We were lucky to catch up with Victoria Carrington Chávez recently and have shared our conversation below.

Alright, Victoria thanks for taking the time to share your stories and insights with 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?

As a multicultural woman I’ve seen the magic of blending cultures to create connection. I wanted a business name that reflects the power that thrives when you move between the intersections of identity.

I chose La Mezcla Creative Co. to be speak to the power of creativity at the Intersection of communication and connection. La Mezcla, meaning ‘the mix’ in Spanish, speaks directly to those who thrive at the crossroads of diverse cultures and identities—much like the multi-hyphenate creatives I collaborate with.

Using my skills of balancing layers of identity I create spaces where individuals are encouraged to bring their whole selves, fostering a sense of liberation and authenticity in our collective creative endeavors. I feel like my business name speaks to them, and feels empowering that people can bring all themselves to our work.

Also as an artist I love the feeling of “mixing” elements to create something new and beautiful. I feel like my work with my clients gives me the same feelings of working together to create something new and wonderful, for the greater good.

La Mezcla Creative Co. is not just a name, but a statement of purpose—celebrating the rich tapestry of human experience to create impactful and inspiring work that stands out in today’s diverse market.

La Mezcla Collective is the direction, and the brand will launch July 7th, 2024.

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.

I have always loved stories. I have been told by many I am great storyteller.

Ever since my days as a Spanish teacher, where storytelling was the highlight of my classes—from eager first graders to sometimes grumpy eighth graders—I recognized the profound impact of an authentically engaging story. This realization stayed with me as I transitioned into the world of marketing and communications, where I discovered the same magical elements of storytelling at play, especially in social media. There was something fascinating to me about billions of stories being shared worldwide everyday.

My early career in marketing quickly evolved as I tapped into my creativity, combining my visual arts expertise with my storytelling skills. I became adept at helping brands authentically express themselves, a skill increasingly sought after in an digital world. Authenticity became my mantra, inspired by the understanding that, just like my students, audiences could discern insincerity.

As my expertise grew, I shifted from graphic and website design to focus more on brand strategy and strategic storytelling. I help entrepreneurs and thought leaders articulate their stories, not just through social media strategies or branding sessions discussing colors and graphics, but by exploring the essence of their identity. Who they are, what they value, and who do they want to help? By helping those I work with define these questions, their brand narratives get clear and stronger.

This evolution led to the creation of La Mezcla Creative Co., a name that reflects the mix of visual, emotional, and written elements of storytelling that forge powerful, empathetic connections.

I am passionate about using the brand archetype framework to help clients align with their core values, target audiences, clarify their messaging, and streamline their communication. This approach isn’t just about crafting messages; it’s about creating communities and connecting people through the universal power of stories.

I believe in the power of a story. Everyone has one. What’s yours?

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

In the fast-evolving landscape of branding and marketing, I recognized a unique opportunity to deepen my impact and align more closely with my passions—strategic storytelling and brand identity creation. Observing that many entrepreneurs and thought leaders struggle not just with visual branding but with how their brand resonates emotionally and connects deeply with their audience, I decided to pivot my business to focus more on these areas.

This shift has allowed me to specialize in offering coaching sessions and courses that are not just about the aesthetics of branding but about the entire narrative structure. I help clients develop a brand persona that does more than look appealing—it feels compelling and authentic. This approach is crucial because today’s market demands more than just visual engagement; it requires an authentic narrative that can forge a genuine connection with the audience, turning casual viewers into loyal customers.

By focusing on strategy and storytelling, I guide my clients through the process of defining what their brand stands for beyond the surface level. We dive deep into the elements that make a brand unique and explore how these can be articulated in ways that resonate. The result? Brands that not only attract attention but maintain it, fostering lasting relationships with their audiences and business partners.

This pivot has not only enriched the services I offer but has also been incredibly fulfilling personally. It allows me to work closely with visionary individuals, helping them to articulate and amplify their unique stories in a way that truly makes an meaningful impact.

How did you build your audience on social media?

People love a good story—they educate, inspire, and connect us. Viewing social media through a storytelling lens, I’ve found that it can profoundly impact our lives in similar ways.

Strategically and authentically sharing my story on these platforms has allowed me to grow my audience significantly. By crafting content that resonates deeply and focusing on quality over quantity, I’ve built a community, not just a follower count.

My strategy is rooted in authenticity and the power of storytelling, drawing from my unique BIPOC perspective to enrich the broader conversation. By staying true to my voice and combining strategic storytelling with high-quality content, I’ve facilitated growth for both myself and my clients. For me, social media is more than just a marketing tool—it’s a canvas for creativity, a stage for stories that foster genuine connections and community engagement, demonstrating the transformative power of sharing authentic narratives.

My content is designed to stir emotions, spark thoughts, and encourage active participation, which has proven effective for enhancing engagement and generating business leads. As a nano influencer having about 3,000 followers, I consider myself a powerful influencer because the engagement level on my platforms is exceptionally high. With many followers actively involved in my narrative, leading to collaborations, referrals, and friendships. They cheer me on in many aspects of my life. This has led to brand collaborations with my clients seeing the same results, because a strategic and authentic story is POWERFUL.

I also like to have fun into my content, which I believe truly makes it shine. I’m not just following social media trends; I’m setting them.

Contact Info:

• Website: https://lilacaspen.com/
• Instagram: https://www.instagram.com/wildandlee/
• Linkedin: https://www.linkedin.com/in/victoria-carrington-ch%C3%A1vez-b58136211/

Image Credits
1st Image Ruth Ganev 2-8 Victoria Carrington Chávez