The Why Creative

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Baltimore, MD
The Why Creative

A marketing consultancy that focuses on elevating transformative brands through dynamic design, cutting-edge content, and out-of-the box thinking.

03/18/2023

Huge thanks to .ray for workshopping the copy with me for my (very complex) rebrand ❤️

Because we are all complex beings in our imperfect perfection😜

This rebrand and the messaging therein is all about honoring the beauty in our uniqueness — reflecting back where people/businesses/buildings come from. How should they look, what are the smells and tastes? What drives them? How can we take all that juicy knowledge and translate that into brand design, meaningful strategy, and attainable growth plans!?

03/08/2023

New commercial work done with for a luxury fitness & performance brand.

What I loved about this project was something that is common to most hiring and thus photographers….

There is no time to plan and thus becomes the sole job of the content creator. In a pinch, I was called to jump in with creative direction for a shoot that afforded me no site visit, no teams, no prep, and no props. NO PROBLEM! 💡

What I love about being a creative director (and art director producer combo) is that I see so much potential around me. There is lots to work with using what’s immediately available. All I needed to do was look around and add my polish. 👁️

Rachel and I are such a great duo for this level of improvising. Imagine what we could do with proper timing. 🤩

11/23/2022

A small collection of photos produced in collaboration with at

This was a full day of exploring concepts like ancestry, sovereignty, time, storytelling, and power …

Power of place, power of heritage, body language and self love. We asked ourselves, ‘how would we set a scene if we wanted to talked about these things through the medium of photography?’

04/22/2022

My photo buddy reminded me of some work we did back in 2018. It’s amazing that this work still holds up.

That’s testament to two factors
1) invest in talent
2) by investing in quality, you longevity.

_______

This was work we did for

Art Direction and Prop Styling by the both of us in her dining room!

04/12/2022

Getting ready to come out of my hidey-hole to launch my website rebrand and subsequently my business’ redesign.

It’s been a wild five years and if nothing else it’ll be a love letter 💌 to all the growth and insight that has come from being of service to others — how we creating meaning authentic content together.🎥

I’ll be formalizing a new content driven experience rooted in transpersonal design 🔮

12/26/2020

Another fun, ‘just for us’ shoot with and the talented

Everything this day just came so easily. No anxiety, no exhaustion—just leaning into ideas and creativity. Looking forward to more of these in 2021.

But until then, I’ll be sharing more of my 2020 with you!

12/20/2020

CONTENT CREATION, JUST FOR FUN
Back in the fall I felt a desire to externalize a bunch of ideas I had in my head.

I booked the space, I called on some friends, and starting putting all those explorations to paper.

What came out was magic; and not magic in the client deliverables sense of the word... just a flow that felt generative to me, the photographer, and the talent. Nobody but us mattered.✨

FUN TIDBIT: We all marveled at how high concept fashion art could be so...subjective. So for that 3rd shot, we wanted to give Tommy a prop for his hands. We looked around the room and found a piece of packing paper in the recycling bin. We fashioned it into a ‘man bag’ and there ya go! 📸

Photographer & Editor:
AD/CD/ Stylist: moi 🙋🏻‍♀️
Talent:

10/30/2020

DEAR DIARY.... it’s been a year since I posted officially to this account, so here it goes:

Play is incredibly important to me and what that has come to mean is creating content for no one but myself (and my collaborative)

In this series of photos, we wanted to highlight something ‘so Covid.’ It was about finding comfort and pleasure in one’s own company and to be unapologetic about it. No shame, no stigma. I thought of food, drink, good books, and upscale pleasure devices.

If you haven’t browsed go on and take a look — treat yourself. My absolute fave detail in this shoot was the Asian pear.

Can you see what I see?

————
Photographer:
Creative Direction:
Art Direction, Prop & Set Stylist:
Model:

04/20/2020

‘THAT’S TOO EXPENSIVE’ vs ‘THAT’S NOT IN MY BUDGET’ This is for all my friends who own small businesses, people who hire other people, and/or parents who want to reframe money scripts (money language) with their kids.

Small Biz Owners: It’s hard out there, so train other people on how you want to be talked to. You don’t have to lower your prices if you don’t want to. If you need to, that is your CHOICE. But never confuse it with your value or worth. Your hiring partners may be feeling the pressure, but that is not your responsibility.

People Who Hire Others: It is absolutely your prerogative to negotiate and try and get the best deal; especially now. Try to be aware and intentional with your words and do not make it the sole responsibility of the other person to come down on cost. It’s a dance and you both are on an even playing field. Exerting power over someone is the old paradigm way. Instead, ask if they are open to negotiation. I guarantee they will want to work with you when you project respect, not dominion or arrogance.

09/14/2019

HANDS DOWN, FAVE CREATION WITH on 📸

Not everyone who partakes in cannabis is a degenerate. In fact, many are CEOS, lawyers, and teachers. So how can we position fun and entertainment in balance with one another.... you call in an editorial artist.

We call this:
‘ENJOY RESPONSIBLY’ with

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Baltimore, MD

Website

http://www.thewhycreative.com/

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