Alison Matheny conveys a sense of warmth, and it’s not just because of her sun-kissed skin or pale, glittery eyes, which often curve to mirror an infectious smile. This warmth comes from within. It radiates into everything she does, especially the wide-ranging work she produces under BEST, the full-service creative studio she founded in 2014. From large scale branding projects to producing and art directing shoots, Matheny’s projects convey a sense of optimism and spark meaningful conversation.

In fact, you’re experiencing BEST’s work right now. They’re responsible for designing the Scribner Hollow Post, as well as many of the hotel’s creative pursuits. The opportunity to highlight the thriving local community has been special for Matheny, who relocated from Brooklyn to the cozy town of Claverack (15-minutes from Hudson) in 2017. The not-so-subtle transition from a walk-up rental in the city to owning a country home proved to be just the unexpected change Matheny (and BEST) needed.

“Getting to be a part of all the elements that go into how the actual content is experienced is a sweet spot for BEST.”

Despite being a sun-worshipping, Florida-bred girl who loves, “Jimmy Buffet, a bucket of shrimp, and a Corona Light,” Matheny spent most of her adult life in New York City working as a design director at publications like Lucky and Details. She eventually went freelance and then founded BEST. Thanks to years of industry experience, word-of-mouth, and a “Virgo” work ethic, her business grew organically and successfully. But, she soon became hungry for more creatively challenging work.

“I didn’t want to become reactionary to things. As the head of a studio, I wanted to make sure we weren’t doing millennial, trend-driven design,” Matheny explains of the urge that drew her from the conveniences of the city to the countryside of upstate NY. “Here, day-to-day life is a lot more about these primal needs in a very fulfilling way that I didn’t realize I was craving.”

She runs BEST from her home, a quiet, sun-filled oasis nicknamed Oak Hill Estate, which sits on 1.5 acres of secluded, wooded land. And because her team works remotely, Matheny spends a fair amount of time on her own. “The extreme solitude puts a microscope on how I’m living my life,” she says, adding that it’s the quiet that’s allowed her to hear her imagination in exciting new ways. “You start to see your environment in a different light—noticing the textures, the color palettes.”

For Matheny, a more intentional lifestyle has also been a positive influence on BEST. “Everything you do will inevitably get filtered back into the work you produce. So, focusing on developing a holistic, healthy, honest, and kind lifestyle means you ultimately produce that type of work.” While she’s always been passionate about activism and community, the commitment to these values has only grown since her move and is reflected in her clients.

For the newly revamped Germantown Laundromat, Matheny worked closely with owner (and close friend) Tracy Martin, as well as Amsterdam design studio AlStampa, on an overall strategy that goes beyond branding — one that engages the community. They created an inclusive space that supports clean living while also offering basic, energy-efficient laundry services. “I feel a responsibility to support organizations doing the work to move society forward in a healthy way.”

Now that she lives upstate, community is more important to Matheny than ever. “People up here work really hard, and many of them own or work in small businesses. I like to think we are all supporting each other and contributing to the betterment of our community.”

In addition to the creative community she’s been fostering for decades, being engaged locally has been personally and professionally rewarding for Matheny. Through working with Scribner’s, she’s gotten more access to the Catskills side of the river, too. “I love that each volume of the SHP is a snapshot into the lives and businesses that make up our culture. It’s nice to take a break and learn about other creatives, makers, and entrepreneurs and what their unique process is.”

Beyond the content itself, Matheny also appreciates the form. She grew up with a deep respect for print (BEST actually started as a collaborative zine), which can feel elusive in today’s fast-paced, digital culture. “Getting to be a part of all the elements that go into how the actual content is experienced is a sweet spot for BEST.”

When she first moved upstate in 2017, Matheny began chronicling her experiences as a “single Floridian who had never shoveled snow or lived in the country” in hilarious, journal-like entries she would email to friends. Now, she’s produced several bound volumes of her musings titled “News From The North” (available for sale on her website). The self-deprecating, heart-warming tales range from memories of evacuating flying squirrels from her home to the passing of her beloved dog Violet.

“I’m really proud of myself,” says Matheny. “Living out of my comfort zone has made me stronger— literally. I think people can connect with those experiences no matter what they’re going through.”

By Anna Deutsch

Photography by Matthew Johnson

Volume 5