You have to go on the journey to get to the destination is the philosophy by which Joey Zarcone now lives by.
“For a long time, I was always chasing what was next — the next project, the next phase of life, the next big thing. But I now know that there is just as much joy in the process as there is in the outcome,” said the vice-president at Posture Interactive, Scranton.
Posture is a creative agency specializing in branding, video production, web development, and marketing strategies.
Zarcone’s role involves striving to bring clients’ hopes and dreams to life which can lead to filling a theater, raising funds for a cause, selling a product, or creating an experience that inspires awe.
Zarcone earned his Bachelor of Fine Arts in graphic design from Marywood University. He began his career as an intern at Condron & Co. Advertising, setting the foundation for everything that followed. After graduating, he joined Condron & Co. as a junior graphic designer while also freelancing, taking web design classes, and working part-time as a graphic designer for the Scranton Chamber of Commerce.
Then at the “right place, and the right time,” he ran into Posture’s owner Tony Bartocci and decided to take a leap of faith and began at the company as a graphics designer.
“Tony has had quite the impact on me, especially from a business perspective. He is a brilliant businessman and has a great way with people,” he notes.
The designer says success comes from surrounding oneself with great people including clients, the Posture team, family, and friends. “I am incredibly fortunate to be inspired and lifted up by the people around me, and that support is a huge part of my success,” he notes.
His family is his support system with his parents encouraging him to pursue his goals and trust his instincts, and his sister and extended family who keep life loud, fun and full of love. He and his husband have been together for 20 years.
“He is my biggest cheerleader, my sounding board, and the person who keeps me grounded after even the busiest of days,” he said.
The company partners with many nonprofit organizations across the region, providing countless hours of pro bono creative work and helping raise awareness for causes including the Scranton Area Community Foundation on NEPA Gives where more than 200 nonprofits participate each year and raise over a million dollars in a single day and is one of his favorite endeavors.
Zarcone has served on the boards of the Everhart Museum and the NEPA American Advertising Federation.
He supports arts-in-education initiatives through the Pennsylvania Council on the Arts, including producing a Creative Careers conference for middle and high school students.
He has taught as an adjunct instructor at Marywood University, mentors interns at Posture, and leads marketing and social media trainings for local nonprofits and community partners. He recently led a session on AI in marketing at the Scranton Chamber of Commerce’s inaugural EDGE Summit.
Posture is an award-winning agency recognized for its creativity, business growth, community impact, and professional development — with honors that range from local distinctions to national recognition.
The entrepreneur is very proud of Scranton and Northeast Pennsylvania, and notes that he feels fortunate to be in a role that helps create jobs, support creative talent, and collaborate with the amazing businesses and industries that call this region home.
“Working in a field that changes daily, especially with new technology, I feel a responsibility to stay ahead of the curve and help others navigate it, too. I want to make the creative world feel accessible, “ he concluded.
Joey Zarcone
Age: 39
Home: South Abington Twp.
Company: Posture Interactive, 101 Wyoming Avenue, Scranton
Title: Vice President