“You’re either working on your dream, or you’re getting paid to work on someone else’s.”

Rich Lee’s journey began in the world of advertising, where he quickly carved out a space for his creative talents. But over time, the sparkle faded. While the campaigns he contributed to were successful, something was missing: fulfillment. “People would ask me what project I was most proud of, and I didn’t know what to say,” he reflects. “I realized I needed more control to create work that actually helps people.”

That clarity pushed Rich to take the leap and launch his own design studio—one rooted in values, empathy, and impact. “I wanted to do cool work,” he says, “but for me, ‘cool’ means aligned with my values—solving real problems, creating equity, and making a net-positive impact in the world.”

From Frustration to Freedom

While working in his last corporate role, Rich experienced the tipping point. He found himself partnered with people who didn’t share his vision or values. “We didn’t agree on what we were trying to accomplish,” he says. “That’s when I knew—I needed to build something of my own.”

He left the safety of a salaried position to chase something bigger: a business that could be both creatively fulfilling and socially impactful. But with that decision came risk, especially financial. “The hardest part was fear of failure,” he admits. “You’re betting on yourself.”

Building a Business With Heart

Rich launched his studio, ​Cntxt.agency,​ ​​a creative agency committed to ​human-centered design. Rich didn’t just want to make things look good—he wanted to make things that do good.

“I ​want to continue contributing​​ ​positive ​things to the world. Solve problems that aren’t being addressed. Improve people’s lives.”

His dream? Simple. “I want to work on cool stuff,” he laughs. “And to me, cool means aligned with my values. Creative approaches to problems that maybe the public doesn’t care about—but someone out there does.”

​​​Cntxt.agency’s mission​​​​ is as bold as it is visionary: “Re-architecting the future, one project at a time.”

But building a values-driven business also meant walking a tightrope between vision and sustainability. “As a founder, I was doing the work and finding the work,” he says. “I was getting stretched too thin. I needed systems, support, and the ability to scale.” That’s when a trusted colleague introduced him to Ascendus.

Finding Alignment in Action

Rich connected with Andrea at Ascendus, and everything clicked. “Andrea is probably the most effective person I’ve worked with in banking,” he says. “She was direct, efficient, and practical—exactly what small business owners need.”

Through Ascendus, Rich was able to secure a loan to consolidate debt and invest in the infrastructure his business needed to thrive. “It gave me breathing room,” he says. “I could focus on building better systems, marketing my own services, and even exploring a more accessible service line for small businesses.”

Scaling Impact, Not Just Revenue

Now, Rich is focused on making ​​Cntxt.agency’s services​​​​ more accessible. “This year, I’m launching a more affordable service line for small businesses. A $200K project takes a lot of work—not everyone can afford that. So, I’ve ​been building efficiencies​​ ​to better serve​​ ​small businesses like mine​​.”

This evolution isn’t just about growing a business. It’s about giving back. “This capital helped me almost clone myself,” he says. “Now I can keep delivering high-quality work and expand the impact of what I do.”

Looking Ahead

Rich’s dream is to keep working on what’s “cool”—projects that make people’s lives better and bring unspoken stories to light. With Ascendus as an ally, that dream feels more tangible than ever.

“Ascendus is agile and effective. It’s not just Andrea—my colleague who referred me had the same experience. You clearly took time to figure out how to serve small business owners better. That’s what makes it impactful.”