Mexico?

JB: So, Mexico was an attempt to explore new things, along with some business opportunities that were there for us. The stars aligned when we were looking at a second office location, and there were several options on the table. Querataro is a city around two-and-a-half hours from Mexico City, which is definitely a hub for things going on around the world. It's a great place and, given the business opportunities there, it made a lot of sense.

IM: What's you client portfolio look like? What industries have the most need for NUU Group's services?

JB: We're pretty industry agnostic in terms of clientele. There's definitely an ability to gravitate toward Houston's primary industries — energy and health care — but, we purposefully to work with clients across industries. A lot of the time, we bring in someone who's a little on the outside or on the fringe to look at a problem from a unique perspective. That that's where we shine. We also work with global nonprofits, startups and companies that we believe are doing some awesome stuff.

IM: What are the pros and cons of being based in Houston?

JB: The pros are that Houston is a great city, and it's a great city for business. We have a lot of big companies here, and attitude of, 'Let's get stuff done, let's collaborate and let's work together.' I think that permeates Houston's culture, which is great for doing business. Some of the cons, I think, are battling the stereotype that Houston isn't creative, that Houston is just an oil and gas city, or that Houston is flat and hot and humid. There's a little bit of an uphill battle in terms of recruiting. We've seen that people see Houston as a place to go if you have to go, but not a place you'd necessarily want to go to. There's an opportunity to tell a better story for Houston.

IM: Over the past five years, how have you seen Houston's innovation community grow or change?

JB: Innovation has definitely become more of a popular buzzword to the point where it's slightly nauseating. Along with the boom in technology and the rate at which it advances, our position in the national and global marketplace has led to accelerating these different innovation hubs within companies and coworking spaces. I think there's still an opportunity for Houston to define what innovation really looks like, and to ask ourselves, 'How are we accelerating it? How are we empowering it? How are we really doing it, when the rubber meets the road?' It's definitely something that's evolving, and it's evolving in the right direction. …

There's this anxiety over being left behind, and this frantic sense of [needing] to do what others are doing. Just because one thing is working in California, doesn't mean that's exactly what needs to happen here. I hope Houston can be willing to be open to really move innovation forward for Houston and Houston companies.

IM: What's next for NUU Group?

JB: We started off very branding-focused, and focused on visual identity design. Last year, we made some pretty significant shifts and positioned the agency stronger on the strategy and technology side. So, we have a team of not only graphic designers and visual storytellers, but of strategists, software engineers, frontier technology thought leaders and experts. We're really bringing together design strategy and technology to solve for business challenges.

IM: Where do you see NUU Group expanding to next? Any target cities in mind?

JB: There's no target city right now that I can share. We'll probably open another office in the U.S., and we have sights set on a couple of places internationally. Those offices will probably open in the next three or five years.

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Portions of this interview have been edited.

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Building Houston

 
 

From enlightening talks to anniversary celebrations, here's where you need to be in August. Getty Images

This month, Houstonians have yet another good batch of in-person and online innovation events — from Zoom panels to conferences — and you and your tech network need to know about them.

Here's a roundup of virtual events not to miss this month — like demo days, workshops, conventions, and more.

Note: This post might be updated to add more events.

August 4 — Bayou Startup Showcase

Join Rice University and the University of Houston to celebrate the launch of the newest startups from OwlSpark and RED Labs. The Eighth Annual Bayou Startup Showcase will have founders from Class 9 showcase their summer progress. Come listen to pitches, network and get a first look at Houston's newest startups.

The event is on Wednesday, August 4, at 6 pm. It's free and happening at The Cannon (1334 Brittmoore Rd). Click here to register.

August 5 — Ask-Me-Anything Event With Carin Luna-Ostaseski: Tackling Roadblocks as a Solopreneur

A Hello Alice alum and first-generation Cuban American, Carin Luna-Ostaseski has truly achieved the unexpected, launching her one-woman operation through crowdfunding and becoming one of the first Hispanic entrepreneurs in history to create a scotch whisky brand. During the virtual event, she'll answer all of your questions, offer tips on navigating uncharted territory in business, and share details on the newly launched Entrepreneurial Spirit Fund by SIA Scotch that's awarding $10,000 grants to small business owners of color.

The event is on Thursday, August 5, at 1:30 pm. It's free and happening online. Click here to register.

