In this episode of Behind The Print, we sit down with Hannah Norskog, the owner, lead designer, and driving force behind Montana Grafix. Based in a small-town setting with a nationwide reach, Hannah has built her business around creativity, adaptability, and a deep understanding of her clients’ needs. From graphic design and website development to embroidery and large-scale signage, she offers a full spectrum of services tailored especially for small businesses, ranchers, and entrepreneurs who value a personal, hands-on approach.

Hannah’s journey began while she was still in college, purchasing her business before even finishing her degree. Since then, she has grown Montana Grafix into a one-woman operation that balances craftsmanship with client education, helping customers not only create beautiful designs but understand the value behind strong branding. For marketing professionals, small business owners, graphic designers, and print enthusiasts, this conversation highlights how versatility, personalization, and print can come together to build meaningful, lasting brands.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.

13 min read

Connor Shields: Welcome back to Behind the Print Podcast, where we feature industry leaders and uncover the creative minds and their businesses within the world of professional printing. Our mission is to provide you with inspiring, actionable resources that elevate your business projects and accelerate your journey to excellence in profit and in print.

In today’s episode, we feature Montana Grafix, and joining me is the owner, lead designer, and boss behind it all, Hannah Norskog. Welcome to the podcast.

Hannah Norskog: Thanks for having me.

Connor Shields: Let’s dive right in. How long have you been in the graphics and signage industry?

Hannah Norskog: August 1st marked seven years since I purchased my business. It’s kind of crazy to think about. I actually bought it between my junior and senior year of college while I was studying graphic design in Bozeman. That’s really where everything started.

Connor Shields: That’s an early start. I noticed on your website that you have a section dedicated to cattle promotion. Are ranchers and farmers a big part of your customer base?

“August 1st marked seven years since I purchased my business. It’s kind of crazy to think about. I actually bought it between my junior and senior year of college while I was studying graphic design in Bozeman. That’s really where everything started.”

Hannah Norskog: I don’t do quite as much of that as I used to, but it’s still a significant part of what we do. We handle a lot of catalog design and printing, especially for bull sales in the spring. That’s been a consistent area for us, and it’s something I really enjoy working on.

Connor Shields: Outside of that, what does your typical clientele look like?

Hannah Norskog: Honestly, it’s a little bit of everything. I do a lot of website design, logo design, and general graphic design work. Most projects start with a logo, and from there it branches out into everything else.

We do business cards, brochures, and all the printed materials that follow. On top of that, I handle embroidery right here in my shop, along with both large-scale and small-scale signage. It really depends on what each client needs, but I like to think we can help from start to finish.

Connor Shields: You really do offer a full range of services. Out of everything you do, what’s the most popular?

Hannah Norskog: It’s changed over the years. When I first bought the business, website design was the main focus. That was the previous owner’s specialty. I still do a lot of it, but over time the business has evolved.

Now, embroidery is definitely the biggest part of what I do. After that, it’s probably the design and print side of things.

Connor Shields: With so many services, how do you stand out from others in your field?

Hannah Norskog: I really focus on serving the small-town customer. A lot of businesses are geared toward big cities and large-scale operations, but that’s just not how things work in smaller communities.

People still want high-quality, beautiful designs, but their needs and perspectives are different. I’ve always known I didn’t want to be in a big city, so I’ve built my business around helping small-town clients, whether that’s ranchers, farmers, or local shop owners. That’s where I feel I can make the biggest impact.

“I really focus on serving the small-town customer. A lot of businesses are geared toward big cities and large-scale operations, but that’s just not how things work in smaller communities.”

Connor Shields: It sounds like your approach is more personal.

Hannah Norskog: Exactly. Even though I work with clients all across the country, many of them share that same small-town mindset. It’s a very personalized experience. Their needs are different, and they appreciate having someone guide them through the process.

Connor Shields: What kinds of problems do you help solve for those clients?

Hannah Norskog: A big one is education. A lot of people don’t fully understand why branding matters. They might not see the value in having a consistent logo or professionally designed materials.

They’ll come to me with an idea, and I help bring it to life while also expanding on it. For example, having one consistent logo is incredibly important. But sometimes people want to change it depending on the application, like using one version for a business card and another for something else. That’s where I step in and explain why consistency matters.

