Brand Strategy/Creative Direction
My path has been far from linear. I studied visual arts and communications at the University of California, San Diego. In 2008, I started a career in fashion styling and creative direction, conceptualizing brand messaging through imagery. I then parlayed my experience in commercial and editorial industries into a career in journalism, writing for multiple luxury publications including LA Confidential and Modern Luxury. Recognizing that the editorial industry was moving online, I transitioned into digital media working with celebrity clients such as Harry Shum Jr. from Glee and Tracee Ellis Ross from Blackish, as well as major corporations such as UCLA and EQAL Media (now Everyday Health). After 8 years working for different companies in-house, I opened my own creative studio where I get to collaborate with my clients on building the brand of their dreams through messaging, design, imagery, and innovation!
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
My journey started in fashion styling and creative direction, helping businesses to develop their 'brand' through imagery. I then parlayed my understanding of commercial and editorial industries into a career in journalism, writing for multiple luxury publications including LA Confidential and Modern Luxury. Recognizing that more and more readers were moving to online, I moved into digital media and marketing working with celebrity clients such as Harry Shum Jr. from Glee and Tracee Ellis Ross from Blackish, as well as major corporations such as UCLA and EQAL Media (now Everyday Health). After 8 years working for different companies in-house, I've taken the leap to full time freelance just 2 months ago and now looking to work with clients big and small!
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
I've put a ton of time into learning all facets of branding, from market research and copywriting to user experience design. Most creatives in the industry stick to one specialization, but branding is rarely linear. Understanding how to communicate a concept or lifestyle to an ideal customer base and position a brand in a way that is memorable and sets them apart from the competition is the difference between successful businesses and those that simple exist.
WHAT ARE YOU WORKING ON RIGHT NOW?
I'm working on brand strategy and identity for a skin boutique in Southern California.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
My style is playful, modern, and eclectic. I'm not afraid to use color, but also recognize when to pull back from it. I think it's largely drawing from my travels.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
Creative collaboration is my happy place. I would love to create a networking or event series for creative solopreneurs.
WHAT IS FRUSTRATING YOU RIGHT NOW?
PR and business development, I'm a creative so I prefer doing the actual work over chasing down clients.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
I would love to have someone to help me with client acquisition, sales and business development. Namely, I'd like to be driving more leads to my site. As a creative, I'd like to be able to focus more on the creative side of my business and less on how to drive consistent traffic to my site.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I would've said, 'You can do anything, but you can't do everything.' Sometimes I get so caught up in wanting to do so many things, it's easy to get overwhelmed which is why I use so many project management tools. I try to be as efficient as possible with my time.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
Is it really as simple as 'If you never give up, at some point things will work out?' How do I go about finding more of the clients I want to work with w/o having to do spamy email sends or posting to already-saturated social media platforms?
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
Clients and businesses looking for brand strategy + identity. Creatives looking to collaborate on cool projects with me.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
My ideal client is a startup, small business, or solopreneur who needs a strategy for their brand.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
My services almost always start with a Brand Sprint which is $1495, includes a 2-hour in person discovery session where we will decipher what the brand's identity, followed up with a 2-3 page actionable plan on the value prop, mission, core values, audience, and visual identity.
Clients can then work with us to create their brand materials; brand guideline, logo, website (Squarespace, Shopify, or Wordpress), retail bag, packaging, event signage, social media graphics. etc through our Brand In a Box or Brand In a Box Plus packages. Prices range from $9,950 - $12,950. The price of the Brand Sprint is deducted from these packages if you start with that service.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Book a Brand Sprint here.
Schedule a call with me here.
Or you can email me.
HOW DO YOU STAY CREATIVE?
Getting away from the computer and visiting somewhere I've never been before!
This member profile was originally published in October 2016.