Meet the Team
Owner, CEO
Sarah Vogl
Sarah first taught herself graphic design and photography back in high school, and by the time she was studying religion at Roanoke College, she was already working with clients. She launched Gray Matters in 2013, and later, in 2019, she and her partner Chris opened Bear Dance Hemp Company in Christiansburg, VA—doubling as Gray Matters HQ. In 2024, both businesses moved to Roanoke, VA, where they continue to grow side by side.
As the founder of Gray Matters, Sarah creates brand identities, captures personalities through design and photography, and builds business solutions for entrepreneurs and small-to-medium businesses. Her background as an adoptee and her studies in religion shaped her belief that nothing in life is ever black and white. Navigating the in-between—where the real work (and growth) happens—is a philosophy she carries into both her life and her business.
Sarah finds joy in seeing small businesses succeed and in helping other entrepreneurs feel confident building their own paths. Collaboration is at the heart of her process: by bringing in the right artists and specialists, she ensures projects reach their fullest potential. This approach allows Gray Matters to deliver exceptional quality at fair rates, while staying true to its community-focused roots.
Co-Owner, CFO
Chris Reese
Chris is a musician, event planner, and marketing mind with a talent for spotting the big picture long before anyone else sees it.
As DJ Pyrite, he spent over a decade booking and performing alongside nationally touring artists, releasing his own music, and playing major festivals. Along the way, he sold out shows, helped venues set sales records, built promotional teams, and had a knack for knowing which artists were about to break through.
That same ability to immerse himself fully and see what’s coming next is what Chris now brings to Gray Matters and Bear Dance. His background in music sharpened his eye for design, branding, and strategy, making him the behind-the-scenes voice that keeps projects on track and ideas fresh. While Sarah leads the charge, Chris ensures everything fits into the bigger picture—an extra set of eyes that’s become crucial to how the businesses operate.
When he’s not working, you’ll find him with his dog, Sugar Magnolia, obsessing over sneakers, catching up on One Piece, cheering for the Washington Commanders, or lamenting the state of Hokie football.
Gray Matters Means…
Gray Matters has layers of meaning for me—it’s about nuance, creativity, and design itself.
The gray area matters. Life isn’t black and white, and neither is running a business. I believe nuance, empathy, and flexibility are everything—both in design and in how I work with clients.
Gray matter matters. Our brains are where creativity and strategy meet. Understanding how people think, feel, and make decisions is at the core of great design and meaningful branding.
Gray in design matters. Design lives in the details. Sometimes the smallest shift in tone, balance, or shade can completely change how something feels. Paying attention to those subtleties is what takes work from “good enough” to “this really works.”
The Gray Matters owl symbolizes…
Uniqueness + Adaptability: Owls are small but mighty, with sharp vision, the ability to turn their heads almost all the way around, and the stealth to fly silently through the dark. That adaptability—being able to see clearly, move quickly, and adjust to what’s around them—is exactly how I approach design and strategy.
Wisdom + Bravery: Owls have long symbolized wisdom and learning. To me, they also represent the courage to explore new ideas, take creative risks, and step into the unknown. That combination—being thoughtful and bold—is at the heart of Gray Matters.
Family + Identity: The owl is also personal. My last name, Vogl, means “bird” in German, so the owl ties directly back to my roots. It’s a reminder that the work I do isn’t just professional—it’s personal, connected, and grounded in who I am.