We were lucky to catch up with Marla Moore recently and have shared our conversation below.

Hi Marla, thanks for joining us today. What’s been the most meaningful project you’ve worked on?

The most meaningful projects, to me, are the ones that are as impactful as they are beautiful—those that look great while doing good. So what comes to mind is the BUCK Impact Report that we released this past fall, detailing our studio’s 20-year history and breaking down our ’23 demographics, learnings, and accomplishments (impact.buck.co). This particular project was over a year and a half in the making, and originated from the desire to foster greater transparency and accountability in the creative industry. It required a ton of cross-department collaboration, deep dives into our own metrics reporting, and pointed, introspective conversations to ensure we told our story the right way. Directing this work also beautifully bridged the spaces I occupy most in my capacity at BUCK: Strategy and Creative Direction.

As a multifaceted, global creative company, BUCK works on some of the coolest projects on the planet—but we also want to ensure that the way we work and do business is good FOR our planet, and all the people on it. So having the opportunity to oversee a project that involved so many diverse collaborators, engaged both the strategic and creative sides of my self, and wound up putting a beautiful, meaningful story out into the world was a win-win-win in my book. Between our Impact Report and becoming a certified B Corp this year, I’m hoping that we can set an example and challenge other studios to meet this moment with us.

Marla, 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?

I’m a Creative Director and the Head of Strategy at BUCK, a global studio that designs campaigns and systems for the brands you interact with every day. I have a background in graphic design, packaging and branding; and created for the likes of Starbucks, Pepsi, Gatorade, and Amazon before finding my way to LA and the powerhouse of BUCK.

Throughout my career, I’ve always pursued opportunities that allow me to impact the rationale and thinking behind the art, rather than solely skinning the ask at hand. My time spent in-house at Amazon taught me to back up my design decisions with strategic rationale; and since then, I’ve sought out projects that go beyond building beautiful moments to create lasting, positive impact in society and culture.

Part of what fuels my day to day is running the Strategy department, which I’ve built and fostered these last four+ years. I have an incredibly thoughtful, considerate, and multi-talented team who bring research rigor and empathy to every ask we tackle together. No matter the challenge at hand, I can trust them to consider all angles, and bring insights to the table that help shape and mold the direction our creative takes.

Have you ever had to pivot?

While I was working in-house at Amazon my second time ’round, my team underwent an all-too-familiar re-org; and I wound up being placed under a non-creative manager. In our first one-one-one, she admitted to me that she didn’t know what an Art Director was; so instead, she was going to teach me creative strategy. At the time, I was perplexed to be placed in a space that didn’t recognize or value how I contributed day to day—but that re-org ultimately helped shape the trajectory of my career, by teaching me the value of strategy in shaping design decisions.

When I ultimately left Amazon for a sunnier life in LA, that new, data-driven approach to design decisions completely changed how I showed up at work. For BUCK in 2018, that research-centric mentality was new, and laid the foundation for me to help shape our Strategy offering and bolster the Branding we know and do every day now.

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

A huge part of my creative journey resides in removing barriers to entry in the creative industry. Growing up and pursing design, it felt almost like a mystic quest; something you had to find your own way in, establish your unique “style,” and hope that someone liked it. And while elements of this are still valid, it’s so much more than that—design is anything you make of it. With the tools and platforms at our disposal today, there is no one “right” way to design, despite what some may say. More and more in our industry, we’re seeing trends of folks embracing design that’s authentic to them, to their mission, and to their brand. Your look and feel is yours to determine, and ultimately what sets you apart—whether you’re an individual designer or a larger brand. So part of my goal and mission in sharing my perspective on our field is this: it’s all a balance. Your balance.

Part of your job as a Designer is to solve your clients’ problems. But another inevitable part of your job is infusing your personal style into every design solve. So the answer to every challenge you take on is a balance; part what’s right for you, and part what’s right for your client. The real win is when you strike that perfect balance, and find the dynamic and design that achieves both.

Contact Info:

• Website: marlamakesstuff.com
• Instagram: https://www.instagram.com/marlamakesstuff/
• Linkedin: https://www.linkedin.com/in/marlamakesstuff/

Image Credits
Portraits by Robiee Ziegler. Event photography by Casey Latiolais.