Proudly flying the Elmwood and MSQ flag! Our Executive Creative Director, Jason Braddy, joins the Creativepool Annual 2025 jury panel to judge the Network of the Year category.
Creativepool’s Annual is “a celebration of the best the creative industry has to offer. From freelancers to agencies, production companies to multi-national brands we are the industry’s most inclusive awards connecting all parts of this wonderful industry together.” Jason’s specialty in performance-driven storytelling, proven across global regions from Sydney to Los Angeles and now Singapore perfectly positions him to serve on the panel for the Network of the Year award which “recognizes the network that has demonstrated the highest calibre of creative and business excellence over the past year.”
A judge for the Webby, Lovies, and The Drum Digital Advertising Awards, Jason won Silver as the 2024 Global Content Person of the Year (International Content Marketing Association). A strategic, high-energy leader—with a slight sneaker obsession—Jason continues to push the boundaries of brand storytelling and creative innovation. You can read more about Creativepool’s work here.
Looking forward to seeing the best in creativity take the spotlight!
Silver and Gold at the World Brand Design Society Awards
We’re excited to celebrate our wins at the World Brand Design Society Awards for the outstanding work on HEINEKEN Cambodia’s ABC, Unilever Hindustan’s Horlicks, and Kimberly-Clark’s Depends.
Check out all the winners here.
Celebrating the Many Shades of Black Culture in Creative
“Black culture” is often treated as a singular entity—one broad label that attempts to encompass a vast array of experiences, histories, and influences. But the reality is clear: Blackness is not one thing. It is a rich tapestry woven from the diverse threads of Africa, the Caribbean, Latin America, Europe, and beyond. Each thread tells a unique story, shaped by geography, history, and generational evolution.
Despite the progress made, in the realms of branding, marketing, and creative industries, Black culture is still too frequently reduced to a single aesthetic, voice, or experience. This oversimplification isn’t just inaccurate—it’s also a missed opportunity.
Consider how food, music, fashion, and even language evolve within the Black community. The cultural significance of hip-hop in the U.S. differs from the power of dancehall in Jamaica, soca in Trinidad, afrobeats in Nigeria, or zouk in Martinique. A New Orleans Creole experience contrasts with that of a first-generation Haitian-American. Black British streetwear culture, though influenced by Caribbean roots, retains a distinct flavor all its own.
These differences aren’t just minor details; they’re integral. They show up in storytelling, in the ways people connect with visuals, and in cultural references that feel genuine versus those that come across as performative. Creativity is always evolving—it blends the past, present, and future in ways that continually redefine industries.
There are many Black creatives who continue to keep the spark of their heritage alive, and one such inspiring individual is Karabo Poppy. A Johannesburg-based artist, Karabo’s work is deeply influenced by her surroundings and reflects her deep appreciation for her people and culture. Her illustrations are known for their bold patterns, vibrant colors, and stylized characters, often featuring everyday people she encounters in Johannesburg. Blending Afrofuturism with a celebration of the African aesthetic, the history of where she comes from undoubtedly shines through her work. The authenticity of her work is rooted in her commitment to preserving and honoring African culture.
Another Black creative that works to honor her culture is Queen Tahj Williams from New Orleans. Queen Tahj is the first artist in the history of the NFL who has collaborated outside of the organization to create the logo and theme art for the Superbowl. She embraced this opportunity to showcase her heritage. This year’s Super Bowl LIX in New Orleans is influenced by the Black Masking tradition and the city’s iconic architecture. Black Masking is a celebration created by Black natives, African Americans, and others excluded from the mainstream Mardi Gras, involving wearing regalia inspired by Indigenous hand-beaded costumes and feathers. Queen Tahj seamlessly blends tradition and innovation, creating a visually striking piece that honors the vibrancy of New Orleans and the cultural richness of Black Masking. Through her work, the Super Bowl becomes more than just a sporting event—it evolves into a platform for recognition, representation, and the celebration of diverse cultures.
