Meet the Team
Owner, Creative Director
Sarah Vogl
Sarah first taught herself graphic design and photography 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, building it alongside her education and early professional life. In 2019, she and her partner Chris opened Bear Dance Hemp Company in Christiansburg, VA, which also served as Gray Matters HQ. In 2024, both businesses relocated to Roanoke, VA, where they continue to grow side by side.
As the founder of Gray Matters, Sarah helps small and mid-sized businesses untangle creative, technical, and organizational challenges. Her work spans brand identity, website design, graphic design, and practical systems that make running a business feel more manageable. Rather than chasing trends or surface-level polish, her focus is on clarity, usability, and solutions that actually get used.
Sarah’s background as an adoptee and her studies in religion shaped her belief that most meaningful work happens in the gray areas — where things aren’t fully defined yet, and easy answers don’t exist. That perspective carries through her approach to client work: meeting people where they are, helping them name the real problem, and building thoughtful, flexible solutions instead of one-size-fits-all packages.
Collaboration is central to how Gray Matters operates. Sarah regularly works alongside other creatives and specialists when projects call for it, ensuring clients get the right expertise without unnecessary bloat. This approach allows Gray Matters to stay adaptable, community-focused, and grounded — delivering high-quality work at fair, transparent rates while supporting entrepreneurs as they build businesses that actually fit their lives.
Client Experience & Communications Manager
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 developed a sharp instinct for what resonates with people—and why.
That same ability to immerse himself fully and anticipate 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, and today he plays a key behind-the-scenes role in communications, client onboarding, and customer support. From first touchpoints to ongoing coordination, Chris helps ensure people feel informed, supported, and confident every step of the way.
While Sarah leads the creative and strategic charge, Chris keeps projects organized, conversations moving, and the bigger picture in focus—an extra set of eyes (and ears) that’s become essential to how the businesses operate.
When he’s not working, you’ll find him with our 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.