Despite our world seeming like a big blur for nearly a year, Bradly Franco keeps smiling. As the creative mastermind behind Ulterius Flux, Bradly is committed to enjoying life and work, no matter what they dish up.
Energetic and ambitious and phenomenally personable, Bradly is described by his fellow Vibe members as being an “intentional, deep thinker.” They should know. Not only have they gotten to know him through day-to-day encounters in person and online through the Vibe community, many have also hired him to do photo and video work for their own companies.
That name, Ulterius Flux? “It actually started as Ulterior Motion, with the concept of people seeing you on the surface but not necessarily grasping all the background moves. The moniker went through several renditions,” explains Bradly.
“I think that branding element is sort of like naming a child. You have to see the child first and ‘try on’ a few different names. Eventually, Ulterius came up in the birthing room; it’s Latin for ‘more advanced.’ Flux came from one of my favorite artists, Flux Pavillion. Ulterius Flux connotes more progressive and constant change, so it just clicked.”
With a banner flying on his home page of “Transforming Local Businesses into Hometown Legends,” Bradly relies on authenticity to make his clients more visible in their communities. He believes that business owners typically tend to push marketing aside, relying on simple tactics like text, photos, and social. But what about putting that owner in front of the camera? A vehicle that truly delivers in numbers and statistics?
“In my work, less than 10% consists of words,” Bradly adds. “Ulterius Flux delivers more—body language, voice inflection, facial expressions for a full-on video experience so that customers get the whole message.” In Bradly’s big picture, making that strategic, personal connection is incredibly powerful.
Above all, you believe in connection
Bradly: My tagline is “Connecting a Disconnected World.” In my experience, we’ve got to establish and value greater distance from a disconnected self. We are so motivated, defined, and manipulated by all these external factors. I started locking onto that concept when I moved into an apartment by myself. After I’d been living alone for one-and-a-half years, I started to really figure out who I was.
There are three “S”s to which I subscribe: Stillness, Silence, and Solitude. This positioning applies to meditation as well. Once you truly sit with yourself, you eschew all the external factors playing into your identity. When people get in touch with themselves, connecting to their core being and spending time doing so, asking “Who am I without all the trappings and stimuli outside of me,” they connect profoundly. As individuals, they also recognize that there’s something out there that’s more than they are. Just think how big the universe is!
What’s a recent project you’ve worked on at Vibe?
Bradly: Well, first of all, I’ve gotten a lot out of participating in the bi-weekly morning mastermind sessions that transpired in the Vibe kitchen pre-COVID. I’ve subsequently been very fortunate to work with members here, like Brett Eddy. Together, we created content and logistics for Hazmat & Rescue.
Brett the team at Heroic Development (including Vibe members Brian Hilst and Chris Livdahl) built their site and app with an online backend learning management system, while I did the video. I’m always looking for ways to be even more forward thinking, and I’ve made great connections at Vibe. Another highlight—I had the honor of being invited last year as a guest on a fellow Vibe member’s podcast, The Seattle Shrimp Tank, which was super fun.
What’s the best thing you learned from being in the Navy?
Bradly: There are so many things. First and foremost? Camaraderie was definitely really important. If you have a solid team, you can get through everything, no matter the circumstances. We all felt human because we spent so much time on the sub with about 200 people. We’re virtually all the same person, operating as a singular unit, pushing that sub to “swim” like it’s supposed to.
How do you tell a dreamer apart from a doer?
Bradly: I would say you need to be both to succeed. During the course of things, you discover who you are. I’m more of a visionary. I get ideas about a client’s business and encourage them to do it. It’s a balance.
Who—or what—is your muse?
Bradly: I would say it’s that voice in the back of my head. A lot of people suppress it, but it’s one of my best friends. We all have that voice. But where does it come from? There’s a lot more to clarifying that voice through meditation, whether God, or another, whomever it might be. I don’t necessarily believe in one God, having grown up on Hercules, Zeus, etc. That makes sense to me. It’s faith, pure and simple.
Favorite joke or fable?
Bradly: My go-to? I’ll have to come up with a more PG-rated one!
On my bedside table, you’ll find…
Bradly: A book called, The One Thing by Gary Keller and Jay Papasan. The quote being: “Achievers always work from a clear sense of priority.” It’s short and sweet but gave me the “ah-ha” moment that transformed my business. Allowing me to focus solely on video production versus any other outlet of creativity.
What’s been your best connection thus far at Vibe?
Bradly: If I could pick one person, I would have to say it’s actually two: the owners of the place, Alanna and Marcel. They are Vibe. They’ve done such an extraordinary job here with Slack, the events, the community… And you get to see them every day! They’re so welcoming. It’s like walking into a second home.
How do you feel Vibe is impacting our community?
Bradly: I was here yesterday with two clients and they brought their kids. I have a very high sense of social cues. The baby had the keys and was kind of loud. Alanna brought over some cushion-y toys right away, and suddenly, it was super quiet. She was so accommodating, so totally understanding. Alanna really helped me with that meeting. It was a big meeting, too.
What brought you to Poulsbo?
Bradly: I’ve lived in Kitsap County most of my life. I went to the East Coast for about four years for nuke school in the Navy. I just wanted a change of scenery that wasn’t too far from home because of nieces and nephews in the area. I also always had this dream of running on the waterfront every day with my dog. Now I get to do that.
Who’s your best buddy?
Bradly: Delilah, my red and white border collie. She’s got such personality. Just imagine an angel on this planet, and that’s her.
Comfort food dish?
Bradly: Pad Thai, for sure.
Bradly: Abstract: The Art of Design. Why? It’s basically short documentaries by creatives around the world, whether that’s on Instagram, or in everything spanning architecture to toys. It allows you to dive into their whole process. Genius occurs more often through collaboration.
Your logo looks mechanical—but also like seats at a round table, a la Camelot’s knights.
Bradly: That’s amazing you say that. Because, well, in its initial formulation, it’s a team of creatives, building strength upon strength and fighting the good fight, having fun with that whole process. It’s an ironman symbol, the power of ironmen.
Say you’re stranded on a desert island. What and/or who are the top five things you’d bring?
Bradly: A tropical island? I’d definitely bring my dog. And just one good friend (we’ll let them draw!). Water purifier, for sure. A hatchet. Fish sticks. I’m pretty basic, all survival style.
If you had a blues band, what would its name be?
Bradly: Maybe something like “Dancing with Delilah.” If I came up with a song, and if Deliliah didn’t dance, it’s a no-go. That’s what I love most about dogs, in general. They get excited about almost anything. Delilah reminds me that it’s important to play now and then. Sometimes you wake up in a bad mood, and she says, in her dog way: “Let’s get excited about something.” It’s absolutely true. Getting through this whole pandemic, living in an apartment alone, Delilah’s been my soulmate.