What makes this all so remarkable is how these differences enrich the global creative landscape. The dialects, symbols, beats, and flavors each contribute layers of depth to how we perceive and experience the world. It’s a reminder that Black culture isn’t just a single voice—it’s a chorus, harmonizing across continents, telling stories that need to be told.
It’s a reminder that Black culture isn’t just a single voice—it’s a chorus, harmonizing across continents, telling stories that need to be told.
This month and beyond, let’s celebrate the richness of Black history and its subcultures, the beauty found in our differences, and the undeniable impact we have across industries. Because when we embrace the diverse ways our culture manifests, we don’t just influence trends—we help shape the future.
Elmwood Wins Big at the PENTAWARDS
We’re still in high spirits following the PENTAWARDS ceremony where two of our projects were recognized as winners!
The Singapore team’s work for Bia Viet scooped up a gold win in the Beer & Cider category. Our client partners at Heineken Vietnam challenged us to revitalize Bia Viet’s visual identity to capture the essence of modern Vietnam and resonate with the local audience, positioning the brand as the Pride of Vietnam.
Link to our case study here.
Our London studio’s partnership with Mars for WHISKAS secured a bronze win in the Pet Food category. A legacy brand and category leader, WHISKAS required an updated look in the form of a new brand identity and portfolio packaging design which unlocked emotional engagement with pet parents and celebrated the brand’s distinctive brand assets to stand out in the competitive petcare market.
Link to our case study here.
Feature: How do you Package America’s First OTC Birth Control Pill?
Considering the political and ethical landmines around opposing positions of abortion and right to life, Opill®’s packaging design is “unapologetic in its boldness.”
This article originally appeared in Packaging Digest.
- Opill® is available without a prescription online and in retail stores nationwide, even in states that have banned abortions.
- For the packaging, design consultancy Elmwood sought a balance between creativity and practicality.
- The color palette for Opill®‘s packaging reinvents industry standards.
Eye-catching colors and bold fonts are not typically associated with cartons for contraceptive pills. But when Elmwood designed the packaging for the first over-the-counter (OTC) birth control pill, artistic flare took center stage.
Manufactured by Perrigo in Dublin, Opill® was approved by the FDA last year and is currently available online and in retail stores nationwide, including in states where abortions have been banned. Its OTC status reduces barriers to accessibility, giving women a range of birth control products to choose from and empowering them to choose the method that best meets their needs.
Elmwood’s marketing director Alex Ehrensperger answered Packaging Digest’s questions about Opill®‘s packaging design and how it supports Perrigo’s mission.
Describe Opill®‘s packaging and the significance of its design elements.
Ehrensperger: Opill®‘s packaging revolves around its O-shaped brand mark. Against a backdrop where one-third of American women report barriers in accessing contraception, the halo outline of the O is designed to be clear, strong, and accessible. Between the many roadblocks to reproductive support, it becomes a beacon for protection; a motif that speaks to Opill®‘s simplicity, convenience, and ease of use.
The color palette for Opill®‘s packaging also reinvents industry standards, featuring a background of modern teal alongside pops of coral, lilac, orange, blush, and yellow that appear in free-form shapes. These surround a striking dark-blue typeface that references classic Rx language, underpinning Opill®‘s efficacy as a daily contraceptive.
Together, the effect is a visual metaphor for the arcs of the world around us (the free-form shapes) and Opill®‘s steady presence within that (the pharmaceutical color of the lettering).
Opill®‘s block-letter font was intentionally selected due to its open and round typeface, building a sense of a brand that is warm and approachable.
What was Perrigo looking to achieve with this package design?
Ehrensperger: It was a challenging yet exciting task to design the package for the first-ever over-the-counter daily oral contraceptive in the US.
We set multiple goals for the creative design: Opill® needs to stand out in the family planning aisles, inspire trust and confidence, be easy to remember and recognize, and appeal to people, including teenagers as well as trans men and non-binary people, with its purpose clearly communicated. From a practical standpoint, it needs to be simple to carry and use, contain straightforward but accurate user information, and, lastly, clear FDA requirements.
