We recently connected with Sarah Barrett and have shared our conversation below.

Sarah, thanks for taking the time to share your stories with us today Let’s start big picture – what are some of biggest trends you are seeing in your industry?

In the industries of art and design, I am seeing more transparency. There is more opportunity to see what’s behind “the curtain”, whether it’s in the form of sharing processes or behind-the-scenes stories. A few years ago people would be more secretive on how their businesses ran or what they used to create a design. With platforms like Instagram, TikTok, and Youtube, more people are sharing tutorials with tools and programs they use. The aloofness of keeping information to themselves derived from not wanting others to possibly “steal” their business or be able to make the same artwork. In turn, this actually put a wall between the audience and artist/designer. Now, the wall is being taken down by being more personable on social media, such as sharing more of their everyday lives and connecting with visitors to their profiles. I love being able to see not only what someone creates, but also who is creating the designs and artwork. There is a sense of vulnerability when we share what is closest to us. The creator seems more confident knowing that even if they share their processes, no one can replicate the passion and heart that is put into their work. By being more transparent, a designer or artist is able to connect with people on a less superficial level and give their work more meaning and reference.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

My name is Sarah Barrett, and I am the co-owner and creative director of Brand Refinery Co. I help businesses tell their stories visually with captivating brand photography, bespoke brand elements, and engaging social media content. I graduated in 2014 with my Bachelors of Fine Arts in graphic design and worked at a newspaper for a year before moving onto Mississippi Magazine where I was the advertising art director. I started my own calligraphy and wedding stationery business in 2016 and helped other calligraphers and wedding stationers through a Facebook Group with over 2500 members. After deciding wedding stationery no longer had my heart, I focused more on teaching calligraphy workshops and designing brand identities. Having to market and create social media for my previous business assists me in helping others curate their brands.

Entrepreneurs and small businesses come to me because their public profiles are inconsistent and indifferent. I help refine and recreate different parts of their businesses. With my team of graphic designers, photographers, and copywriters, we streamline a business and make it more relatable through design and content creation. I strive for an inclusive and diverse environment that doesn’t feel stagnant or demanding. I think it’s important to learn from each other, including our clients and staff. With an all female team, we want to show others that our industry does have women who are more than capable to elevate their businesses.

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

From 2015 to 2019, a large portion of my income came from calligraphing wedding envelopes and creating wedding stationery. However, during the Covid pandemic, weddings got cancelled left and right. This period of time was obviously scary for multiple reasons. I knew something had to change and that calligraphy for the next couple of years would not be sustainable. I switched gears and started working more in social media management and focusing heavily on brand design. Many businesses don’t know how to curate their profiles or cultivate an engaging audience. This is where I swooped in to help. The decision yielded more profit and a better work life balance.

We’d love to hear about you how met your business partner.

My business partner, Kate Chesnut, is an international film and digital wedding photographer for her business, Lost Coast Photography. She attended a calligraphy workshop I hosted around five years ago. Through this meeting we connected, and I began second shooting weddings with her. Right before the pandemic, we photographed a brand session for a friend and loved the experience. After sitting down and focusing on what we truly wanted to do, we created Brand Refinery Co. Although it took two years to prioritize Brand Refinery Co., I know 2023 is the year our business will take off.

Contact Info:

• Website: brandrefineryco.com
• Instagram: instagram.com/brandrefineryco
• Facebook: facebook.com/brandrefineryco
• Youtube: youtube.com/c/SarahBarrett

Image Credits
My headshot: Lyn Alexandra Photography Photo of painting: Kayla Coleman Photography Rest of photos: Brand Refinery Co.