Syd Rein

Early in my career, I faced what felt like a few significant setbacks. While my college friends were landing jobs at cool, creative agencies, I found myself in what seemed like a less glamorous in-house design role at a grocery store. Whenever a rare opportunity arose, I applied to local agencies, but despite my best efforts, I was consistently rejected. My portfolio, heavy with retail work like signage, brochures, and private brand packaging, wasn’t what they were looking for. Additionally, many agencies saw me as a potential conflict of interest because of The Fresh Market's size and potential as a client. In hindsight, those rejections were a blessing in disguise. Working in-house at The Fresh Market turned out to be one of the best experiences for my career trajectory. I had the unique opportunity to listen in on buyers' conversations about product selections. This gave me insights into why certain products were chosen and others weren’t. Packaging compliance, design quality, and market fit were frequent discussion points, providing invaluable understanding of the retail landscape. I also worked on numerous private brand packaging projects, rapidly learning about different substrates, formats, and printing techniques. Seeing my designs on shelves across the chain felt like a small taste of celebrity and provided continuous feedback from buyers. Handling over 500 projects a year taught me to design efficiently and quickly, a skill that has been immensely beneficial in my later career. A pivotal moment came in the early days of Buttermilk Creative during a prospective client call when I realized how my in-house experience was a massive asset. My deep understanding of retail design and packaging, honed at The Fresh Market, suddenly became a significant selling point rather than a perceived weakness. This experience has since opened many doors and laid the groundwork for the work we do for our clients. For those facing rejections or career setbacks, here’s my advice: Understand the big picture and don't get discouraged by the daily grind. Every experience, even the ones that feel like failures at that moment, can provide valuable lessons and opportunities for growth. Embrace them, learn from them, and let them fuel your journey to success. I wish I had known this back then, but I hope someone early in their career who isn’t exactly where they envisioned can find some value in my story! #CareerJourney #DesignExperience #PackagingDesign #CareerAdvice #Resilience #ProfessionalGrowth #InHouseDesign #ButtermilkCreative #RetailDesign #CareerSetbacks #LessonsLearned #CreativeCareer #SuccessStory #EarlyCareer #DesignInspiration #betterwithbuttermilk

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The HOW TO BE A CREATIVE DIRECTOR WITHOUT SUCKING AT IT Course starts in 4 days on June 26th. There's one spot left. So, if you'd like to learn how to avoid sucking in this role, here's your chance to learn from someone who has been a creative leader for over 20 years across three continents. I've lived and breathed the ups and downs of this job and still love it. I want more people to succeed in this role and keep loving it...and not suck at it. Details are in the carousel below. #creativedirector #creativecoach #advertising #creativity #creativecareers

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This made me cry. “Do you have 5 minutes to hop on Zoom?” My client asked after I emailed her brand package. Uh-oh 😨 Will I have to make revisions? To my greatest joy, it wasn’t another revision (truth is we barely had revisions throughout the project). Instead, this is what she told me: “I LOVE it! And I can’t thank you enough!!” After our call, here’s what she said about her experience (warning it might make you cry too or maybe that’s just me 😉): “I can’t say enough good things about Cultured Creative Studio! They developed an amazing brand strategy and launch plan for our publishing company and the entire experience was just top-notch… From the very beginning, they were all about collaboration. They walked me through each step of the process, making sure I understood what was happening and why… Despite the challenge of working across different time zones with our international brand, Sarah made it seem effortless… The end result? A cohesive and compelling brand strategy that perfectly captures our vision and sets us up for an exciting launch. Cultured Creative Studio didn’t just meet our expectations; they exceeded them in every way. If you need a team that’s professional, creative, and genuinely invested in your success, look no further…they’re the real deal!” What can I say? There’s nothing as satisfying as happy clients 🥹 P.S: I’ll be sharing the full case study alongside the official brand launch in late Summer. Keep an eye out for it! Until then, here’s another sneak peek.

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Liquid Death is a good example of a company making decisions that are not aligned with their brand purpose (north star). As more brands begin promising things like sustainability, I am beginning to do research into these promises before investing in the brand as a consumer. I think more consumers are going to do their due diligence and research before buying, so it is now more important than ever for brands to stay true to their brand purpose.

