We’re excited to introduce you to the always interesting and insightful Courtney Rutledge. We hope you’ll enjoy our conversation with Courtney below.

Courtney, looking forward to hearing all of your stories today. Alright – so having the idea is one thing, but going from idea to execution is where countless people drop the ball. Can you talk to us about your journey from idea to execution?

I’ve always had this knack for selling my various creations to a range of communities. Whether it was through local markets, pop-ups, online platforms, Facebook groups, or my personal website, I have always loved creating relationships with customers and watching them connect with my work. But early this year, something clicked —I realized a need to separate these sales from my personal identity. I wanted to create a brand that stood out, felt approachable, and wasn’t tied to any one individual. That’s when the idea started to take shape.

The first step was clear: I needed a name. I needed a distinct identity people could connect with and see themselves in. My personal identity would have never been able to offer this!

Although it may sound simple, finding the perfect name was TOUGH. For months and months, I brainstormed, hoping for that wild spark of inspiration. But as much as I wish I could take the credit, my boyfriend actually came up with the name that had the “it factor” I was looking for. It had a connection to the classic tale of The Ugly Duckling, but with a modern twist. I instantly fell in love with it and knew it was meant to be.

From that moment on, it was all systems go! I dove headfirst into strategizing, planning content, setting up and optimizing every sales and social platform. As my to-do list began to look a mile long, I knew I had to get organized, so I set up several Notion dashboards to help keep on top of my tasks and timelines. Throw in DBAs, tax consultations, and calculating profit margins, and we’ve got ourselves a good start.

As a brand designer and strategist, you can imagine my favorite part was defining the brand’s visuals, messaging, and style. I knew Lovely Duckling had to have a compelling origin story, a clear mission, and unique differentiators that would resonate with our target audience. I landed on a classic blue and pale yellow palette and boldly feminine typefaces, with a subtle vintage feel.

As far as products go, researching and sampling different merchandisers to ensure we provided the highest quality products was my primary focus. The designs took shape after selecting the blanks and deciding the theme of our first collection, the LD Staples collection, which is comprised of a premium baseball hat, 3D-puff printed tee, and retro motel keychain, all boasting the classic logo.

The last aspect I wanted to focus on was creating a sense of community, so we’ve invited influencers and ambassadors to collaborate and partake in the brand’s growth on a deeper level. Their support and enthusiasm will amplify our message and help spread the Lovely Duckling love far and wide.

It takes countless hours of planning and execution and an unwavering commitment to create something special. But let me tell you, it’s worth every step! I’m beyond excited to continue building this brand and watch a wider community learn to live their Lovely.

Courtney, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

After finishing design school in 2020, I dove headfirst into the world of visual design at Marketwake, a dynamic marketing agency here in Atlanta. It’s been an incredible adventure, beginning my journey as a clueless, yet eager, intern and eventually moving up the ranks to Senior Designer and Design Lead. With a flourishing team at a fast growing company, I’ve been able to sharpen my skills, tackle challenges head-on, and prove my talents while progressing my career.

But wild enough, the 9-5 grind just isn’t enough for me. Once I go home, my creativity doesn’t “turn off”; it keeps going, and I feel that I have a personal responsibility to store the ideas, savor the extra creative energy, and use it to make things happen. I mean it wouldn’t be sustainable otherwise, right?

That’s why over two years ago, I decided to establish my own freelance design business specializing in brand identity and strategy. Since then, I’ve had the privilege of collaborating with over 30 clients, including big names like Starbucks, and a host of inspiring women-owned businesses. Helping brands claim their identity and create print and digital experiences that actually connect with their audience is my bread and butter.

In addition to freelancing, I recently embarked on another creative adventure by launching a lifestyle apparel brand called Lovely Duckling. This brand is inspired by the classic tale, The Ugly Duckling, but with a modern twist – a twist that celebrates the strength, potential, and beauty that lie within each of us, just waiting to be discovered and owned. The goal is to not only sell high quality merchandise, but to build an approachable community that uplifts and empowers people to be their authentic selves. The goal is to create a brand that people can see glimmers of themselves in; a name they can intrinsically connect with.

I’m so proud to be in the business of building brands and experiences for myself and others. An opportunity to make something special is one I will always accept.

Is there a particular goal or mission driving your creative journey?

Absolutely! So recently, I stumbled upon a new word: “glimmer.”

Glimmers are the opposite of triggers: micro moments that make your insides smile. A glimmer could feel like a happy little moment of awe or like a warm hug from the earth that tells you everything will be okay.

My goal in and out of my career has always been to create environments where people are able to see the potential in themselves, in their loved ones, and in the world around them. To me, a perfect world would be full of glimmer-chasers.

But because the world isn’t always the most fun, safe, fair, or friendly place (and it won’t let us forget it), it can be easy to overlook these moments. The bittersweet reality is that although triggers can sometimes feel all consuming, glimmers can be found at any moment. They’re just invisible until you choose to notice them.

This is what I hope to inspire through my work and life.

Is there something you think non-creatives will struggle to understand about your journey as a creative?

100%! One thing non-creatives don’t necessarily understand is the constant pressure to be “on” and ready to present smart, fresh ideas at any given moment. Creativity can’t be as controlled as more uniformed skills because inspiration can hit at any time which, for me, is often outside of my 9-5. I’m always jotting down new ideas on my phone as they come up, usually during the evening hours where I am winding down and am able to think without distractions. So while the expectation to consistently deliver out-of-the-box solutions has its thrills, it can also be pretty exhausting.

Another aspect is that the creative field moves fast, and non-creatives may not realize the speed at which trends and the tools in your toolkit change. Keeping up with what’s popular and what’s new in tech is crucial, especially with the current landscape and introduction of AI design tools. This requires constant learning, exploration, and adapting new ways of working. It’s an ongoing process of growth and staying ahead of the curve.

The last insight I’ll share is that I often find myself having to deep dive into my clients’ industries and their overall marketing and sales strategies to fully understand the bigger picture of the audience I’m designing for. To deliver work that my clients will love, I have to consider more than what my point of contact is able to tell me in 30 seconds. We can’t read their minds, and a lot of times, they don’t know what they want, and if they know what they want, a lot of times it’s not what they actually NEED. Creative work is highly strategic and intentional, as much of my role is steering brands in a direction their audience won’t just accept, but will become absolutely obsessed with.

So those are just a few examples of ways I feel creative work is sometimes misunderstood or underestimated. It’s harder than it looks, people!

Contact Info:

• Website: lovelyduckling.com
• Instagram: @shoplovelyduckling
• Linkedin: www.linkedin.com/courtneyrutledge2020