Brand Consultant/Creative Director
Venice, Los Angeles, California
WHAT DO YOU DO?
It’s really about the brand's voice, and cutting through the noise. I start with the "why" of the brand and go from there. It's storytelling to the max, creating that resonating moment that attracts someone to a brand. My client's have a goal, someone or something they want to attract, my job is to enable them in doing just that.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
My love for story telling and branding began in my first visual communications class. It grew while studying photography. I moved to NYC and could not get a job in photography for the life of me. I ended up getting a job as a assistant stylist. This opened up a whole new path for me. From there, I did various work in the fashion industry from styling, and studio services, to buying, and luxury retail, to outfitting celebrities. In 2008 I went to Sydney. I rented an apartment above Bondi beach for a couple of months, it was there that I met some amazing people who really inspired me and gave that extra push of confidence to go out on my own full time.
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
Hmmm, that's a good question, I think so much of it is access and network, and a strong work ethic, for me living in NYC for over 10 years allowed and taught me both.
WHAT ARE YOU WORKING ON RIGHT NOW?
A couple of my favorite projects right now is a fashion app: Meilė that I went from being a consultant on to becoming the co-founder, as well as LTH JKT. I am also collaborating on a personal content series that I am quite excited about.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I would say my style/taste is classic, clean, slightly fashion forward with a touch boho. I think by nature of what I do, my taste ends up coming through on most of the projects I work on, but would definitely say it's represented well both on the Meilė App and with LTH JKT.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
At the beginning of this year I decided to streamline my consulting and primarily focus on branding, storytelling, content and campaigns for brands. This is working for me, as it allows me to do what I am truly best at. Prior to this I felt my consulting skills were being a bit diluted.
WHAT IS FRUSTRATING YOU RIGHT NOW?
Fundraising for the Meile App has been quite the journey and definitely challenging. I think with consulting, I can feel a little like a ping pong, accommodating a lot of different schedules etc, it’s gotten easier over the years though.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Oh gosh, most likely have them help with whatever task at hand that is time consuming but doesn't directly need my skill or attention.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
Never be afraid to ask for what your worth, or put yourself out there. Because being under paid and then having to stretch yourself to thin won't serve you or your clients...
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I think it would be on work life/balance. How do you work hard and have success without working yourself into the ground?
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
My favorite projects are with brands that are purpose driven. That are either looking to develop their brand voice further or are going through a transition or just want a fresh perspective on how to reach their audience. I also love working with brands who are building something new from the ground up.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
My ideal client is purpose driven, has a clear differentiator, understand's the value of process and the importance of a strong brand voice and has a good amount of resources. I'm used to and can enjoy working within a lot of perimeters as that's normal in any business especially startup's, but resources can really expand the creative possibilities, which I of course love.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
My retainer really depends on the scope of the project. Generally it ranges between 2k-10k.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Email is alway's a good way to start the conversation, and budget and scope is helpful of course.
HOW DO YOU STAY CREATIVE?
By staying open, taking risks, and allowing myself to daydream.
This member profile was originally published in June 2017.