August 10 — FTE Show: Creating a Digitally Enabled Innovation Community that Works with Jon Lambert and Lawson Gow

The way entrepreneurial communities interact and collaborate today cannot keep pace with the ever increasing speed of innovation. What are best ways to leverage physical and virtual hub interactions to create a digitally enabled innovation community with that works? Join The Cannon Founder Lawson Gow and CEO Jon Lambert as they share specifics around what they are trying, where they are getting traction and where they are most challenged.

The event is on Tuesday, August 10, at noon. It's free and happening online. Click here to register.

August 10 — HealthTech Beyond Borders

This online event created to offer business opportunities and global collaboration focused on innovation and technology in medicine between companies in Chile and the United States. Join the International Summit to explore the future and impact of new technologies in the health sector.

The event is on Tuesday, August 10. It's free and happening online. Click here to register.

August 11 — Open Project Night: Building an Equitable, Inclusive and Resilient Houston

Impact Hub Houston is proud to bring you a monthly opportunity to come together to work on solutions for some of Houston's most pressing issues. Our city is full of changemakers across all ages, cultures, skillsets, and industries. This is your chance to conned and collaborate for the greater good.

The event is on Wednesday, August 11, at 5 pm. It's free and happening online. Click here to register.

August 11 — Women in AI USA: WaiACCELERATE 2021 Demo Day

Ethical leadership & business acceleration program, WaiACCELERAT USA, aims to bridge the gender gap in the industry and targets female innovators looking to start a business in the fields of AI, Machine Learning and Data Science. With the final Pitch Event "ACCELER-AI-TE!" organized in VR, we will celebrate 40+ impact and commercially-proof early-stage startups and their founders

The event is on Wednesday, August 11, at 6 pm. It's free and happening online. Click here to register.

August 12-13 — EVOLVE 2021: How AI is Transforming Industry

Join industry leaders from the world's largest and most innovative companies for this 2-day hybrid event featuring both technical and business presentations focused on the real-world value of Artificial Intelligence. Evolve will provide a unique, interactive experience where you will learn from and engage with thought leaders from across North America.

The event is on Thursday, August 12, to Friday, August 13. It's free and happening at Houston Marriott Sugar Land and online. Click here to register.

August 17 — Texas Startup Scene & Ask Me Anything with Wogbe Ofori

Are you an entrepreneur starting a new company? Recently moved your company to Texas? Want to find out how to connect with other entrepreneurs, mentors, and investors in the startup ecosystem? Join Capital Factory to hear an overview from experienced entrepreneurs, venture capitalists, investors, and community partners at Intro to Texas Startup Scene & Ask Me Anything. Get a chance to introduce yourself and ask any questions on entrepreneurship and other related topics.

The event is on Tuesday, August 17, at 2 pm. It's free and happening online Click here to register.

August 18 — Tips for Working with a Gen Z Intern

Ampersand CEO, Allie Danziger, will speak to business owners and founders on the benefits of hiring an intern for your growing business, and tips for managing a remote, or in person, intern. It has to be a lot more than just "getting coffee" in order to maximize the experience on both sides and Allie will talk through tips on clear communication, ideal assignments, best way to structure the relationship and more. She will answer attendees questions, live, and discuss real-life scenarios the aspiring professionals and business partners in Ampersand have faced.

The event is on Wednesday, August 18, at 11 am. It's free and happening at The Cannon (1334 Brittmoore Rd). Click here to register.

August 19 — LatinX in Tech presented by Accenture

Capital Factory is dedicated to increasing diversity in the tech community and making its co-working space an inclusive environment for people of all backgrounds and identities. Attendees can look forward to a keynote address from a serial entrepreneur or investor, insightful discussion sessions, a startup showcase pitch competition, and informative panels.

The event is on Thursday, August 19, at noon. It's free and happening online Click here to register.

August 25 — The Cannon + Dell Pitch Party

Calling all member startups that are fundraising or are planning to open a round in 2021. The Cannon has partnered with Dell to host a virtual Pitch Party. Prizes will include up to $10k in Dell Equipment and the opportunity to pitch in the winners round later this year. If you would like to learn more and be considered to pitch, please fill out the application here.

The event is on Wednesday, August 25, at noon. It's free and happening online. Click here to register.

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