With these ambitious goals established, Perrigo started out by conducting consumer research around contraceptive pill usage to understand the main needs of women ages 18 to 45, as well as trans men and gender-nonconforming people. The key learning is that these people want the freedom and control to get safe and effective birth control easily, which has since been the core spirit the company delved into and embodied.
To distinguish Opill® from prescription drugs, Perrigo deliberately avoided elements one could associate with a lab product; instead, we created a dynamic effect with a white ring in the center and a teal color on the back, along with geometric shapes to add dimension to the pack that is unapologetic in its boldness.
The name Opill® was chosen because it was easy to remember and pronounce. It’s evoked by the white ring featured on the packaging and is also a nod to the over-the-counter nature of the product – a concept the user groups recognized.
Were there any challenges specific to this project?
Ehrensperger: In terms of challenges, when it came to creating the packaging design and wider brand identity, it relates to striking a balance between creating a brand that inspires trust and confidence, and which still conveys efficacy and trust at the core of its purpose in being an FDA-approved product that is simple to carry and use. We wanted to ensure the right balance was struck across the packaging design between the creative design and practicality.
Did you design any other marketing materials for launching this product?
Ehrensperger: Elmwood crafted the packaging design, visual identity, and brand world experience for Opill®, which includes the creation of a set of brand tools and guidelines to use across all brand touchpoints – from billboards to social media marketing and more.
How does the packaging support patient compliance?
Ehrensperger: Besides the packaging, the design team also paid special attention to making two elements within the box more understandable and consumer friendly: the consumer information leaflet (written in accessible, non-technical language) and a reminder card for people to write the time they intend to take Opill® daily. The packaging design is designed to ensure the product remains upright on store shelves and that the Drug Facts label on the back of the pack is easy to read.
Where will the product be sold?
Ehrensperger: Opill® is available in the family planning aisles at a range of retailers across all 50 states. In addition to availability at physical stores and major online marketplaces, consumers can buy Opill® on opill.com
Are there any age restrictions for purchasing Opill®?
Ehrensperger: Opill® is safe and effective for use by people of all reproductive ages. People who have or have ever had breast cancer shouldn’t use Opill®.
Learn more about Opill® on opill.com
Head to the article, originally shared on Packaging Digest.
Multiple Nods for the 2025 Transform Awards Europe
The shortlist for the 2025 Transform Awards Europe is out and we are thrilled to see two of our entries included.
Our work with Mars Wrigley on the global brand refresh for SKITTLES is shortlisted in the ‘Best Visual Identity from the FMCG Sector’ category.
Learn more about our work for Skittles.
Our partnership with Karo Healthcare on E45’s refreshed brand identity and packaging design is shortlisted in the ‘Best Visual Identity from the Lifestyle and Wellbeing Sector’ category.
Learn more about our work for E45.
We can’t wait to learn the winners’ results in March – congratulations to our brilliant client partners and London team on the news!
Check out the full Transform magazine shortlist.
Elmwood NYC wins 5x at 2024 Graphis awards
We are thrilled to announce that Elmwood New York has achieved remarkable success at the 2024 Graphis Design Awards, securing five prestigious awards across various categories. Congratulations to our talented teams in both New York and London for their outstanding work and creative excellence!
The following projects were recognized:
- Horizon Organic Brand Refresh – Silver Win
Category: Food & Beverage
Learn more - CFA Institute – Silver Win
Category: Financial Services
Learn more - Stori – Silver Win
Category: Financial Services
Learn more - Revl Fruits Brand Identity – Silver Win
Category: Food & Beverage
Learn more - The Economic Justice Partnership – Silver Win
Category: Education
Learn more
These awards reflect our commitment to creativity, innovation, and excellence in design. We are proud of our teams and grateful for their hard work and dedication, which continue to drive our success. Thank you to everyone who contributed to these remarkable achievements!
