KATIE THOMAS

When I direct even just a throw pillow, I am thinking about the customer we are sharing this product with. I imagine what it would be like for her to be in the store physically, what angle she’d be looking at the pillow from, how she’d want to know how soft and thick the silk is and which details about it inspire her to think, “this is perfect for me”. I think about how we are collaborating with her in a creative process of designing her home. We must ensure that along with motivating her next moves, what we show her is as true to what she will receive as possible. This is so important because when a customer has to go through the process of returning something, they lose faith in the brand. On the contrary, when they stay in their creative flow through the whole process- from initial click to fluffing that pillow after years of enjoying it- we create a customer for life.

I have professional experience in management, production, photography, styling and design. A mentor once advised me to learn each role I’d one day direct as thoroughly as I could. He sure was right, I developed a deep understanding of what the team is capable of, where to push, when to pull back and how to communicate what I’m asking for clearly.

As a leader, my goal is to contribute to the flow of creativity and make sure each member of the group feels included and has the direction they need.

I am so thankful to be creative for a living and joyful to share that with the people who choose to collaborate with me.