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What can a high-performing team of creative strategists and strategic creatives do for your brand and your firm? “Substance151 is the strategy and design firm you want on your team! They are excellent at what they do and extremely responsive. We initially came to them because we needed a new website, but we also wanted to convey the strength of the Altum brand across all of our marketing materials. Substance151 created a unified voice for our company, translating that into a sales-focused website, product campaigns, tradeshow materials and more. We now have the marketing foundation to effectively and powerfully communicate Altum’s brand to our target audiences.” – Steve Pinchotti, CEO, Altum, Inc. Want us on your team? Reach out https://lnkd.in/engvgEF6! To see one of the campaigns we created for Altum, follow the link in the first comment. #DesignFirm #Branding #Marketing #ProfessionalServices

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Are you testing too much or too little ad creatives? Check below to see where you stand 👇

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Since many of us Don't know what "Creative" is... Here is me putting a stamp on it. A creative Doesn't mean design only, A good creative is made when the content and design work harmoniously to fulfill the purpose. If your content is weak, and there is no wit in your content. The creative design side will always be monotonous & if the design is made without understanding the concept it will be useless to The target audience. Designing means providing visual solutions to your clients; without a good content writer, Creatives can't be made. Those who claim they don't need Content for their designs and can use GPT for that purpose are in denial that their design is original and not inspired. Ps. While Posting Designs do not forget about the minds behind them and value The people working on content.

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If you’re a brand manager, marketing director, or creative director, I want to help you get better creative. I’ve been an art director, designer, and illustrator or 25 years. In that time I’ve failed and learned a lot! Successful projects start with successful briefs, so I figured this was a good topic to kick off with! Hopefully you find these tips helpful. If there are any topics you’d like me to cover, by all means drop a comment!

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Branding, From the Ranch to the Market. Ever wondered why we call it “branding”? The term originated from the age-old practice of branding cattle on the farm. Ranchers used unique marks to differentiate their cattle from all others on the range. This principle of differentiation is at the core of modern branding. Just as each rancher’s brand was unique, your business’s brand should be designed to stand out. Branding is all about singularity—creating in the mind of your prospects the perception that there is no other product on the market quite like yours. In a crowded marketplace, your brand is the mark that sets you apart. It’s the promise of what makes your product unique and why it’s the best choice. Think of your brand as your unique mark on the range of the marketplace. Make it distinct. Make it memorable. #Branding #Marketing #BusinessStrategy #Differentiation

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Inclusive brands can still uphold and reinforce coloniality. Here's how Savage X Fenty does it: 1. Find an item you'd like to buy on their website. 2. Select the one that's on sale at 60% off. 3. Click the only visible "call to action" button that says "VIP Add to Bag". 4. Your shopping cart will list the discounted item, and a bonus "Xtra VIP Membership" that has been automatically added at no cost. Score. You've just subscribed to a monthly membership at $59.95 per month. --- Safe to say, customers don't trust brands that swindle them. Unfortunately, deceptive design (also referred to as "dark patterns") has become common practice. These are tactics fuelled by greed and scarcity, and the more we encounter them, the more we come to normalize exploitation. In #UXDesign, this can look like: ⏳ Short-term, time sensitive offers: Creating an immediate sense of urgency and scarcity around available products. This is sometimes depicted as a countdown timer on websites that pressure consumers into making impulse purchases by fearing they'll miss out on a good deal. 🤫 Covert enrollment: Automatic subscriptions that often result in customers being charged without their awareness, and needing to "opt-out" as opposed to "opt-in". 🚪 Hidden costs: Undisclosed costs, framed within a "discounted offer". Deceptive #Design violates consent. It strips buyers of their autonomy by covertly manipulating or coercing them into behaviors that they may otherwise not opt in to. Deceit is not a path to liberation. I've appreciated Savage x Fenty for the inclusivity of their product line across sizes and skin tones, and for their wide representation of models (age, disability, gender, race). But in my opinion, gestures towards diversity within branding, marketing, research or design are insufficient if they operate within a framework that inherently upholds colonial and oppressive structures. If we want our system to change, we must reject design and research practices that perpetuate harm to both people and planet. I chose to use Savage X Fenty as an example because it is important for us to see how optics are different from impact. In 2022, Savage X Fenty scored lower that Shein on Remake’s Fashion Accountability scorecard which concluded that the company “blatantly disregards industry standards when it comes to social and environmental disclosures". My point isn't to tear brands apart - but rather highlight that the work of #ProductEquity needs to get at the root to transform not just what we do on the surface, but the values we embody through *how* we operate/practice. In terms of design and research that means acknowledging the ways that coloniality manifests in practice, and repatterning practices to build better relationship (and accountability) with people and planet. ___ If you're a designer or researcher looking to challenge the status quo and decolonize your practice, send me a DM to get early access to our next offering!

