Meet Rachel Clemens, Anne Durrum Robinson Creative Initiative Award Winner

Written by Miranda Lemon.

Changing a brand’s perception, generating local pride, and mobilizing a community are no small tasks. But for Rachel Clemens, President and Founder of Creative Suitcase, making an impact in the community through creative work is part of the job. That’s why Rachel will be honored with the Anne Durrum Robinson Creative Initiative Award this Saturday.

 

Rachel and the Creative Suitcase team developed the United Way for Greater Austin’s “Makes Austin Greater” campaign to be nothing short of great. Eye-catching graphics and vibrant colors introduced a fresh take on the United Way international brand standards, while highlights of Austin’s unmatched eccentric culture weaved throughout the campaign emphasized that donations to the United Way for Greater Austin stay local. The campaign generated a plethora of impressive metrics (check out the case study on CreativeSuitcase.com!), and even resulted in a new Austin landmark with the “You’re My Butter Half” mural on the United Way for Greater Austin building. 

Learn more about the campaign and where Rachel finds her own creative inspiration in the following Q&A:

Please tell us a little more about the United Way for Greater Austin “Makes Austin Greater” brand campaign.

The goal of the rebrand for United Way for Greater Austin was to change the perception that money given to United Way locally was sent across the country or across the globe. We needed to educate Austinites that their donations stay local and benefit our local neighbors. To showcase this, we developed the “Makes Austin Greater” campaign to highlight all the things that make Austin greater, including the United Way. Reminiscent of food trucks and street murals, we gave United Way for Greater Austin a new localized look that touches on the vibrant colors, bold graphics and handwritten type that represent Austin.

What does it mean to you to have developed a campaign that directly benefits the greater Austin community?

The team at Creative Suitcase prides itself on creating work and developing relationships that will make an impact in our community. We feel very lucky to work with some of the smartest and most passionate people in Austin. The “Makes Austin Greater” campaign allowed us to tie all the great things about Austin directly to United Way for Greater Austin and to get locals thinking about what makes Austin greater for them (my personal contribution is queso!). The campaign also raised more money for the nonprofit, helping the Austin residents that need it most.

Working with the amazing team at United Way for Greater Austin, we also created the “You’re My Butter Half” mural, conceived as a love letter to our fair city. The mural has taken off in unexpected ways, sparking contests, marriage proposals and a line of products. To have one of our favorite campaigns ignite such pride in Austinites is nothing short of spectacular.

How have your international travels and work abroad influenced your career?

Working and traveling abroad has influenced several aspects of my life and career. I firmly believe in the principle of immersing yourself in other cultures, whether they’re halfway around the world or just around the corner. For a communicator, it’s always important to consider what your audiences’ lives are like and how they’re going to react to the work you’re producing. Will they understand it? Will they be inspired by it? Though I don’t get to travel as much these days, I continue to learn about other people’s lives through my work as a communicator.

Where do you find creative inspiration?

I’ve always found most of my inspiration through travel. I’ve been inspired by everything from Slovenian graffiti to Australian aboriginal art. I’m curious about this great big world we live in and I try to carry that into my work. In the last few years, I’ve been inspired in a different way by my son, both in how he creates art and also in how he views the world. I’ll often tap into how usable a design or idea is by asking him how something works or what something looks like. Then I know if it’s met that basic principle – its so easy a five-year-old can understand it!

What advice do you have for others who may be trying to bring their own creative initiative to life?

First and foremost, it’s important to get out and talk to people. Bringing an idea to life, especially a creative idea, typically takes teamwork so having a connection to lots of people in town helps. One of the ways I’ve built my network is to reach out and ask people if they’d be willing to have coffee and let me get their thoughts on an idea I have. This city is amazing in that most Austinites are willing to let you buy them coffee (or a beer) if you ask. These informational interviews have led to great ideas and to avoiding great mistakes.

Miranda Lemon works in creative, visual and marketing communications for Seton Healthcare Family.