Elmwood NYC team members share their mental health experiences
Mental Health Day 2024: Elmwood NYC Team Shares Their Mental Health Stories
Mental health is a complex conversation, shaped by diverse experiences and varying stigmas. This year, Elmwood NYC has asked some of our members to share their perspectives and experiences on the topic. We believe it’s essential to discuss crucial and challenging issues that impact both our industry and everyday lives. The conversation entails insights on coping skills, mental health in the workplace, and community support from our Managing Director, Emma Godfrey; our Strategy Director, Riyad Mammadyarov; and our Senior Designer, Victoria Houman.
Emma Godfrey | Managing director
What does mental wellness mean to you, and how do you prioritize it in your daily life?
As someone who has lived with depression and anxiety (and has for many years), mental wellness is incredibly important to me. Mental wellness to me is the ability to be able to function day to day without being consumed by feelings of self-doubt, overthinking, negative thinking and overwhelm. To combat these feelings and the spirals associated with them, I prioritize exercise, sleep (at least 7 hours a night), regular therapy and eating well. I also remind myself that these feelings are temporary, that there is another side and you will always make it back there. This can be so important to remember, even when it all feels overwhelming.
What does a supportive working environment look like for you?
Having an environment in which you can be vulnerable and honest about how you’re feeling is key. There needs to be more conversations around mental health and wellness within the workplace so that we create a safe environment for people to show up as themselves – on the good days as well as the bad days. This is even more important in our industry that is prone to burnout. For me, it all starts with talking. It’s important for leaders in our industry to lead by example, vulnerability is a beautiful thing and creates a space for others to talk and be vulnerable without judgment or shame. We also need to ensure we have the right support and resources for people that spans the gambit of mental health, it is a huge topic with so many facets – there is definitely not a one size fits all approach.
How can we encourage more open conversations about mental health in our communities?
This is a great question and one that I am not sure we have cracked within our industry. For me, it comes back to creating safe spaces where people can be vulnerable and open, and I think this comes from leadership. By sharing our struggles and vulnerabilities, we create empathy and understanding and start to break down the walls of isolation that mental health issues often build. There is still a lot of stigma around mental health and so much of it is still misunderstood, by creating an environment in which people feel able to discuss their mental health, we build compassion and resilience…..and we need that now more than ever in our world.
What coping strategies do you find most helpful to manage your mental health when you’re at work?
Getting out and walking is a very effective way to clear my head when everything feels overwhelming during the day. There are some days where no matter what I do, my brain does not play ball and on those days, it is easier to give in, watch some reality tv, get an early night, and go to bed knowing tomorrow is a new day. Some days, I have very little control over my mental health and the more I try to, the worse it gets. It’s taken me a long time to realize that’s ok – mental health is a lifelong journey and some days you win, some days you don’t. Those are the days you need to be kind to yourself and watch some Selling Sunset.
Riyad Mammadyarov | Strategy Director
What does mental wellness mean to you, and how do you prioritize it in your daily life?
To me, mental wellness means balance. Balance of energy, balance of mood, balance of the good and the bad. It means being able to comfortably and confidently oscillate between the roles and responsibilities of my everyday life and the things that give me personalized momentum. And that’s not easy to do, especially in our deadline-driven work environment. But sometimes that means that you need to carve out the time, space within ourselves, and the world around us so that we can personally and professionally flourish and actualize the things that bring us true balance.
What does a supportive working environment look like for you?
A supportive work environment means a place where I can unapologetically show up as my authentic self. Where people not only see me in my totality but encourage it. It means knowing that I have colleagues who recognize the power of being holistically present. And I hope that I encourage that in my colleagues as well.
How can we encourage more open conversations about mental health in our communities?
By being open and communicative about the other facets of our lives. Whether those are the moments of elation and celebration or the difficult experiences we all live through, creating a free forum environment that encourages earnest communication is paramount. It allows us to recognize the power of honesty, truth, and reality. And those are the keys to unlocking comfort, acceptance, perseverance, and ultimately creativity in its best forms.
What coping strategies do you find most helpful to manage your mental health when you’re at work?
