Produced by Echelon Design, and distributed widely across social media, 12 for 12® is an award-winning original docuseries that explores cool companies and what makes them unique, successful and compelling. It’s about the people, products and processes that have built successful brands, and how these brands add to the unique flavor of their hometown.

Hosted by Echelon’s Adam Voss and directed by Chuck Przybyl of Most Visual, each episode is 12 minutes in length and each season is 12 episodes. The first season of 12 for 12 focuses on Chicago companies, capturing the stories of: FEW Spirits, Artpentry, Threadless, Reckless Records, Cards Against Humanity, Green Mill Cocktail Lounge, Stern Pinball Inc., Intelligentsia Coffee, The Second City, Vosges Haut-Chocolat, 16” On Center and Goose Island Brewing Company.

Growing from the success of the first season, Season Two is all about Atlanta brands. The South’s largest city, Atlanta continues to thrive; according to the Brookings Institute, between 2013 and 2015 the population of metro Atlanta grew by more than 255,000 people. A recent prediction by the Atlanta Regional Commission (ARC) forecasts Atlanta’s population will add another 2.5 million people between now and 2040.

Never one to be late to the race, Echelon Design just opened an office in Atlanta. Following suit, Season Two of 12 for 12 launched May 2017, and will feature iconic Atlanta brands, such as [adult swim], Waffle House, Yacht Rock Review, King of Pops and many more… Stay tuned!


From its humble beginnings as a branding podcast, 12 for 12 has been under the guiding eye of the media mavens at Echelon Design. Echelon’s obsessive work in media, exhibits, and event marketing is all about telling great stories. The brands featured in 12 for 12 have been an exciting exploration of that and a great chance for Echelon to flex its content marketing muscles.

A team passionate about innovation, creativity, and the just-plain-cool, Echelon’s focus and experience have been invaluable in bringing 12 for 12 to life.

As Echelon’s footprint has expanded to Atlanta, it’s been truly exciting to carry 12 for 12 there as well. Like Chicago, Atlanta is a city of bold vision and tireless drive that make it an ideal fit for the people of Echelon Design. Here’s to Season Two and everything beyond.


Adam Voss is a marketing consultant, professional emcee, and the host of 12 for 12. And he isn’t exaggerating when he calls himself a “marketing geek.” After a lengthy career specializing in integrated marketing, event hosting, video production, and all things brand storytelling, Adam has found Nirvana hunting for cool companies on 12 for 12. While firmly rooted in writing, producing and hosting the show, Adam’s true passion is uncovering the art of brilliant brands and talking with the amazing men and women who risk everything, everyday, to pursue their dreams. When he’s not hunting for cool brands, Adam resides in Palm Springs, California, with his wife and two children.


Echelon knew it would be a tall order bringing a visual component to 12 for 12. Leaving the podcast format for a web series would have been nearly impossible if not for the aesthetic and expertise of the media-makers at Most Visual. With a firm grounding in both documentary-style programming and experiential video installation, Most Visual expertly blended the narrative style needed with beautiful shots, editing, and color. Living up to their name, Director of Photography Chuck Przybyl and Creative Director Edyta Stepien kept our visuals doing the most episode after episode. We’re so excited to witness the artistry they bring to Season Two and to see what Chuck’s beard does in the Atlanta humidity.


Chip is a creator, beginning his career in the design and construction industry with a mechanical engineering degree from Georgia Tech.  In 2007, he expanded into media and marketing.  As an Emmy Award-winning host, designer and executive producer for networks such as HGTV, FOX, FOOD and DIY, Chip has become known for his innovative technologies and creative direction.  His user-driven experiences are being used by many leading brands in the home and lifestyle category pushing the envelope in digital point of purchase and VR.  Chip owns Wade Works Creative, an architecture & design, real estate and production company.

12 for 12 Artist Shop

Whether you need a cozy hoodie in Chicago, a fresh tee in Atlanta, or a fashionable tote anywhere in between 12 for 12 has got you. Our Threadless Artist Shop features custom designs from each episode. They’re a wonderful way to represent your city or share your love of 12 for 12.


Baker’s Dozen Extra: SHINOLA BIKE RIDE

It’s never too cold outside for a bike ride with our inimitable host Adam Voss especially when alongside Shinola’s very own VP of Marketing, Alex Drinker. Pedal slow and enjoy the ride!

Baker’s Dozen Extra: Holmes’ Chef Taylor Interview

Fresh out of the 12 for 12 Kitchen, host Adam Voss dishes with Restaurant Holmes’ executive chef and owner/operator, Taylor Neary, on taking chances and going for all-in on his vision for his eclectic Alpharetta eatery. You better bring your appetite!