We were lucky to catch up with Ericka Garcia recently and have shared our conversation below.

Ericka, appreciate you joining us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?

The name “Creative Gradient, Brand Distillery” emerged from my passion for personal branding. The word “gradient” encapsulates my philosophy that both brands and people possess distinct personalities and traits, yet they exist along a spectrum where they evolve and grow over time. Much like a gradient, which transitions smoothly from one color to another, brands too can adapt and change while maintaining a cohesive and true essence. This reflects the belief that despite the transformations and experiences we undergo, the foundation of who we are remains constant.

The addition of “Brand Distillery” speaks to our mission of distilling the unique personality of each brand. Just as a distillery extracts the purest elements, we aim to identify and amplify the core characteristics that differentiate a brand. At Creative Gradient, we believe in humanizing brands and ensuring they stay authentic throughout their journey. By combining strategy and design, we help businesses maintain their essence and navigate their evolution, much like a gradient’s beautiful, ever-changing, yet consistent nature.

Ericka, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

To give you some context, I’m a branding fanatic with over 10 years of experience, inspired by my upbringing as the daughter of a freelance graphic designer and a businessman. After graduating high school in El Salvador, I moved to the US to pursue higher education. I earned a BFA in Graphic and Web Design from Miami International University of Art & Design and actively engaged in design communities like AIGA and Ladies Wine and Design. My thirst for deeper knowledge and a challenge quickly led me to Debbie Millman’s Masters in Branding program at the School of Visual Arts in NYC, where I delved into brand strategy, anthropology, behavioral psychology, and more. Presenting brand strategies to companies like YouTube, VaynerMedia, and Peloton was a pivotal experience.

After five years as a designer, I officially transitioned to branding as a Brand Strategy Intern at &Walsh, Jessica Walsh’s renowned agency. I worked closely with Lauren Walsh and honed my skills in market research, brand strategy, and creative concept ideation. This leap of faith paid off, and today, I serve as the Brand Manager at TOP Agency. In this role, I conduct strategic planning and market research, and create compelling brand concepts and copy. I manage client relationships and lead my team to develop impactful brand identities and assets. Most of my experience has been with US brands, but I have also worked with Latin American and European companies, adding a diverse perspective to my expertise.

When I’m not working full-time, I work as a consultant. I am particularly interested in supporting women-owned businesses, sustainable and eco-friendly brands, and those with a social impact in the healthcare sector. My passion lies in helping these businesses tell their stories authentically and effectively, ensuring they resonate with their audiences and drive meaningful change.

Can you tell us about a time you’ve had to pivot?

In the past few years, the most significant pivot in my career has been transitioning from designer to brand strategist. After moving back to El Salvador, I found myself feeling quite frustrated with my role as a lead designer at the same agency where I had worked for nearly five years. Despite earning a graduate degree, my boss showed little interest in my newfound knowledge, and the small size of the agency offered no room for growth. This frustration fueled my energy toward passion projects and freelance clients who were eager to engage in branding workshops.

By early 2022, I knew it was time for a change. Taking advantage of remote work opportunities and reduced living expenses, I began hunting for the right job that would establish me in the branding industry. This process made me deeply reflect on job roles and descriptions, as branding is such a broad field. Ironically, as a branding professional, I found it challenging to brand myself. But I persevered, and it paid off. Less than a year after finishing my internship at &Walsh, I fast-tracked my career to become the Brand Manager for a global agency. The journey was far better than I could have ever imagined.

As for the future, I don’t know when the next pivot might occur, but I can sense it. There’s an unexplainable itch that I can’t seem to scratch. However, if there’s one thing I’ve learned, it’s the importance of being open to new possibilities and hoping for the best. Worrying about worst-case scenarios is simply a waste of time and energy. Embracing change with optimism has always led me to remarkable opportunities, and I trust it will continue to do so.

What do you think is the goal or mission that drives your creative journey?

A goal that has quietly driven my creative journey is my deep-seated desire to address health-related social issues. Not many people know this, but I’ve considered attending medical school more than once, even after completing my graduate degree. Although I never felt entirely sure about making such a drastic career shift, the calling to contribute to healthcare has remained strong.

Throughout my career, this drive has surfaced in various ways. I’ve felt it when working with brands in the healthcare space, through volunteer opportunities, during anthropology courses, and in conversations with friends who are women or doctors. Personal experiences have also heightened my awareness of the challenges women face with reproductive and maternity care. Recently, I was profoundly moved by reading “Legacy: A Black Physician Reckons with Racism in Medicine” by Uché Blackstock, MD. The book’s brutally honest exploration of the inequities in the American healthcare system inspired me and reinforced my commitment to making a difference.

I’m currently considering pursuing a degree in Medical Anthropology or Public Health. My goal is to apply my expertise in communications and branding to help healthcare professionals resonate with communities, patients, and other stakeholders who can support their efforts. I hope to contribute to a more equitable and effective healthcare system by blending my passion for branding with a dedication to social impact.

Contact Info:

• Website: https://www.helloericka.com
• Instagram: https://www.instagram.com/ekablu
• Linkedin: https://www.linkedin.com/in/ekagarcia
• Other: https://www.creativegradient.com