Defining your brand can be a tricky and delicate process. Gwen Hutchings, Associate Creative Director of Gwen Hutchings Creative, has you covered.  Gwen looks to translate your business objectives into creative assets–clarifying your message, creating an integrated marketing strategy, and skyrocketing lifetime value. We sat down with Gwen to learn more about her work, the process of building a strategy for a brand, and how The Shop has helped her own creative workflow.

Can you describe the work you do?

I bring brands to life–so customers can’t imagine their lives without it. Using strategy, story, and vision, I translate business objectives into creative assets–clarifying the message, creating an integrated marketing strategy, and skyrocketing lifetime value

What do you believe is the most difficult part of building a strategy for a brand?

Getting buy-in from stakeholders. There tends to be a lot of emotion tied to the way things have always been done, and it can be difficult for them to let go enough to allow the change that will lead to growth.

How has your brand marketing strategy changed with the evolution of social media marketing?

I began my social media marketing career in its infancy, so it’s always informed my work. It’s such a powerful medium for listening to your audience, which is the foundation of all good marketing strategies.

What is something that you have accomplished as an adult that you are most proud of?

I built a career out of nothing.

What is your favorite part about working at The Shop?

My favorite part of working at The Shop is the community.

How has working at The Shop benefited your overall workflow?

Having this dedicated workspace allows me to focus deeply, and just as importantly, to leave work somewhere at the end of the day.

Do you have a favorite place or best-kept secret of Salt Lake City / Utah?

Desolation Lake. It’s a longer hike, so it’s less popular, but the scenery and solitude are worth it.