We caught up with the brilliant and insightful Dana Hewling a few weeks ago and have shared our conversation below.
Dana, appreciate you joining us today. What’s been the most meaningful project you’ve worked on?
As a designer and creative director I’ve had the privilege of working on some impactful projects but there are several reasons the AAF-Houston 2019 Student Conference campaign is special. For one, the end graphics are beautiful. Even though I used stock portraits for each, the attention to detail and styling makes it look like we had the budget for a custom photoshoot. Additionally, we got to represent, highlight and encourage the diversity of the industry, especially in the Houston Area. Advertising as a whole is not as diverse as it could be especially within roles of leadership, but AAF Houston and other chapters have been working hard over the years to foster that growth and as a Black woman, an agency leader, and as a creative I am hopeful we can continue to bring more unique voices to the table. This campaign honestly was fun! A rarity, I love having the freedom to be inspired come up with an idea, and then be able to run with it. That isn’t to say I didn’t also have an awesome ‘client’ in AAF Houston. Kay Kreneck helped ensure that the spirit of the work was preserved while meeting the needs of the organization and I am truly proud of the final campaign. The awards we won, and the feedback received from others within the industry even years later makes it even that much for special and impactful.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers?
Hello, I’m Dana Hewling, Owner + Creative Director of b.iD LLC based out of Houston, TX. At b.iD, we’re known for helping small-mid-sized businesses and organizations (sometimes larger) create remarkable branding and communication strategies paired with captivating designs that help them build truly valuable connections and compete in their respective markets. Founded in 2014 we’ve worked with an array of clients in Houston and across the country who are looking to go beyond ‘good’ to not only impact themselves or their families but the communities they serve. When it comes to branding and marketing they are so many facets that go way beyond a logo or a user-friendly website to consider that can it be extremely overwhelming to many to navigate, but that’s the challenge we live to solve.
What do you think is the goal or mission that drives your creative journey?
Yes, our goals push us in everything we do. As I put in as many places as I can, the main goal is to be remarkable and help others find their remarkable, whatever that looks like. We’re not out for the good or the ordinary, and our best clients are also looking for that. The clients and the projects I’ll remember the most, long after the campaign has ended, are the ones that change someone’s outlook on what’s possible, both in general and for them or their brand. When the small business owner has been doing best with what they had but then comes to you with a vague idea and a hope that you can help them present better, attract sounder clients, gain more awareness, etc., they are taking what feels to them a big chance. You go through the process guiding them as best as you can, and then when it all comes together, and they see the outcome, what they didn’t think they could be, comes to life; the pride on their faces is everything!
Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.
There are so many things non-creatives struggle to understand about working as a creative. For one, yes everyone can be creative but not everyone can be a creative. A creative is a true professional in their craft. It goes beyond coming up with an idea and hoping it sticks. You have to have an understanding of the medium, the subject, and the objective(s) plus how your piece fits into the grand scheme of things both internally and externally. That’s not an easy feat to do, but when you are a master of our craft as they say you make it look easy. This would be my second point, none of this is easy! I love what I do and sometimes I surprise myself. Some days you’re just filled with inspiration and the ideas pour out of you seemingly effortlessly but other days, you struggle. Whether there’s too much going on, the brief is too vague, the client wants to play it overly safe, or you simply are just not mentally there, there are many factors that can impede us to do our work to the best of our ability. If there was a formula to being a creative we’d be much easier replicable.
Contact Info:
- Website: http://www.danahewling.com
- Linkedin: https://www.linkedin.com/in/dhewling/
- Twitter: https://twitter.com/youneedDana