My coping mechanisms typically involve stepping away from the work. Disconnecting, even for a few minutes, is a critical tool that I use to reassess and reset my mind to see challenges in a new light. Beyond that, carving out time with team members to talk openly about anything and everything has been hugely influential for me to feel empowered and know that we’re not in this alone.
Victoria Houman | Senior Designer
What does mental wellness mean to you, and how do you prioritize it in your daily life?
Mental wellness means taking the time to care for yourself and recognize your mental wellbeing within your everyday life. It doesn’t come easy to many, but practicing this is important for your overall health. I believe mental health affects physical health, so you should take as much care of your mental as you do your physical. Personally, when I feel like I’m starting to let stress overwhelm me, I try to take a step back and be mindful of what I need for myself to get me back on track and find support where I can. Luckily, there are many resources out there now for mental health support and therapy that has made mental health care increasingly convenient.
What does a supportive working environment look like for you?
Having a supportive work environment means feeling comfortable to be yourself, share your ideas, and feel valued in an open and encouraging space. You should have a team that supports you, your work life, and your personal life. We spend many hours at work, so having a team that is supportive and empathetic is crucial to our overall mental wellbeing.
How can we encourage more open conversations about mental health in our communities?
We can encourage more conversations around mental health by continually providing open dialogue where people feel comfortable coming forward to share their thoughts and feelings. If we foster this kind of community, I think more people will feel comfortable sharing more about themselves and get the support they need.
What coping strategies do you find most helpful to manage your mental health when you’re at work?
I love taking walks outside. It’s a simple way to just separate yourself from your desk, get some fresh air, and have a new sensory experience. I always come back with a clear mind and better thinking when I return from a walk. I also find taking some time for yourself during the day, whether that’s meditation or doing something you love, is the best way to stay grounded. Life can get chaotic fast, so taking time for yourself to recoup is vital.
Elmwood London & Singapore Secure x5 Shortlists at 2024 Creativepool Annual
Congratulations to our team on x5 shortlists across the branding and packaging categories!
Find the full results below:
The AA
Category: Branding
Alpro
Category: Branding
Old Mout
Category: Packaging
WHISKAS
Category: Packaging
Bia Viet
Category: Packaging
Elmwood London Wins x5 at 2024 Transform Awards Europe
Recognizing the best work in the industry across brand strategy, packaging, and redesign disciplines, we’re honored to see our work celebrated alongside so many other talented agencies and brands.
See the full results below:
Alpro – Gold Win
Category: Best Use of Packaging (Other)
Learn more.
The Week – Bronze Win
Category: Best Visual Identity from the Technology, Media and Telecommunications Sector
Learn more.
Dolmio – Silver Win
Category: Best Visual Identity from the FMCG Sector
Learn more.
The AA – Bronze Win
Category: Best Visual Identity from the Automotive Sector
Learn more.
Dolmio – Bronze Win
Category: Best Use of Packaging (Glass)
Learn more.
Feature: Elmwood gives healthy sausage brand HECK! a Gen Z makeover
The high-protein, gluten-free UK sausages get a brand overhaul courtesy of the global consultancy.
This article originally appears in Creative Boom.
Sausages are lovely, but the traditional kind isn’t good for cholesterol levels. And they’re not much use for vegetarians or anyone trying to avoid gluten, either. So, in recent years, HECK! has made a name for itself in UK supermarkets by supplying alternative sossies that are gluten-free, higher in protein, and include a great range of meat-free versions.
They’ve now unveiled playful new branding designed to reinvigorate the category appeal to a younger audience. Developed in partnership with global design consultancy Elmwood, it’s all designed to appeal to a younger audience by tapping into new trends and create a basis for long-term product development.
As part of this overhaul, two new What The HECK! products are being launched in UK supermarkets, titled the Sausage Bomb and Sausage Rashers.
The former is a large sausage meatball promising “an explosion of flavour” at its centre, while the latter emphasises convenience, with flat-shaped sausages that can be cooked in five minutes – similar to bacon.
Brand Concept
Elmwood aimed to bring HECK!’s products up to date with a consistent, fun, and diverse system that could flex beyond design language staples.
