justonemorething

For 20+ years, I’ve been in the creative marketing game, leading projects for brands like Apple, TLC, and Bravo. I’ve done it all—rebrands (my favorite), big shoots, small shoots, launches, digital, social, media spends, strategy, pitches, print, radio, and everything in between! Collaboration is my superpower (and also my job), and I believe the most surprising and delightful work happens when everyone feels safe to bring any and all ideas to the table—you never know where an idea might lead. With an MBA, I can dive into the data and get strategic, but at heart, I’m a storyteller. From big, bold ideas to full-blown campaigns, I know how to bring concepts to life with humor (when appropriate), heart, and maybe even an action scene, while delivering the results you’re after. Let’s make something incredible together, shall we? It'll be fun, I promise. I don’t panic.

As a creator, you have your own style. How do you bring balance between your style and the client’s vision?

My style always wins. Just kidding! Every project is a true collaboration, and I love taking a small seed of an idea and helping it grow into something beautiful together. We’ll nurture it side-by-side, making sure your vision shines through every step of the way. My goal is to get you what you’re after—painlessly, realistically, and with a bit of fun. We’re a team, but ultimately, I’m here to set you up for success.

When creating a brand identity, how important is target audience research?

Target audience research is absolutely essential. If you’re speaking to the wrong people, it’s like shouting into a black hole. I’ll help you define the right audience and craft a message that resonates with them, at the right time, and in the right way. With solid research, we’ll build a brand identity that truly connects.

How do you balance creativity with the business side of things?

First, I do the business homework—defining goals, understanding the market, and knowing what success looks like. This part might feel a bit 'stuffy,' but it’s essential groundwork that sets up everything. Once that’s in place, I can build creative ideas that don’t just look good but hit the mark and drive results.

How do you approach working on a project for a client and what is your process?

My process is all about collaboration from day one. We're a team, so I keep everything organized—ideas, goals, benchmarks—and make sure you're in the loop every step of the way. No surprises…unless it’s a puppy.

With the rapid advancement of digital tools and technologies, how do you balance traditional design principles with the integration of new techniques and software?

Good design always wins, and that means being open to both the latest tech and timeless principles. I stay current with digital tools to find smart, cost-effective solutions that don’t compromise quality, but sometimes, like Bruce Springsteen's album 'Human Touch,' (which is pretty good if you haven't listened in a while) the best results come from the creativity and intuition only humans can bring—something no software can replace (yet).

How do you balance artistic expression with technical precision in your work?

Artistic expression is crucial, but clarity is key. You can have the most beautiful illustration in the world, but if the logo isn't legible, it misses the mark. Even something that feels messy can be precise if it's planned out intentionally. We'll collaborate to ensure the creative is both visually impactful and aligned with our research and goals. Win win.

How do you lead and mentor a creative team? Can you give an example of how you've helped develop the skills of a team member?

I lead by fostering an atmosphere of trust and empowerment, where everyone feels comfortable sharing ideas—yes, even the goofy ones, because they can turn into the best concepts. For example, I had a teammate struggling with a tagline. We took a step back, revisited the bigger picture, and brainstormed what we really wanted to say. I encouraged them to come up with multiple options (because I love options!) and we reviewed them together. Over time, the taglines became more on target, and the process became a learning cycle of growth and collaboration. Then I take the credit. Jk, jk.

Tell us about what drives your personal projects.

I’m driven by the unexpected—those delightful moments when things turn out way better than planned. I love tossing out boundaries, going beyond the usual, and occasionally catching lightning in a bottle. Or, you know, sometimes it just looks like a weird cat.

How do you manage client expectations, especially when there are limitations in terms of budget, time, or technology?

I believe in being upfront and transparent from the start. I’ll always clearly communicate what we can do within the given budget, timeline, and tech constraints, and I’m not afraid to outline the trade-offs. No surprises here—tough decisions sometimes lead to creative solutions, and I’m always ready to find a way to make things work while keeping the goals front and center. We'll find a way for goodness.

How can marketers use personalization techniques to create more meaningful connections with their target audience?

Personalization is like the secret sauce that makes your audience feel like you get them—because you do. It’s not just about adding their name to an email (we’ve all been there). It’s about using data to speak directly to their needs, interests, and behaviors, like a marketer psychic. When done right, it’s like the ad was made just for them—because it was! Whether through targeted ads, personalized content, or a website that seems to know them, when marketing feels like a conversation rather than a broadcast, that’s when the magic happens and those connections get real (in a non-creepy way).

Who are your influences?

This would be a very long list. It's the people out there who are making the things that give you a feeling. It could be a fine artist, a toddler, a musician, a writer, a fern, or even an accountant. Inspiration is everyhere if you are looking for it.