2 Minutes With … Taylor Lucas, CD of Brand Design at EP+Co.

On the opportunity to create a brand character and building visual worlds

Taylor Lucas is SVP and creative director of brand design at EP+Co. She has worked in advertising for over a decade, with eight of those years at her current agency. Taylor began her career on the art director trajectory at Saatchi & Saatchi from 2011-14. These days, she strives to connect consumers with clients including John Deere, General Mills, Newell, Bojangles and Planet Oat.

We spent two minutes with Taylor to learn more about her background, her creative inspirations and recent work she's admired.

Taylor, tell us …

Where you grew up, and where you live now.

Growing up, I moved around quite a bit. I lived in Chicago, Boston, Philadelphia. I recently moved back to Philly after 11 years in New York City. 

How you first realized you were creative.

When I was about three or four, my mom found me in a hypnotic state in front of the TV—the music video for "Groove Is in the Heart" was on. Something about the sights and sounds of that video spoke to my soul in a way nothing had before. I think that was the exact moment where I discovered creativity.

A person you idolized creatively early on.

My mom! She used to make all of my Halloween costumes by hand. I definitely inherited my DIY attitude from her. She made me feel like I could do, learn or make anything.  

A moment from high school or college that changed your life.

At the University of Miami, I had a couple professors who had an important impact on my career trajectory. My advertising professor, Meryl Blau, pushed, inspired and instilled in me my current work ethic. And I learned so much on visual problem-solving from my design professor, Sylvia Pease. I'm constantly referencing the fundamentals I learned from her.

A visual artist or band/musician you admire.

Nabil has always been one of my favorite directors. Music videos have had a big impact on me (as evidenced above) and I've always loved his collaborations and executions. A few years ago I went to see his first feature, Gully, at the Tribeca Film Festival

A book, movie, TV show or podcast you recently found inspiring.

I thought Stutz was incredibly unique. From the content and visual-centric tools, to the overall concept and way it was filmed.

Your favorite fictional character.

Polly Gray from Peaky Blinders.

Someone or something worth following in social media.

Nedra Tawwab provides such straightforward and helpful advice on life. 

How Covid-19 changed your life, personally or professionally.

We began to form Brand Design in Spring/Summer of 2020. It was a challenge and rare opportunity to create this new department and grow into creative leadership during such an unpredictable time. 

One of your favorite creative projects you've ever worked on.

To launch Puma's SS 2020 Women's apparel and footwear collections, we created a fully immersive experience in NYC that featured everything from four custom content studios to a DIY shoe customization station and main-stage event. I'm really proud of how our team brought it to life from the planning, overall concept, design and every tiny detail in between.

A recent project you're proud of. 

It's not very often you get the opportunity to create a brand character, let alone a friendly blue alien. And our awesome clients at Planet Oat were open to just that. We created this curious character, Sensa, who's on the search for goodness in all its forms. It was an amazing experience working with Jack Anderson and the team at Psyop to create her from the ground up—from pencil sketch to full-on CGI fuzzy hero. 

Someone else's work that inspired you years ago. 

Wieden+Kennedy and Southern Comfort's "Whatever's Comfortable" campaign from 2012. It communicates so much while saying so little. That's my favorite type of work. 

Someone else's work you admired lately.

Adrian Raquel is one of my favorite photographers. She has such a distinctive style and can capture a particular mood. Mark Clennon is another favorite. I love his recent work with Mike Tyson and the rose-petal boxing gloves for Inked Magazine. That one stopped me in my tracks. 

Your main strength as a creative person.

My main strength is the ability to create a through line—to strategically connect a brand's personality and ethos with the work and create a whole visual world. 

Your biggest weakness.

I have a lot of ideas and thoughts circulating and sometimes they can get jumbled on their way out. I'm continuously trying to become a clearer and more intentional communicator. Preparation and practice are a part of my daily routine. 

One thing that always makes you happy.

Coffee and dogs, technically two things. So maybe my final answer is: Boris and Horton.

One thing that always makes you sad.


What you'd be doing if you weren't in advertising.

I often have ideas for brands or products I'd like to bring to life. I'd love to create one from the ground up. A shout out to Guy Kawasaki's book The Art of the Start for keeping me informed and grounded on the topic.

2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.

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