“HECK! has a strong field-to-fork family heritage, and we wanted to keep that in play while introducing a wider sense of category excitement and impact,” explains Greg Taylor, chief provocation officer at Elmwood London.
“Our goal was to replace outgrown butcher tropes and classic premium codes with something more spontaneous and punchy. It was time to add more creative magic to the HECK! core identity, as seen via a Gen Z lens.”
Logo, type and colours
Elmwood began by working with lettering artist Dan Forster to reinvent HECK!’s wordmark, making it cleaner, more statement-worthy and a better fit for the digital world. This is coupled with a new, more stylised typography featuring modern, conversational fonts.
The brand overhaul also dials up HECK!’s key brand colour of hot pink, raising its profile across multiple on- and off- pack touchpoints. Meanwhile, the HECK! exclamation mark becomes a central part of its new visual brand language, with a daring character and newfound emphasis.
In addition, HECK!’s confident new look features bigger and bolder illustrations in order to pop on the shelf and create simple navigation that brings together the brand’s expanding product portfolio.
A new set of product-focused photography completes the refresh, hero’ing the range of flavours across HECK!’s sausages, burgers, mince and meat-free products.
Fresh Mindset
“What The HECK! signals the start of a dynamic new chapter in our long relationship with the HECK! team,” says Charlotte Distefano, associate creative director at Elmwood London. “The platform has synergy with the core HECK! brand, but it also represents a fresh mindset – one that revolves around distinctive storytelling and moments that matter to consumers.
“It creates space for HECK! to be visually creative, using pop culture and bright graphic language to bring newfound soul to product innovation,” she adds. “It gives scope for brand expansion by exploring never-before-seen category textures and wild new ideas.”
The platform’s unveiling follows an extensive brand refresh at HECK! earlier this year, also developed in partnership with Elmwood. This aimed to reflect HECK!’s shift to becoming an established category player, excite retailers, and elevate its position in a competitive set.
The Yorkshire-based sausage brand was launched ten years ago and has since achieved a 60% share of the premium branded sausage market. The company’s founders have always seen brand investment and design as bring critical to the success of the business, and each year, the company invests 10% of its revenue in brand support.
Read the full article on creativeboom.com
Elmwood New York Celebrates Women’s History Month
As we continue to celebrate Women’s History Month, we’re highlighting the diverse female minds leading our New York creative team and the tensions that power their different perspectives. Without Women there would be no Elmwood NYC, and for that we’re loud and proud.
Krista Oraa, Creative Director
Adaptive / Structured
“The ability to adapt is essential in this industry. Our clients’ priorities often change, briefs continue to evolve and market needs differ regionally. As creative leaders we are often asked to adapt without haste, all while making strategic decisions that uphold the design standards of our business. Being adaptive requires flexibility in ways of thinking and working in addition to demonstrating a sense of control while doing so.
And control is key, as having a clear structure from that pivot point ensures that adapting is not met with mayhem or confusion. Defining a structured approach that sets a plan in motion is critical. As structure provides a foundation for a new way forward, giving meaning and purpose to unexpected change.
From my professional to personal life, the tension of being adaptive yet structured is just a part of everyday life (you’ll especially relate if you have kids). Keeping your cool when the principal calls, a home renovation becomes a headache, or a family member has a crisis. You adjust to changing factors or situations and bring an open mind to how you can balance structure with adaptivity.”
Amelia Cheung, Associate Creative Director
Insightful / Inquisitive
“I believe that to be truly insightful, we have to first be inquisitive. Be humble, and admit that we don’t know the answer to every scenario.
As a team we may be experts in our field, but the real magic comes when we defer to the subject matter, collaborate with the people that the work represents, and bring other experts along for the ride.
To me, this is vital if we’re to create work that is truly inclusive and reflects not just the inside of a virtual meeting room.
Sometimes the information that comes through is overwhelming; too many data points to comb through, endless opinions and stuff that’s just noise. But if you can ask better questions, uncover that nugget of truth — that becomes the golden thread that when woven into your storytelling feels honest, engaging, and from a real human experience we can all believe in.”
