Relentlessly focused on delivering.

WHY US

We won’t settle for the way it’s always been done.

A photo of Shawn Graham in a marketing meeting with clients.

Instincts are important, but the data has to agree. So we dig beneath the surface until we find what’s actually holding your marketing back.

Established 2016.

Most “About” pages sound the same. “We do all the things.”

This isn’t one of those. It’s a set of beliefs that shape every client engagement.

  1. 01

    Good Isn't Good Enough.

    AI makes good enough easy to produce. Lean on it too hard and your brand starts to sound like everyone else’s. Every idea has to be worth the client’s investment and the audience’s time.

  2. 02

    Choices Matter.

    Every client is a choice. Every story we put into the world is a choice. We say yes to clients who care how it turns out.

  3. 03

    Earn Every Dollar.

    We treat a client’s budget like it was our own, and that starts with getting the small things right. If we wouldn’t spend our own money on it, we won’t ask you to spend yours.

  4. 04

    See the Whole Picture.

    A lot of agencies run campaigns that send people to landing pages that don’t convert. The clicks look good in the report and the budget is gone. We look at everything.

  5. 05

    The Partnership Agreement.

    We help organizations get results they can measure while staying true to their DNA, and we keep pushing until the right people care.

MEET SHAWN

Who you’ll actually work with

I’m Shawn Graham, founder of Deep Varnish.

Shawn Graham, founder of Deep Varnish marketing strategy agency in Pittsburgh

I help organizations whose marketing results aren’t matching the effort find a true north to measure against, then build the plan to get there.

That true north is a clear picture of what highly effective marketing should look like for your organization, at this stage. Without it, there’s no way to tell whether a campaign worked.

I led strategy and creative direction for a global organization for nearly seven years, as the outside person holding the strategic thread. I started by building the true north, sharpening the value proposition, choosing the right channels, and setting a standard the whole program could be held against. When their internal marketing team turned over, the transition was seamless, and when someone new came on board, I had the context to get them up to speed fast. On the foundation side, a full rebrand and new storytelling strategy led to a 36% increase in first-time donors.

I’m a published author and keynote speaker. Earlier in my career I served as one of Fast Company’s first expert bloggers, interviewing senior leaders from Shopify, HubSpot, Andreessen Horowitz, and others.

As President-Elect of AMA Pittsburgh, I lead one-on-one orientation calls with new members, which keeps me close to what local marketers are working on and where they’re stuck. I previously served on the board of Habitat for Humanity of Greater Pittsburgh, including as chair of the marketing committee.

I’ve run the campaigns myself, so the strategy is built to actually ship. I work directly with every client from start to finish.

An extended team with experience across every piece of your marketing.

  • John Mahood, branding and website design specialist.

    John Mahood

    John brings more than 20 years of experience leading design and content strategy for websites and brand campaigns. His work helps organizations connect creative vision with clear business objectives.

  • A woman with long dark hair and glasses smiling at the camera, dressed in a blazer and top against a plain background.

    Jen Ivy

    Jen brings more than 10 years of experience in nonprofit and higher education fundraising. Specialties include board development, major and planned giving, grant writing and oversight, and campaign strategy.

  • A woman outdoors

    Diane Walter

    Diane brings 20+ years of experience across iconic brands and high-impact nonprofits. She is an expert in organizational transformation, data-driven marketing systems, and building meaningful human connections.

  • A black and white photo of a smiling man with glasses, a beard, wearing a suit jacket and white shirt.

    Justin Mastrangelo

    For more than 15 years, Justin has helped create, implement, and optimize hundreds of results-driven digital marketing campaigns spanning multiple platforms and industries. Previously, Justin was nominated to serve as the President of the American Marketing Association Pittsburgh Chapter.

What’s in a name?

Varnish /’vär-nish
To enhance, clarify and finish.

Deep /dēp
Marketing that goes below the surface.

Curious about working together?

Tell me where your marketing is stuck, or just say “Hi.”

Let's Chat