Sue BRITTON

CCO | BRITTON MARKETING GROUP

questionnaire

What was your very first job?

Working for a printing company, doing design and layout work.  

Please describe, in your own words, what your job is and what work it entails.

I am President and Chief Creative Officer for Britton Marketing and Design Group, established in 2006. I drive the company with my husband Jeff (who leans to the operations, patents and strategy side). My days are spent leading our business and team overall, driving the unique branding expertise we have established (The New American Middle), setting creative standards, mentoring our team with our Lead Team, and finally, making sure our clients’ brands are expressed uniquely by identifying a defining strategy, layered with highly nuanced creative that allows them to stand out from all other marketing noise in their category and build a devoted following. I love telling brand stories in fresh and amazing ways and that’s what get me going every day.

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery?Was there a train of events that brought you where you are today?

I was always visually oriented and naturally loved doing all kinds of creative projects as a child. My father was also artistic, even though that was not a part of his career path. He helped me with drawing early on and I loved that close time with him. Living in a family of seven those moments were precious to me. But I credit my high school art teacher with recognizing I had talent and encouraging me to get serious about it, working with me outside of classes, and helping me find a college, etc. Teachers can really have an amazing influence. I never looked back.

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

We, as a team, love attending creative or trend conferences like, LeBook Connect, Color Marketing Group (I am a panelist for their global conference this fall), and Trend Union with Li Edelkort which is always transformative (their global trend presentations are always inspirational and astonishingly beautiful.) I always say Li is like a nerve ending in our universe. She reads our “world temperament” and expounds on how it will influence our daily lives, our fashion selections and the colors that we will lean into, whether they are comforting, surprising, environmentally driven, etc. Our company subscribes to a wide variety of Trend sites, like CMG, WGSN and ColourHive, and subscribe to social posts from creative organizations like LeBook, and a plethora of amazing photographers, fine and commercial artists, like Stefan Sagmeister or Lis Congdon.

Literally whomever starts to catch our attention. We always have our team identify training resources that inspire and/or guide us on new software or processes that provide better creative tools. We never settle. We love to work with the team on personality studies or expression coaches to help us understand ourselves and each other better, which increases emotional intelligence and also helps us be more empathic with our clients.

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation rather than its recognition or industry what would it be?

I really loved a small project, an invitation, we designed for our first ever Design Week Fort Wayne, that we hosted at our facilities a few years ago. We created a squared off, very innovative fan fold that when opened up could stand up on one’s desk. It was covered with a French vintage wallpaper pattern of roses on one side (we purchased in NYC at a favorite dealer of vintage hand painted patterns, for stationery development we were doing in the early 2000’s) and gorgeous florescent orange on the other side. We added some bright orange accents to the some of the old roses in photoshop. The affect was just so vintage-rich, yet so modern, the structure-so sculptural. It just checked all the boxes for me of a beautiful piece that everyone loved receiving. Like a little jewel. I love much of the photography we art direct. It can just be so moving to me with the elegance of space and the people relaxed and expressing a moment of fun or peace.

Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc).

We are known for our photo art direction, along with high level graphic design disciplines for retail brands. When we shoot photography we almost always shoot video at the same time, so we enjoy seeing how other designers and creatives take an innovative approach to their photography, font treatments, and copywriting. And then …how those then are translated across the social mediums. We love building lifestyle catalogs or beautiful brand print documents of any kind so seeing innovative print solutions is exciting. So we do a lot of short form animation and video, along with longer brand story videos. That said, I love all creative but am probably most qualified to review Photography, film, production, social, and experiential.

jury

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