Meg Beckum, Executive Creative Director
Nurturing / No-nonsense
“I think I’ve found some success in my career (and at home) by being equal parts nurturing and no-nonsense.
I genuinely enjoy connecting with others on a personal level. I’m not a small talker; I want to know the deep stuff—where you come from, what you love, what you hate, and where you want to go. The best part of my job is helping my teammates recognize and realize their creative strength and power.
My role also requires focus—being able to cut through the noise and distraction in our business, our industry and in the world. There’s a discipline in doing, putting pen to paper and getting the job done with rigor, thoughtfulness, and conviction. I think my clients and colleagues appreciate that my creativity comes from a place of honesty and insight. I don’t believe in selling a bunch of post-rationalized B.S. and baloney.”
Black Voices at Elmwood
To celebrate Black History Month, we chose to shine a light on the Black teammates at the heart of our New York studio. Throughout February, our colleagues were asked to share their career experiences and offer guidance to other Black professionals entering the creative industry. Their voices span across every corner of our studio—from Creative, to Project Management, to Executive Leadership and we are honored to share their stories.
Natasha Young, Head of Client Services:
I’m an “Account Person” and I head the Client Services team in our New York studio. It’s interesting to look back at how I got started in this industry, it was truly random. My mom was a Jamaican trailblazing saleswoman who was often smashing sales records and winning trips all over the world because of it. She knew the reputable, wealthy, and important people all over the Philadelphia Main Line, and she made it a point to build positive relationships with everyone. The SVP of Comcast and chairman of NBCUniversal was her customer. One day while selling him a vacuum, she mentioned that her daughter was just out of college and looking for an internship. After a couple informational interviews, I was hired as an unpaid intern at Comcast’s advertising agency, Red Tettemer. And here I am today, after a few twists and turns, going strong!
I grew up in an industry (especially in the first half of my career) where I was often the only black person in my agency. Quite honestly, this was normal for me and mirrored my experience growing up—in school, in dance class, in orchestra, in acting class, in swimming class. I’m also Jamaican, and a lot of times people don’t understand the nuance that a Caribbean culture adds to one’s outlook, positivity, tolerance, and drive. Our parents were ambitious to get here, so better believe they expect the same kind of excellence from their pickney (that means children).
Being an account person is not all the glitz and glamor that our creative counterparts seek and gain from great work. Sure, we bask in the glory internally for the part we play, and there are perks once in a while (like traveling on the IBM Jet to help finalize the CEO’s presentation for the next day’s event, or traveling abroad for special projects), but I’ve found that it takes a service mentality to survive and succeed in the account management practice. You are in service to your clients, your team, and the needs of everyone else. In our world today, most people want to be in the spotlight, to be the MVP, or the star in their line of work. I think it’s a dying thing to help others and be happy for their success—there’s a lot of that in my role, and that’s OK. I’ve just seen the Bob Marley movie (so maybe it’s his voice in my head), but I say lead with love. And that’s the advice I’d offer young black folks in the creative industry. As you grow your toolbox of skills, experience, passion and ambition, sometimes it’s OK to be in service to others.
Chris Borelli, Senior Project Manager:
I am a Senior Project Manager at Elmwood but also a Producer / “Music Guy” in the creative industry. Initially, I had no intention of tapping into this industry, but it has turned out to be one of the best things to happen to me. Before my senior year in college, I started as an intern in the Broadcast Production department at Hill Holliday in my hometown of Boston. The opportunity was given to me directly, unexpectedly, and very publicly, by the CEO, Karen Kaplan. I am eternally grateful as she took genuine interest in me and my family when she graciously offered me a paid internship, setting the foundation for my ten ongoing years of experience in this industry.
My background is colorful. Dee1, a black creative I admire, says; “I don’t look like where I come from.” This couldn’t ring more true for me. Growing up, I’ve experienced the effects of systemic misfortune: poverty, alcoholism, and drug abuse. Child services and custody court hearings. Foster care and adoption. Thankfully, my biological family and I have blossomed from the mud of these happenings ever since. The struggles of my upbringing will forever be fuel to the fire of who I am today.