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The secret weapon your design project needs (but might not have) As brand designers, we're all about helping businesses tell their stories visually. New product launches, website refreshes, social media campaigns – we love it all! But here's the thing: your design project's secret weapon might be missing – a strong brand strategy. Before we get down to colors, fonts, and layouts, there are some crucial questions you, as a business, need to answer: ✅ Who is your target audience? Knowing their needs and desires is key to crafting a message that resonates. ✅ What makes you different? A clear understanding of your competitive advantage sets you apart in a crowded marketplace. ✅ What are your brand promises and values? This is the core of your brand identity, guiding every design decision. Here's a recent example: A potential client approached me for a sales material update. Seemed straightforward, right? Wrong. They hadn't considered these fundamental questions. They lacked a strong brand strategy, and without it, crafting truly impactful design is impossible. Here's the designer secret: Effective design is more than aesthetics; it's about strategic communication. I suggested they define their brand positioning before moving forward. Unfortunately, they weren't interested, and – you guessed it – I had to walk away. My goal is to create designs that set you up for success, and that requires a solid foundation. Remember, a business needs to know its why before it can show its how. Are you ready to build a brand that resonates? Let's chat! #brandstrategy #designthinking #branding

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we've noticed that brands have a hard time connecting their identity, vision, and mission with business. some of the best brands out there are easily identifiable, and while most people think it's solely because of design (and some of us can't pinpoint that ~it~ factor), it's actually about how the brand presents itself outside of the flashy marketing. in our first newsletter, we talk about what brand actually is, and give you the foundations needed to marry brand and business. ⁂ read more: https://lnkd.in/gzGXSDRm #brandbuilding #contentstrategy #branddesign #resource

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That Dirty Word "Canva" (pt. 1) During networking events, I frequently hear people pairing the word "dirty" with "Canva." As a professional designer, people often assume I hate Canva. However, I have nothing against Canva; hating Canva would be like a chef hating the microwave. It’s a useful tool for quick fixes but can never replace professionals. Let’s discuss the pros and cons of Canva and other online software versus designers. In the red corner, we have the defending champion: the designer! With a minimum of four years of university training and additional years honing their skills, designers bring extensive expertise to the table. In the blue corner, we have the newcomer: Canva. Launched just over ten years ago, it offers the public a DIY approach to design with a range of elements and templates. But does it have the heft to knock out the graphic designer? Let's begin.

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This is the content I come here for:

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There's a strange shift that's occurred in the past year or so, where things that are more organic and unpolished seems to resonate to a wider audience, especially within social media. As a creative, I had to struggle with this paradigm shift of having design output needing to look prim and proper. Ever since we began running experiments on creative strategies that are well... more unconventional, we've seen surprising outcomes that's encouraged our team to explore way outside our comfort zone. Introducing — for a lack of better terms — unconventional ads. In the world of static ads, unconventional ads have expanded our universe for testing ads that may not look "Dribbble-worthy", but more so ads that perform: - Meme Ad - Native Ad (X/Twitter, IG post-style ads) - Press Ad (article feature as ad) - Ugly Ad (trust me, it's as the name implies — shoutouts to Barry Hott) - iMessage Ad (iPhone text exchange as ad) ...just to name a few. The idea behind these unconventional ads is that they're so unconventional to how the typical ad looks, that they are actually not perceived as ads by the end users scrolling through their feed. Gives you a higher chance for further engagement. Lord knows how desensitized we've gotten to seeing ads on our feed. UGH right?! Ironic that I actually work in this space. Anyway, if you'd like a real life example to those ads mentioned above, shoot me a "HOYEAH!" in the comments 👇

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