Connor Shields: So you’re not just providing products, you’re also guiding them through the process.

Hannah Norskog: Absolutely. Education is a huge part of what I do.

Connor Shields: How do you approach that, especially when clients aren’t sure what they want?

Hannah Norskog: It really depends on the person. Some clients are very open and admit they don’t know much about design or branding. Those are fun to work with because they’re excited to learn and trust your input.

Others might say they don’t know what they want, but once you show them ideas, they suddenly have very strong opinions. That can be more challenging. It’s about figuring out how to communicate with each person and guide them in a way that works for them.

Connor Shields: Have there been any major milestones that stand out for your business?

Hannah Norskog: Definitely. A lot of them are tied to embroidery, since that’s become such a big part of my business.

Another big milestone was designing catalogs for the circuit finals in Great Falls. That was a large project with a lot of moving pieces, and it felt like a big step forward.

I also work with larger clients, like a doctor in Delaware who hosts major conferences. We handle flyers, brochures, mailings, and catalogs for those events. And I’ve worked with hospitals across the state on websites, embroidery, and print projects. It’s a mix of everything.

Connor Shields: Speaking of embroidery, what challenges come with that compared to other design work?

Hannah Norskog: One of the biggest challenges is that not every design translates well to embroidery. A logo might look great in print or on a website, but it can be too detailed for stitching.

When I design a logo, I always think about how it will work across different applications. That means creating primary and secondary versions that can adapt.

Sometimes I have to simplify a design or even start from scratch. Getting clients to understand those limitations can be difficult, but it’s necessary to get a good final product.

Connor Shields: You handle all of that yourself?

Hannah Norskog: Yes, everything is done in-house. I have three embroidery machines, and I run them myself. I’m a one-woman show. I do have a subcontractor who helps with logo design occasionally, but most of the work is mine.

Connor Shields: How do you manage everything and avoid burnout?

Hannah Norskog: It can be challenging. For a long time, I was working another job at a law office while running this business. I’d start here early in the morning, work during lunch breaks, and come back at night.

Recently, I went full-time with Montana Grafix, and that’s made a huge difference. Having a more structured schedule has helped a lot.

Another thing that helps is the variety of projects. I’m never stuck doing the same thing all day. Even if I’m working on multiple logos, they’re all for completely different industries. That keeps things interesting.

Connor Shields: That variety seems like a big advantage.

Hannah Norskog: It really is. I’m never bored. There’s always something new to work on, and that keeps me motivated.

Connor Shields: What’s the most interesting type of client for you?

Hannah Norskog: I love working with people who are just starting out. Watching a business grow from nothing is really rewarding.

You start with a logo, then move into business cards, a website, and eventually things like embroidery and signage. Seeing that progression and knowing you helped build it is really cool.

“I love working with people who are just starting out. Watching a business grow from nothing is really rewarding.”

Connor Shields: What challenges are you facing right now?

Hannah Norskog: Social media is probably the biggest one. Keeping up with trends and figuring out how to market effectively can feel overwhelming.

It’s always changing, and it’s hard to know what works best. That’s something I’m still trying to figure out.

Connor Shields: If you had a completely free day, how would you spend it?

Hannah Norskog: I’d be outside, probably camping or hunting. I love being outdoors.

My husband is a rancher, so I also enjoy spending time at the ranch. And I have a yellow lab who comes to work with me every day, so I’d definitely be out exploring with her.

If it’s a true day off, I’m not checking my phone or emails. I just go wherever the day takes me.

Connor Shields: That sounds like a perfect reset. Finally, how can people get in touch with you?

Hannah Norskog: The best way is through my website, montanagrafix.com. There’s a contact form, and I usually respond within a day.

I’m also active on Instagram and Facebook, where I share projects. That’s a great way for people to see what I do and get ideas for their own businesses.

Connor Shields: That’s great. Thanks again for joining us.

Hannah Norskog: Thank you. This was fun.

Connor Shields: And that’s a wrap on another episode of Behind the Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, having a strong vision, building the right strategy, and using tools like print to amplify your message will make your brand stand out. Until next time, keep those creative sparks flying, and remember, there’s always more to discover Behind the Print.

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