Next up in our series of conversations, or "Mini-Sessions", with architects and designers in LA and Detroit, in partnership with the Los Angeles Design Festival is a conversation I had with Detroit-based Eileen Lee, Creative Consultant + Digital Strategist of Creative Whatever. 

What is Creative Whatever, and how did you come up with that name?

I own a culture-based marketing and creative studio, working with design, fashion, and lifestyle clients. When I first went freelance just over 3 years ago, I was working part time for a friend’s agency in LA. I was asked to come up with what I wanted my title/role to be, and was having trouble deciding since personally, I don’t like defining myself as just a singular thing.

I’m a creative by trade, but also a digital strategist, content creator, amongst many other things. So I literally had no idea, and when discussing my conundrum with my boyfriend, I randomly blurted out “I don’t know - I’m just like a creative... whatever!” Obviously I wasn’t going to have that be my title at this new gig, but I ended up going with it for the name for my agency.

Tell us about the work you do

I work with brands to tell their story, and to have that story reach the right audiences. Helping them understand what it is that they are trying to convey to their customers, and then do it in a way that’s culturally relevant, and non-conventional. Big picture things. This sometimes is done digitally, through a influencer campaigns for a product launch, or can materialize as something offline and more experiential, or even through some form of collaboration. 

IDV Lemonade Influencer Collab - Ellen Bennett

It’s really all about connecting the dots and finding the right mix of ingredients to create that perfect recipe. Consumers are incredibly savvy these days and can tell when they’re being sold to. Whatever what you’re selling - design services, a product, or even an experience - you won’t be successful if you don’t connect with your customer on a cultural and personal level by understand who they are, what they like to do, where they eat, who they’re listening to, and most importantly - who they follow.

LOLA Social Facebook Advertising

How do you use social media to promote your work?

Ironically, most of my clients are referred to me by word-of-mouth - kind of old school, I know! However, I use social media and Instagram specifically, as a working portfolio to showcase the content work I do for clients, snippets of my life, things that catch my eye - all contributing to a bigger story. Basically, it's a platform to practice what I preach.

How is blogging incorporated into your work?

I began blogging when I moved to LA from Chicago in 2010 as a way to document my new adventure out on the West Coast, but it quickly turned into a way to connect with others in LA all while putting my marketing background into practice. I’m pretty pragmatic and foresaw the direction that digital marketing was headed. At that time, I was working for a company that creates booking software for the entertainment industry and connected the dots between commercial talent and bloggers almost immediately. I understood that eventually, bloggers were going to be the talent that brands were going to be looking for because they provided intrinsic value. Having first-hand experience on both the blogger and brand end now makes my work almost instinctual. I always go with my gut.

What are some of the easiest ways designers can brand and/or market themselves, that most aren't already doing?

While most designers and brands are on social platforms like Instagram, not all of them use it in a mindful way. It's not always about numbers, which is often times something people get stuck on. While Instagram is a visual platform, it’s also a platform that focuses on community. Engagement is a huge part of social media. I mean, HUGE - hence the “social” side of it. Instagram is so much more than posting pretty pictures. It’s about connecting with others who have similar interests and building relationships. It’s important that you create and share content that is authentic to yourself, interesting to your followers, and that adds value. I know I mentioned already, but to reiterate, you should think of it as your working portfolio. Additionally, it’s a great way to network, especially for those in creative and design related fields.

Macrame at IDV

You have spent a big portion of your life in Detroit. What kind of changes have you experienced?

I grew up in a suburb of Detroit, and didn’t really spend much time in the city until I was in my late teens. At the time, I wanted to pursue a career in music journalism, and spent much of my free time in Detroit going to shows to interview bands for an online zine based in LA, and eventually as an intern at Real Detroit Weekly. During my early twenties Detroit became more than just a destination to see bands, but a place that I went to hangout with friends at bars, see DJs and go to parties.The city definitely holds a special place in my heart.

I’ve been away from Detroit for about 10 years now and it’s crazy to see how much has changed. Aside from the obvious real estate developments, there’s been a noticeable shift in how people perceive Detroit - both from outsiders and long time residents. The vibe now is much more optimistic, with progressing neighborhoods and new business in spaces that were vacant for so many years. One of Detroit’s oldest and more well-known neighborhoods, Corktown, is the perfect example. Back in 2005, the only reason anyone would be in Corktown, would be to go to Dorkwave at the Corktown Tavern, or maybe to catch a local band at PJ’s Lager House. Now, nearly every storefront along Michigan Avenue is occupied by restaurants, bars, coffee shops, and retail stores. This kind of change is happening slowly in neighborhoods all around the city. It’s truly amazing, and inspiring to be a part of what’s happening here.

How are you involved with the design festivals in LA and Detroit this year?

I’ll be speaking on the LAX ><DET panel in LA this year - June 10th specifically - about my experiences working and living in both cities. With Detroit Design Festival I’m joining the team as coordinator for Youth Day, which is happening at the Michigan Science Center this year. It’s a day of creative exploration for kids, exposing them to various activities and workshops and experiences that encourage them to consider pursuing creative and design professions. It’s going to be a ton of fun!

What are you most looking forward to?

I’m really looking forward to seeing the New California Craft show curated by Jonathan Lo of Happy Mundane during LA Design Festival. My personal interests with crafting, which is a huge part of my work these days, is attributed to my time in LA and I’ve definitely been inspired by several of the artists that are being featured in the show, including Karen Kimmel, who I used to work for. I was always a crafter growing up, but never really looked to it as an art form until moving to California and being exposed to the incredible community of artists and makers during my time at Karen’s studio. I also can’t wait to see INTRO/LA - I love design and furniture, and kind of have a thing for chairs, so I’m excited to see, feel and touch all of the pieces being showcased.

Thanks Eileen!
 

If you’re able to attend the LA Design Festival, make sure to check out the live panel, titled LAX >< DET, discussing the connection between LA and Detroit, a collaboration with the Detroit Design Festival and the L.A. Forum for Architecture and Design. The event will be taking place on June 10th, from 2-4pm at ROW DTLA 777 Alameda Street, and will include Edwin Chan, Chris Denson, Lorcan O’Herlihy, and Eileen Lee.