Keeping up with the Joneses is hard enough. Keeping up with sisters Lisa and Leslie Jones, owners of graphic design company X Height Media and product line Dn’A, is a whole new challenge.

What makes their company and collection stand out is the sisters’ ability to attract diverse clientele while holding true to their ideas. “We like to keep our roster of clients very versatile,” says Lisa. “For example, we will work with companies in the technology industry, urban events, charity events and independent film companies.

It gives us the opportunity to branch out in our design styles.” Some of the duo’s clients include the ReelWorld Film Festival and the High Commission of Barbados; and their work has been displayed at LG Fashion Week. The sisters say getting to know a client’s vision intimately (through hours of brainstorming, for example) helps with creating a product that reflects exactly what the client is looking for. Another colourful aspect of their work, especially through Dn’A, using an older technique to provide a new product.

“We work strictly with words. Dn’A is essentially no pictures and no drawings, just words,” explains Leslie. “It’s easy to create an aesthetic out of objects, pictures or drawings, but we are really creating art out of words. Our Dn’A pieces are glass displays, and we have wall displays and floor displays.”

While X Height Media and Dn’A are making a vibrant impact, the biggest challenge Lisa, Leslie and many other graphic artists face is a lack of validation for their efforts. “There are a lot of people who don’t see the value in graphic design, so you always encounter issues where potential clients may not see the full value in your work,” says Leslie. “You’re also working against the general public, which sometimes does not recognize the time and effort that goes into design work.”

Obstacles aside, both sisters are determined to leave evidence of their Dn’A and take X Height Media to awesome levels. “I believe in our product. I want more of Toronto to see it and the rest of the world will eventually see what we can do,” sums up Lisa.

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