This story isn’t uncommon for Black people. Broken homes, child neglect, and substance abuse still run rampant in our communities. And yet, so does resiliency and pride in our struggle. Through mentors and loved ones, I’ve learned that it’s this same pride that creates the beautiful contrast of being Black in this industry. Our stories of pain and triumph both provide our power, wisdom, and creativity that help move the needle not only in Black culture, but in the entire creative industry. This alone keeps me here and empowers me to stay true to who I am, no matter how much it may contrast with my immediate working environment.
For Black people in this industry, my advice is to love what makes you different. Use what makes you stand out to your advantage. It’s those very differences that set us apart. Those differences that position us to have the most influence on the most unassuming of situations. The influence our unique traits have is absolutely poetic and beautiful to me. This industry needs to hear from us. We will continue to be the tastemakers that contribute to a more creative and socially conscious world – just by being our most true selves.
Simply put, being Black is a superpower. I wouldn’t change it for anything. For that, I am truly blessed.
Dee Dalencour, Senior Designer:
My name is Dee Dalencour (yes, it’s short for something) and I’ve spent the entirety of my 6 year design career at Elmwood New York, but my creative heartbeat started way before.
A few facts about me so we can get comfortable with each other:
- I’m a born and raised New Yorker hailing from Jamaica, Queens. If you’ve ever flown out of JFK, it’s likely you’ve driven past my childhood apartment.
- My parents immigrated to NYC from different parts of Haiti at very young ages. I‘ve been raised quite American but with a deep connection and love of where my roots lay.
- I was homeschooled from Pre-K to High School graduation. This does not make me “smarter than you” (mainly because I was a terrible listener). But it did spark my passion for design because of the freedom I was afforded to play and discover what makes me happy.
- I love being a Black woman. I’ve never wanted to be anything else, even though growing up, media told me I ought to.
I have been creative for as long as I can remember. My mom always encouraged and cultivated creative expression in my siblings and I. Creativity was my safe space, and still is, but when I got to college things shifted for me.
Even though my university was in the city, I had never been around so many White folks in my life. I’m from Queens, the most diverse district in the world. I had a total of two Black design professors in my four years (both men) and was only one of two Black students in my Bachelor’s program. This lack of diversity in school made it tough to create projects from my POV, especially when I was being critiqued by those who didn’t desire to understand my lived experience. At those moments, I had never felt more like a minority in my entire life.
Though this was surprising to me then, I can see how this kind adversity came to be. Black kids, especially children of immigrants, are not encouraged to pursue certain artistic careers. Certain members of my family doubted me when I chose design as my future. Undergoing this lack of diversity in college prepared me for a similar experience when I became a professional in the creative industry. It’s still not a surprise, but it was and still is lonely sometimes.
Though my career hasn’t been very long, I’ve learned so much about myself. About what’s changed in the industry and what still desperately needs to. I’m just one super cool and talented Black girl from NYC. Blackness is not monolith, but you did ask my opinion. So here’s some advice to young Black creatives and the industry at large.
Black folks to the front first please:
- Get a therapist and start unlearning code switching. Your unique voice, perspective and style needs to be represented amongst your team. Who you are authentically is not inherently other or unprofessional. FIYTA?
- Solidarity and community with other racially diverse members of your team is paramount to keeping on. A safe space around kinfolk is better than a non-existent space around skinfolk.
- The weight of DEI conversations and racial education is not on your Black shoulders. Keep your leadership accountable and informed about what needs fixing or building in your agency.
- If someone makes a comment about your hair, you don’t need to laugh it off.
Industry folks, it’s your turn:
- Listen
- Listen
- Listen
- I’ll leave you with this quote I heard recently at an agency-wide DEI talk: “There is a notion that focusing on DEI is not focusing on business. This is not true.” Invest in your people. One Black voice is not every Black voice.
Click the following links to learn more about and connect with Natasha, Chris and Dee.